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Consumer Purchasing Behaviour and Environment Label - A Bibliography CERC-ENVIS RESOURCE PARTNER CONSUMER EDUCATION AND RESEARCH CENTRE, AHMEDABAD, INDIA. 1 Consumer Purchasing Behaviour and Environment Label: A Bibliography Sponsored by ENVIS (Environment Information System) Ministry of Environment, Forest and Climate Change Government of India New Delhi Year 2018 Compiled by ENVIS Resource Partner on Environment Literacy - Eco-labelling and Eco-friendly Products ENVIS Team Dr. V.G. Patel Chairman, CERC Uday Mawani Chief Executive Officer and Project Coordinator Dr. Ashoka Ghosh Programme Officer Mr. Milan Soni Information Officer Ms. Priyanka Joshi Research Associate www.cercenvis.nic.in Consumer Education and Research Centre, Ahmedabad DISCLAIMER The Content of the publication is made available with the sole purpose of providing scientific information from secondary sources and is not meant for commercial use and purposes. The information provided has been obtained from various secondary sources and inputs, and while efforts have been made to ensure the accuracy of the content, CERC-ENVIS Resource Partner is not responsible for, and expressly disclaims all liability for damages of any kind arising out of use reference to, or reliance on such information. ECO- MAKE CONSUMERSLABELS g r e e n 2 Introduction In recent years the businesses are being encouraged to adopt more environmentally friendly business practices. Consumers are increasing today. The increase in consumer concern in relation to their surrounding natural environment has started to show off their consumption behaviour. It leads to the creation of a new group of consumers as the green consumers who prefer and are willing to buy these products. Consumers have different buying behaviour and these behaviours are constantly changing as a result of the availability of better alternatives to choose from. Consumer behaviour is a dynamic factor in order to cope up with; new strategies and ideas are developed from the part of manufacturing to sustain in the highly competitive market. An environmental label is affixed to a product or service , that complies with certain pre- determined environmental and social criteria. It thus makes a positive statement about the environmental aspects of a product, and is a reward for the environmental leadership in material form in such a product. Eco-labels are policy instrument that attempts to communicate distinctions in similar products based on their relative environmental impact. Many institutes, research scientists, NGOs, international and national organisations have undertaken research to know consumers' environmental attitudes, preferences and purchases. The understanding of consumer behaviour helps in identifying the weak points and also reflects the positive aspect of any business. These studies/case studies help policy makers, manufacturing units, business to take decision on products and services. They can draw conclusions for sustainable marketing, and policy. In order to fill the information gap on the subject “Environment Label and Consumer Purchasing Behaviour” the CERC-ENVIS Resource Partner has collected information from secondary sources. It is bringing out in an annotated bibliography. This bibliography will be useful as background information on research projects, as reference tools and information tools. It will make readers aware of recent research on the subject to facilitate the writing of reports or publications. It will be a good collection for libraries. It will make librarians or information officers aware of existing material on the subject. It covers the Master and Bachelor thesis, research articles, discussion papers and books indexed from 2000 to 2018. We welcome comments and suggestions from users. It will assist us in continually improving. 3 2018 The Effect of Green Marketing Strategies on Consumer Purchasing Patterns in Kenya Nicholas M. Gicharu Chandaria School of Business United States International University-Africa A Research Project Report, Spring 2018, 87p. In the 21st century, the concepts of “sustainability” and “environmental impact” are fundamental in regard to a business entity's outlook and strategy formation. In the recent past, there has been a change in consumer attitudes towards leading a sustainable lifestyle; people are consciously making an effort towards leading a lifestyle that has a minimal to no negative impact on the environment through engaging in green consumerism. Green consumerism refers to the preferential consumption of eco-friendly products; green products, over other non-green product alternatives. The overall purpose of the study was to investigate the effect of green marketing strategies on consumer purchasing patterns in Kenya. The study employed descriptive research and was based in USIU-Africa targeting a population of 6,508 students. Stratified random sampling was utilized to select a sample size of 138 subjects. A structured questionnaire with a five point Likert scale was used to collect data from respondents. SPSS version 23 was used to analyze collected data and generate descriptive and inferential statistics. The first objective investigated the effect of eco-literacy on consumer purchasing patterns in Kenya. Findings indicated the coefficient for the relationship between eco-literacy and consumer purchasing patterns to be positive and significant. The positive relationship indicates that a one unit increase in access to eco- literacy will result in a 0.531 increase in consumer purchasing patterns. The second objective determined how eco-branding influences consumer purchasing patterns in Kenya. Findings indicated that the coefficient for the relationship between eco- branding and consumer purchasing patterns was positive and significant. The positive relationship indicates that a one unit increase in access to eco-branding will result in a 0.267 increase in consumer purchasing patterns. The third objective investigated the effect of eco-advertising on consumer purchasing patterns. The coefficient for the relationship between eco-advertising and consumer purchasing patterns was positive and significant. The positive relationship indicates that a one unit increase in access to eco- advertising will result in a 0.196 increase in consumer purchasing patterns. The study concluded that eco literacy can account for 59% of the variance in the consumer purchasing patterns. Hence eco-literacy was deemed to be the most influential factor in the study that accounts for more than half of the consumer purchasing variance. Eco- branding can account for 27% of the variance in the consumer purchasing patterns in Kenya and was therefore considered as the second most influential factor in the study. Eco advertising was the least influential determinant in the study as it accounts for 20% of the variance in the consumer purchasing patterns in Kenya. In the study more than 70% of respondents agreed that it's important that the products they purchase should not harm the environment, however 80% of respondents also agreed 4 2018 that there should be more visible on the way eco-friendly products are marketed. These findings suggest that ineffective green marketing strategies are a contributing factor to the existence of a value action gap. The study recommends that marketing managers should employ informative and factual green marketing communication strategies in order to improve consumer knowledge and product visibility, which will facilitate in bridging the value-action gap. Marketers who intend to capitalize on the nascent green market and build robust credible green brands should develop green brand positioning strategies that not only accentuate ecofriendly product attributes but associate said offerings with an environmental cause. Policy makers should develop legislation that protects consumers from products and firms that falsely claim to be to be eco-friendly through charging offenders with penalties and/or fines. The legislation should clearly outline the environmental criteria a product should meet in order to be considered a green product and such a threshold should be met before a product is marketed as environmentally friendly. Further research on green consumer purchasing patterns can be conducted with a population that represents general consumers in Kenya and is not limited to students. Moreover, there is need for further research on specific green product categories to clearly stipulate how eco literacy, eco-branding and eco-advertisements impact the purchase of specific products. Lastly, further research should sample marketing practitioners in order to determine their perspective on how effectively green marketing strategies influence sales and consumer purchasing patterns. Keywords: Ecofriendly, Eco-Labels, Consumers, Eco branding, Eco advertisement, Buying Behaviour, Ecolabels, Consumer The Shadow of the Consumer: Analyzing the Importance of Consumers to the Uptake and Sophistication of Ratings, Certifications, and Eco-Labels Graham Bullock1 and Hamish van der Ven2 1. Davidson College Davidson, NC, USA 2. McGill University, Montreal, QC, Canada Organization & Environment, Volume 31, October 5, 2018 ISSN: 1552-7417 | 1086-0266 Why has the market uptake and sophistication of information-based environmental governance (IBEG) programs like eco-labeling increased despite mixed signals on the willingness and ability of individual consumers to support such programs? We argue that the extant literature on IBEG focuses too narrowly on individual consumer purchasing
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