Reasons why Consumers Adopt Environmentally Friendly Products

501 Words Jan 26th, 2018 2 Pages
Intrinsic motivations appear to be the reason why conservation and environmentally minded consumers adopt eco-friendlier products (Bamberg 2003). For example, intrinsically driven consumers buy hybrid cars to reduce the effects of their driving on the environment. However, there is another stream of literature utilizing other research methods that have found that pro-environmental products are often not purchased because of pro-environmental motives (Barr, 2004). In fact, in a wide-ranging study that employed dissimulated surveys on a range of products, Bamberg (2003) reported only a low to mitigate association between consumers’ concern about the environment and adoption of consumption deportment that was considered to be environmentally cordial. If this is the case, is it possible that there are other reasons behind adopting ‘greener’ products?

It is withal possible that extrinsic rewards may be a more salient reason for some consumers to adopt environmentally cordial products (e.g. Jansson, Marrell & Nordlund 2009; Stern 2000, Clark, Kotchen & Moore 2003). This is not to verbally express that these consumers do not possess intrinsic motivations, but that extrinsic reasons appear to play a more puissant role in their decision making process.

Griskevicius, Tybur & Van den Bergh (2010) conducted a series of experiments and found that many of the consumers’ in their sample culled environmental cordial products because of convivial or professional status concerns. In…
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