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Behavior and attitudes of consumers regarding green products: A comparison between France and Sweden
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

2 Abstract During the last years, the attitudes concerning the green issues have shifted. Considered as a lasting and a general evaluation of people, objects or issues; attitudes are strongly related to the culture. Years to years, the relation that exists between the individuals and the environment has taken more importance and keeps on growing up. Several reasons are behind the reinforcement of this relationship as for instance health-consciousness, cost-effectiveness, status, security or pleasure. This change in attitude has been noticed within multiple companies, especially in the cosmetics industry. Nowadays, it is becoming harder for them to find which green strategies they should implement in order to keep their eco-friendly customers and to reach new targets. Moreover, it has been detected that the consideration of green issues can be different between countries. It is the case between Sweden and France, they are in different stages regarding green issues. Sweden is seen greener than France on several levels: housing, foods and transportation rankings. However, it has been detected that the French population purchase more green goods than Swedish. Consequently, the purpose of this study was to investigate the consumer attitude toward green products and how it is influenced by culture. Based on a literature review, two research questions were created. A survey has been carried out in the form of questionnaires and fulfilled by more than two hundred respondents from Sweden and France between 15-25 years old, in the goal to answer the purpose. This study reveals that the factors which impact the most on the attitude and behavior towards green products are ‘affect’, ‘behavior’ and ‘cognition’ among the ones listed. It means that feeling, emotions, behavior intention and the level of knowledge influence consumer’s attitudes and behavior. Moreover, it has been noticed thanks to the analysis that culture influences these factors that impact on the buying behavior and the attitudes of consumer toward green products. For each factors, the mean of Swedish respondents was higher than the one of French.

Place, publisher, year, edition, pages
2013. , 57 p.
Keyword [en]
Attitudes, affect, behavior, cognition, health - consciousness and reference groups.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-26626OAI: oai:DiVA.org:lnu-26626DiVA: diva2:629250
Educational program
Marketing Programme, 180 credits
Presentation
2013-05-28, 20:06 (English)
Supervisors
Examiners
Available from: 2013-06-18 Created: 2013-06-16 Last updated: 2013-06-18Bibliographically approved

Open Access in DiVA

Thesis consumer attitude(1548 kB)2128 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf