Green considerations in a purchase process - An exploratory study considering environmentally concerned individuals

Sammanfattning: Consumers decision-making regarding a product involves several cognitive steps in choosing a product over another, but this is not always a straightforward process, as consumers do not evaluate the alternatives in detail when purchasing low involvement products. This study aims to explore the purchase process of environmentally concerned individuals when purchasing green products, building on the question: What do environmentally concerned people consider in a purchase process? Since the environment is a hot topic today, the consumers should search for environmentally sustainable alternatives, however, that is not always the case.  The research approach for this qualitative study involved both deductive elements and some elements of inductiveness, when the semi-structured interviews were implemented. The sample for this study was consisted by environmentally concerned consumers, where one semi-structured interview took maximum an hour and they were selected by using the convenience approach. Before the interviews were made, the researchers asked the participants if they considered themselves as environmentally concerned, in order to ensure that the participants fit for the study. The key findings showed that social media and websites have a big role in marketing the green products, since it is through these platforms the environmentally concerned consumers get interested in the green products. Moreover, the price is also a determinant factor when making decisions regarding green products. The findings showed that if the green products have the same price as other products with the same quality, the green products would dominate the market of environmentally concerned people.