Psychological Factors Affecting Consumers’ Purchasing-Decisions of Eco-Labelled Products

5124 Words Mar 27th, 2013 21 Pages
Table of Contents
1. Introduction!....................................................................................................................................!2!
2. Literature review and conceptual framework!..........................................................................!3!
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2.1 Thøgersen (2000) – Psychological determinants of paying attention to eco-labels in purchase decisions!......................................................................................................................................!3!
2.2 Cognitive dissonance and Attitudes!..................................................................................................!4!
2.3 New model and Research
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The aim of this paper is to investigate psychological factors that lie behind consumers’ purchasing decisions of eco-labelled products, and will therefore have a psychological focus.
However, the problem will be investigated from a marketing perspective, thus the results will be linked back to practical suggestions for marketers.
The paper starts with a literature review, then a conceptual model based on the model by
Thøgersen (2000), cognitive dissonance theory and consumer attitudes will be presented.
Further the new model will be tested using results from empirical research. The final section aims to identify further research in order to improve knowledge on this topic.

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2. Literature review and conceptual framework
The first part of the literature review introduces the model developed by Thøgersen (2000).
He investigates the psychological processes consumers experience in decision-making of purchasing. This paper aim to identify cognitive processes that occurs between the consumers become aware of the label and eventually decides to make a purchase. Hence theories of cognitive dissonance and attitudes are introduced. The last part of this section presents a new model developed on the basis of the model developed by Thøgersen (2000) and the mentioned factors. 2.1 Thøgersen (2000) – Psychological determinants of paying attention to
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