Category: Sustainability

Understanding the psychological factors that drive consumers to choose sustainable food products can help businesses tailor their marketing strategies and product offerings.

The results from Nielsen Company “2014 Report – Millennial Breaking The Myths” with 30,000 participants in 60 economies suggests that millennials are willing to spend extra for the products and services offered by firms committed to sustainability issues.

Another study published in 2016 in the Journal of Business & Society titled “Corporate Social Responsibility and Consumer Behavior: A Meta-Analytic Review” conducted a metaanalysis of over 300 studies and found that consumers are more likely to purchase products from companies that are perceived to be socially responsible, which includes efforts towards sustainability, including ingredient sourcing practices.

Which psychological factors trigger consumer choices?

Knowing the psychosocial factors that may predict a food choice product may be useful to understand what drives consumers to choose this category of food.

Buying behavior theories

Between 50% and 99% of brain processing is occurring without our awareness. There’s a whole lot going on in our brain that we just aren’t aware of and don’t have access to.
There’re a lot of theories and evolutionary reasons for that. We can’t possibly think about every single decision we make. It would be exhausting, and we’d be paralyzed. Our memories and our conscious awareness of our behaviors are very limited.

This unawareness should be considered when analyzing the results of our research and
include psychological, social, and economic factors that might influence consumer behavior towards the decision of buying or not.

Social Cognitive Theory:

• Consumers’ perception of control over their purchasing decisions plays a significant role in how they respond to sustainability claims. Empowering consumers through interactive marketing platforms can enhance this sense of control.
• References: Qian Wang, Junsheng Dou (2016).

Emotional Appeal:

• Emotions such as hope and pride can drive sustainable consumption. Positive reinforcement and public recognition of sustainable choices can motivate consumers to act in environmentally responsible ways.
• References: Katherine White (2019).

Theory of Planned Behavior:

• The integrated model of planned behavior and value-belief-norm explains how psychological determinants influence consumers’ intention to purchase natural and sustainable food products.
• References: Carfora et al. (2021).
  

Conclusion By understanding and leveraging the psychological factors that influence sustainable food choices, businesses can more effectively communicate their sustainability efforts and drive consumer behavior.

Today I want to introduce the concept of Green Marketing.

What does Green Marketing mean? Green marketing, also known as sustainable marketing or eco-marketing, refers to the practice of promoting products or services based on their environmental benefits.

Disclaimer: Despite the increasing adoption of green marketing strategies by organizations, there is a gap in the literature when it comes to examining consumer perceptions of the alignment between these strategies and their beliefs. Scholars studying sustainable consumption assume that sustainability is positive

Green marketing has become a crucial strategy for businesses aiming to appeal to environmentally conscious consumers. This post explores the effectiveness of green marketing and its impact on consumer behavior.

I found one study from 2011 investigated how two sustainability dimensions (i.e., environmental and economic) and price can influence consumer responses and was found an interaction effect between consumer support for sustainability and corporate sustainability; consumers evaluate a company more favorably if the company shares the consumers’ social causes. “Overall, we conclude, from our empirical study, support for the idea that consumers do respond to multiple dimensions of Sustainability” (Sungchul Choi • Alex Ng 2011).

In 2009, Grail Research performed a survey of 800 green consumers in the United States
and found a correlation with pricing of products. Consumers who have never purchased
green products are stopped from doing so because they are thought to be too pricey,
according to this study. “The biggest reason why people do not buy green products is
because they are too expensive”

Here are some key aspects of green marketing related to the consumer perceptions:

1. Evolution of Green Marketing:
   • Green marketing strategies have evolved over the past two decades, focusing on educating consumers about environmental issues and promoting sustainable practices.
   • References: Lakshmi Viswanathan, George Varghese (2018).
2. Consumer Response to Green Marketing:
   • Studies show that consumers respond positively to green marketing when it aligns with their values and provides clear, actionable information. However, overabundance of eco-labels can sometimes confuse consumers.
   • References: Pancer et al. (2017), UNOPS (2009).
3. Case Studies and Success Stories:
   • Successful green marketing campaigns often involve transparent communication and verifiable claims, helping consumers make informed choices and fostering brand loyalty.
   • References: European Commission (2022), Nielsen (2023).

Conclusion Effective green marketing requires a balance between educating consumers and providing clear, trustworthy information that aligns with their values and environmental concerns.

Consumers are increasingly concerned about the sustainability of the products they purchase, especially in the food industry. This growing awareness has significant implications for businesses looking to align with consumer values and meet market demands.

In these blog posts serie I delved into the consumer perceptions of ingredients products in the food industry and how do efforts towards sustainability are perceived by end consumers and how does this impact their purchasing decisions.

Some of findings were quite new to me while other are more a confirmation of what’s known. This is why I decided to dedicate a series of blog post to this as might be useful for professional in the food Industry market.

Consumers expectations

In today’s evolving marketing landscape, it has become crucial for food producers to differentiate themselves in the marketplace by offering unique products. In the past, simply producing a high-quality product was enough.

However, consumers now demand products that not only meet their needs but also align with their social or environmental values. As a result, companies need to consider the social and environmental appeal of their products in order to stay competitive and meet the changing preferences of consumers

Eco-labels

Currently, there are more than 450 different eco-labels available, and more being developed as we speak. Meanwhile consumers are becoming more environmentally conscious and socially responsible, and they are increasingly seeking products that align with their values, including sustainability.

Meanwhile consumers in industrialized countries are nowadays much more interested in information about the production methods and components of the food products that they eat, than they had been 50 years ago.

What are consumers they looking for?

1. Consumer Awareness and Preferences:
   • The research highlights that consumers are more aware of the environmental impact of their food choices than ever before. They seek transparency and accurate information on ingredient labels to make informed decisions.
   • References: Ajay Menon & Anil Menon (1997), Lakshmi Viswanathan, George Varghese (2018).
2. Impact on Purchasing Decisions:
   • Consumers’ purchasing decisions are influenced by the presence of sustainability claims on food products. Clear and trustworthy labels can enhance consumer trust and drive purchasing behavior.
   • References: Sherry Frey of NielsenIQ and Jordan Bar Am, Vinit Doshi, Anandi Malik, and Steve Noble (2023).
3. Challenges and Opportunities:
   • Despite positive attitudes towards sustainable products, there is often a gap between intention and actual purchasing behavior. This discrepancy presents both a challenge and an opportunity for marketers to bridge through effective communication.
   • References: Katherine White (2019), Sergio Silva Braga Junior et al. (2014).

Businesses that prioritize and communicate their sustainability efforts are more likely to attract environmentally and socially conscious consumers, leading to increased sales and brand loyalty.