From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.

Growing phenomenon of the Green Movement has made its way to the global scene today and Singapore is of no exception. With growing intensity of concern towards green issues and sustainability, the percentage of locals interested in green issues is now at a record high of 94% in 2010. Interestingly,...

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Main Authors: Ong, Shu Min., Tan, Michele Mei Lin., Liauw, Edward Jian Xiong.
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51416
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-514162023-05-19T06:09:00Z From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore. Ong, Shu Min. Tan, Michele Mei Lin. Liauw, Edward Jian Xiong. Nanyang Business School Khoo Hong Meng DRNTU::Business Growing phenomenon of the Green Movement has made its way to the global scene today and Singapore is of no exception. With growing intensity of concern towards green issues and sustainability, the percentage of locals interested in green issues is now at a record high of 94% in 2010. Interestingly, on the contrary, businesses in Singapore appear to be unaware of this intensity of consumer interest in Green products and how this translates into demand for Green products. This descriptive study explores the different levels of green motivations amongst the different groups of Lifestyles of Health and Sustainability (LOHAS) in Singapore, also known as SingLOHAS. It also highlights the various associative behaviours relating to the different derived motivations. A total of 475 respondents were surveyed. Factor analysis supported the hypothesis representing three types of green purchase motivations and three associative behaviours found in SingLOHAS. Cluster analysis reflected results for three distinctive clusters of SingLOHAS namely The Motivated Extremist, The Green Economical Individualists and The Eco-Socio Pragmatists, with different motivational levels for each group. Multivariate analysis then highlighted meaningful comparisons of associative behaviours between the different clusters. Considering time and sampling constraints, this study simply highlights associative behavioural comparisons derived from different purchase motivations. Future research could examine in greater depth the specific associative behaviours for the different groups of SingLOHAS. From this study, businesses can expect to make strategic investigations on the different cluster groups of SingLOHAS. They should understand that green consumers have high levels of economic motivations and thus can prioritise factors such as convenience, products attributes and emotional benefits before marketing and advertising efforts. BUSINESS 2013-04-02T08:38:52Z 2013-04-02T08:38:52Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51416 en Nanyang Technological University 68 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business
spellingShingle DRNTU::Business
Ong, Shu Min.
Tan, Michele Mei Lin.
Liauw, Edward Jian Xiong.
From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
description Growing phenomenon of the Green Movement has made its way to the global scene today and Singapore is of no exception. With growing intensity of concern towards green issues and sustainability, the percentage of locals interested in green issues is now at a record high of 94% in 2010. Interestingly, on the contrary, businesses in Singapore appear to be unaware of this intensity of consumer interest in Green products and how this translates into demand for Green products. This descriptive study explores the different levels of green motivations amongst the different groups of Lifestyles of Health and Sustainability (LOHAS) in Singapore, also known as SingLOHAS. It also highlights the various associative behaviours relating to the different derived motivations. A total of 475 respondents were surveyed. Factor analysis supported the hypothesis representing three types of green purchase motivations and three associative behaviours found in SingLOHAS. Cluster analysis reflected results for three distinctive clusters of SingLOHAS namely The Motivated Extremist, The Green Economical Individualists and The Eco-Socio Pragmatists, with different motivational levels for each group. Multivariate analysis then highlighted meaningful comparisons of associative behaviours between the different clusters. Considering time and sampling constraints, this study simply highlights associative behavioural comparisons derived from different purchase motivations. Future research could examine in greater depth the specific associative behaviours for the different groups of SingLOHAS. From this study, businesses can expect to make strategic investigations on the different cluster groups of SingLOHAS. They should understand that green consumers have high levels of economic motivations and thus can prioritise factors such as convenience, products attributes and emotional benefits before marketing and advertising efforts.
author2 Nanyang Business School
author_facet Nanyang Business School
Ong, Shu Min.
Tan, Michele Mei Lin.
Liauw, Edward Jian Xiong.
format Final Year Project
author Ong, Shu Min.
Tan, Michele Mei Lin.
Liauw, Edward Jian Xiong.
author_sort Ong, Shu Min.
title From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
title_short From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
title_full From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
title_fullStr From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
title_full_unstemmed From catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in Singapore.
title_sort from catalyst to deportment : a study on motivations and associative behaviours of green consumer clusters in singapore.
publishDate 2013
url http://hdl.handle.net/10356/51416
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