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
1. New Directions
1.1 Relevance of the 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 of Quantitative 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 of Attitudes and Intentions
7. Influences of Limbic® 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
Objectives and Research Focus
This thesis examines the complex relationship between consumer attitudes, purchase intentions, and actual buying behaviour in the context of sustainable products and green consumerism. The primary goal is to bridge the identified "attitude-intention-behaviour gap" by applying the Limbic® neuromarketing model to categorize consumers and understand the subconscious motives driving their sustainable consumption patterns in the German market.
- Analysis of sustainable development and CSR in modern retail environments.
- Investigation of barriers and drivers impacting green consumerism.
- Empirical application of the Limbic® model to identify specific consumer types.
- Exploration of the psychological and emotional determinants of purchasing behaviour.
- Development of managerial recommendations for effective sustainable retail strategies.
Excerpt from the Book
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.
Summary of Chapters
1. New Directions: Outlines the urgent global challenges regarding resource consumption and the necessity of transitioning towards sustainable development in society and retail.
2. Government and Society: Provides the theoretical background of sustainability, including its three dimensions and the integration of Corporate Social Responsibility (CSR).
3. Consumer Behaviour: Examines the theoretical foundations of green consumerism and the well-documented gap between consumer attitudes, intentions, and actual purchasing actions.
4. Neuromarketing: Introduces the Limbic® model as a tool to understand consumer motivation based on brain research, categorizing different buyer personalities.
5. Methods: Details the quantitative research design, structure, and objectives of the online survey conducted for this study.
6. Results: Presents the empirical data regarding consumer attitudes toward green consumption, identified barriers, and drivers, and evaluates the developed hypotheses.
7. Influences of Limbic® Types: Analyses how specific Limbic® personalities differ in their sustainable purchase intentions and actual buying behaviours.
8. Discussion: Synthesises findings, addresses limitations of the study, and provides actionable recommendations for retail management.
9. Trade is Change: Offers a concluding outlook on how the retail environment must adapt to shifting consumer values and technological developments.
10. List of References: Provides a comprehensive bibliography of the sources cited throughout the thesis.
Keywords
Sustainability, Green Consumerism, Corporate Social Responsibility, Neuromarketing, Limbic® Model, Consumer Behaviour, Purchase Intention, Retail Management, Sustainable Development, Quantitative Research, Attitude-Intention-Behaviour Gap, Consumer Motivation, Market Research, Environmental Protection.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on analysing the relationship between sustainable consumer attitudes and actual buying behaviour in the retail sector, specifically investigating why positive attitudes often do not translate into purchases.
Which key thematic fields are covered?
The work covers sustainability, Corporate Social Responsibility (CSR), consumer behaviour theories, and the application of neuromarketing concepts to retail.
What is the primary research objective?
The primary objective is to investigate the "attitude-intention-behaviour gap" and understand how consumers' underlying subconscious motives (Limbic® Types) influence their sustainable purchasing decisions.
Which scientific methodology is applied?
The study utilizes quantitative research, specifically an online survey with 506 participants, to test hypotheses regarding consumer behaviour and sustainable consumption.
What does the main part of the thesis examine?
The main part examines theoretical frameworks of sustainability and neuromarketing, followed by the presentation and interpretation of empirical data derived from the survey.
What are the characterizing keywords of the work?
Key terms include Sustainability, Green Consumerism, Limbic® Model, CSR, Purchase Intention, and Consumer Behaviour.
How does the Limbic® model explain consumer choices?
The Limbic® model uses insights from brain research and evolutionary biology to categorize consumers into types based on their primary motives (Balance, Dominance, Stimulant), helping to predict why they buy certain products.
What role does gender play in sustainable purchasing according to the results?
The study suggests that gender differences exist in attitudes towards sustainability, with women often showing a more positive tendency regarding sustainable purchasing intentions compared to men.
What are the main barriers to green consumption identified?
Key barriers identified include high prices, lack of convenience/routine, difficulty in finding sustainable products in standard stores, and general mistrust regarding corporate green marketing claims.
What is the central message for retail managers?
Retailers are encouraged to move from reactive to proactive strategies, focusing on transparent product information, credible communication of CSR efforts, and adapting marketing to the specific psychological needs of different consumer types.
- Citation du texte
- Teresa Schauer (Auteur), 2020, Limbic in the Environment of Sustainability and Green Consumerism. The Relationship between Consumers' Attitude, Purchase Intention and Actual Buying Behaviour, Munich, GRIN Verlag, https://www.grin.com/document/1151414
