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Title: Cognitive Anthropology and the Problem-solving Behaviour of Green Consumers
Authors: Wagner-Tsukamoto, Sigmund
Tadajewski, Mark
First Published: 17-Jul-2006
Publisher: John Wiley & Sons
Citation: Journal of Consumer Behaviour, 2006, 5 (3), pp.235-244
Abstract: This paper examines the contextual aspects of problem-solving behaviour of ‘green’, environmentally oriented consumers. It is argued that by profiling the consumer in cognitive terms, a more robust understanding of green consumer behaviour can be provided. To illustrate this, we draw upon the cognitive anthropological concepts of practical thinking and bricolage. These are used to integrate ‘context’ into a model of cognition via qualitative, interview-based research which examined how consumers assess the environmental friendliness of supermarket products. In order to increase external validity two respondent groups were compared, British and German consumers. Different levels of successful and unsuccessful practical thinking and bricolage were identified.
DOI Link: 10.1002/cb.175
ISSN: 1472-0817
eISSN: 1479-1838
Type: Article
Rights: Copyright © 2006 John Wiley & Sons, Ltd.
Description: Metadata only entry
Appears in Collections:Published Articles, School of Management

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