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Understanding Green Consumer Behaviour : A Qualitative Cognitive Approach - Sigmund A. Wagner

Understanding Green Consumer Behaviour

A Qualitative Cognitive Approach

Hardcover Published: 13th November 1997
ISBN: 9780415157322
Number Of Pages: 308

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Despite a century of intensive research into the human mind, our understanding of how people in everyday life actually make choices and solve problems is surprisingly limited. Through the study of green, environmentally friendly consumers, this book examines basic aspects of the working of the human mind, and recommends a fundamental re-orientation regarding the ideas and methods which are applied in contemporary cognitive research. It addresses such questions as:

  • How do consumers develop 'meaning' regarding green products?

  • How are such processes subconsciously structured by certain activities of the mind?

  • How intelligent and successful are consumers in assessing the environmentally friendly attributes of products in daily life?

Adopting an interdisciplinary approach, drawing on insights from psychology and anthropology as well as the author's own intensive field research, the book's interdisciplinary framework allows the author to develop an understanding of the entire cognitive process. Taking an international approach, and incorporating original, ground-breaking anthropological and cognitive research, this book is a must read for advanced students of consumer behaviour, the sociology of consumption and behavioural psychology.

A Cognitive Study into Environmentally-Orientated Consumption
The green consumer
A research program for consumer behaviour
Researching green consumer behaviour
Cognitive Consumer Research
Understanding understanding
Knowledge structures
Experience, knowledge structure development and intelligence
Research questions on green consumer cognition
Empirical Research into Green Consumer Behaviour
Qualitative versus quantitative cognitive research
Data collection
Data analysis
Classification of Consumers
Classification and cluster analysis
Analyses of scattergrams and correlation matrices
Hierarchical cluster analyses
Sensitivity analyses
Paradigmatic subjects and cognitive categories
Interpretation of Knowledge Structures
Knowledge content
Cognitive operations
Schematic nature of knowledge
Experience and Learning: Problem-Solving Behaviour of the Green Consumer
Familiarity and learning
Ability and successful green consumer behaviour
The Beginning of Knowledge
A new approach to cognition
Conceptual fruitfulness of contextual research
Practical relevance of contextual research
Issues for future research
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780415157322
ISBN-10: 0415157323
Series: Consumer Research and Policy
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 308
Published: 13th November 1997
Country of Publication: GB
Dimensions (cm): 23.39 x 15.6  x 1.91
Weight (kg): 0.61
Edition Number: 1