University of Waterloo

Teachers of Environment

ENBUS 306: Research Design

Literary Review and Submitting on

Green Consumerism

Prepared By:

Wendy Ngai

Student IDENTIFICATION: 20351676

3B Environment and Business

March 02, 2012

This literary submission is going to take on a systematic, convergent strategy in centering on five distinct articles concerning green consumerism. The five peer-reviewed articles which have been chosen for this newspaper have been placed in the appendix of this submitter in the purchase in which they appear in the bibliography.

An important factor which is constantly brought up within just each article is that environmental consumerism is starting to become more and more frequent in today's world (Mazar and Zhong, 2009). Although there have been numerous analysis conducted on the increase of pro-social ingestion patterns, you will find, however , even now major regions of interest that are yet to get explored, just like finding determinant factors which usually contribute toward green consumerism, discovering just how these factors can be potentially quantified, and whether cultural demographic qualities are correlated to these pro-social consumer variables (Auger ou. Al, 2003). The understanding behind these kinds of topics can be hugely beneficial for businesses who wish to gain more regarding what drives their consumers to make socially ethical item choices, in order to subsequently create and industry goods and services which are more closely suited to their card holder's needs (Auger et. Al, 2003).

Within these five peer articles, specific research inquiries which were dealt with include: " What kind of consumer behaviours are alert to green advertisements and green products? ” (Haytko and Matulich, 2007), " Exist specific determinants and factors (social market attributes, personality traits, values, etc . ) which lead to increased ‘green consumer' habits? ” (Mazar and Zhong, 2009), as well as " What level do consumers value moral attributes in order to commit to trade-offs between regular product characteristics and pro-social features? ” (Auger et. Al, 2003).

When it comes to main results which were derived from these articles, " Green Advertising and Eco Responsible Client Behaviours: Entrave Examined” recognized that those who were already training environmentally-friendly behaviors, were frequently affected by green advertising (Haytko and Matulich, 2007). As well, Shrum's content on green consumer client characteristics and the implications indicated that consumers in general have now become more conscious enough to get concerned about cultural issues, hence enabling themselves to become more responsive to green products and their particular marketing (Shrum et ing, 1995).

The conclusions above help show that green consumerism amounts are on the rise, nevertheless , they do not actually identify what factors encourage consumers to create eco-friendly choices. Haytko and Matulich's article partially answers this problem by declaring that customers who already are environmentally-conscious tend to make more socially conscious alternatives. Yet, Shrum et. Al's, Mazar and Zhong's, and Auger ou. al's content all highlight that a many research have found that although most consumers possess pro-social thoughts, these thoughts are not the driving force lurking behind pro-social getting actions (Auger et. 's, 2003). This further reinforces the conclusions brought up in two other content, that even so many very good intentions customers may have got, carrying all of them out is an entirely diverse story (Shrum et 's, 1995), and this self-identified qualities, such as a person's self portrayed pro-social position, may not always lead to identical behavioural outcomes (Sparks and Shepherd, 1992).

A conclusion which in turn more completely answers the pending inquiry is Shrum's article, which usually helps show a rough sketch of the typical green consumer's profile. Several qualities identified are that earth-friendly consumers generally have an interest in new...

Referrals: Auger, S., Burke, S., Devinney To. M., Louviere, J. M. (2003). What is going to Consumers Pay for Social Merchandise Features? Log of Business Ethics. 42(3), 281-304.

Haytko, D. D. & Matulich, E. (2007). Green Promoting and Ecologically Responsible Customer

Manners: Linkages Reviewed. В Journal of Management and Marketing Research

Mazar, N. & Zhong, C-B. (2009, August 27). Do Green Products Help to make Us Better People? Psychology. 21(4), 494-498.

Shrum, T. J., McCarty, J. A., & Lowrey, T. M. (1995). Characteristics of the Green Consumer and the Implications for Advertising Strategy. Record of Advertising and marketing. 24(2), 71-82.

Sparks, S. & Shepherd, R. (1992, December). Self-Identity and the Theory of Planned Behaviour: Assessing the position of Identification with " Green Consumerism”. Social Mindset Quarterly. 55(4), 388-389

Appendix - Journal Article Summaries

Auger, P., Burke, P., Devinney T. M., Louviere, L. J. (2003). What Will Customers Pay for Cultural Product Features? Journal of Business Values. 42(3), 281-304.