HRM6013 Project.edited

HRM6013-D i TITLE PAGE HRM6013-D (FINAL YEAR PROJECT) DISSERTATION TITLE: CONSUMER PERCEPTIONS AND PURCHASING HABITS TOWARDS SUSTAINABLE PRODUCTS: AN ECO- FRIENDLY MARKET TECHNIQUES CASE STUDY THEME: CLIMATE CHANGE AND SUSTAINABILITY BY: (NAME) UB NUMBER: (NUMBER)

HRM6013-D ii STATEMENT OF AUTHENTICITY I **********, sedately declare that this research project is a culmination of my individual research and intellectual aspirations. I have conducted this research project with the utmost honesty and integrity in accordance with academic guidelines. The concepts, evaluations, and conclusions included in this project reflect my efforts in support of my academic mentors and other scholarly contributions, as well as the referenced sources. The entire data in this study, including primary data, secondary data, and the included references, have been carefully documented and attributed in adherence to the academic research guidelines and ethical considerations. I assert that this work has never been produced and submitted to any institutions or academic qualification. Any contribution from external sources or individuals has been duly credited in this research project through the pertinent citations and referencing. I accept complete responsibility for the information provided here and recognize how important it is to maintain moral principles when pursuing academic goals. I, as a result of this, confirm the uniqueness and authenticity of this dissertation and acknowledge that academic integrity is of utmost importance.

HRM6013-D iv ABSTRACT Consumer behavior has undergone a dramatic paradigm transformation in the past few decades, marked by an increasing propensity for eco-friendly practices and sustainable goods. This dissertation looks at how consumers behave, what they think about environmentally conscious goods, and how marketing tactics affect the ecologically conscious market. Understanding consumer decision-making processes and how well marketing strategies work to influence them is the main goal. The techniques used in the investigation take a broad approach, integrating observational research, interviews, and surveys to capture the subtleties of consumer attitudes and behaviors. A thorough analysis of the body of research on environmentally conscious advertising and consumer behavior complements this data. The results highlight how important it is for marketing strategies to mold customer perceptions to affect decisions about what to buy. Several variables, such as availability, cost, and customer knowledge, become important determinants of consumer choice. The most important finding of this research is the connection between feasible product utilization and successful marketing tactics. It makes clear how important it is for companies and marketers to develop more effective and approachable tactics to promote the broad use of environmentally friendly goods. Total Word count: 7,700

HRM6013-D v Table of Contents Title Page ......................................................................................................................... i Statement Of Authenticity .............................................................................................. ii Acknowledgment ........................................................................................................... iii Abstract .......................................................................................................................... iv List Of Figures ............................................................................................................... vi List Of Tables ............................................................................................................... vii List Of Abbreviations .................................................................................................. viii Glossary ......................................................................................................................... ix CHAPTER ONE ........................................................................................................... 1 INTRODUCTION ..................................................................................................... 1 1.0. Overview ....................................................................................................... 1 1.1 Background of Study .................................................................................... 2 1.2 Statement of the Problem .............................................................................. 4 1.3 Purpose of the Study ..................................................................................... 5 1.4 Significance of Study .................................................................................... 6 1.5 Justification of the Study .............................................................................. 7 1.6 Limitations of Study ..................................................................................... 8 1.7 Assumptions of the Study ........................................................................... 10 Chapter TWO .............................................................................................................. 11 Literature Review .................................................................................................... 11 2.0. Introduction ................................................................................................. 11 2.1 Comprehending the Sustainable Consumer Habits ..................................... 11 2.2 Ecological Concerns and Sustainable Goods .............................................. 14 2.3 Sustainable Goods Purchasing Decisions and Marketing Techniques ....... 15 2.4 Research Gap .............................................................................................. 16 2.5 Possible Impact ........................................................................................... 17 2.6 Conceptual Framework ............................................................................... 17 Chapter Three ............................................................................................................. 18 Research Methodology ............................................................................................ 18 3.0. Introduction ................................................................................................. 18 3.1. Theoretical Framework ............................................................................... 18 3.2. Research Design ......................................................................................... 22 Chapter Four ............................................................................................................... 24 Results and Findings ............................................................................................... 24 4.0. Introduction ................................................................................................. 24 4.1. Demographic Profile ................................................................................... 24 4.2. Quantitative Results .................................................................................... 24 4.3. Qualitative Results ...................................................................................... 25 Chapter Five ................................................................................................................ 27 Discussion of Results ............................................................................................... 27 5.0. Interpretation of Findings ........................................................................... 27 Chapter six ................................................................................................................... 29 Conclusion ................................................................................................................ 29 Reference list ................................................................................................................ 31 Appendices .................................................................................................................... 37 LIST OF FIGURES

HRM6013-D vii LIST OF TABLES Table 1: Sustainable Goods Awareness ......................................................................... 41 Table 2: Factors Impacting Purchasing Habits ............................................................. 41 Table 3: Marketing Efficacy ......................................................................................... 41 Table 4: Post-Purchase Experience ............................................................................... 42 Table 5: Recommendation Likelihood .......................................................................... 42

HRM6013-D viii LIST OF ABBREVIATIONS SDGs - Sustainable Development Goals. SCH – Sustainable Consumer Habits TPB – Theory of Planned Behaviour CDJ – Consumer Decision Journey EKB – Engel -Kollat Blackwell SN - Subjective Norm PBC – Perceived Behavioural Control

HRM6013-D 1 CHAPTER ONE INTRODUCTION 1.0. Overview A notable paradigm alteration in consumer behavior has taken place in the past few decades, as evidenced by an increasing propensity towards eco-friendly practices and environmentally friendly goods. This revolutionary movement isn't just a fad. Still, rather, it signifies a deep shift in consumer attitudes and spending patterns, reflecting a global awareness of ethical behavior and safeguarding the environment. Therefore, the goal of this dissertation is to examine and assess the complex terrain of consumer attitudes and buying patterns with respect to sustainable goods, with an emphasis on the different marketing strategies used in the environmentally conscious industry. The surge in ecological consciousness, encompassed by elevated concerns about global health and social accountability, has initiated a noteworthy change in consumer preferences and choices of goods and services (Kruk et al., 2018). The transition to sustainable practices is not merely a personalized decision but a collective choice in response to the escalating ecological challenges all over the globe. Therefore, the Study is purposed to understand the underlying motivations and influences that trigger consumers' attitudes and habits towards the optimization of sustainable goods as well as how manufacturing companies have assimilated eco-friendly operational strategies in response to the changing demand of clientele. The primary objective of this research is to comprehend the complex interplay between consumer behavior and promotional tactics in the context of ecological long-term viability in reaction to this changing consumer landscape, a variety of marketing strategies

HRM6013-D 2 have been developed, including eco-labeling, green advertising, and strategic alliances with environmental campaigns organizations. Reviewing how well these strategies influence customer opinions and, ultimately, influence purchasing choices is the goal of this research. Examining this important field is made possible by the convergence of environmental issues, economic factors, and social expectations. This Study aims to provide insights that can help businesses, policymakers, and marketers create stronger approaches for fostering and advocating the implementation of environmentally friendly goods by analyzing the subtleties of consumer behavior toward ecological responsibility and the effects of promotional strategies on their decisions. In summary, the paper conducts a thorough investigation with the goal of illuminating the dynamics that exist between consumers and sustainable products and demonstrating the critical role that marketing strategies play in directing these interactions. 1.1 Background of the Study Climate change has continued to raise concerns globally with the elevated need to establish comprehensive mitigative measures as the globe works towards achieving the Sustainable Development Goals (SDGs) (Abbass et al., 2022). In archives of global history, several challenges have loomed as ominously as the peril of climate shifts. Climate change is a complex phenomenon that persists despite geographical, political, and socioeconomic barriers. Its origins are entwined with human activity, where our planet has been subjected to a series of negative effects due to our unquenchable desire for industrialization and the reckless burning of fossil fuels. The fragile equilibrium of ecology disintegrates due to ecosystems failing and unpredictable weather patterns brought on by the world's temperatures rising at an unparalleled rate. Scholars have begun to examine the complex web of climate change, exploring its origins, analyzing its extensive effects on the environment, society, and economy, and promoting a common global response to lessen its existential risks.

HRM6013-D 4 satisfying the growing demand for environmentally conscious and sustainable goods presents advantages as well as difficulties for enterprises operating in an environmentally friendly setting. Worldwide, population growth and the overconsumption of non-eco-friendly goods have been caused by globalization, which has had a long-lasting impact and consequently altered the climate (Wu et al., 2022). Global climate changes, including natural disasters like cyclones, quakes, and tides, are the result of inefficiency brought on by the exhaustion of resources and human activity (Peduzzi, 2019). Several problems have been increasing in this insight, posing an unbelievable risk to various nations throughout the world (Briggs, 2023). Consequently, the global society bears responsibility for the current environmentally friendly and sustainability challenges, as they can be traced back to past acts of humanity (Mensah, 2019). The manufacture of sustainable products and services has been embarrassed by the global mitigation measures implemented by manufacturing and industrial companies, who are also working to advance further the world's sustainable development goals (SDGs) (Ike et al., 2019). In reality, in response to this novel invention and the growing ecological issues, consumer behaviors have changed dramatically. Demand for ecologically conscious and economically viable goods has increased in the market. As a result, producers and multinational corporations face a changing operational environment as consumers grow more environmentally conscious. This research endeavors to investigate and thoroughly tackle the subtleties of consumer perceptions and purchasing patterns in sustainable goods within an environmentally conscious business setting. 1.2 Statement of the Problem While earlier studies provide an understanding of how consumers behave regarding sustainable products, there still needs to be a larger gap in our understanding of the factors influencing consumer attitudes and purchase behavior. This research study will examine these

HRM6013-D 5 factors in-depth to narrow this knowledge discrepancy. These factors include the impact of promotional techniques, customer awareness, and the perceived benefits and drawbacks of purchasing environmentally conscious products. It aims to provide a complete and more comprehensive picture of the changing environmentally friendly marketplace to contribute to the ongoing discussion about environmentally friendly consumption and the impact it has on the financial system and society. 1.3 Purpose of the Study The Study aims to gain a comprehensive understanding of consumer attitudes and purchasing behaviors regarding sustainable, eco-friendly products. By employing this methodology, the research endeavors to identify the fundamental factors that influence consumer conduct and explore the effectiveness of diverse promotional tactics in promoting environmentally conscious product innovation. 1.3.1 Objectives of the Study The following objectives will guide this research study in an attempt to shed light on the existing interconnection between consumers' perceptions and sustainable products. i) To evaluate consumers' awareness of environmentally friendly goods and how this information affects their perceptions and choices to buy. ii) To assess how ethical and ecological considerations influence selections for ecologically friendly goods. iii) To examine the decision-making process of customers by learning about the perceived benefits and challenges of purchasing sustainable goods. iv) Investigating how consumers choose environmentally friendly products and the relative importance of various factors such as cost, practicality, and features

HRM6013-D 7 the international marketplace as a whole. Consequently, there's a good chance that decision- makers, environmentalists, and corporate marketers will be swayed, which will set sustainable supplies on a solid and ensuring path and enable them to become ingrained in the mainstream of the world markets. The primary driving forces behind this field of Study have been the significant changes in customers' characteristic context brought about by growing concerns about climate change and sustainability. In its conclusion, the Study will assess the particular factors that influence consumer behaviors, attitudes, and decisions in environmentally conscious business settings. The eventual objective is to generate a lasting influence on decision-makers, corporations, and academics regarding the evolving international consumer tastes and needs for previous layouts. 1.5 Justification of the Study Customers' inclinations are changing in the current contemporary global economy, showing a marked preference for environmentally conscious practices and sustainable goods. The importance of this study lies in filling a critical knowledge gap about the shifting patterns of customer behavior in this changing environment and the efficacy of promotional techniques in shaping these behaviors. Companies and marketers must modify their tactics to satisfy the needs of a customer base that is becoming increasingly mindful of the ecology as long-term viability becomes a crucial factor in consumer decisions. The objective of this research is to provide a significant understanding of the factors, attitudes, and obstacles that influence consumers' choices about sustainable goods. The ultimate objective of this investigation is to identify the greatest consumer-friendly advertising approaches by thoroughly examining the range of tactics used in the environmentally friendly marketplace, from ecological labeling to collaborative efforts. For companies hoping to match their operations with the increasing demand for environmentally conscious goods, it is essential to comprehend the convoluted connection between marketing initiatives and consumer behavior.

HRM6013-D 8 Furthermore, it is anticipated that the Study's conclusions will offer useful suggestions for companies, legislators, and marketers to improve their approaches, eventually promoting a more environmentally conscious market. With the deterioration of the surroundings becoming a pressing issue worldwide, it is critical to have well-informed and practical strategies to encourage environmentally conscious consumption. Essentially, the critical requirement to close the disparity between consumer habits and ethical business practices, thereby giving enterprises an itinerary to navigate the shifting business environment and paving the way to an environmentally conscious future, justifies this research. 1.6 Limitations of the Study A complex journey fraught with numerous obstacles and constraints is the quest to comprehend consumer behavior toward sustainable products. It is important to shed light on the underlying limitations that determine the breadth and relevance of our research as we continue. There are external factors to contend with, such as sudden changes in the economy or world events. Independent of the variables being studied, these outside variables, which are not within the researcher's control, can have an important effect on consumer behaviors. Global occurrences are interrelated, which suggests that our outcomes could be influenced by unforeseen outside factors that could skew the findings. Because of this constraint, which highlights how flexible and adaptable consumer behaviors are, in this study, we have continued to be cautious in analyzing and interpreting our findings. Taking a close look at these outside factors reminds us that the Study's results are only one piece in a larger picture of the worldwide dynamic range. A further set of constraints is introduced by the use of self-reported data from surveys and interviews. Even with their best efforts, subjects might unintentionally add prejudice to their answers. A frequent issue in studies using self-reporting data is social desire bias, which

HRM6013-D 10 1.7 Assumptions of the Study Before delving into the investigation of consumer behavior with regard to environmentally conscious goods, the empirical framework's underlying assumptions must be carefully reviewed. Although presumptions are necessary to build a cohesive study, they additionally generate bias and influence the perspective used to answer the research issues. The following underlying presumptions inform our comprehension, and we acknowledged their Influence on the validity and relevance of the Study's conclusions when conducting the Study. i) Homogeneity of preferences among consumers - It is assumed that people in this category have similar sustainability-related values, priorities, and convictions. This premise implicitly assumes that common traits within the selected sample surpass personal taste differences, which are frequently influenced by broad cultural and socioeconomic origins. In actuality, customers display a range of inclinations that are impacted by things like socioeconomic status, individual encounters, and cultural background. ii) The self-data collected is valid and reliable - A fundamental premise of this study is the reliability of self-reported information obtained from survey responses and interviews. It is assumed that participants disclosed information about their views, opinions, and actions concerning ecologically friendly goods in an honest and precise way. The foundation for deriving significant conclusions about the elements influencing consumer decisions is the subject's genuineness. Recall prejudice is a potential bias in this Study that might trigger invalid and inaccurate data collection. It is a condition in which a number of factors skew participants' memory and reporting of past behaviors. Furthermore, participants may be prompted by social desirability

HRM6013-D 11 bias to give answers that are viewed as appropriate by society rather than ones that accurately convey their actual behaviors. CHAPTER TWO LITERATURE REVIEW 2.0. Introduction Buyer behavior and attitudes toward environmentally friendly and sustainable marketplace goods have lately been the subject of extensive discussion (Machová et al., 2022), spanning a variety of disciplines such as company leadership, environmentally friendly studies, and promotional activities. Roberts (1995) asserts that a customer's perspective towards various issues, such as environmental issues, predicts their propensity towards buying products and services. A noticeable fundamental change in consumer behavior is occurring in today's market, as ecological sustainability is becoming more and more important. This examination of the literature logically looks at the body of research to give an in-depth comprehension of how consumers feel about and behave when buying sustainable goods. The purpose of this part is to provide an explicit statement of the issue and research objectives by highlighting significant discussions, advancements, and theoretical frameworks in the subject area through a theme-based strategy. 2.1 Comprehending the Sustainable Consumer Habits. Comprehending sustainable consumer behavior is a complex process that considers the psychological, social, and economic factors that influence people's decisions when they shop. Sustainable customer habits (SCH) is the area of Study within consumer behavior that focuses on the reasons and methods behind consumers' adoption or rejection of environmentally conscious purchasing practices (Belz & Peattie, 2009). An important area of