Introduction to Consumer Behavior1

Running head: CONSUMER BEHAVIOR
CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
Introduction
Consumer behavior is considered to be a psychological process through which a
consumer undertakes purchasing decision. There are various psychological factors affecting
purchasing decision. It includes perception, motivation, attitudes and past experiences of the
consumers. It is believed by Brunner et al. (2018), that there are various internal factors such
as lifestyle and personality of the consumers which also influences purchasing decision of the
consumers. The purpose of this report is to review literature and explore the concepts of
carbon labeling. The literature explores the major barriers that impede the ‘green beliefs’ to
‘green behavior’ recommendations for the consumers and the consumers. It explores the
ways in which the consumers and the organizations can take measures and steps to close the
green gaps. Further, the report conducts qualitative research outcomes and concludes the
report.
Article analyses- Literature review
According to Emberger-Klein and Menrad (2018), it has been identified that
sustainability issues are gaining importance in the value system of the consumers and these
are being continuously reflected to their purchasing decisions. However, Chuanmin et al.
(2014), suggest that market shares are low and consumers attitude towards sustainability and
environmental issues have limited impact on their purchasing behavior. The reasons are being
reflected as attitude behavior gap, budget constraints, lack of knowledge or information
overload. Further reasons include low level of trust in labeling of the companies and the
means of communication along with limited relevance to the perceived behavior of the
consumers.

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CONSUMER BEHAVIOR
Barriers affecting environmentally responsive choices among consumers
Emberger-Klein and Menrad (2018) also suggest risks and time preferences of the
consumers. It is believed by Emberger-Klein and Menrad (2018), that the perceived quality
of the products and services, hedonic attributes of the consumers and health are some of the
other triggers influencing consumer behavior and everyday consumption thereby making
sustainability and environmental issues less relevant. Furthermore, there are other barriers
which influence sustainable choices and preferences of the consumers. There are various
facets of a sustainable behavior of the consumers. It has been suggested by Grunert, Hieke
and Wills (2014), that only the consumer purchasing behavior can contribute towards
mitigation of climate change and greenhouse gas emission from the industries as well as to
foster a sustainable society. According to Li, Long and Chen (2017), one of the most crucial
approach is awareness and knowledge among consumers about the environmental impacts of
the buying behavior and be motivated to act as an ecological citizens of the consumers. As
mentioned by Hornibrook, May and Fearne (2015), One of the most important ways to enable
the consumers to act in an environmentally responsible manner is to implement eco labeling
schemes. This approach can be implemented to foster environmentally responsible consumer
behavior that is to introduce carbon labeling schemes on the markets. However, as per Li,
Long and Chen (2017), various limitations and barriers have been identified of the carbon
labeling schemes. It has been identified by Shewmake et al. (2015), that the information of
the carbon labels are hardly acknowledged by the consumers. According to a UK-study,
around 89% of the respondents had limited knowledge about carbon labeling (Stokes and
Turri 2015). Therefore, it can be said that the concepts of carbon labeling and its implications
are complications. Most importantly, it has been commented that these concepts are
scenically controversial. Moreover, it has been identified by Tan, Tan and Khoo (2014), that
the fragmented presence of carbon labeling within different category of product is another