Understanding Green Consumer Behaviour

Taylor & Francis

Through the study of green, environmentally friendly consumers, this book incorporates original, groundbreaking anthropological and cognitive research to examine basic aspects of the workings of the human mind. > \nDespite a century of intensive research into the human mind, our understanding of how people in everyday life actually make choices and solve problems is surprisingly limited. Through the study of green, environmentally friendly consumers, this book examines basic aspects of the working of the human mind, and recommends a fundamental re-orientation regarding the ideas and methods which are applied in contemporary cognitive research. It addresses such questions as:\n--How do consumers develop 'meaning' regarding green products?\n--How are such processes subconsciously structured by certain activities of the mind?\n--How intelligent and successful are consumers in assessing the environmentally friendly attributes of products in daily life?\nAdopting an interdisciplinary ah