Grocery consumer relational perceptions in green consumption context
An exchange perspective of the relationship customer-grocery recognizes the important role that both the seller and the shopper assume in their relationships. Today consumers are increasingly considering green consumption, which has led to a situation where retailers expend substantial resources...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2015-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/771/1278 |
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| Summary: | An exchange perspective of the relationship customer-grocery
recognizes the important role that both the seller and the shopper
assume in their relationships. Today consumers are increasingly
considering green consumption, which has led to a situation where
retailers expend substantial resources in response to this challenge.
However, this consumption has remained lackluster justifying the
need for greater knowledge about consumers’ behaviour. The
purpose of this paper is to characterize groups of customers based
on their perceptions of value, satisfaction with retailers as well as
on risk perceived associated with their environmentally
consumption practices. As a result of cluster analysis, we obtained a
consumers’ typology differing in their relational benefits,
satisfaction and risks perceptions. Some suggestions are given to
retailers and also recommendations about the need to closely
consider their product offerings to ascertain what aspects
contribute to the value considered by shoppers. |
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| ISSN: | 2182-8466 |