Environmental orientation in going green: A qualitative approach to consumer psychology and sociocultural factors of green consumption

Hyun Ju Lee, Seong Yeon Park

Research output: Contribution to journalArticlepeer-review

27 Scopus citations

Abstract

Green consumption culture is gaining momentum on the part of both individuals and communities, and also is reflected in marketing strategies. This research aims to examine consumer psychology and external factors that underlie green consumption. Focus groups and in-depth interviews were conducted to gather data to analyze consumer psychology and behavior. Focus groups and in-depth interviews are examples of qualitative approaches which contribute to drawing out information and understanding the deeper psychology of consumers. It was discovered that psychological, sociocultural, and product-related factors were the factors driving consumers' desire to participate in the green consumption culture.

Original languageEnglish
Pages (from-to)245-262
Number of pages18
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume23
Issue number3
DOIs
StatePublished - 2013

Bibliographical note

Publisher Copyright:
© 2013 Korean Scholars of Marketing Science.

Keywords

  • consumer psychology and sociocultural factors of green consumption
  • green consumer
  • green consumption
  • green product

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