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URL: http://opus.unibw-hamburg.de/volltexte/2012/2979/
Schielke, Steven ;
Fantapie Altobellí, Claudia
Consumer Greenwashing: Using the Theory of Planned Behaviour to Explain Unethical Consumer Behaviour
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Dokument 1.pdf (283 KB)
Kurzfassung in englisch
The market for green products is a challenge for marketers. Segmentation studies regularly
show contradicting results and little is known about the motivations to buy green products.
While the green consumer is often expected to be driven by environmental concerns, this
study suggests that some consumers, analogue to companies, perform greenwashing:
consuming green products to offset environmentally harmful (consumer) behaviour and
consuming green products to attain status and a pro-social reputation. 174 students from
Germany and the UK took part in an online survey. --- In this study, Ajzen’s Theory of Planned Behaviour (TPB) was used to investigate consumer
greenwashing. The two predictors Self-Identity and Moral Obligation were included in the
original framework of the theory. Results show that both predictors significantly improve the
TPB in the context of status consumption but not in the case of offsetting. ---
Furthermore, around one fifth of the participants reported that they performed both
greenwashing behaviours from moderate to high frequency and only half of the participants
reported that they did not perform either of the behaviours.
Institut:
Betriebswirtschaftslehre, insbesondere Marketing / Prof Dr. Fantapie Altobelli
DDC-Sachgruppe:
Wirtschaft
Dokumentart:
Arbeits- / Diskussionspapier
Quelle:
Diskussionsbeitrag des Instituts für Marketing ; 5
Sprache:
englisch
Erstellungsjahr:
2012
Publikationsdatum:
16.04.2012
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