The Environment and Global Warming

1128 Words5 Pages
With the increase press release of the global warming from authoritative media, general public have an awareness of being environmental friendly. However, consciousness in mind sometimes does not affect the actual customer behavior of buying the eco-friendly products. The reason behind is that customers have the perceived risk. Perceived risk, is the customers are likely unsure of the results being expected or not, and some results may be unpleasant to clients (Hoyer, Wayne D, MacInnis & Deborah J,2010). In the following paragraphs, the barriers about perceived risk and the ways to overcome the perceived risk would be discussed and suggested respectively by using the case study the sofa from different firms.

Most of the Green sofa retailers are the small firms but they have a strict environmental standard to ensure that all raw materials are from FSC Certified wood, certified organic natural latex rubber and cotton and without volatile organic compounds (VOC) stains (Forest Stewardship Council 1993) .Using a qualitative method to offer the eco-friendly sofa, the first thought coming up from the customers’ mind must be the “expensive” word. In fact, that is the financial risk. Financial risk is a degree to buying, using or disposing of an offering is perceived to have the potential financial harm (Hoyer, Wayne D, MacInnis & Deborah J, 2010). That risk is higher on the ground that the clients are doubt whether the quality worth paying for that high price or not. In the case of EKLA HOME (2007), the price of green sofa Kristina Sectional is over $6500 US dollars , which is far more expensive comparing with the IKEA (1999-2013) sofa KARLSTAD Loveseat and chaise lounge pricing $1479 US dollars. The financial risk is detrimental to th...

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...tactics be planned to influence the decision making process and behavior.

Reference list
1) Forest Stewardship Council, Chain of Custody Certification: Helping consumers make responsible choices,

2) EKLA HOME, 2007, from

3) IKEA, 1999-2013, from

4) Solomon, Michael R. ; Marshall, Greg W. & Stuart, Elnora W.(2012), Marketing: real people real choices, Boston : Prentice Hall

5) Hoyer, Wayne D. ; MacInnis & Deborah J., (2010), consumer behavior (5th ed) .Kentucky: South-Western/Cengage Learning

6) Apple, Apple Recycling Program, 2013,

7) Chen.Y.S.& Chang.C.H,(2012), Enhance green purchase intentions.The roles of green perceived value, green perceived risk, and green trust.50(3), p502-520.
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