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Cognitive Anthropology and the Problem-solving Behaviour of Green Consumers

By Sigmund Wagner-Tsukamoto and Mark Tadajewski

Abstract

Metadata only entryThis paper examines the contextual aspects of problem-solving behaviour of ‘green’, environmentally oriented consumers. It is argued that by profiling the consumer in cognitive terms, a more robust understanding of green consumer behaviour can be provided.\ud \ud To illustrate this, we draw upon the cognitive anthropological concepts of practical thinking and bricolage. These are used to integrate ‘context’ into a model of cognition via qualitative, interview-based research which examined how consumers assess the environmental friendliness of supermarket products.\ud \ud In order to increase external validity two respondent groups were compared, British and German consumers. Different levels of successful and unsuccessful practical thinking and bricolage were identified

Publisher: John Wiley & Sons
Year: 2006
DOI identifier: 10.1002/cb.175
OAI identifier: oai:lra.le.ac.uk:2381/3189
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