Processing Theory of Consumer Choice Essay Example | Topics and Well Written Essays - 1750 words

Processing Theory of Consumer Choice - Essay Example The following argument will establish a correlation between ecolabelling and consumer behavior and argue for the regulation of these labels by governmental institutions. According to the Green Gauge Report, which is published annually by Roperstarch Worldwide, society's concern about environmental issues is currently at, or near, historically high levels (Green Gauge Report, 2002). As a result, in the last 20 to 30 years the concept of environmental marketing has materialized. This concept is defined as satisfying consumer wants and needs, but doing so in a way that minimizes impacts on the natural environment. This form of marketing has been popularized in both the marketing literature and by companies seeking a strategy that enables them to market their products in a socially responsible, sustainable manner (Esty and Wilson, 2006). Australia has embraced ecolabelling, in direct response to consumer demands. Indeed, studies on ecolabelling indicate that Australia leads all other countries in the provision of environment-related information on its products (Case Study). The rationale for doing so directly emanates from the very concept of consumer ma rket demands and consumer behavior therein. Accordingly, in order to establish a correlation between ecolabelling and consumer behavior, the latter will be briefly overviewed. Consumer behavior (CB) may be defined as the scientific study of the processes consumers use to select, secure, use, and dispose of products and services that satisfy their needs (Esty and Wilson, 2006). Its development is linked to both psychology and sociology. For example, concepts such as attitude, values, motivation, personality, perception, cognition, social influence, and cultural influence have all played a major role in explaining consumer behavior (Esty and Wilson, 2006).