Consumer Research on Ethical Consumption - Essay Example

 Consumer Research on Ethical Consumption Introduction According to (Muncy and Vitell, 1992) most of the ethical consumers have practiced to use own personal consumption behavior as a method of addressing social issues. When considering some large scale studies such as Cowe and Williams (2000), it suggests that over one third of UK consumers identified themselves in terms of “ethical consumers”. Ethically qualified products like Fair trade lines acquired very restricted share in the market. It reveals that considerable ‘attitude-behavior gap’ can exist related to decision making in consumer ethical consumption (Kim et. al, 1997). Notwithstanding researches related to ethical consumption that are considerably growing in contemporary marketing context, a small number of studies have described the gap in between attitude and behavior in ethical consumption (Bray et al. 2010). Literature on Relationship between Attitude and Behavior General assumption on relationship between attitudes and behavior is the consistency. This is known as principle of consistency which means expectation on consistency of one’s behavior with the attitudes hold by them. Furthermore it means people are rational and try to behave rationally at every time. Though this principle is through, it is clear that consumers do not always follow that. Sometimes it is able to experience irrational behavior. For an instance, majority of consumers are smoking cigarettes while knowing this consumption causes heart diseases and lung cancers. Literature relevant to theory of reasoned action and theory of planned behavior are significant theories that discussed this attitude-behavior relationship in-depth manner. Attitude is defined as a permanent, general evaluation regarding people or person, objects, issues or advertisements (Soloman et.al, 2010). Difficulty of changing and nature of evaluating something are discussed as the characteristics of attitude according to above definition. Relationship between attitude and behavior is presented by Fishbein and Ajzen (1975) based on theory of reasoned action. As theorized by Gordon W. Allport in 1935, there is a multidimensional relationship in between attitude and behavior but not one-dimensional relationship. It means attitude is a complex system that consists with individual’s belief regarding the object, feeling on the object and action tendencies towards the object. Theory of reasoned Action framework developed by (Fishbein and Ajzen, 1980), suggests that the major predictor of actual behavior is behavioral intention but not attitudes. Furthermore theory of reasoned action assumes that human behavior could be relatively easy to predict and it is quite rational (Fishbein and Ajzen, 2002). Theory of planned behavior describes the behavior as a result of rational and conscious consideration on consequences of alternative behaviors and choosing of most favorable alternative (Ajzen, 2005). Individual’s intention to perform or not to perform certain behavior is known as the immediate determinant for a certain action (Ajzen, 2002). On the other hand intention can be identified as a function of three factors known as attitude regarding the behavior, evaluation on performing behavior and subjective norm. Ethical issues included in traditional model of the theory are not taken in to consideration by Theory of planned behavior (Toulouse et al, 2006). Theory of planned behavior can be structured as follows in a form of diagram. Figure 01: Theory of Planned Behavior (Ajzen, 1991) Actual behavior of interest is related with expected outcome through behavioral beliefs. Although varieties of behavioral beliefs are retained by a person, few of them are possible to meet at a given time. The theory has assumed that attitude towards the behavior is determined by such achievable beliefs. Attitude towards a behavior means the level of positive or negative valuation on behavioral performance. It is important to study the creation of Attitude towards behavior when the previous experiences are unavailable. Attitude towards behavior comprised with established beliefs and new experiences drive to make weaken or strengthen existing beliefs. Normative beliefs are expectations on perceived behavior relevant to an individual, family or group. Subjective norm means supposed social pressure to involve or not to involve in an actual behavior. Accuracy of this emphasis can identify when a customer involves in something as their first effort. Control beliefs include the factors that can be facilitate or obstruct the performance of behavior. Controlling of existing perceived behavior is determined by control beliefs. There should be both favorable intention and sufficient degree of behavioral control to success the performance of behavior. Perceived Behavioral Control refers external factors and past experience, expected obstacles, opportunities and resources that are possible to influence performance related to actual behavior. (Ajzen and Fishbein, 1980).Therefore theory of planned behavior is differentiated from theory of reasoned action through Perceived behavioral control. There is an indirect influence of perceived behavior control on behavior through intention while PBC can use directly to predict behavior (Ajzen, 2005). Intention is known as cognitive representation related to one’s readiness for performing a certain behavior. Individual’s intention to perform or not to perform certain behavior is known as the immediate determinant for a certain action (Ajzen, 2002). On the other hand intention can be identified as a function of three factors known as attitude regarding the behavior, evaluation on performing behavior and subjective norm. Behavioral intention is recognized as a significant factor which mediates the link between attitudes and behavior (Ajzen and Fishbein, 1980). According to the theory of planned behavior, perceived behavioral control, together with behavioral intention, can be used directly to predict behavioral achievement. Extensive survey was conducted by Wicker in 1969 on the subject. Wicker explained that there is high possibility to attitudes are unrelated or slightly related with overt behavior rather than attitudes are closely related with actions. The study conducted by Corey (1937) by examining the attitude of students on cheating and actual behavior respect to cheating is also convinced the low correlation in between attitude and behavior. Reasons for Deviations of Behavior Prediction from Attitudes Attitude is accepted as a something that internally happens relevant to a person. But the behavior is known as an overt response that can be measured. There are three components of an attitude as affect, behavior or cognition according to the ABC model of attitude (Solomon et al, 2010). Study of La Piere (1934) has convinced that the affective and cognitive components of behavior do not always comply with behavior. Attitude alters to the cognitive component of behavior. Overall evaluation on a product made by the consumer is highly based on his or her attitude (Solomon, 2004). Consumer can have positive or negative feeling on product according to personal attitude. But it is difficult to say that the person may or may not move it in to actual behavior. There are some factors that obstruct the prediction of behavior. Certain outcomes of the behavior are outside the consumer’s control is one situation where attitudes do not predict the behavior. Attitudinal intention of an individual may not predict the behavior when there should be the contribution of other party to make the purchase. On the other hand behavior is said to be intentional. But it is not a valid statement in every time because it is able to raise unexpected situation which disturbs the personal behavior. Acting impulsive manner, sudden and unexpected change in situation relevant the person, exploring novelty, repetitive and habitual buying behavior are variety of cases behavior is not become intentional. Unexpected cases can be changes in weather condition, having guests, changes in actual behavior due to new information on attitude object. Similarly “time” can be identified as another factor influence on relationship in between attitude and behavior. When it takes longer time from the attitude measurement to relevant behavior, then the relationship between attitude and behavior will be weaken. For an example, probability to buy a certain product in next week is different from probability to buy that product in next year. Another factor which makes difficulty in predicting behavior based on attitude is personal experience and form of exposure. Sometimes individual attitude towards an attitude object can be formed directly through personal experience. Attitude in this case is much strong and Behavior is highly predictive in such scenario. In another term attitude can be formed indirect way such as advertising but this might not much strong and not support on behavior prediction. As suggested by attitude accessibility perspective immediate perception of an individual would cause to behavior of such person. In first scenario attitude is based on experience obtained through evaluation of the object. Similarly to the above reasons more factors have suggested by several other authors. According to (Ozaki, 2008, Fraj and Martinez, 2006) socio environmental knowledge and attitudes beliefs and intentions that are strongly held by individuals are constantly failed in moving in to behavior. Study conducted by interviewing sample of people has convinced that most of the respondents are responding socially acceptable manner (Follows and Jobber, 2000). Limitations of the consumers can also be caused to differentiate behavior prediction from attitudes. Habitual behavior due to repetitive actions, disposable income, and social lifestyle are such constraints. On the other hand uncertainties, old brand loyalties are also affect in changes in behavior predictions against attitudes. When concluding the reasons for not following the behavior predictions by attitudes, the reasons discussed above can be categorized in to three categories as situational, individual and social factors. Marketers are also influenced by these factors because they have to face number of difficulties in predicting behavior of the consumers through market researches. Critical review on prevalence of attitude-behavior gap throughout the sustainable/ethical consumption literature Sustainable or ethical consumption is defined as the fulfillment of personal needs while not incurring a negative impact on individual lives and potential consumption of current and future generations and meet the terms of sustainability principles (Belz et al., 2007). Ethical consumption can be identified as an emerging topic in present society. Number factors has influenced on rise of Ethical consumption. Consumer culture has changed with the growth of preference or purchase of things that was public provisions in past, Growth of transnational companies and market globalization while weakening the national government, changes in technology are such reasons that supports rise in ethical consumption. But it is possible to study prevalence of attitude behavior gap in any of the discussion related to ethical consumption. (Luchs et al, 2010) suggests that although the consumers prefer for more ethical products, primary performance on certain preference would be inevitably compromised by environmental and social characteristics. Decision model of sustainable consumption reveals how the actual buying behavior is determined through intention supported by attitudes based on beliefs. This deviation of attitude towards sustainable consumption from actual consumption behavior called attitude behavior gap (Gupta and Ogden, 2006; Follows and Jobber, 2000; Carrington et al., 2010). (Drumwright, 2014) presents attitude behavior gap among the consumers who ethically minded and try to be motivated through pro-social factors but fail in following them in actual purchase. However Attitude behavior gap incurs both positive and negative consequences on marketers. In one perspective it presents the continuous alterations of buyer preferences and strategies in marketing and also it describes actions implements by the business in order to be success. There should be advanced knowledge and ability to apply the psychology in marketing context to better understand the consumer behavior. Consumer behavior is identified as a significant portion of marketing. Therefore understanding the consumers is an important role related to marketing strategies. Consumer needs, available products and services to fulfill certain needs, determine the consumer behavior and that assures the direction of marketers. On the other hand ethical consumption is a type of consumer behavior because it includes in individual purchasing behavior and it can be identified through attitude behavior relationship. Attitude impacts on thinking and behavior pattern of the consumers. Therefore it is a vital component of ethical consumption. Literature in ethical consumption describes the complexities relevant to consumers in decision making and actual behavior. But the attitude behavior relationship cannot ignore here. Business processes including marketing functions would be change due to popularity and growth of ethical consumption practices and attitude behavior gap related to that. Though ethical consumption has become a famous concept throughout the world, the market share for ethical products is small when comparing with non-ethical products. Many authors have stated that deviation in between consumers’ attitude and actual behavior has allowed a growth of researches and investigations relevant the factors obstructing the ethical consumption. Researchers have identified that the gap in between attitude and behavior as a relentless reason which drives towards inconsistent consumer behavior related to ethical consumption. Researchers have obtained the ability to explain differences of the issues related to ethical consumption. According to (Gupta and Ogden, 2009) argument of researchers is attitude behavior gap related to ethical consumption delivers a social dilemma towards the consumers. Therefore this gap related to ethical consumption delivers an understanding on pattern of behavioral prediction relevant to ethical consumers. Negative aspects of prevalence of attitude behavior gap throughout the ethical consumption would be highly unfavorable on marketing aspects of any organization. Size of market segment responsive to any sustainability strategy is limited by size. Similarly the market share for ethical products constantly remains at the level of 3% in Europe (Millock, 2008). (Vermier and Verbeke, 2006) states the reason for this as seizure of mass market through good intention but poor behavior. Some responses are recommended by certain researches in order to address the prevalence of attitude behavior gap throughout ethical consumption. According to (Terlau and Hirsch, 2014) It requires increasing the consumer awareness while offering incentives towards the citizens in order to reinforce the personal responsibility of each consumer. The citizens and consumers should be facilitated by education, marketing, promotions and campaigns in order to ensure a behavioral change. Further the occasional buyers for organic products are inspired by additional features such as sensory attributes and taste that make personal benefits on health motives and self-indulgent. There is certain evidence that exhibits ethical consumerism as miracle. “Fair trade” and “Sustainable” labels are displayed on products that are on the shelves of supermarket. When considering the business examples for certain product categories, there are some restaurants, green energy companies, super funds and clothing labels that suggest the opportunities to spend more responsible manner. Though the consumers feel the importance of ethical behavior for companies and brands, actual behavior of consumers is another when buying. Though most of the consumers present ethical and pro-social attitudes, when it comes to the real situation they don’t invest in ethical options. Michel Volkvo who is known as a lecture in Deakin University relevant to consumer behavior suggest when it comes to purchasing of ethical products, consumers are price sensitive. The research further elaborates consumers are ethical up to a certain point and this threshold may be different for each consumer. According to a research conducted by Ipsos Mori Social Research Institute in 2007, Ethical financial products are type of financial products such as green mortgages, charity credit cards, green bank accounts. 50% of UK financial products consumers are aware about these products. Consumer Attitudes relevant to the UK consumers on these products were surveyed through the research. When analyzing the attitude towards ethical consumer products, some consumers wish to make change on their own lives through the products such as home energy audit combined with a mortgage, some other consumers support to avoid unfavorable impact on others’ lives and support others through product such as carbon off setting combined with car insurance. Some of them expect to make a charitable contribution through a product such as affinity credit card. But when it comes to actual behavior on these ethical financial products only 11% of the respondents actually buy these products and other 89% of respondents buying none of these products. Awareness relevant to these ethical financial products would more important according to the research. According to (Balderjahn et al, 2013) though the consumption of regular ethical buyers is based on environmental, social and ethical benefits occasional buyers are not influenced by ethical concerns. Therefore sensory marketing is identified by (Terlau and Hirsch, 2014) as an important tool in creating awareness and training customers relevant to unfamiliar sensory elements of organic products. (Thaler and Sunstein, 2009) suggests Nudging as a method for establishing rational self-obligation within consumers in order to enhance ethical consumption over attitude behavior gap. Nudging is establishment of an incentive to make people behave in specific manner. Further the research suggests improving communication regarding the quality characteristics, impacts and significance of products such as contribution to environmental protection, animal welfare….etc. Transparency and reliability relevant to ethical products need to be improved through labels and certifications. Conclusion It is observable that the consumer behavior as a highly unpredictable and more unstable component of whole supply chain and there should be special attention on that. There are number of factors that caused to create attitude-behavior gap and potential solutions that can be used to address this gap are complex and need to have an interdisciplinary approach. Valuable information is provided by number of empirical researches conducted by various countries about “How to end attitude behavior gap in order to enhance the sustainable/ Ethical consumption”. References Ajzen, I., & Fishbein, M., 1980. Understanding attitudes and predicting social behavior. 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