Barriers to Green Consumption Behaviours: The Roles of Consumers’ Green Perceptions

Abstract

The purpose of this study is to explore the concept of consumers’ green perceptions (CGPs) which encompasses consumers’ current perceptions of green products, green consumers, green consumption practices, and green marketing communications. We hypothesise that CGPs may influence their consumption behaviour and how ready they are to be green. Focus groups were used to explore the concept of CGPs. Stage Two involved two surveys in Australia and New Zealand to test and corroborate the themes that were identified in the exploratory study. We identified five dimensions underpinning CGPs. These include “product perception”, “hard to be green”, “green stigma”, “perceived sense of responsibility” and “readiness to be green”. This paper presents the findings from both studies, provides empirical insights into Australian and New Zealand consumers’ green perceptions and demonstrates the explanatory power of CGPs in predicting green consumption behaviour, in particular their likelihood to purchase green household products.

Exploring the Consumer Attitude of Building-Attached Photovoltaic Equipment Using Revised Technology Acceptance Model

“…That is, people who perceive the system as useful and also have green awareness will change their purchasing behavior, meaning that people with a higher green awareness will show a higher attitude toward using. In addition, there is a growing awareness of environmental protection in the consumer market nowadays, so green awareness may affect the attitude of consumers' purchasing behavior [57][58][59]. Therefore, we propose: Hypothesis 7 (H7).…”

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“…2019. se busca reduzir o consumo, mas associar os elementos de marketing, tais como preço e promoção, com a minimização dos impactos ambientais dos produtos ou serviço comercializados (Groening et al, 2018). Assim, considera-se que o marketing verde se refere a práticas, políticas e procedimentos que, explicitamente, explicam as preocupações sobre ambiente na busca do objetivo de gerar receita e fornecer resultados que satisfaçam os objetivos organizacionais e individuais para um produto (Tan, Johnstone, & Yang, 2016).…”

“…No âmbito dessas discussões, percebe-se a existência de consumidores verdes, de modo que o propósito do marketing verde é alcançar esses consumidores utilizando diferentes estratégias que possibilite um melhor desempenho para as organizações (Paco, Shiel, & Alves, 2019;Tan et al, 2016). Ao considerar que o consumo verde tem início com a conscientização da percepção da necessidade da preservação do meio ambiente, foi definido por Perera, Auger e Klein (2018) como o envolvimento voluntário em práticas de consumo ambientalmente amigáveis, o que inclui em sua decisão de consumo a análise dos atributos ambientais do produto ou serviço a ser consumido (Chen & Chang, 2012;Hossain & Khan, 2018).…”

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