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The influence of subjective and objective knowledge of ecolabels on consumers’ green purchasing practices

Matto, Jakob LU and Gunne, Ingrid LU (2017) BUSN39 20171
Department of Business Administration
Abstract
Understanding of consumers’ green purchasing behaviour is a relevant topic for businesses around the world and an interesting research field, considering the issue of climate change. This study investigates the associations of young Swedish consumers’ subjective knowledge, objective knowledge, confusion and information acquisition with regards to commonly found ecolabels. The purpose is to shed light on how these concepts are related to and influence consumers’ green purchasing behaviour. Gaining insight into this topic could help businesses understand consumers’ perception of ecolabels and by extension, how the ecolabels can be used to promote green consumption. Cross-sectional data were gathered from a sample of 320 consumers in May... (More)
Understanding of consumers’ green purchasing behaviour is a relevant topic for businesses around the world and an interesting research field, considering the issue of climate change. This study investigates the associations of young Swedish consumers’ subjective knowledge, objective knowledge, confusion and information acquisition with regards to commonly found ecolabels. The purpose is to shed light on how these concepts are related to and influence consumers’ green purchasing behaviour. Gaining insight into this topic could help businesses understand consumers’ perception of ecolabels and by extension, how the ecolabels can be used to promote green consumption. Cross-sectional data were gathered from a sample of 320 consumers in May 2017. The data gathering was carried out through 3 surveys studying the aforementioned concepts in relation to the ecolabels of Fairtrade, the Euro Leaf and KRAV. This is the first study investigating this topic in the Swedish market. The main finding indicate that business should focus on influencing consumers’ subjective knowledge, rather than objective, to incentivise a more environmental friendly purchasing behaviour. In addition, the findings confirm that theories from previous studies on other areas of knowledge are applicable to the topic of ecolabels as well. Additional theoretical and practical implications are discussed. (Less)
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author
Matto, Jakob LU and Gunne, Ingrid LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Ecolabel, Consumer Purchasing Behaviour, Subjective Knowledge, Objective Knowledge
language
English
id
8919592
date added to LUP
2017-08-11 08:11:43
date last changed
2017-08-11 08:11:43
@misc{8919592,
  abstract     = {Understanding of consumers’ green purchasing behaviour is a relevant topic for businesses around the world and an interesting research field, considering the issue of climate change. This study investigates the associations of young Swedish consumers’ subjective knowledge, objective knowledge, confusion and information acquisition with regards to commonly found ecolabels. The purpose is to shed light on how these concepts are related to and influence consumers’ green purchasing behaviour. Gaining insight into this topic could help businesses understand consumers’ perception of ecolabels and by extension, how the ecolabels can be used to promote green consumption. Cross-sectional data were gathered from a sample of 320 consumers in May 2017. The data gathering was carried out through 3 surveys studying the aforementioned concepts in relation to the ecolabels of Fairtrade, the Euro Leaf and KRAV. This is the first study investigating this topic in the Swedish market. The main finding indicate that business should focus on influencing consumers’ subjective knowledge, rather than objective, to incentivise a more environmental friendly purchasing behaviour. In addition, the findings confirm that theories from previous studies on other areas of knowledge are applicable to the topic of ecolabels as well. Additional theoretical and practical implications are discussed.},
  author       = {Matto, Jakob and Gunne, Ingrid},
  keyword      = {Ecolabel,Consumer Purchasing Behaviour,Subjective Knowledge,Objective Knowledge},
  language     = {eng},
  note         = {Student Paper},
  title        = {The influence of subjective and objective knowledge of ecolabels on consumers’ green purchasing practices},
  year         = {2017},
}