Rise of Eco-Friendly Consumerism

Chapter 1: Introduction

1.0 Introduction

Awareness on climate crisis has heightened significantly over the past decade. The idea of creating and maintaining an eco-friendly product geared towards advancing a sustainable environment has dominated social, political, and business sphere over the same period. Recently, leading companies from various industries have reiterated their commitment to curbing pollution in their respective product production stages as well as product disposal (Banerjee, and Shastri, 2010). According to Sharma and Bansal (2013), awareness of environment degradation characterised by changing weather patterns, extreme weather conditions, and climatic change have pushed the consumer to be environmental conscious. Expansion of conscious consumerism coupled with heightened media coverage and campaigns on global environmental issues have led to shift in consumer purchasing habits. The evolution of consumer demands and preferences has in effect forced business entities to change respective approaches that include production and marketing techniques aligned to such. Business entities in fossil fuel and hardware technology industry, for instance, have made the ‘environmental commitment’ a new selling point as consumers become increasingly concerned about individual contribution to global pollution under carbon footprint. However, studies have demonstrated the influence consumers’ behaviour and attitude, elements fundamentally rooted on day-to-day of life and traditional, on their consumption patterns and trends. Therefore, this introductory chapter develops the context of influence of cultural background in developing and implementation of marketing strategy modelled aligned to environmental sustainability and taking advantage of shift of consumer perception and preference to eco-friendly products and services. It describes the problem of standardising green marketing in context of the United Kingdom (UK) cultural dimension.

1.1 Background studies

Although the push into sustainable products built on environment conservation is not a new concept, the pressure on business and organisations today has intensified in light of global warming, climate changes, and increasing public consciousness of environmental damage and degradation. There are myriad reasons organisations and business entities pursue environmentally sustainable strategies. These include reducing costs and waste by increasing operational efficiency, protecting or strengthen brand reputation, building trust, attracting new customers, responding to need and preferences of existing customer base, establishing base for future business success and viability, responding to regulatory requirements, and taking advantage of arising opportunity (Becherer, and Helms, 2014; Revell et al., 2010; Martín-Tapia et al., 2010). According to Higgins and Walker (2012), whether forced by external forces or internal conviction to shift into environmentally-friendly approaches, business world today from brick-and mortar, fast fashion to electronic industries have increasingly devoted more energy and resources in diversifying their activities and products into sustainable business initiatives. As pointed by Cheah and Phau (2011), business entities are forced to stay ahead of ever-increasing social issues and trends. For their respective growth and remaining in business, companies have employed innovative approaches to build green future driven by saving either the environment or adopting to changing market. To some it is both. In business context, sustainability has morphed into an important element in today’s consumer purchasing behaviour and decision-making process. Consumers are increasingly demanding to know impact of the products that includes raw materials source and production process on the environment. A survey conducted by Laureti and Benedetti (2018) found that more and more consumers are considering eco-friendly products. The findings indicated that a third of the consumers prefer the products modelled with minimum environmental implication in mind while 35% showing willingness to pay more for such products. Consequently, this have forced businesses to reconsider respective product raw materials, production process, supply system, and recycling strategy aimed at positioning themselves as environmental minded organisations. Consumers are increasingly demanding environmental consideration before purchasing. However, intention of purchasing and using eco-friendly products and actually taking action by both consumers and organisations differ widely in some societies and group demographics. Arguably, being environmental conscious and holding belief of being environmentally minded individual is quite different with behaving in a manner that protects and conserve the environment. Sheffi (2018) illustrated by pointing out that although many consumers claim being environmentally conscious, data from products sales on buying eco-friendly products or paying more for it indicate otherwise.

A report published by Ethical Consumer (2018) showed that, in the UK, the market for green sustainable products has grown over environment effects of the traditional alternatives. In energy sector, adoption of green energy grew by 56.3% in 2017, recycling clothes that include buying second-hand clothing for environmental reasons was up by 22.5%, and 19.9% increase in ethical clothing in the same year. Additionally, ethical drinking and eating saw a growth of 16.6%. Although some of these shifts are attributable to government directives such as introducing incentives for energy efficient products such as Feed-in Tariffs (FiTs) evident by decline in solar sales immediately after end of the program while increase in sales for electric cars, which was not affected by the changes, ethical consumption in overall grow by 5.5%. According to Bounds (2019), in 2019, consumer spending on sustainable products stood at £29.7 billion up from £3.1 billion in 1999. A growth of almost tenfold in 20 years. Within the same period, the household consumption merely doubled. However, despite heighten awareness and media coverage on fuel consumption rate and subsequent the volumes of CO2 produced by Sport Utility Vehicles (SUVs), more people opted for the cars than alternative fuel-efficient cars. In the UK, the sales of SUVs rose by £312 million while fuel efficient dropped from £3.6 billion to £3.1 billion in 2017 (Bounds, 2017). The journey to sustainable products and marketing for most companies is rough. In addition to balancing economic implication of adopting environmentally friendly approaches, the consumer perception that include preferences and needs matter the most in success of the switch. A company may commit fully with genuine values and concern on environmental protection and preservation, but its consumer base holds contrary views. Such challenges have put businesses in a paradoxical nightmare of whether to agree with and adopt fully structures that are guided by environmental concerns or conforming to market sale in which they may be labelled not concerned with environmental degradation.

1.2. Problem Statement

Evolution of consumer preferences and purchasing behaviour has forced business entities to readjust respective models in line to consumer needs for growth and sustainability. However, in purview of climate change and adopting eco-friendly products, societies globally have held different opinions. In the UK, adoption of environmentally sustainable measures varies while integration of the same differs in business environment and market. As pointed by Kumar et al. (2017) and Varadarajan (2017), understanding the environmental damage, consumer purchasing and consumption behaviour as well as environmental responsibilities requires taking a close look into individual social behaviour and cultural values and norms. These habits are ingrained and triggered to one’s behaviour by social and familiar context. Contrarily, those that perceive the whole concept of global warming, and changing climatic and weather conditions as manifestation of media and idealist scientist tend to have little regard on effects of the products they purchase or use on environment. Therefore, shared sentiment, or lack of, towards the environmental sustainability jeopardises the green production and marketing strategies. White et al. (2019) pointed that business encounter a frustrating paradox that few consumers who report having a positive attitude and passionate about eco-friendly products follow up with purchasing and using the said products. Customer culture informed transitioning from the needs to desires, alienation, differentiation and speed of conformity, conspicuous leisure and consumerism, and balance of needs-values. In a drastic changing world, the manner in which consumers perceive a product as well as the purchasing behaviour (Clark et al., 2020). For instance, a society with a collective culture where rules are strongly enforced implies consumers are more reluctant to conforming with new normal while an individualistic modelled society tend to explore new ways and behaviour. In the age of environmentally driven consumerism where consumers are increasingly modelled to align their purchasing behaviour and consuming habits to the environmental sustainability and protection, this change is arguably driven by individual and collective values and traditions (Chekima et al., 2016; Bratu, 2017). From a marketing perspective, pattern recognition that then informs segmentation is critical in formulating strategies. Fundamentally, the changes in the business environment grounded primarily on green consumerism need to be reflected into the marketing approaches a business entity takes. As such, businesses and governments can model consumption behaviour to reflect environmental sustainable and use of eco-friendly products (Schuitema, and De Groot, 2015). Despite heightening awareness on the environmentally conscious consumerism, in the UK, business entities still struggle to have a standardised marketing approach that captures the consumers’ purchasing behaviour and perception. For some, marketing approach and messaging aligning with the behaviour and perception of the consumer is still not well-established. As such, in this research, it grounded on investigating and developing a link between culture and eco-friendly consumerism particularly in the scope of UK’s purview in developing a standardised green marketing approach aligning with the purchasing behaviour of the consumers.

1.3. Aim and Objectives of the study

This study explores the role of consumer culture in influencing a standardised or localised green marketing strategy in the UK.

To conduct critical analysis of the green marketing, ethical consumption, environmental sustainable products and services, and cultural views on environmental sustainability

To investigate ways in which environmental sustainability has influenced consumer purchasing behaviour

To explore ways cultural perspectives influence development of environmentally-friendly and green- marketing strategy in the UK

To appraise collected primary and secondary data on consumerism culture influence development of marketing strategies then recommend on a way forward by business entities in the UK

1.4. Structure of the dissertation

Introduction chapter covers background studies of the research, research problems, aim, objective, and questions to green marketing and ethical consumption. The chapter outlines the status of the sustainability consumerism captured within eco-friendly purchasing, perspective of segmented consumers, driving factors of sustainable consumption, and sustainable shopping behaviour in the UK. Essentially, the background information in introductory chapter include ethical consumption and consumer purchasing behaviour towards eco-friendly lifestyle, if any. Studies and most societies globally acknowledge the need for sustainable living, eco-friendly purchasing, and environmental consciousness. However, across the global, business entities have failed to implement a standardised eco-friendly marketing approach. The last part of the chapter outlines problems statement and objectives of the study. Second chapter reviews the concept and theories related to adoption on ethical consumption, sustainable lifestyle, green marketing, and consumer purchasing behaviour. In context of green marketing, the chapter review factors driving consumer purchasing behaviours in relation to decision making, perception, attitudes, and preference as captured by literature and findings from previous studies. In the third chapter, this study outlines the methods used in addressing research aim, objectives, and problems. The chapter covers ideological framework and reasoning informing the methods and design adopted. Additionally, it highlights the techniques used in data collection, primary sources that include online survey and questionnaire, and ethical consideration (confidentiality, privacy, and integrity of academic research). The fourth chapter is findings and analysis covering the data collected from online survey data. The findings section covers the raw data as given by the participants to the response of survey questions, while the analysis part highlight the data converted from raw to usable information addressing the research objectives and answering research questions. The fifth chapter cover research discussion. The discussion connects the findings with the literature review on sustainable consumption, green marketing, consumer purchasing behaviour, and cultural background on consumer behaviour. Lastly, the conclusion chapter is the last chapter linking the aim, problems, and objectives to the findings making inferences on the role of culture on marketing strategies that include development and adoption of standardised approach within the UK

Chapter 2: Literature review

2.0. Introduction

Literature review captures the previous studies on consumer purchasing behaviour, cultural background in relation to purchasing behaviour, sustainable consumption, and green marketing. The chapter further critically reviews concepts and theories that include theory of planned behaviour and theory of reasoned action and prosocial behaviour and social judgment theory in relation to ethical and sustainable consumption. The chapter further goes into reviewing the factors influencing consumers in decision making towards sustainable consumption, green living, and importantly perception of green products and marketing. Lastly, the chapter outlines the conceptual framework joining the theoretical, literature, and data collection together in relation to addressing research aim.

2.1. Theoretical Background

Theoretically, theory of reasoned action (TRA) cultivates the attitudinal and behavioural decisions in purchasing green products. Study on factors influence consumers’ green purchasing conducted by Vazifehdoust et al. (2013) highlighted that consumers’ attitude towards sustainability is captured by environmental concern, green advertising, green labelling, and quality of green products. Ideally, consumer attitude towards climate change, environmental sustainability, and green products ultimately influences positively intention of going green characterised by purchasing, using, and disposal of products responsibly. Balderjahn et al. (2018) modelled concept of consciousness for sustainable consumption (CSC) around social, environmental, and economic consciousness and subsequently profiling variables under Schwartz human values, actual buying behaviour, and socio-demographic. In this research, the following conceptual framework was followed. Exploring the cost benefit analysis of green marketing mix, Leonidou et al. (2013) tested the influence of programs informed by green marketing concepts on organisational performance, effects of resource slack and risk aversion by management in developing green marketing strategy, and conditional requirements bounding the relationship. The findings showed a positive interlink between these variables, green product and distribution approach, and the product-market performance. The pricing and products marketing (advertising and promotions) leads positive returns to organisation investment (Cronin et al., 2011; Fraj et al., 2011; Banerjee, 2017). Additionally, organisation reputation on the environmental sustainability driven by either corporate social responsibility or market opportunity moderate interplay between green marketing and product-market performance. However, through marketing strategy determining the information to push regarding the products, organisations can mould the beliefs and perception held by the consumers on products and, by extension, the environmental sustainability

2.2. Theory of Reasoned Action and theory of Planned Behaviour in Ethical Consumption

The Theory of Reasoned Action (TRA) explains human action outlining the relationship between behaviour and attitudes. The theory is widely used in predicting ways in which individuals behave in a given situation and governed by pre-existing behavioural conditions and attitudes (Montaño, and Kasprzyk, 2015; Mishra et al., 2014). Ajzen (2012) held that individuals’ decision to engage in a particular action is largely depended on the expectation of such behaviour and action. TRA hold that behaviour in a particular setting should be clearly defined encompassed under action, target, context, and time in order predict people’s norms and attitudes (Montaño, and Kasprzyk, 2015). According to (Yzer, 2012), performance of an individual voluntary act is predictable using behavioural intention. Individual behavioural belief and actions construes a purview of elements motivating and informing a person to behave a particular manner. Conceptually, the behavioural performance drives certain outcomes and consequences Sommer (2011). For instance, a student believes that practising solving mathematics problems will ultimately leading passing the test and failure to practise regularly will see him/her fail. In this case, behavioural beliefs hold that practicing solving mathematics problems translate to conceptualising and understanding the theorems, and not doing so leads to failing the subject. However, if the intent changes prior to the performance or the intention no longer correspond with the behavioural criterion taken within context and action, the ideology no longer holds. Critics of the theory argue that it ignores interpersonal and social relation among people in a given social setting assuming behaviour and attitude connection holds across different social and cultural setting and hierarchy in which they act (Sniehotta et al., 2014; Montaño, and Kasprzyk, 2015). Moreover, the presumption of connections among individuals in a society as well as in social structures establishing the rules of social practices can be limited and misleading (Kim et al., 2011). According to Fishbein and Ajzen (2011), the theory holds importance of social norms but emphasises on individual perceptions within social practices. Some scholars hold a view that beliefs held by an individual, understanding as well as attitudes are constructs of social engineered activities, and distinguishing these variables can be raise ambiguity issues. Rossmann (2010) argued that determinants of intention are majorly subjective construed and some variables go beyond attitude but rather encompasses one behaviour and social-oriented norms. For instance, a person’s view of right and wrong as well as belief on morality and social responsibility may indulge on one’s intention and actions. In their view, Fishbein and Ajzen (2011) purported that social change may be generational rather than individualistic leading to differing beliefs and norms across people from difference age group. Therefore, one can argue that the theory oversimplifies social norms and practices and fails to capture change process as well as nature of change itself such as factors grounding construction of beliefs held and new practices. Scholar have also contended the idea of habituation behaviour tending to inform the intention and action of an individual arguing that, with time, an individual moulds behaviour around a learned response and less of a rational action. TRA is grounded on the presumption that viewing a behaviour or attitude as positive, and if others in a society what an individual to hold subjective norm, results in a higher of intention of doing. That is, an individual will be drive by the perception of other in informing his/her behavioural intention and actions. Theory of planned behaviour (TPB) is an extension of TRA. The concepts holding planned behaviour perceive an individual behaviour is subject to behavioural intention and other controlled variables such a subjective norm, attitude towards behaviour, and perceived behavioural control. The TPB theory was proposed by Ajzen (1991) to accommodate the reviewed assumed volitional control by TBA. The volitional control holds that an individual decides whether to perform a particular behavioural action or not. By recognising that individuals hold control of behavioural actions, the theory proposed perceived behavioural control as a third determinant of intention. As such, Conner (2020) illustrated that an individual behavioural intention depends on one’s actual behaviour, opportunity and resources such as skills, time, and supporting measures, and perception of the ease or difficulty of performing the particular action (Montaño, and Kasprzyk, 2015; Alam, and Sayuti, 2011). As argued by Conner (2020), the TPB holds that an individual who believes having neither opportunities nor resources to perform a certain behavioural action will have low intention towards the behaviour even with favourable attitude and subjective norms. According to Ajzen (1991), the theory exhibits a limitation in dealing with expectancy-value formulations when the subjective norms, attitudes, and perceived behaviour controls are concern.

A study conducted by Mishra et al. (2014) on TRA application for acceptance of green information technology highlighted that consumers’ personal belief, level of awareness, and sector establishment and responses to such factors as sustainability and environmental conservation shapes the attitude and subsequent actions taken towards adoption of sustainable approaches. According to Paul et al. (2016), using TRA to predict the consumer purchase intention based on attitude and perceived behavioural control as well as relationship between environmental concerns and intention of purchasing and using eco-friendly products. The TBA and TPB have been used widely in explaining ethical components towards environmental sustainability. Consumer intention to choose sustainable products has shown correlation with purchase and use. According to Vermeir & Verbeke (2006) and Kumar et al. (2017), formation of intention informs large in decision making on purchasing eco-friendly products. Ritter et al. (2015), Cho et al. (2013), and Johnstone & Tan (2015) acknowledged that attitude and social approval towards a sustainable product are likely to drive an individual to making an ethical purchase decisions. Therefore, the TPB implies that having more favourable attitude that includes social approval on products is likely the consumers will buy it. Although some scholars contended that its application in the context of ethical consumption is limited and constrained due to obscurity of individual attitude and subjective norm, the theory explanation relationship between attitude and purchasing behaviour has been found to hold. Despite the inclusion of the ethical obligation and self-identity, TPB does not fully incorporate ethical purchase behaviour (Chatzidakis et al., 2016). The attitude-intention gap suggest that favourable evaluation and positive perception held by a consumer towards a product does not necessarily translate to consumer purchasing and using sustainable products (Sun, 2019; McGregor, 2008). In respect to TPB, Sun (2019) noted that the theory explains but limited in accommodating the ethical consumption behaviour. Sun (2019) argued that a sustainable purchasing behaviour embodies determinants like moral identity and level of confidence, in addition to attitude, subjective norm, and perceived behaviour control held by TPB.

2.3. Prosocial Behaviour and Social Judgment Theory

Olson et al. (2016) described ethical purchasing as a component of morality. According to Wilding et al. (2012), sustainable purchasing is most driven by need consumers’ role in pushing environmental conversation and preservation measures against emission of greenhouse gases and waste disposal process. As argued by Kumar (2012), conservation mechanism spans from moral development guided by emotions, knowledge and reasoning, moral relevant, beliefs, values, and prosocial behaviours. Social judgement theory proposed by Sherif and Hovland (1961) outlines the perception and evaluation concept towards social values and beliefs while comparing to current attitudes. The theory contended that an individual weighs every value, view, and concept with respect to those currently held to determine whether to be placed under attitude scale. Essentially, the theory purport individual indulges information then subconsciously sort them out against ideas and concept held. Ideally, the building block of the concept was designing an explanatory method detailing ways in which a structured message intended to persuade a person will succeed. According to Chan and Harris (2011), the social judgement theory encompasses the determining and categorisation of information and values that informs cognitively represented attitudes in assessing persuasive communications. It highlights that based on the values and concepts held, one can either accept or reject the new information, concepts, and others point of view. The theory is outlines five categories of judgement. First, using judgement, people categorises incoming information based on range of possible positions ranging, for instance, from acceptable to unacceptable as well as taking no significant option. Krüger et al. (2015) and Salazar (2017) referred these options as ‘latitude of acceptance’, latitude of rejection’, and ‘latitude of non-commitment’. Secondly, evaluation of the new information being received follows the category of judgement and an individual determines which latitude to place the incoming information. This compartmentation of information into latitudes allows an individual to either accept, reject, or take a non-committal approach. In scope of ethical purchasing, one can argue that a consumer with prior favourable value of environmental conservation (latitude of acceptable) will likely purchase and use eco-friendly products as well as striving to living a sustainable lifestyle. The principle hold that those individuals with unfavourable opinion such factors as climate change and pollution are likely to reject sustainable living and ethical purchasing while those with no significant opinion are likely to take no apparent perspective and strategy on whether to accept or reject eco-friendly lifestyle (Granberg, and Steele, 1974; Rossi et al., 2016). Third principle holds that commitment level is subject to personal involvement with the said issue. For instance, prior information, opinions, values, and beliefs held, or lack of, by an individual regarding an issues being propelled will ultimately determine whether the persuasive message is accepted or rejected, and importantly, it will determine the extent of involvement. According to Kruglanski and Gigerenzer (2011), an individual deeply invested in a concept that include understanding core principles, concepts, values, effects, and directions will likely take a firm stand on incoming information and ideas concerning the issue. In principle, the higher level of engagement in aspects that hold opposite values to environmental sustainability will lead to larger latitude to rejection of eco-friendly products and approaches (Barnett et al., 2010; Long and Murray, 2013). Similarly, individuals who are directly affected with environmental pollution, climate change, and other effects of non-environmental sustainable consumption are more likely to engage and adopt environmental sustainable consumption approaches. To people affected by irresponsible manufacturing, disposal, and distribution process, ethical consumption is imperative, and responding otherwise is unacceptable. The fourth principle asserts that people tend to mould new information to fit held values and beliefs. Benn and Peters (2013) argued that when presenting persuasive message, people tend to accept those that fall under anchored perspective and attitude in assimilating new position. Investigating convergence and divergence of consumers commitment to ethical consumption, Long and Murray (2013) posited that individuals, and to that extension communities, need approaches that cut through acceptable and non-acceptable latitudes in order to enjoy long-terms sustained ethical practices. The findings by Burke et al. (2013) on segmentation reasons consumers go for or against ethical consumption, held that the decision to selection of ethical products lie on issues relating to impact, health, personal relevance, and quality while those holding rejecting view pointed to indifference, confusion, expense, and scepticism. The findings also indicated a third segment of consumers who perceived ethical purchasing as effective and relevant but noted being confused and sceptical not know whether to accept or reject the views.

Exploring factors motivating consumers to adopt ethical practices in mainstream domain, Davies and Gutsche (2016) found that values, attitudes, and rational information processing have limited influence in conforming to facts and information discerned for social ethical consumption. The findings held that in addition to habit and constrained choices an individual or society towards sustainable consumptions, such factors as self-gratification, peer influence, and subjective norms taken from interpretivist perspective of ethics influence as primary drivers for ethical consumption (Davies and Gutsche, 2016). Frank (2018), examining the consumer-citizen conflicts on consuming ethically focusing the ethical intention-behaviour gap noted that beneficial stress on purchasing behaviour positively influencing actual purchasing. However, the consumers have to be empowered by communicating positive outcomes as well as problem-focused coping mechanism before enjoying the benefits of ethical consumptions. Describing ethical consumptions within the scope of principles, values, beliefs, and obligations guiding consumers’ reasons in purchasing, Garcia-Ruiz and Rodriguez-Lluesma (2014) contended that consumers’ bound themselves paradigm of voluntary simplifiers, anti-consumption, or ethical consumers. These segmentations poised artificial acceptance, opposition, or in-between ethical consumption. Furthermore, the findings indicate that when consumers is engaging in ethical consumption activities, they are driven by virtue of good practices, individual experiences, and contributing to good of their communities. Hence, putting themselves in a state of perfect ethical agents and consumers. The firth principle of the social judgement theory posits that optimal persuasion occurs when anchored values and advocated position lies between small and moderate in level scale (Payne, 2014). According to O'keefe (2015), under this conditions, people tend to consider the message and, hence, setting likelihood of attitude change. Notably, the core aspect of social judgement theory is acknowledgement that accomplishing persuasion is difficult. Persuading consumers successfully requires a message modelled to target directly latitude of acceptance and corresponding anchoring values (Aguirre-Rodriguez, 2013; Wegener et al., 2010). Moreover, consumer purchasing behaviour can explained using choice making process under rational choice theory (RCT) and consumer choice theory on green consumption. Rational choice theory school of thought is built around the assumption that people decision making and choices taken are within personal preferences. The theory holds in the context of understanding social behaviour in terms of individual action. According to Scott (2000), rationality in decision making process such ethical consumption follows a logic, objectivity, and analysis over insight and subjectivity. In the social context, individual basing their decisions on rational grounds make act in a manner that promotes social and ethical wellbeing (Hooker, 2011; Turaga et al., 2010). Within ethical consumption, influence of personal choices is linked to personal moral norms as well as external factors that include incentives and costs while limited by norm-behaviour relationship. Gregory-Smith et al. (2013) and Adams & Raisborough (2010) perceived rational consumers tend to make purchasing decision based on maximising their satisfaction or utility while spending their limited resources. Therefore, using this logic, one can argue that consumer intention for ethical consumption is subject rational decisions choosing between conventional and eco-friendly products. The choice is drive by self-interest.

2.4. Perceived consumer effectiveness on ethical consumption

Tan (2011) described perceived consumer effectiveness (PCE) view indulged by consumers in respects to ability and influence held towards sustainable development outcomes through socially conscious attitudes. Gul (2013) and Ghvanidze et al. (2016) found that PCE contribute uniquely to the development of pro-ecological behaviours although differs from the environmental concerns. Notably, studies have pointed that individual environmental consciousness such as advocating for eco- sustainability does not translate to green consumption. This gap between consumer attitudes and adoption of sustainable consumption measures has been referred to as green gap (Gleim, and Lawson, 2014; Pleasants, 2013). A study conducted by Gleim and Lawson (2014) examining of factors leading to the green gap, suggested such variables as poor perceptions of quality, brand loyalty to conventional products, and lack of availability of green products are prevalent issues. According to Joshi and Rahman (2015), such disparity between environmental concerns and actual consumption of eco-friendly products was linked to individual either decision-making or situational elements. The findings identified such prevalent motives, facilitators, and barriers influencing eco-friendly purchasing are subject to products functional attributes and environmental concerns, and these two determinants are interlinked (Josh and Rahman, 2015; Cheah and Phau, 2011). The findings by Nguyen et al. (2019) offered the explanation to inconsistencies reported on the green purchasing behaviours, attitude-behaviours gap in consumption, as largely determined by products availability and perceived consumers effectiveness. The study focusing on the cognitive consumer behaviour in relation to the PCE showed a significant correlation between the two factors (Nguyen et al., 2019). Same sentiments were shared by Juwaheer et al. (2012) explored the green marketing strategies on purchasing patter in Mauritius focusing on the contemporary lifestyle found that consumers concern on the environment sustainability is increasing. The interest in the environmental protection span from the degradation and changes in weather pattern. Nevertheless, despite increasing concern there is huge gap between the concerns and behavioural actions towards sustainable conception. Chen and Chai (2010) contended that underlying dimensions that include environmental protections, personal norms, and government’s role shape the consumers’ attitude towards eco-friendly products but personal norms and government role were seen as most significantly on perception towards green products. According to Rezai et al. (2012), although government plays a significant role in determining the directions of products consumptions and environmental sustainability, personal norm plays a huge part in fostering eco-friendly consumption. Similarly, Kong et al. (2014) revealed that consumer’s perception encompassing green corporate perception, green products, and eco-label has positive influence on green consumption. Green products and eco-label drove the consumer’s intension of environmental sustainability through purchasing green products the most. However, according both green advertising and packaging had little influence of the consumer intention of purchasing eco-friendly products (Abd Rahim et al., 2012; Kong et al., 2014). Investigating the role of PCE and motivational attitude on ethical and socially responsible purchasing behaviour, Wesley et al. (2012) found differential issues on social and personal attitude on ethical consumption. The lack of awareness on social responsibility on consumption behaviour and consciousness of corporate social responsibility (CSR) by corporations and business entities limits push for environmental sustainability (Tucker et al., 2012; Antonetti, and Maklan, 2014; Kang et al., 2013). As such, consumers’ favourable attitude towards environmentally friendly products does not necessarily translate to purchasing eco-friendly products but sets likelihood of ethical consumption. Perceived eco-friendly products moderate ways in which consumers reacts to such products and willingness to purchases and ultimately go green. In line to green advertising structured to cultivate the consumers perceived aspects on green products, Schmuck et al. (2018) held the concept of virtual nature experiences relating the perceptual mechanism of associating product with nature imagery. Argument posed it that portraying a product as environmental conscious or capturing the nature leads to emotional experience analogous to real ‘nature’ and, thus, may result in consumers to have favourable views and attitude towards a product. According to Hartmann and Apaolaza-Ibáñez (2009), exposing consumers to specific nature imagery may lead to moulding a virtual nature experience and attitudinal effects on products association with nature. Nevertheless, although studies have found that consumers who believe that purchasing decision they take tend to affect environment or social issues are likely to behave sustainably, little in known on ways of enhancing PCE. Antonetti and Maklan (2014) argued that consumers’ feeling guilty and pride of the purchasing decision influence perception of effectiveness. Consumers who feel involved and part of environment degradation tend to restructure their consumption behaviour towards sustainable outcome. These emotional attribute leading to feeling personal responsibility whether informed by guilt or pride is fundamental in consumers’ adoption neutralisation technique (Antonetti, and Maklan, 2014).

2.5. Hofstede Cultural Dimension UK

Developed by Geert Hofstede following a study regarding national values across the global, Hofstede cultural dimension describes ways in which different aspects of values, beliefs, perspectives, ideals, and tolerance held by particular society influence behaviour and attitudes. Hofstede proposed the theory based on the findings from 40 countries quantifying observed difference in cultures between countries. The findings, initially, identified power distance, uncertainty avoidance, individualism, and masculinity as four dimensions capturing systematic differences in national cultures and ways in which a particular society embodied within a national boundary reacts to inequality, uncertainty, interpersonal relationship by its members, and emotions implications based on gender. The theorised concepts were later expanded to sis that include indulgence and long term orientation following studies done by Monkov analysis data from 93 individuals representing national populations (Minkov, and Hofstede, 2012) and Bond & Smith (1996) among students in 23 countries respectively. Collectively, the dimensions has been instrumental in understanding differences in beliefs, social norms, and values. Altaf (2011) illustrated that the framework discerns business operations, activities, and forecast of financial and market performance as well as acceptance or rejection of change. According to Pinho et al. (2014), the dimensions give organisation a platitude forecasting performance based on scopes of values, national cultures, and assessing respective attribute effect on business setting. A study conducted by Huettinger (2008) exploring cultural dimension in business life found that Lithuania and Latvia, two countries sharing approximately similar cultural values, social norms, and beliefs, hold similar success rate and performance for a similar product exposed to the two cultures. In another study Kessapidou and Varsakelis (2002) investigating the influence national culture on performance of foreign businesses, indicated that firms from countries scoring high in cultural distance relative to Greece projected higher performance the country. Similarly, on entry to Greece, a country characterised by low internationalisation and competiveness among its citizens, organisations from countries with higher score on individualisms depicts performing better than their counterparts from collectivistic society perform. Analysing the relationship between business performance and market orientation across the five global continents, Cano et al. (2004) argued that organisation market orientation significantly influence success measured by market gain, product sale, and financial performance. According to Fairoz et al. (2010) and Kajalo and Lindblom (2015), orienting product ideals and values to align with those of a target society translate to positive and consistent performance. Notably, market orientation encompasses designing products based on driven by meeting satisfactorily the consumer’s needs and preferences. Although studies have demonstrated a correlation between market orientation and product performance, the issue of corporate social responsibility has been shown to play a vital role. In green marketing perspective, Papadas et al. (2017) contended that introducing an eco-friendly product to a society that is environmental conscious is bound perform. A construct of green marketing orientation comprises of tactical, strategic, and internal approaches towards general targeted population perspective and values held towards sustainable consumption (Chung, 2019; Chahal et al, 2014; Papadas et al., 2017). Widyastuti et al. (2019) argued that social perception of organisations’ acting in benefit of society such as upholding eco-friendly production process largely depend on the consumer purchasing behaviour. According to Banyte et al. (2010), theoretically, organisations are obliged to have in place and adhere to socially and environmentally driven strategies and activities while at the same time striving to meet consumer demands and preference. Ho et al. (2011) viewed that globalisation and entry of business into new internalisation markets renewed the argument on corporate social performance with regard to national culture and environmental factors. Nevertheless, the findings indicated correlation between CSP and Hofstede dimensions in that European firms with organisational culture reflecting values and ideals of national of origin performed better in entering European market compared to counterparts in the same market. However, in some societies, consumers’ purchasing attitude and behaviour misalign with the environmental and social responsibility. In such scenario, Sarkar (2012) and Dief & Font (2010) contended that business entities tend to lean to making profit in a manner that they align business activities buying behaviour. Investigating the influence of market orientation on environmental sustainability, Green et al. (2015) poised that orienting market either directly or indirectly through such approaches as green design, green positioning, green strategy, and green supply chain impacts environmental performance. However, success deeply lies on consumer background on environment and sustainable products.

All that being said, Hofstede (2011) held a view that Hofstede cultural dimension offers a purview of understanding consumption behaviour in regards to environmental sustainability. Power distance (PD) defines the expectation and acceptance of the less powerful members towards unequal distribution of power. In an egalitarian driven society, people believe that society members are equal and deserve equal rights and opportunities. Societies differ on the way they view inequalities among its members or group. In such society, according to De Mooij and Hofstede (2010), social structures and values encourages decentralised decision-making, emphasises on shared power distribution, and participative approach in resolving any dispute. Moreover, it encourages holding independent thoughts and striving to have a consultative approach in bring members with different point of view to commonness. In purview of sustainable living, one could argue that under a society advocating equality, people in influence position that include business entities would work to advance the interest of the society such as putting in place and implementing environmental friendly strategies. Moreover, such societies would educate its members on green products and need for sustainable lifestyle. Contrarily, a society that scores high in the power distance index (PDI) exhibits a larger degree of accepting hierarchical order in that everybody knows and understand their place. Such societies give little avenues questioning existing norms and beliefs. According to Matusitz and Musambira (2013), the members show high respect of authority such that government policy and directives are mostly followed with little resistance. Arguably, if a government holds reservation on environmental sustainability, its citizens would hold similar views with little effort of seeking independent thoughts. Therefore, in an era where business entities are more concern with profits, a society with high PDI encouraging bureaucracy would adopt approaches that are more profitable with disregard of consequence of society or environment (Kim, Y. and Kim, S. 2010; Daniels, and Greguras, 2014). Basing on Hofstede explanation on inequality in a society, pointed that a collectivistic oriented society emphasises the obligation towards the issues affecting the larger community and are willing to sacrifice individual need and desires (Brewer, and Venaik, 2011). Arguably, if a society perceive a product is harmful to social fabric, it members tend to restrain their individual desire of purchasing it despite perceived usefulness, ease of use, availability, and pricing.

From the figure 2.1, UK has a moderately low power distance score (35/100). According to Hofstede dimensions, in such societies with low PDI believes that inequality amongst its members should be low, rather put in place structures aimed at propelling shared values, ideals, and platforms. The low score in PDI means the UK culture encourages largely public to voices the concerns, and participates freely on issues affecting their lifestyle, social fabrics, and surrounding. Secondly, the concept of individualism captures the extent to which members in a society interrelate with each other. As illustrated by Lamoreaux and Morling (2012), it upholds the members’ interdependence on either ‘I’ or ‘we’ self-image. In a collectivistic society, more emphases in placed on pre-arranged groups than individual initiatives. UK scored 89/100 in individualism/collectivism dimension. As such, the British tend to be private and are highly individualist people advocating centralised and thinking of oneself. Building from the assertion by Cox et al. (2011) and Hanson-Rasmussen & Lauver (2018) pointing that environmental movement largely emerge from a shared interest by a widely dispersed group rather than a centralised driven group, one could argue that sustainability measures is more pronounced in collectivistic society where members care on the welfare of others. However, findings by Husted (2005) and Park et al. (2007) showed that environmental interest groups are widespread in individualistic societies than collectivistic cultures. Tata and Prasad (2015) hypothesised that a more individualistic a society is, the higher capacity it has for environmental sustainability. Scholtens and Dam (2007) found positive association between social norms and values of togetherness and push for human rights, business ethics, and corruption. Masculinity dimension measures the degree to which a society is oriented to competition, achievement, and success. According to Gallego-Álvarez & Ortas (2017) and Cox et al. (2011), a society score high in masculinity dimension tend to display social traits that include being tough, focused on material success, ego-oriented, and assertive while low masculine, commonly referred to as feminine, society is characterised by modest living, emphasis on quality of life, and interpersonal relationship. Minton et al. (2018) argued that in a masculinity society, consumers tend to purchase products such as high fuel consuming cars that display ego, power, and authority with little require on the underlying consequences on society or environment. Investigating the customers purchasing behaviour for green-luxury car, Ali et al. (2019) found that materialism in relation to masculinity versus femininity have correlation to sustainable consumption. From figure 2.1, UK scored 66/100 in masculinity dimensions meaning it is more materialistic and success oriented society. The uncertainty avoidance dimension is built on the concept of ways in which a society perceive and treat unknown situations, whether it acceptance or created structures that try to avoid them. The UK score 35/100 on uncertainty avoidance metric means its society members are less concern with what the day brings rather are ready and willing to modify and adopt with the new structures based on new information. In term of green consumption, Çabuk and Tanrikulu (2014) held that a strategy to sustainable consumption spanning from willingness-to-buy and uncertainty avoidance show a correlation in purchasing behaviour particularly on genetically modified foods. Ideally, a society practicing avoidance of uncertain variables relying largely on social norms, traditional, and established practices while circumventing circumstances they perceive uncomfortable and ambiguous. Conversely, a society scoring low in uncertainty avoidance index suggests a society dislikes formal rules, regulations, and directives. Lee and Herold (2016) held that business entities seek to avoid risk and tend to prepare more when having strategies in a society scoring high in the dimension. Moreover, planning and tradition have been found to have negative effects on green consumption. Halder et al. (2020) contended that long-term planning has negative correlation with sustainable consumption. The Hofstede long-term dimension postulate the tendency of a society to maintain its own past such as the challenges and effects of the approach adopted while putting in place structures to address such problems in presently and in future. According to Hofstede, a society that scores low in long-term dimension (normative society) prefer tend resist changes affecting their way of life while preferring maintaining time-honoured traditions and norms. Arguably, in such societies, such changes that modelled to solution issues related to climate change, environmental degradation that results from consumer purchasing behaviour. Whereas, societies scoring high in the dimension index show high predisposition of following a sensible and practical approach in addressing problems faced a society either socially or environmentally. From figure 2.1, with a score of 5.1, the UK does not have a clear deterministic view of the long-term status. In a study conducted by Chwialkowska et al. (2020) on cultural influence on pro-environmental consumer behaviour, the findings indicate variables that include attitudes, intentions, and behaviours have a positive correlation with strategies implemented to mitigate behavioural intentions and actual sustainable consumption. The findings by Tan (2011) and Nwankwo et al. (2014) highlighted that interlink between cultural perception and consumer purchasing behaviour. It contented that, principally, development of strategies and approaches should be informed by consumer values and based on effective communication method that attract and take into account core social and cultural beliefs, norms, and ideals. Importantly, according to Soyez (2012) and Kollmuss & Agyeman (2002), effective marketing strategies aimed at promoting pro-environmental attitudes need to reflect effectively cultural and social influence of target consumers.

2.6. Influence of Social and Cultural views on Environmental Sustainability

White et al. (2019) argued that implementing such approaches using social influence, shaping good habits, favouring experiences over ownership, and leveraging the domino effect have effects of nudging consumers into sustainable behaviour and purchasing. On use of social influence, the study advocating adopting social norms in changing residents’ behaviour who had been involved in a grasscycling program. The program rolled in 2010 by city of Calgary, Alberta, involved advising the resident to leave grass clipping to decompose naturally on the lawn after mowing rather than bagging them to landfill by citing the benefits such as returned nutrients to the soil, helping retain soil moisture, and protecting the lawn. However, the adoption rate of the program was significantly low than expected. Leveraging the strong desire for human to fit in and willingness to conform to habits and behaviours of individuals around them (Chaplin, and John, 2010; Nayeem, 2012; Khare, 2014), White et al (2019) in collaboration with the city left messages such as “Your neighbours are grasscycling. You can too” and “Most people are finding ways to reduce the materials that are going to the landfill – you can contribute by grasscycling.” The result showed more than twice the residents’ grasscycling compared to before within two weeks. As such, social influence holds immense power in eliciting pro-environmental behaviours. Another study conducted by Kormos et al. (2015) on influence of descriptive social norm where university students were made to believe other commuters were switching from their car to sustainable transport such as cycling, showed five times increase in the use of sustainable transport. However, Goldsmith (2015) held that using power of social influence could lead to opposite effect especially when few people are engaging in sustainable behaviour. Globally, studies show consumers are increasingly taking into account the environmental concerns of their purchasing decisions (Sharma, and Bansal, 2013; Chekima et al., 2016). A major challenge of adopting environmentally sustainable products was high production and distribution cost. However, according to the findings by Mathur & Hameed (2016) and Marton et al. (2019), a significant number of the millennials and generation Z demographic indicate willingness to pay more for environmentally friendly products, 86% saying would pay more for products with natural/organic ingredients while 80% claiming not minding paying extra for socially responsible products. Contrarily, the percentage of the individuals between 50 and 60 years old who said to be environmentally conscious, considering natural ingredients, and socially responsible products while making a purchase and would not mind paying more for the same were 59%, 48%, and 48% respectively (Petro, 2020). The findings by Centre for Retail Research (2019) on commitment of public to shopping ethically indicated that only 11% of the consumers were fully committed green shoppers who based all their purchasing decision and behaviour on the environmental concern and ethical criteria. The survey further showed that 27% were quite committed rooting decision on ethical basis while 36% said to be occasional green shoppers focusing on basing on a few basis. Whereas, 26% of the surveyed consumers indicated little or no interest on the observing ethical consideration while shopping. In a study conducted Institute of Grocery Distribution (IGD, 2016), consumers cited higher pricing of the sustainable products compared to the traditional counterparts as barrier to purchasing and using eco-friendly and ethically-sourced groceries. The findings showed that 52% saying high prices was the main reason for not buying the products while 31% citing lack of availability, 17% saying they lacked of knowledge, and 14% claiming not trusting the green claims made by products for not shopping ethically. Ecommerce News Europe claimed that road to sustainable purchases particularly in the UK demands greater transparency and product information. It argued that 67% of the young people would reconsider their purchase decision if retailers and business entities communicate effectively the impact of a product on the environment. Between 2010 and 2019, consumers held almost same conviction on the factors that would encourage them to buy more eco-friendly products ranging from prices matching, availability (easy to find in stores), to more awareness on effects and stores that sell the sustainable products (Statista, 2020). A survey on sustainable shopping behaviour in the UK indicated that, from the consumer perspective, purchasing sustainably sourced products is the most sustainable purchasing behaviour then following by buying recyclable packaging products (Jacobs et al., 2018; Gibbs, and O’Neill, 2015; Barker et al., 2019). The studies pointed that sustainable shopping behaviour range from buying products that eco-friendly sourced, purchasing recyclable products, avoiding buying unrecyclable plastics products, to buying organic or natural products.

A survey conducted by Lu et al. (2015) and Suki (2016) showed that despite major of consumers saying they prefer brands advocating for sustainability and they wound buy, only significantly number actually do buy sustainable products. Additionally, through corporate sustainability, organisations are increasingly shifting to idea of adopting green and environmentally friendly products and services. Ethical consumption, encompassing connecting the manufacturing process, distribution, and disposal of product (waste), set premise for consumer to reconsider purchasing behaviour and lifestyle choices. In the purview of green marketing, consumer understanding of marketing messages moulds the purchasing behaviour is a key variable in driven towards sustainable marketing by most organisations. However, as pointed by Kaufmann et al. (2012), designing of a green product marketing demands incorporating products, industry, productions process, and distribution channel. Chekima et al. (2016) highlighted that development of green consumer market is subject to understanding of information needed by the consumers in marketing purchase decision. Cronin et al. (2011) argued that in addition to producing eco-friendly products, organisations need to market their products as meeting both the consumer basic products expectation as well as taking into consideration of the environmental implications. In essence, the products should be appealing to consumer such as satisfying their needs and lifestyle as well as upholding sustainable lifestyle. Comparatively, pricing of the eco-friendly products is relative higher than traditional because of such factors as development process and compliance, in some extend with regulations. Although it may not be the best approach, consumer segmentation in development of green products market addresses consumer’s need and spreading sustainable consumption (United Nations Sustainable Development, UNSD, 2018). Studies on consumption and consumer purchasing behaviour of the green products found that only environmental conscious consumers consider sustainability and environmental conservation in selecting and purchasing products. As pointed by Bhatia and Jain (2013), this consumer segment favour eco-friendly labelling, trusting opinion of the experts and scientist, and appreciate available green products in stores. However, Khare (2015) pointed that significantly high proportional of these consumers holding eco-friendly beliefs said purchasing alternative products because of the high pricing. Globalisation has opened up world countries exposing diverging cultures, beliefs, values, norms, and views and some shared among communities, societies, and individuals.

2.7. Environmental Sustainability: Environmentally friendly products

Reduction of waste and carbon footprint in product production and supply chain has been a point of emphasis in business, political, and social environment over the past decade. The approach aimed at minimising the effects on the environment has seen organisations switch to environmental-friendly approaches. As pointed by Hiramatsu et al. (2016), the idea of waste reduction and limiting the carbon emitted to the environment in product production process incorporating the manufacturing all the way to the consumer use has been based on the changing weather conditions and environmental degradation because of human activities. According to Rainey (2010), a growing number of business entities are putting more emphasis on sustainable strategies and operations either have a way of increasing growth and being competitive or aligning to the consumer demands. The trend towards considerations and adoption of processes, which minimise negative environmental impacts, has seen number of strategies set in place. Environmental sustainability strategies such as reducing raw materials, energy, and resource in production systems are socially beneficial. Ideally, the concept of green marketing is product being marketed as not harmful to the environmental. The term green marketing is widely associated with marketing techniques and practices that take into account the effects a products or services have on the environment while working towards meeting consumer needs satisfactorily and organisation objectives. Business entities in fossil fuel and hardware technology industry, for instance, have made the ‘environmental commitment’ a new selling point as consumers become increasingly concerned about individual contribution to global pollution under carbon footprint. As pointed by White et al. (2019), products claiming to be sustainable showed twice in market performance compared their traditional counterparts. The term sustainable consumerism synonymous with upholding purchasing behaviour aligned to environment protection and preservation that includes consumer purchases that are rooted on beliefs and values. As pointed by Young (2018), 70% of individuals believe consumers dictate future of environment sustainability while 52% held manufacturers should assume responsibility. The findings further indicated 33% brand and 19% determine the direction on environment conservation and protection measures as well as consumption of eco-friendly products (Young, 2018). Similarly, the findings by the study conducted by Messerli et al. (2019), showed consumers being concerned with product production process, distribution network, and disposal process on ways it affects environment.

2.8: Conceptual Framework

Going by the description given by Adom et al. (2018), conceptual framework in research purview captures key concepts or variables are being studied in order to have a deeper understanding relationship between them. Windt (2015) illustrated it gives an overview of ways in which research variables interrelate. It helps in organising ideas to achieve the aim of a research in a concise manner by connecting the variables outlined goals and purpose. In a research, as pointed by Heinrich, results collected carefully can be misleading if the underlying assumptions leading to structuring and conceptualising the process is wrong. A framework outlining the theories, concepts, assumptions, beliefs, and expectations informing and supporting the aim and objectives are essential aspects of adequately answering the outlined questions (Tamene, 2016; Rocco, and Plakhotnik, 2009; MacFarlane, and O’Reilly-de, 2012). Miles and Huberman (1994) described conceptual framework as a model underlying a concept that explains either narratively or graphically key elements, factors, and variables being studied and links holding them. Ideally, according to Robson (2011), it holds tentative theory of phenomena being investigated and functioning as informative element in assessing and restructuring the goals and process, developing a realistic and relevant research questions, selecting appropriate methods, and identifying potential validity limitations to the findings and ultimately inferences reached. Ravitch and Riggan (2016) argued that conceptual framework establishes the ‘importance of and intended audience’ while at the same time demonstrating alignment among research aim, problem, and objectives. In relation to qualitative research, Maxwell (2013) posited that the framework is built around prior research, published theory, and personal experience. Rooting the model on the personal experience gives an individualistic view of the problems but can be limited in developing a framework while literature a study a platforms of exploring and exposing gaps in existing knowledge and what is understood about the phenomena. Based on these arguments, conceptual model in respect to green marketing takes different approaches due to uniqueness of products categorisation, segmentation, and consumers purchasing behaviour. Following Saari et al. (2018) approach focusing on product-specific aspects that have consumer personal value and hence having distinct effect of purchasing behaviour, one can logically extrapolate this to capture group of people sharing similar value, beliefs, and social norms. For instance, popularity of organic food measured by consumer market in the UK. A study conducted by Yamoah et al. (2016) indicated that in addition to buying Fairtrade products for social responsibility reasons, consumers bought the products for personal reasons. According to Saari et al. (2018), a product-specific technique allows business entities to highlight the features of a product whilst give a consumer a platform of responding to personal needs and usefulness. Nevertheless, because a consumer can be irrational and emotional in choosing and purchasing a product, the green consumer behaviour segmentation does not always hold (Ottman, 2011; Hawkins, and Mothersbaugh, 2010). For instance, a consumer might buy organic food products dispose waste irresponsibly or use environmental harmful means of transportation. In retrospect, green marketing strategies strive to achieve organisational strategic goals whilst putting at minimal the effects of the products on the environment. As illustrated by Leonidou et al. (2013), the green marketing practices follows the 4 P’s (Product, Price, Place (distribution), and Promotion) in an environmental friendly and sustainable manner. Building from these, structuring a green marketing conceptual model indulgence greenness of products, social responsibility, consumer behaviour, and social-demographics on pro-environmental values need to be considered. Other important variables are actual products, production processes, and distribution channels in addition to information on environment and products reaching both the consumer and business entities.

2.8.1: Attitude and perception of sustainable behaviour and green marketing strategies

Studies on psychological attributes of consumer behaviour focusing on sustainability and environmental concern have attached ethical values in purchasing, use, and disposal of products. Dynamic changes in consumer behaviour pushed mainly by rapid changes in lifestyle and perspectives have seen most not acting in pro-environmental manner despite claiming support of eco-friendly and sustainable values and practices (Devinney et al., 2010; Carrigan, 2017). Notably, consumer experience with a product determines future purchasing behaviour. Moreover, according to Young et al. (2010), such non-green criteria as consumer’s habit, product features, and personal preference (reliability, serviceability, and pricing) tend to hinder the effectiveness of sustainability measures. Organisation issue for implementation, financial support, and limited information on the eco-friendly products and sustainable consumption has been considered as a main barrier, but integration of sustainable strategy requires a multifaceted perspective (Simpson and Radford, 2014; Balderjahn et al., 2018).

2.8.2: Social norms on purchasing behavior and green strategy

Consumers are influenced by the behaviour and experiences of the existing consumers such that people tend to install solar panels if neighbours had done so. Studies have demonstrated the influence of behaviour and attitude of consumers on the consumption particularly, green products. However, little has been shown on influence, and to that effect, extent of culture on the structuring marketing strategy of eco-friendly products in the UK. Despite the advance studies on the link between consumer behaviour and attitude towards eco-friendly products, formulation of a strategy that captures and reflect shift to sustainable consumerism remain elusive.

2.8.3: Consumption perception of environmental sustainability and green marketing strategies.

Moreover, although consumers across the global are increasingly associating themselves with sustainable and environmental friendly products as well as organisations restructuring their business models to reflect the current trends of sustainability, little is known on relation between the consumers’ cultures and eco-friendly marketing strategy. The main eco-friendly selling point that include sustainable products, chemical free, recyclable materials, low-carbon emission during production and supply stages, and low-energy solution has not been adopted in at a global stage. Additionally, given heighten awareness levels on need for sustainable and eco-friendly products as well as acknowledge of environmental degradation and damage caused by consumer behaviour but low shift to eco-friendly products, it is worth exploring the role played by cultural background in general adoption of green marketing. However, studies argue that given that humans are habit-driven creatures such that most behaviours such as what they eat and buy, and how they commute or dispose products and packaging, are all part of routine (O'Riordan, and Stoll-Kleemann, 2015; Geels et al., 2015). Studies have pointed that business entities face number of challenges in going green (Baumgartner, and Rauter, 2017; França et al., 2017; Lewis et al., 2017). Moreover, studies have found that many consumers go for cheaper alternatives that are not eco-friendly despite holding reserved views about them. Arguably, responding to ‘sustainable economy’ built around eco-friendly products, consumptions, and disposal requires a deeper understanding of the sustainability-conscious consumers and importantly their respective purchasing behaviour. As pointed by Birtwistle & Tsim (2005) and Joshi and Rahman (2015), consumer buying behaviour is subject to such variables as cultural factors, social factors, personal factors, and psychological factors. Chekima et al. (2016) held that consumer beliefs, social values, and green adverting are more significant in moulding consumers purchasing behaviour than environmental knowledge. They advocated of reminding the consumers the importance and individual role in nature and environmental friendly consumption and disposal. Promotion of green products should take into account the availability of products and after-sale support system as well as emphasizing on the positive and benefit sustainable consumption.

Chapter 3: Methodology

3.1 Chapter Introduction

Flick (2015) described research methodology as procedures followed specifically in identifying, selecting, processing, and analysing data and information in relations of a given topic and aimed at answering research topics and addressing the stipulated objectives. According to Kumar (2019) and Jonker & Pennink (2010), these procedural steps inform a values and beliefs held while collecting data and subsequently making sense out of it. In this case, the research aimed to explore role of UK culture that incorporate way of life, traditions, beliefs, and customs in purview of shaping the eco-friendly consumption hence influence formulation of green marketing strategies. Therefore, in order to achieving adequately the aim and answer the research questions satisfactorily it demands following an outlined framework based on particular paradigmatic assumptions. As such, this methodology chapter outlines methods and approaches adopted in data collection and analysis based on philosophical assumption observed in relation to travelling and tourism channels. It outlines and justify the ideological framework adopted, the design and methods of the research followed, data collection technique employed, and ethical consideration observed while reviewing literature, data collection that include population sampling and identification, and subsequently analysing the collected data.

3.2. Research philosophical framework

Principally, as described by Sarantakos (2012) and Tuckman & Harper (2012), a research process, particularly a social oriented study, is purposed on informing action, proving a concept, and contributing to development of knowledge. According to Edson et al. (2016), a research is a tool for building knowledge, enabling learning, and understanding various issues and problems. Nevertheless, development of such knowledge, proving of a concept, and nature of knowledge is founded on a belief system or chain of reasoning encapsulated under a paradigm. Based on description, research philosophical framework holds beliefs and values informing data gathering, analysis, and using within a given research aims. Saunders et al. (2019) lauded that its concern with source, nature, and development of knowledge. Scholars have argued that the research philosophy can be classified under doxology capturing elements believed to be true and epistemology those factors known to be true (Biesta, 2010; Higgs, and Trede, 2010; Mack, 2010). As pointed by Novikov A. and Novikov D. (2013), there exists number of research philosophy that includes positivism, realism, interpretivism, and pragmatism. Applicability of this research philosophical framework holds depending on the researchers perceptive of the data and nature of knowledge to be developed. For instance, positivists argue that knowledge informed by observable and measureable data is trustworthy, hence viewing research process and outcome objectively. Whereas, according to Goldkuhl (2012) and Chowdhury (2014), also referred as social constructivism, interpretivism perceive access reality is only through socially constructed factors such as norms, beliefs, consciousness, shared views, and language. However, the major drawback with the approach is subjective nature of view at a problem and rejecting objectives point of view. In contrast, the pragmatism philosophy views the world both subjectively and objectively. It combines an evidence-based aspect in addressing problems but also considers factors built by personal experience in asocial context (Kitcher, 2012; Morgan, 2014). Based on the argument held by Goldkuhl (2012), pragmatism perceive accepting proposition if it is practical and rejecting unpractical ideas in a manner of being both objective and subjective in knowledge development. Understanding consumer purchasing behaviour in the context of social reality demands exploring and delving into norms, beliefs, values, and lifestyle. However, the extent to which green marketing tend to influence consumer purchasing behaviour can be quantified by highlighting the factors informing consumer purchasing habits. Studies have pointed on influence of cultural and social variables in informing the purchasing decision and behaviour that include eco-friendly products (Di Pietro, and Pantano, 2012; Giampietri et al., 2018). However, studies show little evidence of relationship between green marketing strategies and consumer cultural background. Therefore, the social constructionism supports the quantification of cultural variables that are core in moulding purchasing decisions, actual buying, and perceptions towards eco-friendly products, while also capturing business entities perspective and action taken on the green marketing approaches. Moreover, this study was rooted on the perceptions that cultural attributes that include social norms and beliefs are created from social actors, hence subjective. Furthermore, the reasoning driving the decision was grounded on the fact that in some societies, the argument that products production process, waste produced in using, or disposal process have a negative effect on the environment is myth, manufactured and propelled by false information while other view the impact based on scientific data. Arguably, the divulging views climate change and environment degradation has been traced to individual and collective views, perceptions, beliefs, norms, and attitudes. Fundamentally, it focused on taking realistic view of social norms and values informing the cultural spectrum of the UK societies while acknowledging the subjective nature of such attribute. The belief held was that although members of a given society share core values and beliefs based on traditions and norms, individual perspectives particular in recent rise of globalisation and internet, vary and subjective. Therefore, social constructionism paradigm as a research ideological framework provided a platform of viewing role of culture, perspective towards sustainable consumption, green products, and green marketing from both objective and subjective viewpoints.

3.3. Research Design

Sreejesh et al. (2014) described research design as set of framework and procedures employed in gathering data and subsequent making sense of it to address a research problem. According to Mitchell and Jolley (2012), research design classification encompasses such types as correlational, semi-experimental, meta-analytic, exploratory, and systematic review. Such types designs as meta-analysis and systematic review allows assessing results from previous studies to arrive at an inferences on a particular problem. Whereas, experimental framework strictly follows a scientific procedure such having a controlled environment in answering research questions (Salkind, 2010). On the other hand, exploratory technique is structure in a manner that it investigates a problem to have a better understanding of a problem. However, as pointed by Sreejesh et al. (2014), the approach does not arrive at conclusive results but rather it gives a roadmap to identifying issues and insight of the problem. In this case, the problem investigated was rooted on cultural variables such as values, beliefs, ideal, traditions, and perception held by the UK society towards a sustainable lifestyle then relating to the development and implementation of standardised marketing strategy. The key aspects were to investigate ways in which UK way of life bounded by social and values held influence respective views on sustainable consumption. Therefore, applicability of exploratory framework.

3.4. Research Approach

Bryman (2016) held that a social-oriented research mostly takes either a qualitative or a quantitative format in data collection and representation. Fundamentally, a qualitative focused research is used gaining deeper understanding on research problem and variables (Bell et al., 2018; Bryman, 2016). According to Hennink et al. (2020), it involves delving into the underlying elements to gain insight into respective interrelationship while uncovering trends and opinions relating to the problem. Mostly, in social focused study, this approach requires direct interaction with the participants in order to conceptualise ways and reasons to which the research variables affect them. For instance, in context of sustainable consumption, the approach explains and uncovers reasons consumer buying or not green products, in addition to parameters informing such reasons. On the other hand, the quantitative approach quantifies the problem and expressing in numerical values as usable statistics. Apuke (2017) illustrated that quantitative approach expresses the core research parameters such opinion, values, attitudes, and opinions statistically. For instance, it measures the degree to which certain parameters influence the participants then outlining a structure manner. In context of this research, factors influence consumer purchasing behaviour in buying eco-friendly products can be investigated and expressed numerically. Studies have noted the influence of consumers’ perception towards green products have on purchasing behaviour and actual buying (Young et al., 2010; Soron, 2010; Bhamra et al., 2011). In quantifying this influence, the approach would express in terms of degree to which one’s perception mould the purchasing behaviour. The study aimed to delve deeper into understanding the role held by culture focusing cultural variables such as values, social norms, perception, beliefs, customs, and social behaviour in formulation and implementation of green marketing strategies in the UK. Basing on the literature expressing the correlation between the cultural variables and sustainable consumption, this study focused on capturing the degree to which such cultural parameters influence formulation and successful implementation of green marketing technique in the UK. Hence, this research adopted quantitative research approach.

3.5. Data collection

Data gathering is a critical process particularly towards addressing the research objectives and answering the questions systematically. Leman (2010) described data collection a process of collecting information from relevant source aimed at providing insights and answering research problem. In a social based research, information is gathered from two main sources, primary and second. In primary sources, data are sourced from first-hand accounts such as directly from participants. Hox and Boeije (2005) illustrated that it incorporates such techniques as interviewing, surveying, questioning, filling a questionnaire, and observing the participants directly. Brannen (2017) asserted that application of this technique depends on the aims, scope, design, and expectation of the research. On the other hand, secondary data deals with existing information from such sources as literature, books, journals, and publications. Similar to primary data, secondary data is gathered in a systematic way such as meta-analysis and systematic review of articles (Hox, and Boeije, 2005, Cleary, Horsfall, and Hayter, 2014, Sutton, and Austin, 2015). In order to examine the cultural parameters that influences the sustainable consumption and importantly in formulation of environmental driven marketing strategies as well as in development of such understanding and having a deeper scope on the relationship between consumer culture and consumer purchasing behaviour towards sustainable consumption, primary data was taken to capture the correlation. Therefore, this research employed online questionnaire as source of primary data. The technique holds the advantage of collecting data then analysed statistically while being administered remotely, collecting large data, and extensive flexibility (Patten, 2016; Lietz, 2010). However, as pointed by Olsen (2011), care need to be taken in order to advance validity and accuracy of the data and information. The questionnaire incorporated open- and closed-end questions capturing cultural parameters, eco-friendly products, sustainable consumption, and green marketing techniques. The questionnaire was informed to explore the larger concept of eco-friendly consumption, ethical purchasing, factors consumers consider during purchasing, ways in which traditions, lifestyle, and customs influence perception on green products, and ways such traditions and lifestyle influence green marketing. Fundamentally, given that core variables of consideration in formulating a marketing strategy include product that resonate with consumers’ needs, pricing being within the range consumers’ are able and willing to pay for, customers’ attitude and behaviour towards the products, and framing a communication approach that touches the larger consumer base (Hawkins, and Mothersbaugh, 2010; Ferrell, and Hartline, 2012). As such, the core variables that modelled the questionnaire questions were UK traditions, norms, values, beliefs, and inter-personal interaction viewed on ways in they influence restructuring the consumer behaviour and attitude towards environmental friendly products and consumption. Ideally, product market is driven by consumer perception. Arguably, the specificity of eco-friendly products is rooted on the consumer perspective and preferences. However, differences in cultural and social backgrounds in different markets exert challenge in developing strategies. In the UK, individual holding conservative political ideologies are less likely to engage in eco-friendly behaviour. A survey conducted by Gromet et al. (2013) on ways political ideology affects attitudes and choices of energy-efficiency approaches found that conservatives were less likely to buy and use energy efficiency compact fluorescent bulbs when it was labelled ‘Protect the Environment’ because the term was associated with liberals. A study by Kidwell et al. (2013) observed that conservatives tend use eco-friendly products once message is passed that resonate with their political identity and consistent with in-group norms, referencing duty, and authority. The findings showed that being told that joining the fight by recycling, and it is a civic and responsibility of individual to do so led to more individuals reclining to the idea whereas democrats responded well with messaging around social welfare (Kidwell et al., 2013). According to Bratu (2017) and Gu et al. (2015), the environmental conscious consumerism has led to organisations integrating sustainable practices into respective business models and organisational culture. Building from this, this research aimed at reaching to respondents, and capturing their perspective, opinions, experiences, and understanding on ways culture that informs daily lives, traditions, norms, beliefs, perceptions, and behaviour affect their perception and consumption of eco-friendly products.

3.4.1: Presentation of the results

This research employed an online survey to establish the role of UK culture in defining the green marketing strategy. The research had targeted to have 200 participants. However, 231 were willing to attend the survey, 192 signed up for the survey and only 175 participated in the survey. Out of this number, 5 left the survey incomplete, which left a total of 170 participants who complete the survey. Based on the survey, the research process divided the findings in four significant phases. Phase 1 of the findings touched on the first objective, which focused more on the critical analysis of ethical consumption, green marketing, cultural views, and environmental sustainability. The findings in this area touched on the feedback from question 1 to question 6 of the survey. Out of the 170 participants, the table below shows the breakdown.

3.4.2: Research Demographic

From the Table 4.1, majority of the respondents were between 36 and 45 years, while more than 85% being below the age of 45 years. The indication is relatively young responds spectrum. The gender demographic reflects a relatively skewed responses to male group in the society with 41.76% while 34.71% of the respondents indicating being female. Although 17 did not respond to the questions while 13 (7.65%) picking other genders other than male or female.

In response to the question on years they have lived in the UK, 120 (70.59%) respondents said more than 18 years while only 7 indicating living in the country for less than 5 years. Those who indicated being in the country for between 5 -10 years and 11-18 years were 21 and 18 respectively. Reasoning behind exploring the extent in which the respondents had lived in the country was that those with longer stays were more conversed with norms, beliefs, and traditions of the larger UK community, core variables of this research. As such, given that more than 80% of the respondents had lived in the country for more than 10 years places views held more aligned with general culture of the UK. On employment status, 71.18% of the respondents indicated being employed, 11.18% being unemployed while 12.94% wishing not to reveal their status. From the literature, the key factor considered by consumers in sustainable purchasing in pricing of the products. The fact that only 11.18% indicated being unemployed while 71.18% holding having a job pose purchasing capability of relative expensive products.

As held by literature, education levels, which can be argued being synonymous with degree of awareness on the environmental, social, business, and political aspects of one surrounding. One can argue that holding higher education qualifications explore one to challenges and makes one be more aware of the challenges caused unsustainable living as well as being cautious of one lifestyle. Based on this, given that more than 76% of the respondents held college certification or university degree, the concept as well as elements driving ethical, sustainable consumption, and eco-friendly purchasing was not new to them.

From the Table 4.4, majority of the respondents were held jobs in marketing oriented fields (marketing personnel, sales, branding, and advertising), business managers, directors, and business owners followed this. In essence, the diversity in the respondents particularly pooled from different job and career groups give a wider view on the problem.

3.5. Data analysis

Analysing the gathered data incorporated making sense of the collected raw data. Employing descriptive quantitative analysis, the data treads and patterns were identified, analysed, and interpreted aimed at bring out ways in which traditions, norms, and beliefs under culture in the UK influence strategizing green marketing (Gavin, 2008). The analysis process involved coding common ideas that resonate with a given pattern. In this case, participants’ responses would be placed under such categories as sustainable consumption, behaviour and attitude, consumers’ norms, sustainable marketing, and ethical consumption.

3.6. Ethical considerations

In order to uphold academic integrity, this research cited both primary and secondary data and information sources appropriately and accordingly. In primary data collection, the participants were made aware of the scope, duration, and use of the data and information acquired before participating in the survey. Importantly, a consent letter capturing the aim, scope, and application of data was attached to participation invitation, and all respondents were require to duly fill and sign before participating in filling the survey (Connelly, 2014; Ketefian, 2015). The respondents’ privacy and confidentiality was assured and maintained by making sure the participants did not include any private and sensitive information or any other details that would lead back to them. In line to European Regulation on data protection directive (GDPR), the participant were assured that data gathered was to be handled only by the researcher and university examination board, and would not be distributed or shared to a third party (Goddard, 2017). Moreover, the participants were assured that participation was voluntary and anyone was at liberty of discontinuing participant at any time and stage at will and without explanation as to why.

3.7. Delimitation

Ideally, use of interview enables a research to delve deeper into core variables of a study. It applies for this study. By using online base survey limits this research from developing deeper understandings of ways in which such variable as beliefs, norms, social behaviour, and values. Importantly, this research aimed at investigating the role of culture in formulating a standardised green marketing strategy. It premises was understanding ways culture influences ways consumers in the UK perceive and purchases eco-friendly products. Core to having core understanding of ways and influencing factors was having experiences, opinion, perspective, and views of the participants. However, by using online questionnaire where the questions were formulated by researcher as well as embracing the weakness of no room to modify the questions during data collection, this investigation is limited to capturing the full scope of influencing factors as well as extent and how. Although the inclusion/exclusion criteria included respondents to have primary knowledge and experience in marketing, branding, advertising, sales, and related fields, a follow up interview (particularly face to face) would have drown a better insight of the correlation of culture and development of green marketing strategy in the UK.

Chapter 4: Results

This result section outlines the data collected from the primary sources then interpreted using descriptive qualitative analysis. It captures the responses given by the participants to survey questionnaire administered.

4.1: Attitude and Perception of Sustainable Consumption

4.1.1: Consumption of Green Products

Based on the data collection phase, the research was interested in establishing whether people in UK use or are familiar with the green products, and eco-friendly services. Attention was equally given to the importance attached to the consumption of green products, the essence ethical consumption and green marketing, the significance of environmental sustainable products and the influence of cultural views. The first observation was linked to the consumption of the eco-friendly services and green products. The graphical view of the use of the products is as shown below.

In a wider view, around 31.18% of the total respondents have constantly been consuming the green products, which mean they understand the quality of the services and nature of services. This might equally imply that at least 31% of the UK population is aware of the sustainable products. Again, around 44.71% of the respondents confirmed that they often interact with the sustainable products and green services.

4.1.2: Importance of Green Products

Apart from consuming the sustainable products, 46.47% of the respondents felt that green products are extremely important. Again, 35.88% of the respondents felt that green products are very important. With these rates in place, the UK population is said to be aware of the green products and eco-friendly services. The same notion can be extended to the familiarity of the people towards ethical consumption and green marketing. Around 51.18% of the respondents are said to be very familiar with ethical consumption and green marketing. A substantial figure is essentially assigned to those who feel that they are extremely familiar with green marketing and ethical consumption. This is a significant indication of the fact that the UK population is fully away of the essence of ethics in the consumer world. However, a reasonable percentage of the respondents seem not to be aware of the ethics and the cultural landscape in the UK market as far as consumption of the green products is put into consideration. The following graph presents the cultural views over green marketing and the essence of green products.

Based on graph 2, the highest percentage of the UK people has a feeling that green products are extremely important.

4.1.3: Participants Perception of Green Consumerism

The first look at the cultural landmark in green marketing is by focusing on the cultural views. At least 85 out of 170 respondents saw that it is extremely important to integrate cultural views in green marketing. This figure represents 50% of the total respondents said to be aware of the green products in the market. At least 67 out of the 170 participants felt it was very important to have cultural views integrated in green marketing. This means that the cultural concept is imminent in the process that entails development of the green marketing strategy. A substantial figure of the respondents still feels that green products are very important, as well as moderately important.

4.2: Consumption Perception of Environmental Sustainability and Green Marketing Strategies

Phase 2 of the findings captured the second objective of the research, which focused more on the ways in which the environmental sustainability has impacted the consumer purchasing behaviour. This phase tapped into question 7 to question 9 of the questionnaire survey. The findings are as presented below.

4.2.1: Correlation Between Green Marketing and Sustainable Consumption

First, the findings were largely geared towards the consumer perception and the influence the same perception would have on the purchasing behaviour. The graphical representation for the consumer perception is as shown below. Based on the findings, it would be determined that at least 54.12% of the respondents would agree to the fact that the perception of the environs would probably influence the purchasing behaviour. Again, 33.53% would strongly agree to the fact that the perception of the environment has an impact on the purchasing behaviour.

4.2.2: Integration of Cultural values into Green Marketing strategies

While it may be hard to provide interlink between the purchasing behaviour and consumer perception, it can still be presumed that when people think positively towards the environment, they would equally think of the products and services that would have lesser harm to the same environment. Perception is sometimes presumed to determine behaviour as far as purchasing is put into consideration. The research process found it convenient to link the question over the consumer perception to the consumers’ attitude towards environmental sustainability, and a possible impact on the purchasing behaviour. The research had to check on the consumer attitude because it carries with it the cognitive information, emotions, beliefs and the behavioural intention linked to the consumer product. The graph below gives the analytical view of how important the respondents felt towards the consumer attitude as far as the environmental sustainability and the purchasing behaviour is put into consideration.

Based on the graphical overview, around 60% of the respondents felt that the consumer attitude is very important as far as the interplay between environmental sustainability and the purchasing behaviours. While attitude is said to have beliefs in it, it seemingly provides a clear road map to the cultural landscape. With another 24.12% of the respondents feeling the extreme importance of the consumer attitude, it remains clear that the assumptions and beliefs seen with consumers have a focal role to play as far as ethical consumption and green marketing strategy are concerned. The critical side is when the same consumer attitude does not reflect the exact market situation, which ends up giving a different picture regarding the market. Apart from the attitude people have towards the green products, the research tried to find out the frequency with which people consume green products in the market with reference to culture. The findings are as shown in the graph below.

Based on the graphical presentation, the bar on the "often” tag is the highest compared to the rest. The bar represents 51.17% of the total respondents who felt that culture would often influence the consumption of the green products in the market. This means that the same percentage of the respondents still have a feeling that there are other factors that influence the consumption of green products apart from culture. However, 44.11% still believe that culture would always influence the consumption of green products and services. This percentage of the population have entrusted the capacity of culture in controlling the dynamics of the market especially where green products and services are considered. Perhaps, the sect is presumably comprised of the organic consumers.

4.3: Social Norms on Purchasing Behaviour and Green Strategy

Part 3 of the findings focused more on the cultural values as well as the cultural attributes that have found a place in the environmentally friendly products. The findings are shown below.

4.3.1: Influence of social norms on purchasing behaviour

The findings focused on the agreement of the respondents with the fact that cultural attributes have an impact on the consumption of the eco-friendly products and services. Cultural attributes essentially cover a wide scope compared to the cultural attitude. Some of the attributes that were presumed in the research include the learned behaviour, attitudes, knowledge, values, product of behaviour and even the material objects said to be closely attached to behaviour. The findings on the agreement towards the impact of the cultural attributes are as shown in the graph below.

The bar on the “agree” tag is the highest compared to the rest. The bar represents 55.88% of the total respondents in the research who agreed with the fact that cultural attributes bear a direct impact on the significant consumption of the environmental friendly products. This population is presumably aware of the cultural attributes and they equally have the knowledge of the interplay between the same cultural attributes and consumption of green products. While this sect must have expressed doubts over the direct link between cultural attributes and consumption of green products, 39.41% could still entrust the direct link. Apart from the cultural attributes, the research was concerned with whether the respondents felt any need of spreading awareness regarding the cultural perceptions in relation to green marketing. Again, 42.94% of the total respondents felt it was extremely important to spread such awareness for the green marketers to understand the concept of the market. 46.47% equally felt it was important to integrate the cultural perceptions in green marketing and spread awareness on the same.

4.3.2: Influence of cultural attributes on consumption of environmentally-friendly products

The findings also touched on whether respondents would agree green marketing to extract the marketing concept from both the consumer attitude and the cultural perception. The graph below presents the findings on the agreement of the respondents.

The bar attached to the “agree” tag is the tallest compared to the rest. The bar represents 51.17% of the respondents who agreed to the fact that green marketing strategy can only survive when it integrates cultural perceptions and consumer attitude in the marketing concept. Again, 42.94% of the respondents strongly agreed to the essence of the cultural perception and consumer attitude as far as green marketing is concerned.

4.3.3: Cultural values and green marketing strategies

The findings further focused on the engagement of the cultural perspectives in the determination of the green marketing strategy. This phase tapped into findings on question 13 to 15 of the questionnaire survey. The findings narrowed down to the UK culture and how the respondents understood it. The research noted that at least 45.88% of the respondents are very familiar with the UK culture while 35.88% are said to be extremely familiar with the UK culture. The research was equally concerned with how important the UK culture in the development of the green was marketing strategy. Based on the findings, around 57% of the respondents felt that the UK culture was extremely important in determining the course of the green marketing strategy. At least 25.29% felt that the UK culture was extremely important. Lastly, the research wanted to find out whether green marketing should solely capture the UK cultural perspectives. The findings are as shown in the graph below.

From the graph, the bar on the “agree” tag is the tallest. This represents 50.59% of the total respondents who felt that green marketing should solely capture the UK cultural perspectives. At the same time, 47.65% of the respondents agreed with the integration, which is something that has attracted a range of the insights. With respondents who agreed and strongly agreed surpassing the threshold, it is evident that the UK culture should be valued while designing the green marketing concept.

Chapter 5: Discussion

5.1: Attitude and perception on Sustainable behaviour and Green Marketing Strategies

Fundamentally, in formulation of a marketing strategy, it demands aligning the market demands and consumers’ purchasing behaviour with products being offered. As pointed out by Dibb et al. (2005), crucial to having an effective strategy is relating to consumers’ need, preferences, and demands while building emotional attachment. Studies have demonstrated that consumers, in addition to being price sensitive, they are increasingly modelling their consumption behaviour and purchasing pattern to align with ideologies and beliefs held (Peattie, 2010; Prothero et al., 2011; Young et al., 2010). In the wake of environmentally conscious consumerism where consumers buy and consumer products grounded on promoting reduction of environmental impact caused in production, supply, consumption, and disposal, the business entities have heightened their marketing approaches to align their techniques and message with these new dynamics. Building from the assertion held by Pagiaslis and Krontalis (2014), formulation of the strategies towards this market cohort of green and sustainable consumerism has shown to be quite elusive. Core to it is paradox of consumers reporting positive attitudes towards sustainable consumption but little follow up on purchasing while in some markets holding a negative view of all green products and environmental conservation (Austgulen et al., 2018; Cherrier et al., 2011; Sheth et al., 2011). Although the myriads factors have been linked to the mismatch been developing green consumerism and actual consumer purchasing behaviour that include high pricing, but consumers’ beliefs, norms, perception, and traditions under umbrella of culture has been lauded as centre to it (de Carvalho et al., 2015). In line with the literature, majority (more than 75%) participants indicate aware of green products and eco-friendly consumerism. Similarly, majority linked the cultural norms of the consumers to the purchasing behaviour particular on the eco-friendly products.

5.2: Social Norms on Purchasing Behaviour and Green Marketing Strategy

Cultural factors encompassing such elements as religion, gender (male/female) status, beliefs, values held, and social norms plays a central role in determining the lifestyle of people living within a particular group. Literature shows that sociocultural factors capture extensively the forces affecting thoughts, feelings, and behaviours of society members. According to Sharma (2015) and, such factors as attitudes, cultural identity and deprivation, family structure, religions’ beliefs, reputation, practices, and interpersonal relationship are subject to tradition and social norms morphing to building block of group way of life. Building from the description proposed by Eliot (2010) and Arnold (2018), culture covers characteristics of a particular group of people defining such elements as language, religion, social habits, practices, beliefs, values, and interaction with one another. Lobo and Greenland (2017) & Sharma (2015) viewed culture as nurtured from interactions, shared behaviours, cognitive constructs, and common understanding core views and customs among members. According to Hofstede cultural dimensions, cultural elements differ from country to country due to difference in social norms, way of life, beliefs, traditions, and perception structured over the years. It is worth noting that recent internationalisation and globalisation, encompassing movement of people and sharing of information across the global with ease, has led spread of cultural elements as well as introducing cultural change in some social groups if not all worldwide. In this research focusing into the UK culture in formulation of green marketing strategy, the findings indicate that cultures moulds one behaviour as well as the way s/he views such elements as change, materialism, cultural preferences, education level, social organisations, language and communisation, interaction and sharing view, and ethics and values among members. In context of consumer purchasing behaviours, studies show values, beliefs, customs, and shared behaviour play a critical role in determining the decision take by a consumer in showing intention and ultimately purchasing a particular product. According to the finings consumer decision making process incorporate referencing to immediate group members, family members, relatives, and one role and place in a society. For instance, intention of using sustainable products have been found to rooted on consumer’s views and perception towards environmental degradation and protection. Building from the theory of planned behaviour (TPB) and theory of reasoned action (TRA), consumer purchasing behaviour is subject to attitude, subjective norm, and perceived behavioural control (Shaw et al., 2000; Paul, Modi, & Patel, 2016). The two theories asserted that consumer behave such intention of buying a particular commodity or actually purchasing is determined by the pre-existing attitudes, values, social norms, and beliefs. From the findings, the participants acknowledged that basing their purchasing decision on the individual values and beliefs in addition to social norms and practices while purchasing any products. Majority of the participants held that while social practices that include norms, way of life, and beliefs determine the products they buy and drawing purchasing pattern. Although the findings indicate that participants displaced holding a different personality that ultimately influence individual decision making process, the assertion held was that varying personality did not different widely because of commonness social norms and practice as well as traditional views. Participants further acknowledge purchasing to satisfy individual needs and preferences a well as gaining social status. Such individualistic purchasing decisions defined by going outside social norms and expectations can be informed by need by an individual to stand out and holding independent views, but also can be a result of integrating change to social way of life.

According to Hofstede cultural dimensions, consumers in the UK view changes as desirable factors although huge number still hold to their traditional lifestyle and living. As such, the finding showing consumers’ attitudes and perception towards sustainable living complimented by green purchasing indicate influence of individual and collective thought process and behaviours. UK is a conventional consumeristic society where majority of consumer make purchasing decision based on the social norms and practices. However, from the findings, view by major of participants on negative effect of consumerism on the environmental sustainability highlight the general concern of the consumers in the UK on consuming (intention of purchasing, actual buying, transporting, and disposing) eco-friendly products. The participants’ consciousness on environmental sustainability leading to rejection of products production process encompassing raw material acquisition, manufacturing, distribution, and disposal process is in line with the argument held by Gilg et al. (2005) on the steps and process towards sustainable consumption. According to the assertion held by Gleim et al. (2013), in green purchasing behaviour, consumers are driven by how they perceive the world as well as their, individual status in a community.

5.3: Consumption Perception of Environmental Sustainability and Green Marketing Strategies

From the literature acknowledging importance of incorporating the consumers’ needs and preference in formulation of marketing strategies and approaches, the findings reflected the holding a view that aligns with sustainable consumption goes a long way in formulation of strategies build on eco-friendly products. To some extent, the participant agreed with a notion that in a community driven by low power distance and masculine determines the perception on sustainable consumption. One can argue that in such communities, consumers tend to associate with eco-friendly products and, hence strategizing marketing approach need to be based on such elements. In awareness of the sustainable consumption and living, participants highlighted that influence on awareness measures and information shared through inter-social sharing and media. Majority of the participant agreed with literature that awareness on the influence of individual consumption behaviour on the environment change and degradation goes a long way in changing perception and purchasing eco-friendly products. Nevertheless, majority acknowledge that the messaging and communisation strategy greatly influences the way they perceive the green products and ultimately sustainable consumption. Even though majority also stated that consumption and purchasing is subject to behaviour and norms meaning transition sustainable consumption is a gradually process build from integration of change over time. Accordingly, making sustainable consumption a norm such that purchasing and consumption behaviour is rooted on pre-existing value and beliefs is large grounded on long process of educated and informing society of effects and importance of sustainable consumption. Building from the argument posted by Boztepe (2012) and Rahbar and Wahid (2011), positioning a product as embracing environmental responsibility that include production and distribution as well as disposal process are geared towards protection and preventing pollution as a positive impacted on promoting the environmental concerns. Ideally, from the findings, in a society embracing change easily as well as positioning itself in a manner that listen to divulging views and arguments is open to integrate environmentally concern process and products. According to Singh and Pandey (2012), effective integration of measures that are informed by environmental protection and sustainability is subject to perception and attitudes held by the community towards sustainable living. Nevertheless, according to participants, intention of buying eco-friendly products is subject to such factors as availability, pricing, and usefulness of a product. This is in line to literature on relationship between sustainable consumption and consumers’ intention of buying eco-friendly products pointing that environment concern and responsibility might by trumped by price sensitivity. Theoretically, consumers’ intention of purchasing of such products as eco-friendly-oriented is subject to attitude and perception but actually buying is determined by pricing. However, as pointed by the findings, participants noted willingness to incur higher price in attempt to uphold personal values and follow individual conviction on environmental sustainability. Therefore, product positioning in term of pricing that captures social values and norms as well as perception is not only influence the purchasing intention but also actual buying.

Chapter 6: Conclusion and Recommendation

6.1: Conclusion

This research aiming to explore the role held by cultural in formulating green marketing strategies was informed by ways in which consumers’ cultural variables that include beliefs, norms, shared views, traditions, lifestyle, shared ideas, customs, and social behaviour. This research based its aims of role of culture in formulating a green marketing strategy on four objectives. First, it analysed critically the concepts of green marketing, ethical consumption, and sustainable consumerism. In analysis the eco-friendly consumerism show a wide range of influencing factors ranging from environmental attitudes, concerns, scepticism, and knowledge but not limited to the other factors such as beliefs, ideologies, setting, political inclination, and financial status. From the literature, correlation between sustainable consumerism and purchasing behaviour is governed by awareness, knowledge, attitudes, and social norms. Ideally, despite increasingly awareness and shifted to eco-friendly products and sustainable consumption, formulation of marketing strategies taking advantage of changing consumption dynamics particularly on a global stage remain limited. From literature, there exist no marketing approaches grounded on the eco-friendly consumption that applicable in different markets. In order to address the problem, this research used social constructivism research paradigm and survey to collect primary data were used. An online survey informed by testing consumer behaviour, attitude, ethical consumption, and sustainable purchasing within the UK as variables informing marketing strategists in formulation of approaches to capitalise on changing eco-friendly consumption dynamics. Over the last decade, the concept of sustainable consumption has been a driving force in development of products as well as marketing strategies for more business entities. The findings on consumer awareness on environmental impact of their consumption that include purchasing renewable, biodegradable, and products produced in a process with product-environmental effect in mind show a heightening concern and awareness. Green consumption is describable within the scope of consumers’ intention and purchasing environmentally friendly products that are conservable, recyclable, and oriented to protect the environment. According to findings, green purchasing intention lie with the motivation driving the cognitive decision and planning to protect and conserve the environment. As acknowledged by the participants, consumers have increasingly shifted their consumption habits to those that reflect their concern of products environmental implications. Similarly, businesses have remodelled their respective products and marketing strategies either as way of taking advantage of changing market demands or reforming to fight the effects of production and consumption culture on environment. The idea of sustainable consumption encompassing purchasing and consuming eco-friendly products has received both positive and negative reception almost in the same magnitude. Over the year, the concern of the environmental degradation evident with climate change has triggered conservation conversation and push for environmental sustainability. Studies hold that engaging consumers through sustainable consumers is key to addressing and attainment of environmental conservation and protection. The findings reflect the views held by scholars on ideal approach green consumerism pointing to need of moulding the perception and attitudes of consumers towards eco-friendly products. Ideally, according to both literature and findings, consumers’ attitude and perception towards such eco-friendly products is subject to individual and collective values and beliefs. Moreover, building from the studies on the relationship between consumer cultural backgrounds built around beliefs, values, attitude, interaction, In a society driven by collective ideals such that an individual is concern with effects of one’s action on the lifestyle and living of the others social members, tends to rethink and remodelled their purchasing behaviour to match collective ideals. Accordingly, in context of sustainable consumption, consumers in a collectivistic society show tendency of building their consumption intention and behaviour within consensus values and ideals held by majority members. According to classical theories of consumer purchasing behaviour particular theory of reasoned action (TRA) and theory of planned behaviour (TPB), consumers’ intention and behaviour towards sustainable consumption is driven by pre-existing attitude and behaviour that include environmental responsibility, environmental sensitivity, perceived personal and collective relevance, and concern and attitude towards environment. In social societies, the concept of environmental degradation capped by climate change, global warming, and changing biodiversity is a myth propelled by individuals motivated by political and business score while others follow scientific evidence in arguing the concept and push for environmental protection and consumption.

A consensus view held by individual advocating from environmental conservation and protection is shifting the consumer purchasing behaviour to reflect those that put concerns of environment first. Nevertheless, the studies show the consumer’s behaviour is related to values, beliefs, attitude, and behaviour. Therefore, from the findings and literature, consumers’ cultural background plays an integral in moulding one’s intention and actual purchasing behaviour. From this one can argue that difference in beliefs, perceptions, and behaviour propelled by cultural background pose a huge challenge for business entities in developing and integrating a standardised marketing approach that take into account the ideals of sustainable consumption. Given the differences in cultural difference across the global, from country to country, adopting a consensus approach towards consuming eco-friendly products. Hofstede through cultural dimensions explained that countries across the global hold difference dimensions such as individualism, power distance, uncertainty avoidance, masculinity, and indulgence. Within the purview of sustainable consumption, collectively, these dimensions determine whether a particular society is open to adopting and integration intention and behaviours that are consistent with environmental sustainability. In structuring marketing strategy that take environmental sustainability, a pro-environmental society and those scoring high in the power distance, collectivist, indulgence, and long-term orientation show high tendency easily of adopting sustainable consumption. In this study into the role of culture in determining standardised green marketing strategies, key areas of focused was influence of cultural background in determining the consumer purchasing behaviour, sustainable consumption, factors driving eco-friend purchasing and consumption, green marketing, and factors moulding green marketing strategies. From literature, the concept of consumer purchasing behaviour is subject of values, beliefs, preference, and social norms that ultimately affects the intention and actually buying of products. Given that development of marketing strategy is large rooted on the consumer purchasing behaviour that in turn driven by cultural background, and building from pragmatic research paradigm, this research held a view that culture and consumer purchasing behaviour are subject to both objective and subjective factors. This study further followed quantitative research approach expressing statistically the participants’ views and response on role of culture on eco-friendly consumption. Online survey, where potential respondents were invited through social media platforms, was used to collect data that was then analysed using descriptive analysis method. The findings were divided in four phases. The first phase touched on the critical analysis of cultural views, green marketing, ethical consumption a well as environmental sustainability. The findings noted that the respondents were substantially aware of the green products and the eco-friendly services. They also felt that the green products were important as far as ethical consumption is concerned. The second phase of the findings focused more on the ways through which environmental sustainability has influenced consumer purchasing behaviour. Based on this, the research noted that most of the respondents were of the idea that perceptions people have towards the environment would end up influencing the purchasing behaviour. The findings equally generated interlink between the cultural perception and the consumer attitude as far as the purchasing behaviour is put into consideration. The findings also established that the consumer attitude provided a road map to the necessary cultural landscape, which can best be attached to habits, beliefs, and customs associated to the consumption of the green products. Phase 3 of the findings delved more into cultural values and the cultural attributes, and whether their coverage would find a place across the environmental friendly products, and the green consumption. Most of the respondents agreed to the fact that cultural attributes had a direct impact on the consumption of the green products. The findings equally established that marketers should spread awareness on cultural perceptions across their intent of green marketing. Most of the respondents also felt the need to integrate cultural perceptions and consumer attitude in the green marketing strategy. The last phase of the findings focused specifically on the UK culture and whether respondents felt any need or importance of integrating it in the marketing strategies. The findings noted the sensitivity of the UK cultural perspectives and their impact on the market, which cannot be ignored by green marketers.

6.2: Managerial Implication

In formulation of marketing strategy, it is prudent for management to understand the building block of consumers’ consumption and purchasing behaviour. Despite the shifting dynamics of consumerism brought by environmental consciousness through impact of individual and collective consumption and purchasing behaviour has saw a changing attitude and perception of eco-friendly products. The findings support by literature showing consumers’ culture as a core driving factors in perceptive and behaviour held towards purchasing green products. In understanding the role placed by culture, businesses management need to understand the culture of the consumers particularly in relation to eco-friendly consumerism. The findings indicate inherently influence of culture in formulation the green marketing strategy. As such, in gearing towards formulation of marketing strategy in line to sustainable market, business organisations have to taking into account the culture aspects of consumers, meaning having an approach tailored specifically to local market.

6.3: Limitation of the study

Although this research used the primary data sources (online questionnaire), findings showed a limited understanding of the core factors culture, sustainable consumerism, and green marketing. To remedy this and developing a better and deeper understanding the core aspects of culture, it would be crucial to have a participant opinion, views, and experiences without he guide of the researcher. Core to this is employing direct interviews particularly as a follow up to the questionnaire phase. The data collected from the questionnaire would inform interview questions in a face-to-face engagement with the participants. Development of the questionnaire questions was marred by challenges of aligning the wider consumer behavioural aspects within products buying spheres and individual preferences and views as well as the fast-changing environment of consumerism and eco-friendly products.

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