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.
Date of Issue2013
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University