Green Buying Behaviour
Despite the recession, issues such as sustainability, health, world poverty, animal welfare and food safety have become increasingly important factors guiding shoppers’ purchasing decisions. From beauty products to household goods and groceries, terms such as “natural”, “organic”, “locally sourced”, and “fair trade”, have begun to feature increasingly on labels and ingredient lists, and many consumers are willing to pay a premium for them.
Interest in sustainability may have been fuelled as a result of concerns over depleted fish stocks and environmental disasters such as the BP oil spill in the Gulf of Mexico and Japan’s nuclear disaster of 2011.
Source: Euromonitor International. (2012) Green Buying Behaviour: Global Online Survey.
Whereas consumer research indicates strong interest in green buying behaviour, does this translate to altered purchase decisions? Are there cultural differences in how consumers respond to ‘green’ concerns (e.g. scepticism or trust)? How should governments or organisations respond to modern green buying behaviour?
This is the structure of the report. Please use these as your headings:
I. Context and Problem/Opportunity (~100 words)
From the topics above, you need to select one problem or opportunity that is of interest to you for this assignment. Briefly introduce the specific issue you are targeting and one opportunity or problem surrounding that issue in a particular context. You should state whose perspective you are taking (which organisation do you represent?). Your context and problem/opportunity should illustrate a real and plausible situation that marketers face.
II. Literature Review (~500 words)
Using both academic literature and business press, synthesise the literature on your chosen topic in your own words. What do we already know about the issue of interest? You should include AT LEAST ten references, of which AT LEAST seven should be from reputable academic journals.
Make sure you link the paragraphs together rather than discussing one paper at a time. This literature should provide evidence for the extent of the problem/opportunity you identified in Section I, discuss the key factors facing consumers and marketers, and analyse any marketing strategies that have been previously used to address this problem.
III. Theory/Model/Framework (~250 words)
Choose a consumer behaviour theory or model or framework (T/M/F) and apply it to your chosen topic. You should use a T/M/F from your text book, but you should cite the original source of the T/M/F in your assignment. Briefly discuss how this T/M/F can be used or applied in your topic, or how it has been used before. Do not simply regurgitate the information from your text; incorporate other sources (perhaps from your literature review) and be clear and concise.
Some suggested T/M/Fs are on the next page, but you are free to choose another if you find one more suitable. You may also choose a combination of T/M/Fs to analyse but space is limited. Please remember that your selection of T/M/F is up to you. There is no “best” T/M/F. You are assessed on your level of your understanding of your chosen T/M/F and your ability to apply it in your chosen context.
IV. Recommendations (~900 words)
Suggest three tactics or strategies to tackle the problem or opportunity you have outlined. It may be easier if you use the 4Ps of product marketing or the 7Ps of services marketing to guide your strategies. For example, you might suggest a new or modified product with one recommendation, target improved distribution (place) with your second, and perhaps your third recommendation could focus on a promotion. Make sure that these tactics or strategies specifically relate to the T/M/F you have applied in Section III and the problem you identified in Section I.
You should include any images relating to any new goods/services you may suggest, pricing calculations, distribution layouts or service delivery process, or creative ideas for any promotional strategies.
V. References (not included in word limit)
Create a reference list that correctly references all of the papers and articles you used in this assignment.
Suggested Theories/Models/Frameworks (T/M/Fs) – you may choose others.
Consumer Decision Process
Theory of Planned Behaviour
Elaboration Likelihood Model
Motivation Theories
Personality Dimensions
Theories of Self
Situational Influences
Attitude formation
Cultural dimensions
Interest in sustainability may have been fuelled as a result of concerns over depleted fish stocks and environmental disasters such as the BP oil spill in the Gulf of Mexico and Japan’s nuclear disaster of 2011.
Source: Euromonitor International. (2012) Green Buying Behaviour: Global Online Survey.
Whereas consumer research indicates strong interest in green buying behaviour, does this translate to altered purchase decisions? Are there cultural differences in how consumers respond to ‘green’ concerns (e.g. scepticism or trust)? How should governments or organisations respond to modern green buying behaviour?
This is the structure of the report. Please use these as your headings:
I. Context and Problem/Opportunity (~100 words)
From the topics above, you need to select one problem or opportunity that is of interest to you for this assignment. Briefly introduce the specific issue you are targeting and one opportunity or problem surrounding that issue in a particular context. You should state whose perspective you are taking (which organisation do you represent?). Your context and problem/opportunity should illustrate a real and plausible situation that marketers face.
II. Literature Review (~500 words)
Using both academic literature and business press, synthesise the literature on your chosen topic in your own words. What do we already know about the issue of interest? You should include AT LEAST ten references, of which AT LEAST seven should be from reputable academic journals.
Make sure you link the paragraphs together rather than discussing one paper at a time. This literature should provide evidence for the extent of the problem/opportunity you identified in Section I, discuss the key factors facing consumers and marketers, and analyse any marketing strategies that have been previously used to address this problem.
III. Theory/Model/Framework (~250 words)
Choose a consumer behaviour theory or model or framework (T/M/F) and apply it to your chosen topic. You should use a T/M/F from your text book, but you should cite the original source of the T/M/F in your assignment. Briefly discuss how this T/M/F can be used or applied in your topic, or how it has been used before. Do not simply regurgitate the information from your text; incorporate other sources (perhaps from your literature review) and be clear and concise.
Some suggested T/M/Fs are on the next page, but you are free to choose another if you find one more suitable. You may also choose a combination of T/M/Fs to analyse but space is limited. Please remember that your selection of T/M/F is up to you. There is no “best” T/M/F. You are assessed on your level of your understanding of your chosen T/M/F and your ability to apply it in your chosen context.
IV. Recommendations (~900 words)
Suggest three tactics or strategies to tackle the problem or opportunity you have outlined. It may be easier if you use the 4Ps of product marketing or the 7Ps of services marketing to guide your strategies. For example, you might suggest a new or modified product with one recommendation, target improved distribution (place) with your second, and perhaps your third recommendation could focus on a promotion. Make sure that these tactics or strategies specifically relate to the T/M/F you have applied in Section III and the problem you identified in Section I.
You should include any images relating to any new goods/services you may suggest, pricing calculations, distribution layouts or service delivery process, or creative ideas for any promotional strategies.
V. References (not included in word limit)
Create a reference list that correctly references all of the papers and articles you used in this assignment.
Suggested Theories/Models/Frameworks (T/M/Fs) – you may choose others.
Consumer Decision Process
Theory of Planned Behaviour
Elaboration Likelihood Model
Motivation Theories
Personality Dimensions
Theories of Self
Situational Influences
Attitude formation
Cultural dimensions
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