To understand consumer purchasing decisions, there needs to
be an understanding of what motivates people to shop sustainably, and how they
make decisions about buying. If consumers are willing to spend a little extra
money on biobased products, what do they need to see? Trying to shop more
sustainably can be hindered by confusing descriptors and a lack of
understanding or confidence in the product. The whole bioeconomy sector has an
opportunity, and a responsibility, to understand how and why consumers spend
their money on biobased.
Motivations for Green Purchasing
People increasingly want to be able to make sustainable choices.
There can be many reasons why consumers want to use their hard-earned cash to
buy more sustainable products. Perceived consumer effectiveness is one of the
most studied variables – which is the extent to which the consumer believes
they are influencing positive change with their purchase. There is also a correlation
between the ethical values of the consumer and their attitudes towards green
products. In addition, social norms help to change purchasing behaviours – friends
or peers buying greener is a motivator to do the same.
To read the rest of the article, click here.