Consumer Perception Of Consumer Behavior

1488 Words Nov 7th, 2015 6 Pages
Consumer Perception
Consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein & Ajzen, 1975). This construct is explored in the Theory of Reasoned Action, where Fishbein and Ajzen (1975) state this in regards to attitude-behaviour relationships. When it comes to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of the consumer. The consumer perceptions when it comes to companies can be explained by: perceived deception, which is caused by an organization which misleadingly advertises its product as being ‘green’ (Newell et al., 1998); perceived scepticism, from consumers regarding an environmental claim which could then decrease any possible positive impact on consumer behaviour (Albayrak et al., 2011), and; perceived inconsistency, which is caused by a company’s inconsistency in relation to advertising claims about being green versus their actual behaviour (Gallicano, 2011). Consumer perceptions towards products can be explained using the concepts of: perceived distrust, which is an unwillingness to have confidence in a product, this can stem from an expectation resulting from a lack of credibility and/or environmental performance (Chen & Chang, 2013); perceived risk, which is connected to possible consequences of a wrong decision (Peter & Ryan, 1976), and; perceived confusion, which arises as a result of consumers failing to acquire accurate…
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