5.1.4 Unusual Results
Finally, with the finings it appears that some results are
difficult to explain. Indeed,
the research has found difficult to explain
the results for various hypotheses. With
this study, the researcher has
found that the gender has a small impact on green
consumerism, but as this is really discussed within many
studies it was difficult for the researcher to make a clear conclusion about
this hypothesis. In addition, the hypothesis about the level of education is
also really discussed and therefore, difficult to validate or not.
Due to the wide availability of results on the determinant of
green consumption, it was difficult for the researcher to make clear
conclusions about various hypotheses. As a result, the conclusions are based on
the researcher results according to its first assumptions, further researches
will be needed in order find more accurate results. Therefore, one more time,
the results can't be generalized.
5.2 Suggestions for future research
In order to find more accurate results; as in this study there
is only a sample of 150 respondents; about the socio-demographic factors,
future research should use a sample containing a wide range of ages,
educational levels, level incomes or legal status. In fact, many researchers
have found that the age is strongly related to the level of environmental
concern (Mohai and Twight; 1987). Moreover, some researchers have found that
high levels of pro-environmental behavior could be found in consumers who were
more educated and with a higher occupational status. (Diana L. Haytko and Erika
Matulich 2007)
This permits to see that others studies have found that
socio-demographic factors could have an impact upon green consumerism and
that's why further researches have to be conducted on this subject with larger
samples.
However, this study is line with various researchers that have
found sociodemographics factors as less interesting in order to explain the
consumption of green products (Mcmilker 2008; Anderson 1974). Therefore, it
seems that additional work on profiling segmentation should focus more on
psychographics factors that traditional socio-demographic one. In fact,
psychographics characteristics permit to go deeper into people's lifestyles and
behaviors, including their interests and values. As the environment is
continuously evolving it is important that segmentation criteria have to be
validated very often in order to see if they could have an impact on green
consumerism.
Additionally, due to the importance of psychographic factors,
further researches have to be conducted in order to identify new factors. It
seems reasonable and logical to spend as much effort as possible on the most
important factor, as a segmentation criterion.
There is still a lot of research that could be done to understand
and help behavior' change towards green and sustainability.
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