Unlocking consumers’ environmental value orientations and green lifestyle behaviors

Abstract

Purpose As consumers’ needs and wants are often reflected in their thoughts and behaviors, the purpose of this paper is to seek to understand Thai consumers’ environmental value orientations and green lifestyle behaviors. Additionally, this study explores whether a notable relationship was specifically formed between the devastating impacts of the 2011 floods on the consumers’ lives and their environmental value and green lifestyle behavior. Design/methodology/approach A consumer survey was conducted across Bangkok during the first two weeks of May 2012, following a seven-month nationwide flooding within Thailand, which lasted between July 2011 and January 2012. Findings Thai consumers demonstrate high environmental value, which is predominantly motivated by egoistic and biospheric-based values. Nevertheless, they exhibit low levels of green lifestyle behaviors. In addition, only a low positive relationship appears to exist between consumers’ environmental value and their green lifestyle behavior. Moreover, the Thai consumers’ green lifestyle behavior is mainly driven by their egoistic and social-altruistic values. Surprisingly, no distinctive positive relationship was detected between the effects of the 2011 Thailand floods on consumers’ lives and their environmental value or green lifestyle behavior. Originality/value Firms are encouraged to capitalize on Thai consumers’ egoistic and biospheric values when seeking to raise their environmental awareness. To encourage green lifestyle behavior responses, however, firms should emphasize egoistic and social-altruistic values. Furthermore, firms are encouraged to incorporate recycling aspects as notable features within their green offerings. Firms are to be discouraged, however, from specifically using natural disaster concern appeals when seeking to explicitly stimulate Thai consumers to think or act greener.

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Analyzing the Profile and Purchase Intentions of Green Consumers in Poland

“…The literature on green marketing demonstrates that scholars have put much work in identifying the characteristics of the eco-friendly consumers (Rex and Baumann, 2007;Sony and Ferguson, 2017;Narula and Desore, 2016). Market segmentation should be used by the companies that want to choose a suitable green message for a proper group of consumers through an appropriate communication channel.…”

“…Therefore, while creating marketing strategies, organizations should focus on the balance between the three aspects: the profits of the enterprise, the needs of consumers, and the public interest. The term marketing has been broaden to issues regarding social welfare, including the environment protection, due to the negative outcomes of traditional marketing, such as the manipulation of consumers, promotion of overconsumption or the excessive exploitation of natural resources (Płoska, 2005;Sony and Ferguson, 2017).…”

“…It was proven in some of the previous empirical studies that consumers nowadays do more often decide to choose green products (Buenstorf and Cordes, 2008;Sony and Ferguson, 2017;Suki, 2016;Cherian and Jacob, 2017). Therefore, the organizations are compelled to obtain information about the consumers and their behavior and learn the new market trends from them.…”

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