The Consumer 's Negative Perceptions Of Falsely Claimed ' Green ' Products Are Correlated

1496 Words Oct 31st, 2015 6 Pages
If the consumer’s negative perceptions of falsely claimed ‘green’ products are correlated, it corresponds to Oliver’s (1980) Expectancy Disconfirmation Theory (see fig. 1), as well as Fishbein’s Multi-attribute Model which also employs three components of attitude. Firstly, in Fishbein’s Multi-attribute Model are ‘salient beliefs’, referencing the opinions an individual may acquire during the evaluation of goods or services. Second, are ‘object-attribute linkages’, these are a gauge of the possibility of significance toward a specific attribute that is related to the object in question. The third component is ‘evaluation’, a quantification of significance for the attribute. The Fishbein model reduces overall attitudes into a quantitative measurement (Fishbein & Ajzen, 1975). The consumer correlation also corresponds to Ajzen’s (1991) Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) (see fig. 2).
The Expectancy Disconfirmation Theory asserts that consumers will initially form expectations of a good or service prior to purchase then construct opinions regarding the performance of the good or service following consumption (Valvi & West, 2013). The TRA assumes consumer behaviour as a result of subjective norms and attitudes toward the behaviour, where the TPB adds an additional variable, Perceived Behavioural Control (PBC). The TPB has demonstrated its capability with regards to explaining and predicting both ethical and unethical behaviour in various…

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