Perceptions And Perceptions Of Consumer Behavior Essay

In attitude-behaviour relationships, the Theory of Reasoned Action states that consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). With regards to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of consumer (see table 2 for perceptions and explanations), for instance, perceived deception (Newell et al., 1998), perceived scepticism (Albayrak et al., 2011), perceived inconsistency (Gallicano, 2011), perceived distrust, and/or perceived risk (Chen Chang, 2013). Consumers motivations for purchasing green products differ and may even be contradictory (Cleveland, Kalamas, Laroche, 2005). However, to some degree, the motivations are thought to influence consumer purchasing behaviour and perception (Albayrak et al., 2011). If the consumer’s negative perceptions of falsely claimed green products are correlated, it corresponds to Oliver’s (1980) Expectancy Disconfirmation Theory, 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 isShow MoreRelatedConsumer Perception And Consumer Behavior1027 Words   |  5 PagesWhat is Consumer Perception? As consumers play an important role to businesses, businesses must always satisfy all consumer’s wants and needs. In order to do so, marketers conduct research to learn consumers’ impression and awareness on the companies and their opinions on the companies’ products and services. 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