9722618 Irene


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9722618 Irene

  1. 1. Purchasing behaviours and perceptions of environmentally harmful products Name: Irene Cheng 鄭伊茹 Instructor: Dr. Pi-Ying Teresa Hsu Date: November 10, 2008
  2. 2. <ul><li>Yam-Tang, E., & Chan, R. ( 1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence & Planning,16 (6), 356–362. </li></ul>
  3. 3. Contents <ul><li>I. Introduction </li></ul><ul><li>II. Research Questions </li></ul><ul><li>III. Methodology </li></ul><ul><li>IV. Conclusion </li></ul><ul><li>V. My research </li></ul>
  4. 4. Introduction People are becoming increasingly aware of the links between major environmental problems, such as water and air pollution , land degradation , and everyday consumption items, such as clothing , food and housing . (Adams & McKusick, 1990)
  5. 5. Purpose This paper focused on the ability of attitudes to predict behavior for environmentally sensitive products. (Yam-Tang & Chan, 1998)
  6. 6. Research Questions 1. How consistent consumers’ actions were with their attitudes towards seven environmentally sensitive products?
  7. 7. <ul><li>Customer bought a product because it had a lower polluting effect. </li></ul><ul><li>2. Customer stopped using products which are </li></ul><ul><li>detrimental to the environment. </li></ul><ul><li>3. Customer take into account the amount of packaging </li></ul><ul><li>on goods when they buy. </li></ul>
  8. 8. <ul><li>2. Do consumers’ purchasing activities equally match and reflect their perceptions of the detrimental impact of products on the environment? </li></ul>Research Questions The results have shown that consumers’ environmental concern is reflected in their purchasing behavior. not
  9. 9. Methodology Seven products Instruments One-week period at the opening hours Period of time 552 citizens at major shopping centers of Hong Kong Participants Quantity - a questionnaire Method
  10. 10. Methodology Variables <ul><li>Gender </li></ul><ul><li>Marital status </li></ul><ul><li>Education </li></ul><ul><li>Occupation </li></ul><ul><li>Family size </li></ul><ul><li>Family income </li></ul><ul><li>Age </li></ul>
  11. 11. Methodology Seven products were chosen in this research: 1. wood 2. pesticides
  12. 12. 3. plastic, including packaging 4. glass, including bottles 5. paper products
  13. 13. <ul><li>6. household cleaning agents </li></ul><ul><li>7. Aerosols </li></ul>Methodology
  14. 14. The respondents of people who perceived the product as very harmful to the environment Products Evaluation Wood 183 Pesticides 267 Plastics including packaging Glass including bottles 50 Aerosols 228 Paper products 116 Household cleaning agents 107 318
  15. 15. <ul><li>The almost classical problem of a lack of high correlations between attitudes and behavior . </li></ul><ul><li>2. Consumers in Hong Kong do not perceive the purchasing behavior of an individual as one potential opportunity to improve environmental conditions. </li></ul>Conclusion
  16. 16. My research The brand of the products At the opening hours A major marketplace 50 citizens (pilot study) 500 citizens (formal study) Participants Location Period of time Instruments The relationship of the purchasing behaviors and the brand image between male and female – A case of marketplace in Taichung county