Developing the profile of green consumer and family decision making model: a review
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
Ecopreneur’s business activity involves the understanding of the relationships between creating and selling ecological products to eco-consumers and the environmental consequences associated with the purchase. In order to comprehend the market impact of their business, sales growth and market share, ecopreneur needs to know the demand of the green products. One effective method is to establish consumer profile modelling. Cross examining two related articles, we found the authors used socio-demographic variables and psychographic variables for profiling. They included ecologically conscious consumer behaviour to determine purchase intention and purchase behaviour. While the authors may have determined the factors influencing purchase behaviour, we discerned that the participants were students. In reality, eco-consumers are widespread. Little is known about its market in Malaysia. As such, we intend to re-examine and extend their works. At this stage, we aim to review three areas: green consumer profiling, family decision model and research methods to determine the eco-consumers’ purchase intention and behaviour. For profiling, we identified the socio-demographic variable should be split into demographic and socioeconomic status per se. Combining these two constructs with psychographic variable provide a clearer discrimination of green consumers and their demand for the types of green products. Linking these constructs to family decision making process, we posit that dual-income parents with children will play more active role in eco-products purchase decision. Additionally, we aim to identify the sex- role orientation and children influence in family decision making. In decision making model, past studies used qualitative research such as interview and focus group. In this study, we propose to use sequential mixed method of qualitative interview follow by survey for our research design. This method provides the researcher to elaborate and validate the findings.
Authors and Affiliations
David Yoon Kin Tong, Chau Keng Tee, Hishamuddin Ismail
Social Media Instruments’ Evolution and Importance for the Marketing Communications Mix - An International Social Media Experts Analysis
In endeavoring to create an objective image of the social media ecosystem as it is today, the author felt it was absolutely essential to discover and analyze the perspective of international experts, the ones who represe...
Research of Commercialization Models of Scientific Developments in Projects of Technological Entrepreneurship
The article is devoted to the development a system of training future entrepreneurs for commercialization of scientific developments, which come from the Institute of Applied Physics the Russian Academy of Sciences (IAF...
Developing the profile of green consumer and family decision making model: a review
Ecopreneur’s business activity involves the understanding of the relationships between creating and selling ecological products to eco-consumers and the environmental consequences associated with the purchase. In order t...
Crowdsourcing and Outsourcing: Friends or Foes?
Crowdsourcing and outsourcing are alternative ways for performing business activities by companies. The purpose of this paper is to explore what type of marketing activities are nowadays outsourced and crowdsourced by en...
The Effects of Smoking on the Health of the Urban Population
After undergoing a harvesting and processing process, nicotine is a product available in a very advantageous distribution system, such as cigarettes, cigarettes, chewing tobacco or snuff. In both women and men, the sprea...