UNDERSTANDING CONSUMER PERCEPTION AND PRIORITIES TO MAXIMIZE BUSINESS

Carbon labels show consumers the Carbon Content of an individual product. An items content is the total amount of carbon dioxide emitted from very stage of its production and distribution, from source to store. This is also known as embedded carbon, or a carbon footprint. Todays consumer is more ethically and environmentally aware than ever before, and increasingly so with regard to the consumption of food and drink. In the media, on the shelves, the focus on reducing our carbon footprint is constantly present, and the push to understand where our food is from increasing. Carbon labeling is a really recent development. The focus on reducing carbon footprint is constantly present, and the push to understand what they are purchasing and consuming. But to make it a success, the understanding regarding: a) What they are purchasing? b) How are they prioritizing- between organic, fair trade, carbon friendly and so on? c) Whether the consumers are getting what they want to purchase?

Study Findings on the Basis of Literature Regarding Consumer Behavior:

Consumers show different attitudes to issues like:

a) Food quality is shoppers most important concern. Price is also very important for those on lower incomes. b) Whether health, environmental and social issues are very important in relation to the food they buy. c) Concerns for health, environmental and social issues vary with household income or not. d) Concern for health, environmental and social issues increase with age or not. e) Women do most of the shopping, and they are more concerned about health, environmental and social issues than men. f) Attitudes vary regionally, and there is particularly strong concern in the South West. Familiarity with labels for different consumers is different: How familiar are you with each of the following types of information on product packets on the basis of: a) Most people are at least somewhat familiar with most forms of product information. b) Familiarity with the product information is much higher among people who think the issues are very important. Use of labels had different perceptions for different consumers: Use of the following types of information when making decisions about what consumers buy is different for every consumer on the basis of: a) Product information is used by many consumers.

b) There is a clear link between concern about health, environmental and social issues and use of relevant product information. c) The gap between attitudes and behavior is wider in relation to environmental and social issues that in it is with the mainstream health. d) There is little variation with income, except organic labels are used more by people with higher incomes. e) Product labeling is generally used more by older people. f) Women use nutrition information more, but broadly similar numbers of men and women use organic and Fair trade information. g) Different patterns of use in different regions. Barriers to greater integration into shopping behavior on the basis of changing patterns of consumption mean that increasingly consumers are considering the social, environmental and health issues associated with production and consumption: a) Products too expensive is the number one barrier. b) Takes too much time is the second biggest barrier to choosing healthy food. c) I dont know enough about it is the second biggest barrier to choosing environmentally friendly and socially responsible food. d) Other barriers are significant or not, like: Unavailability of products (either altogether, or of sufficient quality). Lack of understanding about the issues in general.

Difficulty in understanding the product information. Concerns about the reliability of the product information.

GREEN CONSUMER BEHAVIOR

Environmentally Conscious Consumer Behavior Environmentally Conscious Behavior (ECCB) is consumer behavior based on some awareness of the environmental impacts associated with a product or service, and a desire to reduce those impacts. Many researchers in the field of consumers psychology and market research have demonstrated a substantial grow thin ECCB across a range of markets. It has been demonstrated through case studies that how product developers and marketers have capitalized on this positive attitude and effectively differentiated their product in terms of their environmentally friendly character. The term environmental consciousness does not have a standardized definition in the body of academic literature; the reason can be due to arousal of the term out of political and everyday language. Environmental consciousness is the desire to protect flora and fauna, willingness scrutinize the consequences of economic activity and a willingness to combine long term withshortterm planning.

Green Buyers and Green Consumers Research about the identity and nature of green consumer has been the central character in the development of green marketing, as business attempt to understand and respond to external pressures to improve their environmental performance. Marketing practitioners and academics are attempting to identify and understand green consumers and their needs, and to develop market offerings that meet these needs. SEGMENTATION OF GREEN CONSUMERS True-Blue Greens- The most environmentally active segment of the society.

 Greenback Greens- Those most willing to pay the highest premium for green products. Spouts- Fence-sitters who have embraced environmentalism more slowly. Grousers- Uninvolved or disinterested in environmental issues, who feel the issues are too big for them to solve. Apathetic- The least engaged group who believe that the environmental indifference is main stream.

Apart from this, Natural Marketing Institute (NMI) divides the market into following categories: Lohas- Very progressive on environment and society, looking for ways to do more; not too concerned about price. Naturalites- Primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment. Conventional- Practical, like to see the results of what they do; interested in green products that make sense in the long run. Drifters- Not too concerned about the environment, figuring weve got time to fix the environmental problems; dont necessarily buy a lot of green products. Unconcerned-Have other priorities, not really sure what green products are available and probably wouldnt be interested anyway; they buy products strictly on price, value, quality and convenience.

Consumer Information and Education

If managers believe that consumers view greenness as a motivating variable, they should invest in conveying information through advertising, direct mailing, brand labels, in-store displays and pamphlets. The important points to be noted here are a. Firms willing to provide clear, comprehensive and credible information must ensure that consumers have low cost to access it. b. Governmental policies and stakeholder initiatives can be important in reducing consumers search, information or transaction costs. c. Regulators can publish and disseminate it to the media by press releases and post it on the internet. d. Stakeholders can use the media as well as use their organization-specific vehicles such as newsletters.

Green marketing can be successfully implemented by use of ICT in cost effective way: By developing compelling, concise messages, plan innovative ways to repeatedly deliver, identify appropriate links within network of political, legislative, nonprofit organization and media, develop concept based programs and events. Utilize extensive relationship with local and national media to get a clients message to the right media targets. Identify venues, plan tours, identify audiences, and organize meals, speakers and press. Strategies and plan joint PR initiatives as well as joint advertising campaigns and events to cross-promote companies and organization campaigns. Help develop identify and branding for print, broadcast and digital mediums. Consulting and creation of a corporate design, brochures, leaflets, info materials.

Develop web sites, e-mail campaigns, and banner advertising. Develop creative print, broadcast and digital advertising, identify advertising targets and purchase appropriate media slot