Consumer Behavior To Green Consumption

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This article is about how the companies feel really hard to change their customer behavior to green consumption. Some examples of green consumption currently promoted by them are to recycle products or packages, to drive more slowly, or to wash clothes in cold water. However, many people still use hot water even though the detergents are already developed to wash clothes in cold water. Also, some people are still unwilling to sort their waste and recycle them.
As a company itself, they have already committed to run their factories by using renewable energy or raw materials from the sustainable operated forests and farms. However, it depends on the consumers to change their way to use the products. Sally Uren, head of Forum for the Future,
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Thus, the businesses have no reason to not reducing their own emissions and those of their suppliers because they put too much focus on changing their consumer behavior. Moreover, Eric Whan from GlobeScan said that consumers need more support from their peers as well to change their behavior.
In my opinion, green consumption relates to consumers’ attitude. Attitude means person’s lasting evaluation about people, objects, advertisement, or issues. It is lasting since it sustains for a long time. For this issue, it is truly hard for companies to change consumers’ attitude about green consumption since the customers will not feel the benefit of green consumption directly and right after doing it. Thus, they doubt that their small act to use a more sustainable product or to change how they use the product will give significant impact to the
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The first level of commitment is compliance when consumers form an attitude as it helps them to get rewards or avoid punishment. This is the lowest level of commitment because it is likely to change when others no longer watch their behavior. If the companies want to target at least this level of commitment, they can create ads that show green consumption can bring rewards (i.e., better environment in the future) or punishment (i.e., terrible pollution, no clean water, or global warming) if the consumers are not willing to do that. The second level of commitment is identification when the consumers form an attitude to fit the expectations of another person or group. To gain this level of commitment, the companies can use desirable public figures as the role model in green consumption. Thus, they will shape people expectation about green consumption. As a result, the consumers will change their attitude toward it and make it as their identity since they receive the message from a credible source. Lastly, the highest level of commitment is internalization when the attitude becomes part of the consumers’ value system. However, this is very hard for the companies to influence since it comes from the internal of consumers. What the companies can do is to create a belief by consistently promote the benefits of green

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