The responsible use of resources and the environment as well as further aspects of sustainability play an important role in the modern world of trade. This thesis aims to present the most important aspects and factors regarding these aspects and to research the underlying consumer behaviour. In the first part, the findings from the literature that relate to the topics of sustainable development, Corporate Social Responsibility and green consumption are described. Furthermore, consumer behaviour and the associated connections between attitude, purchase intention and buying behaviour are examined and introduced to the neuromarketing concept of Limbic®.
In the second part, current insights are gained through the method of quantitative research, which should generate a better understanding of the modern customer. Finally, the theoretical findings are related to the new survey results and further analysed focusing the various Limbic® Types. Finally, a development of the CSR-fields in Retail is given as well as recommendations for action and possibilities for retailers are derived and optimisation potentials are presented.
Table of Contents
Abstract
List of Abbreviations
List of Figures
1. New Directions
1.1 Relevance ofthe Topic and Problem Statement
1.2 Aim of the Thesis
Part 1: Theoretical Framework
2. Government and Society
2.1 Sustainability
2.2 Sustainable Development
2.3 Corporate Social Responsibility
3. Consumer Behaviour
3.1 Sustainable Consumption
3.2 Green Consumerism
3.3 Attitude-Intention-Behaviour Relationship
4. Neuromarketing
4.1 Gruppe Nymphenburg Consult AG
4.2 The Limbic® Model
4.3 Limbic® Types
4.3.1 The Harmoniser
4.3.2 The Traditionalist
4.3.3 The Disciplinarian
4.3.4 The Performer
4.3.5 The Adventurer
4.3.6 The Hedonist
4.3.7 The Open-Minded
4.3.8 Summary
Part 2: Empirical Part
5. Methods
5.1 Method ofQuantitative Research
5.1.1 Structure
5.1.2 Sample Characteristics
5.1.3 Research Objectives
5.2 Hypotheses
6. Results
6.1 General Findings
6.2 Green Lifestyle
6.3 Drivers and Barriers
6.4 Products, Brands and Communication
6.5 Self-anchoring
6.6 Hypotheses Findings
6.7 Attitude-Intention-Behaviour Relationship
6.7.1 Gender Differences
6.7.2 Effects ofAttitudes and Intentions
7. lnfluencesofLimbic®Types
7.1 General Findings
7.2 Attitude-Intention-Behaviour Relationship
7.3 Summary
7.3.1 The Harmoniser
7.3.2 The Traditionalist
7.3.3 The Disciplinarian
7.3.4 The Performer
7.3.5 The Adventurer
7.3.6 The Hedonist
7.3.7 The Open-minded
8. Discussion
8.1 Managerial Implications
8.2 Limitations and Directions for Further Research
9. Trade is Change
10. List of References
Abstract
The responsible use of resources and the environment as well as further aspects of sustainability play an important role in the modern world of trade. This thesis aims to present the most important aspects and factors regarding these aspects and to research the underlying consumer behaviour. In the first part, the findings from the literature that relate to the topics of sustainable development, Corporate Social Responsibility and green consumption are described. Furthermore, consumer behaviour and the associated connections between attitude, purchase intention and buying behaviour are examined and introduced to the neuromarketing concept of Limbic®. In the second part, current insights are gained through the method of quantitative research, which should generate a better understanding of the modern customer. Finally, the theoretical findings are related to the new survey results and further analysed focusing the various Limbic® Types. Finally, a development of the CSR-fields in Retail is given as well as recommendations for action and possibilities for retailers are derived and optimisation potentials are presented.
List of Abbreviations
AG - Public Limited Company
CSR - Corporate Social Responsibility
FCMG - Fast Moving Consumer Goods
ISO - International Organisation for Standardisation
OECD - Organisation for Economic Cooperation and Development
TRA - Theory of Reasoned Action
TRB - Theory of Reasoned Behaviour
List of Figures
Figure 1: Dimensions ofSustainability
Figure 2: CSR-Fields in Retail
Figure 3: Dimensions ofSustainability
Figure 4: Distribution of Limbic® Types in Germany (2016)
Figure 5: Green Lifestyle
Figure 6: Drivers to green consumption
Figure 7: Barriers to green consumption
Figure 8: Consumers’ Choice
Figure 9: Information providers ofSustainability in retail
Figure 10: Distribution ofLimbic®Types
Figure 11: Feeling ofindividual and personal responsibility
Figure 12: Attitude - Intention - Behaviour Relation of Limbic® Types
Figure 13: Development offurther CSR-Fields in Retail
1. New Directions
People, profit, planet. The detention of climate change throughout the reduction of CO2 emission and water pollution, the optimisation of environmental management and public health is spread around the society for many years. It affects every generation, in every place, every day. People started to contemplate about the social and environmental impacts of commerce for over thousands of years. In recent decades, the consumption of resources has been driven to a level that is no longer socially and environmentally sustainable. On the one hand, the limited sources of resources are exploited and, on the other hand, the remaining parts of the ecosystems are filled. Through this ambivalence we are slowly but surely moving towards the downfall of our ecological system. In addition, the consumption of vital resources leads to tensions and social imbalances, which can often lead to violent conflicts in the future. This consumer behaviour puts pressure mainly on those parts of the society that cannot or do not want to afford it. This game will sooner or later divide our society. To avoid this exponentially growing system of production and consumption and still make human development possible should become feasible within the framework of the guiding principle of sustainable development.1
Globalisation and digitalisation have had a major impact on the values of society. Values indirectly shape lifestyles, consumption, business and marketing. As a result, the change in values can also provide a great deal of insight into the change in lifestyles and consumer needs. This change in values has led to a lifestyle with a focus on health and sustainability becoming increasingly apparent. More and more, moral considerations are shaping purchasing decisions, and consumers and other stakeholders expect companies to assume social responsibility. It can be seen that not only the focus on social responsibility but also sustainable consumption has increased in recent years.2 Of course various levels in different countries were predominant due to their historic and economic situations. Over the time people focused on ensuring a sustainable development and a progress in individual actions could be recognised. Consumers realised that living their daily life through consuming all the different goods and services influences environmental changes directly and indirectly. Humans started to pay higher attention to health, environmental friendliness and the naturalness of products. A critical approach of goods became a fundamental part of the way of social thinking. Companies started to reflect the changes in consumer behaviour towards safety and recycling and started a radical change in their business strategies.3
The issue of sustainability affects all areas of retail, from food, cosmetics and clothing to luxury products. Particularly in view of the constantly growing population, it is essential to address the topic. This issue of sustainability and everything that goes with it is something that companies cannot ignore. Companies need to recognise the competitive advantages and economic opportunities they can gain from green marketing. Even if this often causes high costs for restructuring and optimising processes. Green marketing involves a wide range of activities from product optimisation, changes in the production process and packaging or even advertising adjustments. Marketing plays a major role in stimulating unsustainable levels of demand and consumption. Green marketing describes “[...] marketing activities which are aimed to reduce the negative social and environmental impacts of existing products and production systems, and which promote less damaging products and services.[...].”4 Due to the fact that our understanding of the interaction between businesses, society and the physical environment has developed over time, also the term green consumption and the associated practices in this context made their progress.5
1.1 Relevance ofthe Topic and Problem Statement
Customer needs and the corresponding customer behaviour are subject to constant trends and social changes. New opportunities for personal consumption are constantly emerging. Retail is challenged due to the increased demand for personalisation, the influence of technological improvements, the growing diversity of customer levels or the increasing dynamics of geopolitics. The resulting changes in usage and purchasing behaviour have a decisive influence on retail companies. The customer is at the centre of all company activities, especially in the digital age, where the customer wants to be served more individually than ever before and where technical possibilities make this possible. However, it must not be overlooked that different types of customers also act and react differently.6
The topic of this thesis was chosen to analyse the interdependencies between trade and buying behaviour. Above all, it is important to find out whether there is a basic awareness of sustainable consumption among consumers and if this is merely an attitude or also a lifestyle. Furthermore, it will be investigated if the sustainability aspect is more important for consumers in the context of fastmoving consumer goods for some products than for others. Subsequently, it will be analysed to what extent these attitudes and lifestyles affect the active implementation of green consumption, thus hindering or even encouraging it. People are different. Customers are different. How and in what form do people's characteristic basic motives (Limbic® Concept) affect their attitudes, purchasing intentions and behaviourwhen it comes to sustainability in retail?
1.2 Aim of the Thesis
Regardless of a sustainable orientation, many consumers still do not put green products in their shopping basket. The aim is to create a better understanding of today’s consumers focusing the German market by defining barriers and drivers for green consumption and by gaining insights to sustainability in retail. The aim of this thesis is further elaborate the already theoretical knowledge in this area and to focus on the relationships and differences between attitudes, intentions and purchasing behaviour in the context of sustainable consumption. No increased attention will be paid in this paper to the various theoretical models and the factors influencing consumer behaviour.
This thesis is structured in two main parts. The first part of the thesis contains a presentation of the contents of the literature on sustainability, Corporate Social Responsibility (CSR), green consumption and the underlying consumer behaviour, assembled in order to gain insights into the topic and to reveal the need to mobilise consumer-thinking in the context ofsustainability. Furthermore, it gives a brief overview of the insights gained so far on the relationship between consumers' attitudes, their buying intentions and their ultimate buying behaviour. Subsequently, the topic of neuromarketing is briefly examined and finally introduced to the concept of Limbic®. The second part of the paper includes a quantitative research on the topic in order to gain current insights into consumers' attitudes, intentions and purchasing behaviour in the context of sustainability in general and green consumption in specific. The survey was conducted in cooperation with the Gruppe Nymphenburg Consult AG. The empirical output has the function to confirm and complete literature findings. These findings are further analysed and interpreted regarding the different Limbic® Types of the respondents. Finally, action recommendations for retail companies and brands will be generated in order to gain a better understanding of the consumers and to optimise structures and strategies based on this understanding.
Part 1: Theoretical Framework
2. Government and Society
As part of its trade and investment strategy, the European Commission also recognised the increased consumer demand for sustainably certified products. These play an ever-increasing role in the marketing of human rights, working conditions, environmental stewardship and economic growth in third world countries. To support and further strengthen these developments, the European Commission launched its Trade for All - strategy in 2015.7 This emphasises that "[...] promoting fair and ethical trade schemes reflects European Union consumer demand and contributes to developing more sustainable trade opportunities for small producers in third countries".8
2.1 Sustainability
Sustainability comprises the three dimensions of economy, ecology and social issues. Figure 1 illustrates the relationship between the three dimensions of sustainability. In addition it shows that there may be a closer connection between the areas because of the overlapping circles. These three dimensions are interdependent and should therefore always be considered together and as equals. The principle of sustainability was first formulated in 1713 by Hans Carl von Carlowitz, a mining chief. Initially, the handling of wood and its use parallel to the possibility of conserving resources played a role in that respect. In the middle of the 19th century, the theory of soil yield gained popularity. In this context, the focus was no longer on the productivity of nature, but on the free market and its law of supply and demand. The primacy of capitalism was thus replaced by the cycles of nature.9 The beginning of the scientific debate on sustainable development was marked in 1972 by the study Limits to Growth. This report appealed to people regarding the need for a new global economic policy. At the centre of this was the call for an intensive examination of the state ofthe earth, its people and its resources.10 11
Abbildung in dieser Leseprobe nicht enthalten
Figure 1: Dimensions ofSustainability11
Accordingly, sustainable action comprises the following sustainability goals: Firstly, the preservation of ecosystems including the conservation of resources, the reduction of air, water and soil pollution, climate protection and the preservation of biodiversity and species diversity (ecology). Secondly it covers the fight against poverty and exploitation, good education, the protection of human health and the development of social justice and the achievement of social goals (social welfare). And thirdly, it aims to secure economic activity and prosperity through secure jobs, fair wages and the fight against corruption (economy). The more these three pillars are considered and implemented as a unit; the sooner sustainability will have arrived in our society.12 Sustainability affects all levels of consideration and can therefore be achieved globally, nationally, regionally and locally. What all existing definitions of sustainability have in common is that the preservation of a system or certain characteristics of a system is always at the forefront. Something should always be preserved in order to guarantee the well-being of future generations.13 The relationships between the ecological, economic and social objectives are not always complementary, but often conflictual. Orientation towards the model of sustainable development requires business decision-makers to take a responsible approach to the synthesis ofthe three aspects.14
2.2 Sustainable Development
The success of sustainable development does not only depend on the corporate side, to strengthen sustainable action. Consumer behaviour also plays an important role regarding this topic. It took some time before the topic of sustainability found its way into politics, and it took until 1972 from the developments described above. In 1987 the United Nations’ World Commission on Environment and Development published Our Common Future and through this, Brundtland defined four main factors of sustainability: needs, equity, intergenerationality and global environmentalism.15 In the Brundtland Report of 1987, so-called sustainable development is defined as follows: "Humanity has the ability to make development sustainable to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs.”16 Sustainability is therefore not a snapshot, but a continuous process that requires the participation of the entire society in order to bring about change. This process is called sustainable development. Furthermore, the 1992 United Nations Conference on Environment and Development (UN Earth Summit Rio de Janeiro) within the so-called Agenda 21 strengthened the international debate on the critical role of education, training and public awareness on the path to sustainable development. At the Rio + 5 follow up conference, the European Union and its Member States committed to adopt sustainable development strategies.17 In 2001, the European Union adopted its Sustainable Development Strategy in Gothenburg. In 2002, the external dimension of the Strategy was added by the European Council in Spain and the European Union supported the conclusions of the World Summit on Sustainable Development in Johannesburg actively.18 During the last twenty years of the twentieth century, sustainable development has increasingly emerged as an important development path for sustainability.
2.3 Corporate Social Responsibility
Sustainability represents a fundamental and general model and principle that applies to all parts of society. Corporate Social Responsibility, on the other hand, refers specifically to companies. It focuses on respect for human rights, the rule of law, international standards of conduct, the interests of stakeholders, and general accountability and transparency. The global challenges of our time - climate change, limited resources, and the protection of the ecosystem, energy system transformation and demographic change is an important topic for companies.19 The conditions of global economic interdependence and financial volatility present modern companies with major challenges in turning responsible action into reality. The possibilities and limits of ethical business practices form the basis for the framework of action and the behavioural guidelines of management and decision-makers.20 Where corporate responsibility starts, where it finally ends and what areas it should cover, is increasingly part of public as well as political debates.
The term Corporate Social Responsibility was first used in the USA in 1953, when Bowen stated in his publication Social Responsibilities of the Businessmen that entrepreneurs are responsible for orienting themselves to the expectations, goals and values of a society (Bowen 1953).21 The concept of CSR has been implemented by many companies for several decades to promote sustainable development, further discussed in the third section of this thesis.22 A definition of CSR is given by the World Business Council for Sustainable Development: "Corporate Social Responsibility is the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life".23 The concept includes the responsibility of companies towards the environment as well as towards different social groups such as employees, customers, financiers and suppliers, among others.24 Most of the big organisations communicate their CSR activities via their homepages in form of sustainability reports. The importance may be high on business agendas, but however the role of CSR is increasingly debated, especially regarding the current economic development. Sustainable actions of companies can positively influence the sustainable actions of their consumers. By implementing CSR, a company has the ability to create a positive image built up with consumers, who have a strong interest in sustainable behaviour. Previous studies suggest that consumers have high expectations of CSR and are aware of the importance of companies to engage with this.25
International guidelines for CSR such as ISO 26000, the Global Compact or the Organisation for Economic Cooperation and Development (OECD) guidelines play an important role. They define minimum standards that are globally applicable to make it easier to measure and develop corporate responsibility.26 The European Commission has defined CSR in 2011 as “[...] a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. CSR concerns actions by companies over and above their legal obligations towards society and the environment. Certain regulatory measures create an environment more conducive to enterprises voluntarily meeting their social responsibility.”27 According to the several principles and guidelines, CSR at least covers human rights, labour and employment practices (such as training, diversity, gender equality and employee health and well-being), environmental issues (such as biodiversity, climate change, resource efficiency, life-cycle assessment and pollution prevention), and combating bribery and corruption. Community involvement and development, the integration of disabled persons, and consumer interests, including privacy, are also part of the CSR agenda. The promotion of social and environmental responsibility through the supply-chain, and the disclosure of non-financial information, is recognised as important issues. The European Commission has adopted a communication on European Union policies and volunteering. Therein it acknowledges employee volunteering as an expression of CSR.28
Today’s companies significantly shape the way of life in the modern society.29 Retail companies are increasingly focusing on making their supply chains greener these days. A large number of retailers implement fair and ethical criteria and include general sustainability standards in their portfolio. There are several reasons for this, including increased customer demand in this context, new government regulations and risk management in the supply chain and the company in general.30
Abbildung in dieser Leseprobe nicht enthalten
Figure 2: CSR-Fields in Retail
Knoppe (2015) has defined the CSR fields in retail shown in the second figure on the basis of the social and political requirements for CSR and the current CSR fields of some retail brands. These are divided into four main groups: Environment and product sustainability, ethical and local sourcing, gender and diversity and community support.31 32 In the context of this thesis, further aspects are added to the four areas of CSR in retail. In the following, the existing aspects will be analysed in the context of customer perception and the results of the survey, which will be considered in detail in the second part of the thesis. The turnover and sales figures of green products as well as the constant changes in companies with regard to the adaptation of CSR strategies show that sustainable development has now become a strategic success factor in retail trade, with a high potential for differentiation and value creation for companies.33 Retail companies are in great demand in today's world and their behaviour in the context of sustainability influences the behaviour of end consumers. To what extent and how consumer behaviour is shaped, will now be examined more closely. It is necessary to gain a clearer understanding of the consumer and sustainable consumption patterns.
3. Consumer Behaviour
The development of consumer behaviour research in the United States of America began shortly after the end of the Second World War But the breakthrough in this field of research was only achieved after I960, through works by Howard and Sheth (The theory of buyer behaviour), Nicosia (Consumer decision processes) and Engel, Kollat and Blackwell (Consumer behaviour). Around 1970, consumer behaviour also reached to Germany.34 Consumer behaviour and its research include our daily decisions and the behaviour that goes with them. Consumer research investigates all the different processes that take place consciously and unconsciously. It is essential for companies today to know their customers and their behaviour. In the technical literature there are many definitions for the term consumer behaviour. In a narrower sense, the term describes the “observable (external) and unobservable (internal) behaviour of people when buying and consuming economic goods”. The understanding of the term in a broader sense includes “[...] the behaviour of the final consumers of tangible and intangible goods in a society [,..]”.35
The consumer behaviour of demanders is determined, among other things, by the ability of the retail company to operate responsibly. The proportion of the German population that pursues a lifestyle based on health and sustainability and attaches great importance to a quality-oriented, sustainable business and lifestyle is growing. This critical type of consumer is increasingly becoming a significant target group for many companies. Consumer decisions progressively relate to the use of resources and the environmental management. The choice of retailers in this context depends on criteria such as the availability of regional and organic products, transparency of information, and environmentally friendly production methods of retailers and producers. Due to its position as an intermediary between producers and consumers, the retail sector has a special responsibility to promote sustainable development.36
Consumer attention to CSR-related issues has grown in recent years, but significant barriers remain, such as insufficient awareness, the need sometimes to pay higher prices, and lack of easy access to the information necessary for making informed choices. Some enterprises play a pioneering role in helping consumers to make more sustainable consumption choices. The revision of the Sustainable Consumption and Production Action Plan may provide an opportunity to identify new measures to facilitate more responsible consumption.37 Currently consumers are generally aware of a company’s CSR behaviour and its impact on environment and the community. Consumers can react to this behaviour by either rewarding or punishing firms by either choosing and buying their products or avoiding them.38 If CSR is not understood as a temporary phenomenon of marketing, but as a basis and driver for ecologically and socially responsible innovation potential - a new perspective for growth and competition evolves. Retail currently offers the best conditions for sensitising consumers to sustainability and social responsibility as well as the associated CSR initiatives and measures and for influencing them in a sustainable manner. To understand sustainable consumer behaviour, various factors have to be considered. It is fundamental for marketers to understand how consumers are willing to buy new products and services that are marketed with a focus on sustainability. This has a significant impact on how they develop in the market in the long run. Here it is inevitable to develop a holistic understanding of the consumer and his motivation, as well as his barriers. In this context, the literature often speaks of three main ways of explaining consumer behaviour: rational, psychological and sociological ways.39
3.1 Sustainable Consumption
In view of a steadily growing world population and limited resources on our planet, the question arises how the future needs of billions of people can be met and participation ensured. Private household consumption alone is responsible for more than a quarter of all greenhouse gas emissions in Germany. This does not even include the production of consumer goods.40 This means that the consumption of products is increasingly influencing not only the economic and social situation of people, but also the state of the environment. Consequently, there is great potential for reducing environmental pollution in the use and manufacture of products. It is important to recognise and exploit this potential.41 The consumption of products and services enables consumers to fulfil needs such as food, housing, mobility and entertainment and to develop individual lifestyles. However, consumption has a considerable influence not only on the economic and social situation of people, but also on the state of the environment. The traces left by current consumption patterns worldwide are manifold: precarious working and living conditions in some production locations, plastic islands in the size of continents, climate change, and extinction of species.42
To ensure sustainable development the consumer and his consumption behaviour plays an important role. A way to describe the term was given in 1994 at the Oslo Symposium on Sustainable Consumption organised by the Norwegian government. In this case, sustainable consumption is “the use of services and related products, which respond to basic needs and bring a better quality of life while minimizing the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the life cycle of the service or product so as not to jeopardize the needs of further generations”.43 According to the model of sustainable development, consumption is sustainable if it "[...] meets the needs of the present generation without compromising the ability of future generations to meet their own needs and choose their own lifestyle".44 The main goal of sustainable consumption is to incentivise consumers to buy eco-friendly products and therefore increase the sales of green products as short-term goal, while encouraging consumers to promote an environmentally conscious lifestyle as long-term goal.
Consumers have a key role to play in disseminating sustainable production and consumption patterns. However, one obstacle to the spread of these patterns is often that sustainable consumption is sometimes still reduced to renunciation and restriction of freedom of action. And indeed, sustainable consumption also means reducing consumption that is harmful regarding the environment or socially - in other words, deliberate abstention. But it also opens up the prospect of an increase in quality of life, meaning, relief and simplification.45 It is already time to take action, because “the need to move towards more sustainable patterns of consumption and production is more pressing than ever.”46
3.2 Green Consumerism
Over the past few years, there has been a noticeable increase in demand for sustainably produced food on the global market. Consumers are becoming increasingly aware of the sustainability aspects of products and services, which is reflected in their purchasing intentions.47 The idea that concern about the environment could influence consumer behaviour developed into the concept of the Green Consumer. It became widely debated following the publication of The Green Consumer Guide by Elkington and Hailes in 1988. The characterisation of green consumers therefore is described by “[...] a tendency to avoid products which endanger the health of consumers or others, significantly damage the environment in production, use or disposal, consume disproportionately large amounts of resources, cause unnecessary waste through over-packaging, excess features or an unduly short lifespan, use materials derived from endangered species or environments, involve cruelty to animals, adversely affect other countries.”48
Green consumerism has been controversial in the literature: Ottman (1992) already referred to the term green consumer as oxymoron, since consuming describes the consumption of resources and the creation of waste. Already the definition in Chamber's dictionary for the term consuming is meaningful: “to destroy by wasting, fire, evaporation, et cetera: to use up, to devour, to waste or spend and thus to exhaust.”49 Green consumer behaviour does not focus exclusively on the purchasing process, but also on the possible ways in which consumers use products and how they maintain, replace and dispose of them. Peattie (1995) describes green consumer behaviour as "[...] the purchasing and non-purchasing decisions made by consumers, based at least partly on environmental or social criteria".50 In this context, consumption is not seen as a single, independent activity, but as a holistic process that requires different, interrelated activities and a variety of different people. Durning described that the consumption process is at a turning point. He outlined the reason for this as "limiting the consumer lifestyle to those who have already attained it is not politically possible, morally defensible, or ecologically sufficient. And extending that lifestyle to all would simply hasten the ruin ofthe biosphere [,..]".51
The emphasis on environmentally-friendly products, fair and ethical trade, and decent jobs in supplier companies have strong consumer support.52 The entire purchasing process is characterised by green decisions. Firstly, when identifying a need or want, a distinction is made between safety, social and physiological needs. The consumer searches for relevant information, on the basis of which he ultimately weighs up the possibility of alternatives. Here, the consumer compares different brands and is faced with the option of buying second-hand goods, but also the possibility of borrowing or renting. In the next step, the consumer decides when, how much and, above all, where to buy his goods. In the post-purchase phase, the focus is on the consumer in so far as his behaviour with regard to reuse, recycling, handling of packaging waste etc. has to be considered.53 All decisions made by the green, but also the normal consumer, are influenced by various factors, such as price sensitivity, cultural influences, social factors, standard of living, lifestyle, convenience - but also psychological factors such as perception, learning and motivation.54
On this basis and focusing on his personal attitude, which also includes a certain amount of prior knowledge and personal values, the customer ultimately decides on special products and services, on brands and the companies behind them. For humans there are many different motives that drive action, having a great influence on what the customer ultimately buys. Consumers increasingly communicate they want brands that embrace purpose and sustainability. Indeed, reports revealed that certain categories of products with sustainability claims showed twice the growth of theirtraditional counterparts.
A frustrating paradox remains at the heart of green business: Few consumers who report positive attitudes toward eco-friendly products and services follow through with their wallets. In one recent survey published in the Harvard Business Review, 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so.55 The literature often speculates, why consumers do not yet display a consistent approach to sustainable consumption. Overstraining in an information overloaded environment of green products with a resulting lack of knowledge base, high costs, high expenditure of time and also convenience are only some of the often mentioned reasons that make consumers turn to conventional products. On the other hand, the customer appears to be a clever and consciously decisive being that seems to make strategic and usually well-considered purchasing decisions.
In the context of green consumption, a gap between the customer's attitude and their purchasing intention also regarding their ultimate purchasing behaviour is thus increasingly appearing.56 The central question in connection with sustainable consumer behaviour seems simple, but is very complex: Who is this sustainable consumer? This is a question that marketers must ask themselves as a matter of priority. Companies and governments have often tried to identify and understand this sustainable consumer.57 In many cases, their attitudes, intentions and also their behaviour with regard to social and environmental issues have been considered and tried to be analysed. This resulted in a wide range of information and results on sustainability and end consumers, but they did not have a satisfactory answer to the central question mentioned above. In the context of this thesis the focus is not only on the attempt to answer this question, but also to analyse the consumer on the basis of his subconscious basic motives in regard to the Limbic® Types, explained in the following part of the thesis. Furthermore, the mentioned gap between attitude and purchase intention as well as buying behaviour and this relation in general is analysed in the following chapter.
3.3 Attitude-Intention-Behaviour Relationship
“The attitude- intention-behaviour relationship has been the subject of both narrative and meta-analytic reviews.”58 Attitude was defined by Fishbein and Ajzen (1975) as a person’s positive or negative evaluation of a specific behaviour. Literature further stated, that attitude is the positive or negative evaluation of an object, issue, action or person. MacKenzie et al. (1986) considered the measurement of attitude to be divided in two aspects: cognition and emotion. The cognitive aspect is constituted by the evaluation, while the emotional aspect is constituted by fondness.59 Intention is a measure of the extent to which someone is likely to perform a specific behaviour. It can also be described as the willingness of a person to perform this behaviour.60 Hankins, French and Horne (2000) further described behavioural intention as the intensity that consumers show on a spontaneously participating behaviour. The term is also considered to be measured by repurchase intention and the willingness to recommend the product to others. Consumer behaviour has already been described in the previous section. Shortly, it is a set of activities humans perform in order to satisfy their desires. These activities include searching, choosing, purchasing, using, evaluating and disposing.61 Increasingly, companies are finding that sustainability-oriented consumers do not always put their attitudes into practice. The existence of a gap between what consumers say and what they ultimately implement at the point of purchase is often discussed in the literature.62 Gaining insight into this gap is fundamental to understanding, interpreting and predicting and influencing consumer behaviour.
Seeking to address this disparity between the attitudes, purchase intentions and buying behaviour of green consumers, two opposing views have manifested themselves in the literature. One side refers to the limitations of self-reported surveys. It is assumed that consumers give answers that they expect to be socially accepted and thus overestimate their sustainable consumption. The other side deals with the factors that directly and indirectly influence the relationship between attitude, intention and buying behaviour.63 In the context of this thesis we refer to the second side and try to identify causes and causeeffect relationships for possible deviations between these factors using quantitative research.
[...]
1 Federal Ministryfor Environment, Nature Conservation and Nuclear Safety (BMU), 2019, p.7ff.
2 Weuthen, 2019, p.124ff.
3 Kimmel, 2018, p.2ff.
4 Cf. Peattie, 2001, p.129.
5 Ibid.
6 Leukert and Gläß, 2017, p.193ff.
7 European Union, 2015, p.5ff.
8 Cf. International Trade Center, 2015, p.11.
9 Pufé, 2012, p.3f.
10 Pufé, 2012, p.3f.
11 Own representation based on Pufé, 2012, p8.
12 Belz and Bilharz, 2005, p.3ff.
13 Pufé, 2012, p.17ff.
14 Belz and Bilharz, 2005, p.3.
15 Belz and Peattie, 2012, p.10ff.
16 Cf. United Nations, 1987, p.24.
17 Deutsche Unesco Kommission e.V. (DUK), 2014, p.10.
18 Commission of European Communities (COM), 2005, p.2.
19 Loew and Rhode, 2013, p.6ff.
20 Okereke and Ehresman, 2014, p.5ff.
21 Bowen, 2013, p.7ff.
22 Bassen, Jastram and Meyer, 2005, p.231ff.
23 Cf. World Business Council for Sustainable Development (WBCSD), 2008, p.10.
24 Schaltegger, 2011,p.188f.
25 Peattie, 1995, p.94.
26 Huber, 2014, p.13.
27 Cf. European Commission, 2001, p.3.
28 European Commission, 2001, p.568.
29 Buerke, 2016, p.961.
30 Loew and Rhode, 2013, p.6ff.
31 Cf. Knoppe, 2015, p.17.
32 Cf. Ibid, p.17f.
33 Knoppe, 2015, p. 21f.
34 Balderjahn and Scholderer, 2010, p.2.
35 Cf. Schaffner, Metzger and Michel, 2011, p.17.
36 Federal MinistryofTransport and Digital Infrastructure (BFVDI), 2019.
37 European Commission, 2001, p.10.
38 Mohr, Webb and Harris, 2001, p.61f.
39 Belz and Peattie, 2012, p. 86ff.
40 Federal Ministryfor Environment, Nature Conservation and Nuclear Safety (BMU), 2019, p.27ff.
41 Federal Ministryfor Environment, Nature Conservation and Nuclear Safety (BMU), 2020.
42 Umweltbundesamt, 2019.
43 Cf. United Nations, 2020.
44 Federal Ministryfor Environment, Nature Conservation and Nuclear Safety (BMU), 2020.
45 Umweltdialog, 2018.
46 Cf. Commission of European Communities (COM), 2008, p.2.
47 International Trade Center, 2015, p.11.
48 Cf. Peattie, 2001,p.132.
49 Cf. Ottman, 1992, p.3ff.
50 Cf. Peattie, 1995, p.118.
51 Ibid, p.82ff.
52 International Trade Center, 2015, p. 8.
53 Peattie, 2012, p.86ff.
54 Peattie, 1995, p.93.
55 White, Hardisty and Habib, 2019.
56 Hackl,2015, p.94f.
57 Kimmel,2018, p.13ff.
58 Cf. Sheeran, 2002, p.3.
59 Wu and Chen, 2014, p.120ff.
60 Ajzen and Fishbein, 1975, p.288.
61 Wu and Chen, 2014, p.120ff.
62 Hassan, Shaw and Shiu, 2016, p.10ff.
63 Carrington, Neville and Whitwell, 2010, p.141f.
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