4.3 Conclusion
The actual modes of consumption in industrial country are
responsible of the degradation of the environment; sustainable development will
need alternative consumptions. However, because of the various and relative
complexity of the involved factors, it appears that it will be difficult to
implement it. Many efforts will have to be done, in order to improve the
situation, by consumers and
manufacturers. Modification in consumers' attitudes and
behaviours may stimulate changes in lifestyles. Manufacturers can also affect
consumers by encouraging new developments. It appears that there is a great
potential for green consumption but this consumption is blocked by various
barriers. Green consumption is really difficult to evaluate and predict due to
the numbers of factors involved. This study has permitted to highlight one
aspect of those factors; with the socio-demographics factors; and the
complexity of defining precisely the determinant of green consumption.
In this particular study, it appears that the green
consumption is not driven by the socio-demographic factors. Indeed, only few
factors, seems to have a small impact on the green purchasing behaviour,
gender, type of store and the level of green knowledge. As a result to the
research question what are the determinants of green consumption? The
researcher has revealed the gap between its first assumptions and the reality
of findings; this is mostly due to the importance of others factors mostly
psychographic factors. Due to their relatively low impact, that's why only few
studies have been conducted with those factors, as they seem to be not really
significant.
However, the findings are only based on a sample of 150
respondents, which can explain the gap between the researcher's findings and
its first assumptions; generally it appears that the socio-demographics factors
don't have a significant impact on the green purchase behaviour, as much as
expected initially. As a consequence, the results could be different. Thus as
it was explained in various researches it appears that green purchase behaviour
is more link to the attitude, belief, values and to psychological factor in
general (Ken Peattie 2010; Stewart Barr 2008 (p222) ). The green purchasing
behaviour is more driven by the general attitude of the consumer rather than by
a specific «profile».
Those findings have leaded the researcher to make
recommendations for businesses in order to determine how to foster green food
purchases among consumers.
4.4 Recommendations for businesses
These findings suggest a number of implications on how to
foster sustainable food. Firstly, the findings permit to suggest that companies
should target, as a priority, women. In fact, even if it's not really
significant with this sample, women tend to be the most important consumer of
green products. Indeed, it appears that women tend to be «greener»
than men, especially on daily products, like food, cleaning products etc. It
appears that men are willing to act for the environment but with a more
significant impact, like green equipment of the house etc. As a result, for
daily products businesses should focus on women, as they are still the most
important population of doing shopping.
Concerning the household size and legal status, in the
findings this do not appear clearly, as here the researcher has found that
there are no relationship with green purchasing. However, various researches
are not in line with those results and, even if the results are not revealing
it, the researcher agrees with the fact that businesses can't only target one
segment of the population: the upper class. Nowadays, mentalities are evolving
and it appears that green products need to be more and more oriented to family
and people with lower income. Businesses have to adapt their products to the
demand which is now moving quickly and increasingly growing; adapt in term of
offer and price. Actually, it is possible to find, easily, green products at a
really affordable price (especially in supermarkets) but what about the
quality, the mode of production or the origin of such products? In fact,
consumers may not trust those products and can feel confused with it.
Indeed, according to the findings, consumers may be confused
due to the wide availability of green products. As a result, businesses will
need to explain clearly what the benefits are, the point, of buying their green
products. Would it permit to reduce waste? Would it permit to conserve energy?
Businesses need to overall, put on the front stage why using their green
products would permit to keep the environment safe. Businesses have to give
consumers specific facts about how their products can reduce waste, protect the
environment, save energy etc. Businesses should also give details about the
impact of those products; small actions could have on pollution, air quality,
water, natural resources etc. If businesses are giving
many details about their products, it would permit to improve
products visibility and consumers understanding. (Sophie Southern 2010)
In addition, people could feel confused, but also the
researcher has revealed that consumers are looking at company's social
responsibility before buying green products. Indeed, it appears that consumers
may not trust a company «green engagement». Businesses have to be
honest and truthful; they have to clearly explain the specific part,
ingredients, of the product or the process used, that make this product a green
one. This would allow businesses to be more visible and will let consumers
trust their practices. This would encourage them in purchasing green products.
Generally, it is logical to assume that it is people involved in production and
promotion of green products, who need to reflect on which products and
behaviors have a significant environmental impact. (Kim Harrison. (2011)
Finally, even if the potential of green products is
increasingly growing, it appears that many efforts are still needed, especially
on the price. The findings have revealed that the price is not so important for
consumers that have a strong environmental concern and are willing to buy green
products. For the others it could be a major obstacle. In fact, a French study
has revealed that 78% of French people, found the price as the main barrier for
the purchase of green products. (Belle au naturel, 2011)
Therefore, a question may arise: who have to initiate efforts
in order to encourage green consumption? Professionals? Or Consumers?
Indeed, in order to promote green products, is it the
responsibility of professionals? Nowadays they are already facing with the
crisis and they will need to, while respecting the sustainability goals of
course, find ways to reduce the price gap between conventional products and
green products.
In addition, the researcher has asked herself if, in order to
encourage green consumption, it is not a responsibility of the consumer rather
than professional. A consumer who have to accept a higher price for green
products because those products would be profitable over time and especially
respectful of nature and human values. They have to understand that green
products are focusing on quality of preservation at the convenience of
disposable, those products are preferring ethics against lowest price.
The question has to be asked but it clearly appears that the
answer is surely both, consumers and professionals have to make effort. Green
consumption depends of many factors and it appears that manufacturers need to
make effort in order to respect their green engagement, offering valuable green
products and make them visible; consumers by understanding the benefits of
those products and trying to consume toward sustainability.
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