Understanding Green Consumer Behaviour: A Qualitative Cognitive Approach

✍ Scribed by Sigmund A. Wagner

• Publisher: Routledge
• Year: 2003
• Tongue: English
• Leaves: 249
• Series: Routledge Studies in Consumer Research
• Edition: New edition
• Category: Library

✦ Synopsis

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✦ Table of Contents

BOOK COVER......Page 1
HALF-TITLE......Page 2
TITLE......Page 4
COPYRIGHT......Page 5
DEDICATION......Page 6
CONTENTS......Page 7
FIGURES......Page 9
TABLES......Page 10
PREFACE TO THE PAPERBACK EDITION......Page 11
PREFACE......Page 12
ACKNOWLEDGEMENTS......Page 13
INTRODUCTION......Page 14
THE GREEN CONSUMER......Page 16
Disciplines and research programmes......Page 18
Problem dependence......Page 19
The heuristic nature of research......Page 21
How to research consumer behaviour......Page 23
The cognitive heuristic......Page 26
The cognitive psychological approach......Page 27
The cognitive anthropological approach......Page 28
Alternative approaches to consumer research......Page 29
Motivational research......Page 30
Sociological research......Page 31
Socio-demographic research......Page 32
What is correct green consumer behaviour?......Page 33
Research questions and further course of study......Page 34
How to organize ‘theorizing’ about cognition......Page 36
Researching green consumer cognition......Page 38
The choice model......Page 39
Choice or judgement research?......Page 40
The content dimension of knowledge structures......Page 41
Declarative and procedural knowledge......Page 42
Hierarchical nature of knowledge structures......Page 43
Features of knowledge content......Page 44
Processes of cognitive operations......Page 46
Modes of cognitive operations......Page 47
The formatting dimension of knowledge structures......Page 48
The schema concept......Page 49
Suggestions of schema theory......Page 50
EXPERIENCE, KNOWLEDGE STRUCTURE DEVELOPMENT AND INTELLIGENCE......Page 52
Familiarity......Page 54
Ability......Page 55
Practical thinking......Page 56
Bricolage......Page 57
The consumer as bricoleur......Page 59
RESEARCH QUESTIONS ON GREEN CONSUMER COGNITION......Page 61
CONCLUSIONS......Page 62
Strengths and weaknesses of qualitative and quantitative research......Page 64
A qualitative or a quantitative approach to the green consumer?......Page 66
Research into intended behaviour versus actual behaviour......Page 67
Interview biases......Page 68
Outline of interview structure......Page 69
Sampling of green consumers......Page 72
Sampling of groups for comparison......Page 73
Self-rating task......Page 75
Socio-demographic structure of the samples......Page 76
DATA ANALYSIS......Page 78
Bracketing framework......Page 79
Analysis of interviewer influence (XYZ code)......Page 81
Analysis of actual buying frequencies (HMN code)......Page 82
Analysis of order of occurrence of freely recalled products (PPO analysis)......Page 84
Analysis drawing on the consumer interview index (CI analysis)......Page 86
Measurement of knowledge comprehensiveness......Page 87
Measurement of knowledge complexity......Page 88
Measurement of knowledge abstractness and knowledge specificity......Page 89
Interpretation of patterns of knowledge structures......Page 91
CONCLUSIONS......Page 92
Problems in cluster analysis......Page 94
Recommendations for conducting a cluster analysis......Page 95
Analysis of scattergrams......Page 96
Correlational analysis......Page 97
HIERARCHICAL CLUSTER ANALYSES......Page 98
Variable sets......Page 99
Procedure for hierarchical clustering......Page 100
Hierarchical clustering in the German sample......Page 101
Hierarchical clustering in the non-green sample......Page 102
Non-hierarchical cluster analysis......Page 103
Cluster analysis of halved British and German samples......Page 104
Cluster analysis of combined British and German sample......Page 105
Cluster analysis of combined British, German and non-green samples......Page 106
Demarcation of cognitive categories and selection of paradigmatic subjects......Page 107
Checks of good typicality......Page 109
CONCLUSIONS......Page 110
5 INTERPRETATION OF KNOWLEDGE STRUCTURES......Page 111
Knowledge comprehensiveness in terms of interview extracts......Page 112
Knowledge comprehensiveness in terms of total interview data......Page 113
Knowledge complexity......Page 114
Product frequencies and product class-related grouping......Page 115
Frequencies of product attributes......Page 116
Networking of products and product attributes......Page 117
Knowledge abstractness......Page 121
Knowledge specificity......Page 123
Interrelations between knowledge specificity and knowledge abstractness......Page 125
Conclusions......Page 129
Processes of cognitive operations......Page 130
Specification......Page 131
Abstraction......Page 132
Interpretation......Page 134
Integration......Page 137
Selection......Page 139
Modes of cognitive operations......Page 140
SCHEMATIC NATURE OF KNOWLEDGE......Page 142
Schemata and prototypes......Page 143
Schemata and the hierarchical organization of knowledge......Page 145
Can ‘schemata’ be explained without schema theory?......Page 146
In need of stereotypes......Page 147
Implications for schema theory......Page 148
Conclusions......Page 149
FAMILIARITY AND LEARNING......Page 151
Product-related familiarity......Page 152
Familiarity and habit formation......Page 154
ABILITY AND SUCCESSFUL GREEN CONSUMER BEHAVIOUR......Page 155
Practical thinking, bricolage and LCA......Page 156
‘Un-practical’ thinking and LCA......Page 157
Skilful perception of green product attributes......Page 158
Perception of task difficulties......Page 159
Ways of practical thinking......Page 161
CONCLUSIONS......Page 163
Reorientation of cognitive research......Page 165
Towards a contextual model......Page 167
A note on rationality......Page 169
The structuring of knowledge: trees and staircases......Page 170
The profoundity of stereotypes: born to be biased......Page 171
Ability and intelligence: savages are clever......Page 172
Recommendations for consumer education......Page 173
ISSUES FOR FUTURE RESEARCH......Page 174
APPENDICES......Page 177
Part 2: Prompting and discussion of product examples......Page 178
Self-rating task......Page 179
APPENDIX 3.2 SELF-RATING SCORES......Page 180
APPENDIX 3.3 OVERVIEW OF PARAMETERS......Page 181
APPENDIX 3.4 QUARTILE DATA......Page 182
APPENDIX 3.5 CONSUMER INTERVIEW INDEX......Page 183
APPENDIX 3.7 OVERVIEW OF VARIABLES......Page 184
APPENDIX 3.8 COMPREHENSIVENESS DISTRIBUTIONS......Page 186
APPENDIX 3.9 COMPLEXITY DISTRIBUTIONS......Page 189
APPENDIX 3.10 EXAMPLES OF ABSTRACTNESS-SPECIFICITY MATRICES......Page 192
APPENDIX 3.12 ABSTRACTNESS-SPECIFICITY DISTRIBUTIONS......Page 194
APPENDIX 4.2 DENDROGRAMS......Page 196
APPENDIX 4.3 EXAMPLES OF CLUSTER SEQUENCES......Page 197
APPENDIX 5.1 KNOWLEDGE VARIABLES OF PARADIGMATIC SUBJECTS......Page 205
APPENDIX 5.2 KNOWLEDGE VARIABLES OF COGNITIVE CATEGORIES......Page 206
APPENDIX 5.3 COMPREHENSIVENESS VALUES......Page 208
APPENDIX 5.4 COMPLEXITY VALUES......Page 209
APPENDIX 5.5 GOOD EXAMPLES OF PRODUCTS AND PRODUCT ATTRIBUTES......Page 210
APPENDIX 6.1 PRODUCT FREQUENCIES......Page 215
NOTES......Page 221
BIBLIOGRAPHY......Page 228
INDEX......Page 242