Miljövänligt köpbeteende : Motivationer bakom den miljömedvetna konsumenten

Using a qualitative research and semi-structured interviews this study aims to describe what motivates green buying behaviour. During the last few decades consumers have increasingly started to adopt a more environmentally friendly and sustainable buying bahaviour. Consumers buying behaviour was previously based on cultural, social, personal and psychological factors, but recently it has changed, there is now a demand for products and services that not only satisfy the customer's immediate needs, but also has a positive impact on the environment. There is no consensus in the current situation around what motivates environmentally friendly purchasing behavior, previous research highlights factors such as price and quality, emotion, culture and morality. Other research claims that functionality, social factors, temporary factors and knowledge motivates environmentally friendly purchasing behavior, which in turn justifies further studies on the subject. This study shows that the price of an environmentally friendly product is more elastic and consumers are prepared to pay more for an environmentally friendly product. Consumers' willingness to pay more are rooted in an expectation of a higher quality and a desire to protect the environment. Emotions are a big motivation behind eco-friendly purchases and bottoms in either pride and guilt or a combination of the two. This study also proves that knowledge of why a product is environmentally friendly is a key factor as to why people consume environmentally friendly.