Managerial implications

The conclusions illustrate that there are many internal and external factors that shape our daily decisions and actions with regard to green consumption behaviour. An enhanced understanding of consumers‟ “green” perceptions, social influences and household dynamics enable organisations to develop successful green products and technologies. It will also assist marketers to create effective advertising campaigns that engage consumers in green products and consumption behaviour. Because of this research, we know that negative perceptions of “green” are a substantial barrier to pro-environmental behaviour change. The social environment and norms facilitate, but also prevent the adoptiong of green consumption behaviour. Furthermore, the sometimes justified perception of green product inadequacy and expense is often used as a rationalisation by consumers for non-purchase. By increasing our knowledge of

“green consumption behaviour as a social process”, we are better equipped to encourage pro-environmental behaviour change and reduce the “attitude-behaviour gap”.

Stephanie Hooper 182 As mentioned previously, the findings reveal two broad consumers groups, named

“mainstream” (i.e., not-so-green) and “green”. Based on these findings, it is proposed that segmentation strategies should be applied in order to target products to different segments of the market. For “mainstream” (i.e., not-so-green) consumers, cost-efficiency significantly motivates green product purchase (i.e., adopt a cost-focus strategy). Meanwhile, green attributes are important to “green” consumers (i.e., adopt a differentiation strategy). Moreover, “green” consumers are willing to pay premium prices for products with green attributes. Therefore, generic products and advertising campaigns will not be effective in a green consumerism context, and calls for marketing programs and campaigns to be tailored to these two distinct market segments.

When green consumption behaviour aligns with self-interest, individuals are more likely to comply with behaviour. Conversely, an “attitude-behaviour gap” may arise if green consumption behaviour is incompatible with self-interest. It is apparent that

“mainstream” (i.e., not-so-green) consumers are motivated to purchase products that offer personally relevant values (i.e., save money, enhanced performance, convenience and health benefits). As has been observed in other research, the type of green products that are adopted quickly and continue to be purchased are those that have significant pay-offs in other areas, besides simply being green (Griskevicius, et al., 2010). From these findings, it is clear that in order for all members within the household to agree and to support green purchases, certain conditions need to be satisfied. In general, in order for green products to be purchased and adopted, it must be functional and deliver a financial benefit to fulfil the values of all household members. This research indicates that green products adopted by the “mainstream”

(i.e., not-so-green) population when they are effective, cost-efficient and/or save on other costs.

Moreover, some “mainstream” (i.e., not-so-green) consumers are affected by a “green syndrome”, which is a perception that “green” is unattainable. These consumers feel that being “green” requires radical compromises and the sacrifice of conventional attributes and values that consumers deem important. Creating green products that effectively satisfy important attributes and values may change this perception.

Furthermore, advertising campaigns should communicate how green products align

Stephanie Hooper 183 with personally relevant values (i.e., save money, enhance performance, convenience and health benefits). Marketing communications need to show how “green” can be enjoyable, satisfying and offer a “feel-good-factor” by contributing to environmental protection. By changing people‟s perceptions about the “un-attainability” of being

“green”, consumers will be more willing to change their behaviour and adopt greener product alternatives.

Green research to date has focused on identifying the “attitude-behaviour gap” in green consumerism. However, the findings of this study highlight that consumers and other institutions (i.e., society, organisations, government and the media) must be realistic about what level of pro-environmental behaviour change is achievable and accept that inconsistencies in green consumerism are inevitable. As marketers, we must seek to understand how we can make it easier for consumers to adapt to “green”, without significantly compromising their lives and lifestyle. In this sense, greener products or brands need to offer superior, convenient, effective and cost-effective solutions that do not require consumers to compromise on important attributes delivered by conventional products and brands. Organisations need to invest in green product development and design in order to attract and retain consumers who trial or purchase their product.

It is apparent that consumers have difficulty identifying what is “green” and therefore rely on the environmentally relevant and perceptible aspects of products as guides of actual buying behaviour. Even a “green” consumer‟s decisions are not purely based on environmental credentials or performance but rather on the observable “green”

attributes or characteristics of a product. A consumer needs to observe and identify with the environmental issues a product claims to protect in order to be influenced to purchase it. The study has shown that when the environmental benefits of products cannot be readily perceived, consumers have difficulty judging product value and pro-environmental contribution. This insight may affect the success of certain green products, services and even such concepts as the “carbon emissions trading scheme”.

When environmental credentials cannot be perceived or observed, organisations must explicitly state how their product contributes to environmental interests or reduces environmental impact. The environmental credentials of packaging are signals that help consumers to make conscious decisions based on their pro-environmental values.

Stephanie Hooper 184 Therefore, it is important for organisations to ensure their product packaging and other marketing elements are consistent with the environmental values of the organisation.

The social desirability of “green” and green social norms are an effective means of achieving pro-environmental behaviour change. A proposed reason for this is that social norms limit the efficacy of rationalisations that are intended to neutralise the attitudinally incongruent or non-environmental behaviour of consumers. Therefore, if consumers consider it socially desirable to meet environmental objectives, it would be more achievable to shift consumption from conventional products to greener products.

Consumers are motivated to behave in accordance with green social norms, and as the public have become more aware of environmental issues, consumers have become more accountable for their non-environmental actions. Some critics might say, “why bother incorporating green attributes into products, if “mainstream” (i.e., not-so-green) consumers do not buy based on these attributes?” In response, this study proposes that developing “green” or “greener” products is worthwhile because the

“feel-good-factor” and “social desirability” associated with “green” will encourage consumers to remain loyal and refrain from switching to conventional (i.e., not-so-green) alternatives. This study and other research (Thogerson & Olander, 2003;

Whitmarsh & O'Neill, 2010) have shown that there are positive spillovers in green consumption behaviour, and this may lead consumers to adopt other environmentally-friendly products and practices.

The “green” message is shaped by interactions with actors in the social environment, which include society, organisations, government and the media. Therefore, this study also offers government and policy implications for encouraging more sustainable consumption practices of society and its citizens. Consumers need to detach themselves from a “them and us” mentality, which has created a division between “green” and “mainstream” (i.e., not-so-green) consumers and is a key contributor to the formation of negative perceptions and associations directed at both consumer groups. Michael Polonsky (2011) explains that while industry and organisations are partly responsible for environmental degradation, it is the consumers who choose to buy, use and dispose of products in ways which damage the environment who are also at fault. Therefore, until “mainstream” (i.e., not-so-green)

Stephanie Hooper 185 consumers change their attitude toward green consumption behaviour and “green”

consumers, it will be difficult for organisations to achieve a green marketing revolution.

Public messages and social marketing need to promote the idea that being “green” is a social good that benefits everybody. It should also emphasise that environmental protection and sustainability require everyone to do his or her part, no matter how small the action is. Studies have shown that public policy and government regulations can influence consumer choice by inducing social norms toward socially favourable alternatives and reminding consumers of appropriate consumption behaviour (Nyborg, 2003; Nyborg & Rege, 2003). Public policy and government regulations may help consumers transition to the “right” or “environmentally-responsible” path.

By emphasising “green consumption behaviour as a social process”, green social norms and social pressure to adopt green consumption behaviour are reinforced and pro-environmental behaviour change can take place.