The Consumer

Consumption A Process, Not an Act

The Belief-Behaviour Gap

Source: Pickett-Baker and Ozaki (2008)

 Influences on Consumer Buying Behaviour

Cultural: including social class & subcultures.

Social: family, reference group, role & status.
Personal: sex, age, occupation, life-stage,
disposable income, lifestyle, personality.
Psychological: motivations, perceptions,
beliefs, attitudes, experience.
Situational: time, place,
company, circumstance.
and of course, marketing !
The Problem of Exceptors
Some important exceptions
can get left outside the tent
 The Many Roles of the Sustainable Consumer

The Chooser
The Protester The User

The Refuser The Re-User

The Co-Creator The Recycler

The Collaborator The Disposer

The Repairer The Sharer

 The Importance of Lifestyle as Context

The sustainability of
our consumption
behaviour is about
the total impact of
our overall lifestyle
not individual
purchases.
Earth provides enough to
satisfy every mans need,
but not every mans greed.

Mahatma Ghandi

Source: http://en.wikipedia.org/wiki/File:MKGandhi.jpg
 The Periphal Nature of Nature?

Inside-out Natural
Firm Environment
perspective

Outside-in Natural
Firm Environment
perspective

Source: Belz and Peattie 2009, p. 109

 Product and Corporate Brands

Product Corporate
Brands Brands
 Objectives: Triple Bottom Line

Customer
Value

Triple
Bottom Line

Ecological Social
Value Value

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

 Economic Objectives

Revenue

Market share

Profit

Customer satisfaction

Customer value

...
 Ecological Objectives

Material use

Water use

Emissions

Effluents

Waste

...
 Social Objectives

Product safety during use

Impact of products on health

Employee safety

Employee satisfaction

Fair wages

...
Objectives: Triple Bottom Line

Code of Conduct
Source: www.nike.com

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

Major Steps

Source: Belz and Peattie 2012, p. 148

Issue Attention Life Cycle

Source: Based on Durns 1972 and Dyllick 1990

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

 Issue Attention Life Cycle Climate Change

An Inconvenient Truth

Photo: Tom Raftery

Source: http://en.wikipedia.org/wiki/File:Al_Gore_at_SapphireNow_2010.jpg
 Positioning Sustainable Products

Performance

Price
Source: Meffert/Kirchgeorg 1999: 279

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

Partnering with Sustainability Stakeholders

Source: Freeman 1984, 2000

 Open Sustainability Innovation

... opening up the company, especially research

and development, and involving different kinds
of stakeholders into the development process of
sustainable products and services.

Source: Belz and Peattie 2012, p. 163-164

The $300 House Challenge

Source: www.300house.com
The $300 House Challenge

Source: www.300house.com
The $300 House Challenge

Source: www.300house.com
 Open Sustainability Marketing

... opening up the company, especially its

marketing, and involving different kinds of
stakeholders into the development process of
marketing sustainable products and services.

Source: Belz and Peattie 2012, p. 164

 Procter & Gamble: Tide

Source: Procter & Gamble

Source: Alliance to Save Energy Source: WWF Source: Energy Saving Trust

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

 Sustainability Brands

product and services that are branded to signify

to the consumer a form of special added value in
terms of environmental and social benefits.

Source: Belz and Peattie 2012, p. 185

Majors Sustainability Brand Decisions

Source: Belz and Peattie 2012, p. 185

 Sustainability Product Communications

Key Aims:

Generate awareness;

Inform and remind;

Persuade and reassure;

Motivate and reward;

Develop connections &

build relationships;
Image: net_efekt (flikr)
Advertising Media

Source: One Marketing Communications

 Media - Advertising

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

 Media Displays & Merchandising

Image: Shared Interest

Image: Spicy Bear (flikr.com )
 Media - Labelling

Image: Nick Saltmarsh (flikr.com)

Image: Spicy Bear (flikr.com)

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

Media Events & Trade Shows
The New Frontier - Social Media Landscape 2012
Futerras 10 Rules for Sustainability Messages

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

 Labeling

Sustainability labels can carry a variety of

types of message about the product, the
company behind it and particular related
sustainability issues;

Such labels can be voluntary or mandatory,

and vary in the number of issues they address
and the depth of information they provide;

They can communicate properties that

consumers may want to avoid (e.g. air freight)
or properties that may attract consumers (e.g.
organic or Fair Trade).

Verification of labels is crucial, and the style of

verification that underpins a label is important
to communicate clearly.
2012 John Wiley & Sons Ltd. www.wiley.com/college/belz
Examples of Sustainability Food and Non-Food Labels

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

Timberlands Nutritional Boot Labels

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

The Prevalence of Greenwashing

Source: TerraChoice

2012 John Wiley & Sons Ltd. www.wiley.com/college/belz

Total Customer Cost: The Consumer Perspective

Source: Belz and Peattie 2012, p. 233

Pricing Strategies

Source: Kotler and Armstrong 2004, p. 360

Making Customer Aware of Total Cost

Source: Electrolux, www.electrolux.com/ecosavings

Making Customer Aware of Total Cost

Source: Belz and Peattie 2012, p. 247

 SUMMARY
Green marketing strategies to earn consumer trust
1. Understanding the many Roles of the Sustainable Consumer by
quantitative(segmentation, factor Analysis) and Qualitative Research.
2. Positioning Sustainable Products, If competetors are greening their
products?How we can exploit competitors green weakness.
3. Walk your talk and Appeal to Emotions(green your marketing practices,
avoids hard-sell ads in favor of soft-sell campaigns).
4. Be transparent (Sustainable reporting, Don't hide bad news)
5. Enlist the support of third parties(Popular and credible forms of third-
party support include eco-labels, environmental product declarations and
cause marketing.)
6. Promote responsible consumption throughout the life cycle and
communicate too(Cold water detergent)
7. Focus on primary benefits. Consumers want better products, not
necessarily greener products
8. Provide Individual information to each consumers.(In 2009, for example,
New York City mandated that all fast-food restaurants post calorie-count
information on their menus. Youd expect this information to motivate
rational consumers to eat fewer calories, pushing obesity rates down)
9. Government restrictions, Motivation and mandate too helps.(Electricity
bill below threshold limit prize(monetary or non monetary, bank loan
recovery photo in bank)