The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing...
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Transcript of The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing...
![Page 1: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/1.jpg)
The Influence of Green Technology on Consumers’
Purchasing Choices
Special Topics in Marketing Research
NCTU Fall 2007
Professor Charles TrappeyMike McCool9535530
![Page 2: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/2.jpg)
Research Paper Organization
Literature review Research Questions Hypotheses (“answers” to research questions) Method Conclusions and suggestions for future
research References Apendices
![Page 3: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/3.jpg)
Literature Review
Definition of terms (“green technology”) Recent findings concerning consumer attitudes
– Growing trend in industry to study and exploit consumer attitudes towards green products
– Trade-offs consumers make in purchase decisions– Skepticism towards green claims
![Page 4: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/4.jpg)
Research questions
1. Does a consumer’s stated level of concern about environmental issues affect his or her decisions whether or not to purchase products with environmentally friendly attributes?
2. Are consumers with a relatively high level of concern about environmental issues more willing to pay a premium for a higher-priced green product than those with a relatively low level of concern about environmental issues?
![Page 5: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/5.jpg)
Hypothesis 1
1. Consumers with a relatively high level of concern about environmental issues (greens) are more likely than those with a relatively low level of concern about environmental issues (reds) to purchase products with environmentally friendly attributes.
![Page 6: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/6.jpg)
Hypothesis 2
1. When given a choice between a higher-priced green product and a less expensive but otherwise equivalent product, consumers with a relatively high level of concern about environmental issues (greens) are more likely than those with a relatively low level of concern about environmental issues (reds) to be willing to pay a premium for the green products.
![Page 7: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/7.jpg)
Method, Part 1
Design– Descriptive approach– A survey was employed to examine the hypothesized relationships
between environmental concern level and behavior in purchasing green products.
Participants: A convenience sample was used (non-probability, “quick and dirty”)
Apparatus: Questionnaire– Demographic info– Attitudes (concern)– Behavior– Willingness
![Page 8: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/8.jpg)
Method, Part 2
Data collection procedure– Email, Facebook (friends, relatives)– Paper (students)
Data analysis– Respondents divided along median base on “concern”
responses (5-point Likert scale)– Means of high and low-concern groups’ behavior responses
compared (t-test)– Means of high and low-concern groups’ willingness to pay
more compare (t-test)
![Page 9: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/9.jpg)
Conclusions and Suggestions for Future Research
Both means were found to be significantly different.
The hypotheses were supported by these findings.
A follow-up study is suggested using a more carefully designed survey and a random sample of respondents.
![Page 10: The Influence of Green Technology on Consumers’ Purchasing Choices Special Topics in Marketing Research NCTU Fall 2007 Professor Charles Trappey Mike McCool.](https://reader036.fdocuments.us/reader036/viewer/2022083006/56649f335503460f94c4f888/html5/thumbnails/10.jpg)
References and Appendices
List of cited works Appendix A: Questionnaire Appendix B: Statistical analysis and results Appendix C: Presentation notes