Business Research and Communication Complex Products

Question: Discuss about The Business Research and Communication for Complex Products. Answer: do Pao, A., Alves, H., Shiel, C. and Filho, W.L., 2014. An analysis of the measurement of the construct buying behaviour in green marketing.Journal of Integrative Environmental Sciences,11(1), pp.55-69. This articles states that the method behind the decision of customers while buying green product is complex. The factors that influence consumers while purchasing a product are still not fully understood. Therefore, this study was done on 1175 university students from four countries using a survey approach in order to rest a green behavioural model (Pao et al. 2014). From the results, table was formed where it is seen that within green purchasing behaviour, students have replied variously. Some of them stated that they buy products that are labelled as environmentally safe or products that contains no or less amount of chemical ingredient. However, it is also seen that a lot of students stated that they buy products only if it is against animal testing. In the same table, another study that was done by Schlegelmilch again shows that consumers have developed behaviour where they go for those products that are not tested on animals (Pao et al. 2014). However, products that can be recyc led, energy efficient, does not contain excessive packaging and are packaged in reusable containers influence customers more than any other factor. However, at least a few amounts of consumers are concerned about animal welfare and their buying behaviour depends on whether the product has the labelling against animal testing or not. Grunert, K.G., Hieke, S. and Wills, J., 2014. Sustainability labels on food products: Consumer motivation, understanding and use.Food Policy,44, pp.177-189. This article investigates a connection between motivations and understanding of the consumers and use of sustainability labels of food products. Demand of sustainability levels including environmental and ethical labels is increasing on food products that mostly focus on fair trade, carbon footprint, rainforest alliance and animal welfare. This study also describes that the addition of details about the standards of animal welfare that means no animal was harmed and used for testing during manufacture of a product can lead to positive consumer reactions (Grunert et al. 2014). For this research, questionnaire was developed to examine product-specific inspiration to route sustainability information and for measuring use of the label information. Those products were chocolate, breakfast cereal, soft drinks, ice creams, coffee and ready meals. This research was conducted in several countries such as UK, Spain, Sweden, France, Poland and Germany. From the research result it is clear that labelling against animal resting influences consumer buying behaviour; however, that depends on the product they are buying. For example, in case of ice creams, nearly 20% respondents stated that animal welfare labelling affects their buying behaviour (Grunert et al. 2014). Same respond was collected in case of ready meals products. However, for products such as coffee or chocolates, consumers look for other labelling information such as working condition, deforestation, use of plastic, amount of packaging, environmental damage and starvation and malnutrition. Hahnel, U.J., Arnold, O., Waschto, M., Korcaj, L., Hillmann, K., Roser, D. and Spada, H., 2015. The power of putting a label on it: green labels weigh heavier than contradicting product information for consumers purchase decisions and post-purchase behavior.Frontiers in psychology,6. According to this article, product labelling not only ensures its environment friendly nature, but also is an effective strategy that can influence customers to buy it. However, according to Hahnel et al. (2015), product labels sometimes promise more than it can offer. Therefore, this research mainly examined the expectation of consumers with high environment friendly motivation have powerful preferences for green label products or not. However, in addition to the environmental information, three other categories were also included in this study which is dermatological excellence, animal protection and worker security (Hahnel et al. 2015). In the end of the research, it was found that the link that was established between green-labelled product and consumer environment friendly was powerful. Study 3 clearly exhibits that consumers are more attracted towards green products and the products that are properly labelled (Hahnel et al. 2015). It was also found that, in the purchasing task, participants who have an ecological motivation spent more amount of money on green products such as products that had labels describing it does not include animal testing procedures. This clearly indicates that labelling against animal testing actually influence consumer buying decisions. Consumers will mostly buy those products that are not tested on animals in order to find out whether it has a side effect or not. Heraldsun.com.au, (2016).Ban for cosmetics tested on animals. [online] Heraldsun.com.au. Available at: https://www.heraldsun.com.au/news/cosmetics-tested-on-animals-to-be-banned-in-australia/news-story/a6362ab50a6146af5c83e60c8e40d93e [Accessed 18 Sep. 2016]. This news was published on 2nd June 2016 stating that a number of products were banned as they were tested on animals (Heraldsun.com.au 2016). It also says that some other products that have been tested on animals or have ingredients that are tested on animals will be banned next year. However, this law will be applicable only on new products and will allow responsible animal testing for medicinal tests and for drug improvement. Assistant health minister of Australia strongly announced that there is no need to test cosmetics on animals. A number of countries including European Union have already banned this procedure as it is highly unethical and unnecessary. He also added that testing the ingredients of cosmetics on living creature is a sign of cruelty and that is why Australia will shake hands with other communities and will ban this process completely (Heraldsun.com.au 2016). He also believes that this decision will bring a positive atmosphere for consumers also. It clearly says t hat Australian consumers are also against this procedure of testing ingredients on animals. From this news it can be understood that with the health minister of Australia the consumers of the country also supports this decision as not much of protest was seen which clearly indicates that consumers do want to buy products that are against the testing on animals. www.accc.gov.au/, (2014).Advertising and selling guide - Animal welfare claims. [online] Australian Competition and Consumer Commission. Available at: https://www.accc.gov.au/publications/advertising-selling/advertising-and-selling-guide/marketing-claims-that-require-extra-care-premium-and-credence-claims/animal-welfare-claims [Accessed 18 Sep. 2016]. While speaking on the topic of products that are not tested on animals and labelling related to it, Australian Government expressed its concerns. According to the Government of Australia, some business organizations deliberately claim that their products are not tested on animals however, those claims are not clear and accurate (accc.gov.au 2014). The Government also said that, if labelling shows against animal testing that does not mean that the product is not tested on animals. It can only represent a viewpoint only and therefore, it is misleading. Some products also include labelling that says not tested on animal unless required by law. This happens for some products which cannot be sold without executing a test on animals (accc.gov.au 2014). However, this type of labelling is utterly misleading and deceptive. Therefore, the Government wants that the organizations should make their claims clear and transparent which will make sure that consumers can understand whether it is reall y tested or not. Australian Governments selling guide strictly promotes animal welfare claims. The Government has also banned product that conduct animal testing which is described in the previous study (accc.gov.au 2014). It was done to support the customers of the organization who mostly believe in ethical buying and do not want to be a pt of the products that violates animal welfare rules and regulations. Reference do Pao, A., Alves, H., Shiel, C. and Filho, W.L., 2014. An analysis of the measurement of the construct buying behaviour in green marketing.Journal of Integrative Environmental Sciences,11(1), pp.55-69. Grunert, K.G., Hieke, S. and Wills, J., 2014. Sustainability labels on food products: Consumer motivation, understanding and use.Food Policy,44, pp.177-189. Hahnel, U.J., Arnold, O., Waschto, M., Korcaj, L., Hillmann, K., Roser, D. and Spada, H., 2015. The power of putting a label on it: green labels weigh heavier than contradicting product information for consumers purchase decisions and post-purchase behavior.Frontiers in psychology,6. Heraldsun.com.au, (2016).Ban for cosmetics tested on animals. [online] Heraldsun.com.au. Available at: https://www.heraldsun.com.au/news/cosmetics-tested-on-animals-to-be-banned-in-australia/news-story/a6362ab50a6146af5c83e60c8e40d93e [Accessed 18 Sep. 2016]. www.accc.gov.au/, (2014).Advertising and selling guide - Animal welfare claims. [online] Australian Competition and Consumer Commission. Available at: https://www.accc.gov.au/publications/advertising-selling/advertising-and-selling-guide/marketing-claims-that-require-extra-care-premium-and-credence-claims/animal-welfare-claims [Accessed 18 Sep. 2016].