Developing the profile of green consumer and family decision making model: a review
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
Ecopreneur’s business activity involves the understanding of the relationships between creating and selling ecological products to eco-consumers and the environmental consequences associated with the purchase. In order to comprehend the market impact of their business, sales growth and market share, ecopreneur needs to know the demand of the green products. One effective method is to establish consumer profile modelling. Cross examining two related articles, we found the authors used socio-demographic variables and psychographic variables for profiling. They included ecologically conscious consumer behaviour to determine purchase intention and purchase behaviour. While the authors may have determined the factors influencing purchase behaviour, we discerned that the participants were students. In reality, eco-consumers are widespread. Little is known about its market in Malaysia. As such, we intend to re-examine and extend their works. At this stage, we aim to review three areas: green consumer profiling, family decision model and research methods to determine the eco-consumers’ purchase intention and behaviour. For profiling, we identified the socio-demographic variable should be split into demographic and socioeconomic status per se. Combining these two constructs with psychographic variable provide a clearer discrimination of green consumers and their demand for the types of green products. Linking these constructs to family decision making process, we posit that dual-income parents with children will play more active role in eco-products purchase decision. Additionally, we aim to identify the sex- role orientation and children influence in family decision making. In decision making model, past studies used qualitative research such as interview and focus group. In this study, we propose to use sequential mixed method of qualitative interview follow by survey for our research design. This method provides the researcher to elaborate and validate the findings.
Authors and Affiliations
David Yoon Kin Tong, Chau Keng Tee, Hishamuddin Ismail
Keywords
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