Anthropology and consumer research: qualitative insights into green consumer behavior

Abstract

PurposeThe purpose of this paper is to introduce a new qualitative method that is theoretically underpinned by cognitive anthropology. This research strategy is introduced to further advance the understanding of complex green consumer behavior – in this case life‐cycle analysis.Design/methodology/approachThis paper examines the contextual aspects of problem‐solving behavior of green, environmentally concerned consumers. Cognitive anthropology develops a different, yet complementary, understanding of consumer cognition to a psychological approach. Through the concepts of practical thinking and bricolage, cognition and behavior are conceptualized on a contextual basis. Such an approach encourages a reassessment of how consumer research has traditionally conceptualized problem framing, information search, information processing and related concepts. The paper draws upon in‐depth, qualitative interviews with a wide range of green consumers from both the UK and Germany.FindingsThe findings provide some interesting clues regarding the nature of information search and information processing. In the sample, the green consumers of the top clusters were able to see and retrieve life‐cycle information as it was offered by a shopping context and it was this context, as it is perceived by the bricoleur that ultimately limits information search and processing. Within the “objective” bounds of a choice context, skilful practical thinking and bricolage was shown in different degrees amongst the clusters, with considerable creativity shown in “seeing” life‐cycle information.Research limitations/implicationsGiven that the research outlined in this paper is mono‐paradigmatic, it is suggested that a future avenue for research in green consumer behavior would be the use of a multiple paradigm approach.Practical implicationsThe paper outlines a stepping approach to marketing communications directed towards the green, or potentially green consumer, suggesting that some form of community based social marketing program might be a useful educational tool given the findings presented.Originality/valueThe introduction of a new research strategy – cognitive anthropology to the study of green consumer behavior.

The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable

“…So far, The Body Shop has only focused on expressing pro-environmental campaigns, but it is still lacking in integrating between the efforts made by the company and the problems that occur in the environment. This finding is in line with the research of Tadajewski & Tsukamoto (2006) that Environmental Knowledge does not have a significant effect on consumers' Green Purchase Intention in Germany and UK on shopping for daily product needs. Consumers still need to be educated that environmental problems can be minimized by changing consumption patterns from conventional products to green products, one of which is The Body Shop.…”

“…Both studies found a direct positive influence between Environmental Knowledge on Green Purchase Intention and when mediated by Attitude, although researchers did not specify the type of green product. However, there are differences in the results of research conducted by Paco et al, (2009) and Tadajewski & Tsukamoto (2006), which states that Environmental Knowledge is a predictor with the lowest value of its influence on Green Purchase Intention. The existence of gaps in the studies mentioned above encourages writers to conduct similar research elsewhere, for which the hypothesis is formulated as follows:…”

The Antecedents of Green Purchase Intention among Malaysian Consumers

“…Tadajewski and Tsukamoto (2006) in their qualitative study on green consumer behaviour found that their respondents despite having knowledge on life-cycle analysis failed to shown in their daily shopping behaviour. This study has conceptualized consumer knowledge as having knowledge of green product features.…”

Examining the Young Consumer Purchase Intention of Eco-Friendly Home: Insight from Indonesian

“…On the contrary, other works of the literature showed that there has been little contribution from environmental knowledge toward green purchase behaviour. In a qualitative study conducted by Tadajewski and Tsukamoto (2006) on green consumer behaviour, they found that even though the respondent had knowledge of the lifecycle analysis, they failed to implement them in their daily lives. A study on water conservation (Watson et al, 1992), also defined that there was no correlation between knowledge and attitude or between knowledge and intention.…”