Factors that influence the consumers' choice towards the eco-friendly grocery bags
Farvazova, Mariia (2020)
Farvazova, Mariia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112323980
https://urn.fi/URN:NBN:fi:amk-2020112323980
Tiivistelmä
The main cause of the most of environmental problems is plastic. Consequently, the problem of pollution requires urgent solutions both from government and citizens. People can affect the environmental issues by changing their purchasing decisions. Therefore, the study of consumer behaviour might help to find both government and companies tools of encouraging people being socially responsible and environmentally friendly. The main purpose of the study is to identify factors which impact the students’ buying behaviour towards the eco-friendly grocery bags in Lappeenranta, Finland. The study investigates general consumers’ ecological awareness and their perception of eco-friendly grocery bags.
The study implies qualitative method. The research was conducted by deductive approach what enables to identify the relationships between the gathered data. Structured interview in questionnaire form was chosen as a data collection tool in order to increase the target group. The data gathered from 27 students were categorized and coded in order to be able to recognize relationships and findings.
The findings indicated that social and structural factors as well as marketing and consumer factors have a direct influence on consumer behaviour and their purchase decisions. The study results also showed that general importance of grocery bag purchase has a low level even if the consumer regularly uses eco-friendly grocery bags and have high ecological awareness. However, the topic of consumer behaviour towards eco-friendly products still requires further study in order to get broader understanding of consumer decisions.
The study implies qualitative method. The research was conducted by deductive approach what enables to identify the relationships between the gathered data. Structured interview in questionnaire form was chosen as a data collection tool in order to increase the target group. The data gathered from 27 students were categorized and coded in order to be able to recognize relationships and findings.
The findings indicated that social and structural factors as well as marketing and consumer factors have a direct influence on consumer behaviour and their purchase decisions. The study results also showed that general importance of grocery bag purchase has a low level even if the consumer regularly uses eco-friendly grocery bags and have high ecological awareness. However, the topic of consumer behaviour towards eco-friendly products still requires further study in order to get broader understanding of consumer decisions.