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1
Targeting Consumers Who Are Willing to Pay More
for Environmentally Friendly Products
Presenter: Ivy ChangInstructor: Dr. Pi-Ying Hsu
Date: 2014/4/21
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Citation
Laroche, M., Bergeron, J., & Guido Barbaro-Forleo, G.
(2001). Targeting consumers who are willing to pay more
for environmentally friendly products. Journal of Consumer
Marketing, 18 (6), 503-520.
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Contents Introduction
Literature Review
Methodology
Results
Conclusion
Critiques and Suggestion
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Introduction
Background
Purpose of the study
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Background
Over the years, a majority of consumers have realized
that their purchasing behavior had a direct impact on
many ecological problems.
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Purpose of the study
To identify a profile of consumers who are likely to pay more for environmentally friendly products
To elaborate marketing strategies that arise from an improved understanding of the profile of this segment of consumers
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Literature Review Demographics
Knowledge
Values
Attitudes
Behavior
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Demographic characteristics
Recent studies found that females tend to be
more ecologically conscious than men .
(Banerjee & McKeage, 1994; McIntyre et al.,
1993)
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Demographic characteristics
Consumers with medium or high incomes would be
more likely to act in an ecologically compatible
manner due to their higher levels of education.
( Henion, 1972)
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Knowledge
Vining and Ebreo (1990), as well as Chan (1999),
have shown that knowledge about ecological issues
is a significant predictor of environmentally friendly
behavior.
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Values
Human values are desirable goals, varying in
importance, that serve as guiding principles in
people’s lives.
(Schwartz, 1994)
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Values
Individualism represents how much a person focuses
on his/her independent self.
(Triandis,1993)
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Values
Collectivism implies cooperation, helpfulness, and
consideration of the goals of the group relative to
the individual.
(Triandis,1993)
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Attitudes
Importance is simply whether consumers view
environmentally compatible behavior as important
to themselves or society as a whole.
(Amyx et al.,
1994)
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Attitudes
Inconvenience refers to how inconvenient it is
perceived for the individual to behave in an
ecologically favorable fashion.
(Amyx et al., 1994)
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Consumers’ behaviors
Stipulating that ecologically conscious consumers will
try to protect the environment in different ways
(Suchard & Polonski,
1991)
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Consumers’ willingness to pay more for environmentally friendly
products
Demographics• Age• Gender• Income• Level of education• Employment • Home ownership• Marital status• Family size
Knowledge• Ecoliteracy
Values• Individualism• Collectivism• Security• Fun/Enjoyment
Behaviors• Considering environmental issues when
making a purchase• Recycling • Buying environmentally friendly products
Attitudes• Importance of being environmentally friendly• Inconvenience of being environmentally
friendly• Severity of environmental problems• Level of responsibility of corporations
Conceptual framework
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Methodology
Sample & Procedure
Data collection
Measures
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Sample & Procedure Location North- American city
Data collection Mostly on weekends and evenings
Distributed questionnaires 2,387 questionnaires
907 usable
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Structured non-disguised questionnaire
• Questions are listed in a pre-arranged order
• Respondents are told about the purpose of
collecting information
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MeasureStructured non-disguised questionnaire
Part I Ecoliteracy 7 questionsEx: Can you please tell me what this symbol means to you ?
Part II Attitude17 statements(9-point Likert Scale)
Ex: Recycling is important to save natural resources.
Part III Behavior 5 questions Ex: Using the blue or green box(bag) for recycling
Strongly disagree to Strongly agree
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MeasureStructured non-disguised questionnaire
Part IV Value10 items(9-point Likert Scale)
Ex: A sense of accomplishment, warm relationships with other
Part V Demographic characteristics Ex: Gender, age , income, education…
Very unimportant to very important
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Results
Females as being more environmentally concerned than
males
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Results
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Attitude are very good predictors of consumers’ willingness to spend more
for green products
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Conclusion
The major contributions of this study were the
investigation of the profile of consumers willing to pay
more for environmentally friendly products and the
subsequent discussion of the implications for marketers.
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CritiquesThis research relied on self-reported answers to measure consumers’ willingness to pay more for environmentally friendly products.
In reality
Conducting a similar study with respondents who actually and consciously paid higher prices for green products
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