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Young et al.(2009) report a gap in customers’ buying habits which is referred to a value action gap. This value action gap is typically where customers are concerned about environmental issues but have a hard time interpreting it when making a purchase. In the same way, Peattie and Crane (2005) report that there has been a slight growth on green purchasing since 1990, they also identified a significant gap between concerns and actual purchasing among customers. Datta (2011) states, it is important to increase people’s environmental awareness and consciousness, because as customers, they can impact the environment through their positive purchasing decisions. Datta (2011) further argues that the growing number of customers and consumers who prefer and are willing to buy Eco-friendly products are creating opportunities for businesses that are using “Eco-friendly” or “environmentally friendly” as a component of their value proposition . Considering the fact that printers produce carbon foot prints (Lubick, 2007), the authors have decided to conduct their research on the consumers’ purchasing gap towards Eco printers in Swedish market. Thus, the purpose of this study is to identify and analyze the factors which can influence consumers’ green purchasing intention. More specifically, it aims to find and analyze the factors that can influence consumers’ green purchasing intention towards buying an Eco printer in the Swedish market.  Therefore, the following research question has been formulated: What factors can influence the consumers’ green purchasing intention towards buying environmentally friendly printer? In this thesis both primary and secondary data have been used to establish its findings. A questionnaire of 201 respondents was analyzed to answer the research question. In conclusion the authors h found that there are several determinants which can influence the green purchasing intentions. Among these determinants, green knowledge and Eco literacy, attitude and green belief, environmental laws and guidelines and willingness to pay are indentified as strong influencing factors while demographics found as less stronger factor. However, subjective norms and social influence found as a weak one.

Pesquisas em que se procura investigar a relação entre os fatores ambientais e o comportamento dos consumidores são ainda embrionárias no Brasil, o que constitui uma oportunidade para estudos que relacionam o comportamento de compra dos consumidores com as questões ambientais. Nessa perspectiva, o objetivo da presente pesquisa foi verificar se existe correlação entre os construtos: conhecimento ecológico, afeto ecológico, preocupação ecológica, normas subjetivas e o comportamento de compras verdes. Na busca do alcance dos objetivos propostos, adotou-se uma metodologia caracterizada pela pesquisa exploratória, utilizando-se o método transversal simples no processo de coleta dos dados. Foram adotados no estudo dados secundários, provenientes de artigos, livros, dissertações, teses e internet, além de dados primários, coletados com a aplicação de questionários à população-alvo. Partindo-se de uma amostragem aleatória estratificada, essa população foi constituída pelas mulheres acima dos 18 anos, por representarem consumidoras potenciais de produtos cosméticos. No tratamento dos dados dos 500 questionários validados, contemplouse a utilização do coeficiente Alpha de Cronbach e da técnica multivariada de análise fatorial exploratória. Um modelo de regressão múltipla foi testado para explicar o comportamento de compra de cosméticos ecológicos. Os resultados deixam evidências de que as variáveis Normas Subjetivas (NS), Afeto Ecológico (AE), Preocupação Ecológica (PE) e Conhecimento Ecológico (CE) foram consideradas estatisticamente significantes para explicar as variações em Comportamento de Compra de Cosméticos Ecológicos (CCCE), com um R2 de 0,555. Entre as variáveis demográficas testadas, verificou-se que apenas a faixa etária e a classe social exercem influência moderada sobre a variável dependente. Tais resultados sinalizam similaridade entre os resultados obtidos na mensuração da correlação múltipla entre as variáveis independentes, a variável dependente e aqueles observados na teoria sobre a influência da primeira sobre o comportamento de compra de produtos ambientalmente corretos. Os resultados desta tese oferecem uma compreensão adicional sobre os fatores que afetam o processo de decisão de compra do consumidor. Considera-se, portanto, que este trabalho constitui um avanço no estado da arte das pesquisas sobre a relação entre os fatores ambientais e o comportamento dos consumidores, uma vez que foram investigados aspectos não contemplados em estudos anteriores. / Research which seeks to investigate the relationship between environmental factors and the consumer behavior is still embryonic in Brazil, which is a unique opportunity for those studies that relate the purchasing behavior of consumers to environmental issues. In this perspective, the goal of this research was to ascertain whether there is correlation between the following constructs: ecological knowledge, ecological affection, ecological concern, subjective norms and green purchase behavior. In pursuit of achieving the proposed objectives, a methodology characterized by exploratory search was used, adopting the simple transverse method in data collection process. In the study, secondary data from articles, books, dissertations, theses and the internet were used, in addition to the primary data, collected with the application of questionnaires to the target population. Based on a stratified random sampling, the population was constituted by women over 18 years old, since they represent potential consumers of cosmetic products. Regarding the data processing of 500 validated questionnaires, the use of Cronbach\'s Coefficient Alpha and multivariate exploratory technique of factor analysis were contemplated. A multiple regression model was tested to explain the behavior of buying ecological cosmetics. The results produce evidence that Subjective Norms (SN), Ecological Affection (EA), Ecological Concern (EC) and Ecological Knowledge (EC) variables were considered statistically significant to explain the variations in Purchase Behavior of Ecological Cosmetics (PBEC), with an R2 of 0.555. Among the demographic variables tested, it was found that only the age and social class exercise moderate influence over the dependent variable. Such results indicate similarity among the results obtained in the measurement of multiple correlations among independent variables, the dependent variable and those observed in theory concerning the influence of the former over the purchasing behavior of environmentally correct products. The results of this thesis offer additional insight about the factors that affect the purchase decision process. Therefore, it is considered that this work is an advance in the state of the art of research about the relationship between environmental factors and the consumer behavior, since aspects not covered in previous studies were investigated.

<p><strong>Purpose:</strong><strong></strong></p><p>The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company. <strong></strong></p><p><strong>Theoretical Frame work</strong></p><p>This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively..</p><p><strong>Methodology /Research Limitations</strong></p><p>Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors.</p><p><strong>Findings/ Analysis/Recommendation</strong></p><p>Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible.</p><p><strong>Key word: </strong>Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility</p><p>Paper Types<strong>:</strong>   Master These Academic work</p> / Thesis Project for ” Tobias Project ”

Organic consumption is currently experiencing a boom of sales on the Swedish and international market. Whether this occurrence is a contemporary trend or if it will prove to be sustainable in the future, the demographics of the so-called ‘green consumer’ are of great interest for economic agents on markets such as foods and textiles. Therefore, the writers have chosen to highlight this topic by focusing on the relation between income and purchase of organic products.. Economic data for the Swedish market has been gathered and analyzed through various statistical and macroeconomic perspectives, where the basis has been Kelvin Lancaster’s models of consumer choice theory. The results showed that income does not generally have a direct effect on the choice of purchasing an organic good in Sweden, although it cannot be fully dismissed when discussing the demographics of the green consumer. Other factors are of importance as well, including education, marital status and geographical location. The study of the green consumer is a rather new area and this study, along with its previous counterparts, has proved it difficult to draw any firm conclusions regarding the characteristics of the organic consumer. Therefore, future studies within this area will have plenty to discover about a subject of increasing interest and importance on the market. / Ekologisk konsumtion upplever för närvarande en försäljningsboom på den svenska och internationella marknaden. Oavsett om detta är en tillfällig trend eller om det kommer bestå såväl i framtiden, är demografierna av de såkallade ’gröna konsumenterna’ av stort intresse för ekonomiska agenter inom marknader såsom textil och dagligvaror. Därför har författarna valt att framhäva detta ämne genom att fokusera på relationen mellan inkomst och inköp av ekologiska produkter. Ekonomisk data för den svenska marknaden har samlats in och analyserats genom olika statistiska och makroekonomiska perspektiv, där basen har varit Kelvin Lancasters modeller av konsumentteori. Resultaten har visat på att inkomst generellt inte har en direkt effekt på valet att köpa en ekologisk vara i Sverige, även om denna faktor inte helt kan uteslutas när demografier av den gröna konsumenten diskuteras. Andra faktorer har också betydelse, däribland utbildning, civilstånd och geografisk lokalisering. Studier om den gröna konsumenten är ett relativt nytt område, och denna kandidatuppsatsen har, tillsammans med föregående rapporter inom ämnet, funnit det svårt att dra några fasta slutsatser om den ekologiska konsumentens karaktärer. Därför kommer framtida studier inom detta område ha mycket att upptäcka om ett ämne av ökande intresse och angelägenhet på marknaden.

Title: Implementation of Green Marketing Strategy inChina - A Study of the Green Food Industry Research Aim: Our research aim is to explore factors which influence Chinese consumers’ behavior, analyze marketing strategies of company we interviewed according to four Ps of conventional marketing mix, and finally put forward our own opinions about how green food companies use four Ps of conventional marketing mix to implement green marketing strategy in green food industry in China. Methodology: This thesis studies green marketing of green food industry inChina from two aspects, consumers and company we interviewed by conducting a mixed methods research. Quantitative and qualitative data are simultaneously from consumers and company though questionnaires and interviews survey respectively. Conclusion: Based on the analysis on Chinese consumers and the empirical materials collected from our interview with a green food company we draw some implications on how to implement green marketing strategy in the industry of green food inChina. As the factors which influence Chinese consumers’ behavior and characteristics between green agricultural products and green processed food are different, green marketing strategies of the two kinds of products should be implemented by different ways.

<p>Organic consumption is currently experiencing a boom of sales on the Swedish and international market. Whether this occurrence is a contemporary trend or if it will prove to be sustainable in the future, the demographics of the so-called ‘green consumer’ are of great interest for economic agents on markets such as foods and textiles. Therefore, the writers have chosen to highlight this topic by focusing on the relation between income and purchase of organic products.. Economic data for the Swedish market has been gathered and analyzed through various statistical and macroeconomic perspectives, where the basis has been Kelvin Lancaster’s models of consumer choice theory. The results showed that income does not generally have a direct effect on the choice of purchasing an organic good in Sweden, although it cannot be fully dismissed when discussing the demographics of the green consumer. Other factors are of importance as well, including education, marital status and geographical location. The study of the green consumer is a rather new area and this study, along with its previous counterparts, has proved it difficult to draw any firm conclusions regarding the characteristics of the organic consumer. Therefore, future studies within this area will have plenty to discover about a subject of increasing interest and importance on the market.</p> / <p>Ekologisk konsumtion upplever för närvarande en försäljningsboom på den svenska och internationella marknaden. Oavsett om detta är en tillfällig trend eller om det kommer bestå såväl i framtiden, är demografierna av de såkallade ’gröna konsumenterna’ av stort intresse för ekonomiska agenter inom marknader såsom textil och dagligvaror. Därför har författarna valt att framhäva detta ämne genom att fokusera på relationen mellan inkomst och inköp av ekologiska produkter. Ekonomisk data för den svenska marknaden har samlats in och analyserats genom olika statistiska och makroekonomiska perspektiv, där basen har varit Kelvin Lancasters modeller av konsumentteori. Resultaten har visat på att inkomst generellt inte har en direkt effekt på valet att köpa en ekologisk vara i Sverige, även om denna faktor inte helt kan uteslutas när demografier av den gröna konsumenten diskuteras. Andra faktorer har också betydelse, däribland utbildning, civilstånd och geografisk lokalisering. Studier om den gröna konsumenten är ett relativt nytt område, och denna kandidatuppsatsen har, tillsammans med föregående rapporter inom ämnet, funnit det svårt att dra några fasta slutsatser om den ekologiska konsumentens karaktärer. Därför kommer framtida studier inom detta område ha mycket att upptäcka om ett ämne av ökande intresse och angelägenhet på marknaden.</p>

Purpose: The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company. Theoretical Frame work This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively.. Methodology /Research Limitations Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors. Findings/ Analysis/Recommendation Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible. Key word: Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility Paper Types:   Master These Academic work / Thesis Project for ” Tobias Project ”

Background: The clothing industry is guilty of environmental destruction, at the same time consumers and more specifically Swedish millennials have shown increasing concern for the environment. Those favorable environmental attitudes and concerns has however in some green contexts shown to not affect the intention to buy green products which might suggest that there exists a so-called attitude-intention gap. There is a lot of uncertainty concerning why this attitude-intention gap may exist and what factors that may have an influence on the consumer’s green purchasing criteria. Purpose: The purpose of the study was to first reveal if there exists an attitude-intention gap among Swedish millennials when it comes to purchasing green clothing products. Secondly, the study investigated the determinants that influence the intention to buy green clothing products among Swedish millennials. Methodology: The study used a deductive and quantitative research approach by conducting an online survey which was distributed with a non-probability convenience sampling technique as well as with a snowball sampling technique towards Swedish millennials. The survey resulted in 150 valid responses which was quantitatively analyzed. Findings: The findings revealed that there exists an attitude-intention gap among Swedish millennials when it comes to the context of green clothing products. The most influential determinants affecting the intention to buy green clothes were: Knowledge about green clothing products, followed by habits of buying traditional clothing products and then the subjective norm. Additionally, gender differences among majority of the determinants were identified. Implications: The findings provide suggestions for decision makers marketing green clothing products to focus on increasing the knowledge among consumers as well as easing the process of changing old purchasing habits. Furthermore, it is of value for Swedish policymakers whom with this knowledge know where to concentrate their focus and resources in order to spur the green consumption. Originality: This paper contributes to theory by applying the well-known TPB framework with the addition of personal and situational determinants on the context of green clothing products. Furthermore, new insights regarding what determinants that affects the intention to buy green clothing products when it comes to the context of Swedish millennials were found.

Pesquisas em que se procura investigar a relação entre os fatores ambientais e o comportamento dos consumidores são ainda embrionárias no Brasil, o que constitui uma oportunidade para estudos que relacionam o comportamento de compra dos consumidores com as questões ambientais. Nessa perspectiva, o objetivo da presente pesquisa foi verificar se existe correlação entre os construtos: conhecimento ecológico, afeto ecológico, preocupação ecológica, normas subjetivas e o comportamento de compras verdes. Na busca do alcance dos objetivos propostos, adotou-se uma metodologia caracterizada pela pesquisa exploratória, utilizando-se o método transversal simples no processo de coleta dos dados. Foram adotados no estudo dados secundários, provenientes de artigos, livros, dissertações, teses e internet, além de dados primários, coletados com a aplicação de questionários à população-alvo. Partindo-se de uma amostragem aleatória estratificada, essa população foi constituída pelas mulheres acima dos 18 anos, por representarem consumidoras potenciais de produtos cosméticos. No tratamento dos dados dos 500 questionários validados, contemplouse a utilização do coeficiente Alpha de Cronbach e da técnica multivariada de análise fatorial exploratória. Um modelo de regressão múltipla foi testado para explicar o comportamento de compra de cosméticos ecológicos. Os resultados deixam evidências de que as variáveis Normas Subjetivas (NS), Afeto Ecológico (AE), Preocupação Ecológica (PE) e Conhecimento Ecológico (CE) foram consideradas estatisticamente significantes para explicar as variações em Comportamento de Compra de Cosméticos Ecológicos (CCCE), com um R2 de 0,555. Entre as variáveis demográficas testadas, verificou-se que apenas a faixa etária e a classe social exercem influência moderada sobre a variável dependente. Tais resultados sinalizam similaridade entre os resultados obtidos na mensuração da correlação múltipla entre as variáveis independentes, a variável dependente e aqueles observados na teoria sobre a influência da primeira sobre o comportamento de compra de produtos ambientalmente corretos. Os resultados desta tese oferecem uma compreensão adicional sobre os fatores que afetam o processo de decisão de compra do consumidor. Considera-se, portanto, que este trabalho constitui um avanço no estado da arte das pesquisas sobre a relação entre os fatores ambientais e o comportamento dos consumidores, uma vez que foram investigados aspectos não contemplados em estudos anteriores. / Research which seeks to investigate the relationship between environmental factors and the consumer behavior is still embryonic in Brazil, which is a unique opportunity for those studies that relate the purchasing behavior of consumers to environmental issues. In this perspective, the goal of this research was to ascertain whether there is correlation between the following constructs: ecological knowledge, ecological affection, ecological concern, subjective norms and green purchase behavior. In pursuit of achieving the proposed objectives, a methodology characterized by exploratory search was used, adopting the simple transverse method in data collection process. In the study, secondary data from articles, books, dissertations, theses and the internet were used, in addition to the primary data, collected with the application of questionnaires to the target population. Based on a stratified random sampling, the population was constituted by women over 18 years old, since they represent potential consumers of cosmetic products. Regarding the data processing of 500 validated questionnaires, the use of Cronbach\'s Coefficient Alpha and multivariate exploratory technique of factor analysis were contemplated. A multiple regression model was tested to explain the behavior of buying ecological cosmetics. The results produce evidence that Subjective Norms (SN), Ecological Affection (EA), Ecological Concern (EC) and Ecological Knowledge (EC) variables were considered statistically significant to explain the variations in Purchase Behavior of Ecological Cosmetics (PBEC), with an R2 of 0.555. Among the demographic variables tested, it was found that only the age and social class exercise moderate influence over the dependent variable. Such results indicate similarity among the results obtained in the measurement of multiple correlations among independent variables, the dependent variable and those observed in theory concerning the influence of the former over the purchasing behavior of environmentally correct products. The results of this thesis offer additional insight about the factors that affect the purchase decision process. Therefore, it is considered that this work is an advance in the state of the art of research about the relationship between environmental factors and the consumer behavior, since aspects not covered in previous studies were investigated.