Theory Flashcards
Define Perceived Consumer Effectiveness and its significance in the study.
Perceived Consumer Effectiveness (PCE) is the belief that one’s own actions can significantly affect environmental outcomes. The thesis examines PCE as a moderating variable to see how it influences the relationship between consumer awareness of sustainability and their purchasing decisions. Higher PCE is hypothesized to strengthen the impact of positive attitudes towards sustainability on actual purchasing behavior.
Can you explain the ‘attitude-behavior gap’ as discussed in your thesis?
The attitude-behavior gap refers to the discrepancy often observed between consumers’ positive attitudes towards sustainability and their actual purchasing behaviors. Despite a professed interest in sustainable products, actual buying decisions may not align due to various barriers such as higher costs, limited availability, or lack of trust in product claims. This gap is a central focus of the thesis as it seeks to understand and narrow it.
Define Environmental Concern and its significance in the study.
Environmental Concern is the awareness and apprehension individuals have about environmental issues and their impact on future generations. In studies like yours on consumer preferences for sustainable home appliances, it significantly influences consumer purchasing decisions, as higher environmental concern tends to increase the likelihood of choosing eco-friendly products. This understanding is crucial for targeting marketing efforts and designing products that align with consumer values on sustainability.
Explain Theory of planned behaviour
The Theory of Planned Behavior is an extension of the Theory of Reasoned Action. It suggests that behavior is driven by behavioral intentions where these intentions are a function of an individual’s attitude toward the behavior, the subjective norms surrounding the performance of the behavior, and perceived behavioral control over the behavior. TPB adds the component of perceived control, acknowledging that the intention to behave a certain way cannot always predict behavior if individuals feel they lack control over it.
Explain Theory of reasoned action
The Theory of Reasoned Action is a model used to predict how individuals will behave based on their pre-existing attitudes and behavioral intentions. According to TRA, a person’s behavior is determined by their intention to perform the behavior, which is itself influenced by their attitude toward the behavior and subjective norms.
explain Subjective norms vs. Social influence
Subjective Norms are the perceived social pressures to perform or not to perform a particular behavior. They reflect what important people in one’s life (family, friends, colleagues) would approve or disapprove of.
Social Influence involves the broader effects that people have on one another, including influence from groups or cultural norms, which can affect attitudes and behaviors without direct pressure or communication.
Explain Social norms —> descriptive norms / injunctive norms
Social Norms are the accepted behaviors within a society or group.
Descriptive Norms are perceptions of how people actually behave in given situations, regardless of whether the behavior is approved or disapproved by others.
Injunctive Norms reflect what is commonly approved or disapproved within the group; they motivate behavior by promising social sanctions for compliance or non-compliance.
Explain Sticker Shock
Sticker shock refers to the situation where a consumer is surprisingly and unpleasantly surprised by the high price of a product. In marketing, understanding and mitig
