Role of ‘feelings’ in the consumer purchase decision

Normally consumers view products carrying ethical labels like organic or energy star, positively. However, the revenue received from these products remains relatively low, even though their offerings are way more beneficial for society. Factors affecting consumers’ purchasing intentions are investigated by a team of scientists. “Warm glow” was studied which reflects the personal benefit felt by the consumers when they do something good.

The “warm glow” has a relatively significant influence on the purchasing intention of people; the incentive of receiving a good feeling definitely pulls consumers to purchase products making ethical claims. However, the intention is commonly not put into practice. As stated by a student in a research training group of “Global Food”, Sarah Iweala: “warm glow” is only relevant for fair-trade chocolate. The researchers assume that this is partly due to the strong association with the common good of the fair-trade label, which supports farmers in developing countries. “Other studies have shown that consumers also associate positive health aspects with organic food. Of course, this dilutes the label’s association with the common good.”

Even though the consumers mentioned that reducing their CO made them feel good, this didn’t lead to them choosing the CO. This can be clarified by the low profile of this specific ethical logo. The consumers didn’t seem to notice the logo or majority of them were not aware of what the logo stands for. As the Professor Achim Spiller said: “If consumers don’t know what a label stands for, they can’t feel good about it when they shop and so it can’t become a deciding factor in their shopping choices.”

Further highlighted by the scientists: “Our results show that in the marketing of ethical products, the social benefit should be communicated through a direct approach. It is also important for marketing that labels can only have an effect on the market if they are known. Today’s flood of frequently unknown labels is counterproductive”.

Shreyas Tanna

About Shreyas Tanna

The winner of Mr. Pune 2009 Pageant, Mr. Shreyas Tanna is currently the young, dashing, and dynamic CEO of a market research company called Research N Reports in Pune. Fondly known as RNR, the company specializes in market research as well as industry analysis, and is closely associated with its parent company Absolute Markets Insights (AMI). Mr. Shreyas Tanna began his corporate journey as the Head of Corporate sales & PR at RED Entertainment while pursuing his degree for MMS (Marketing) from the MGM College of Management, Mumbai. After accomplishing the tedious task of balancing his work and education, he further polished his skills in Corporate Sales, Public Relations, Channel Development, Global Client Engagement, Strategic Consulting, and Brand Development by working with HDFC Life and ResearchMoz Global Pvt. Ltd. His dedication towards his work has even won him accolades such as the National Level Performer 2013 – HDFC Life and Mr. ResearchMoz 2015. A disciplined individual with a loving heart, he is often seen taking crisp walks with an engrossed look and a gentle smile within the premises of his company to interact with the various departments. And he will be usually followed by an adorable trail of his beloved trio of Shih Tzu babies proudly known as Gucci, Drake, and Paris. The most enticing thing that you will notice about this content and proud pet parent is his infectious positivity and the firm belief in his eyes, a reflection of his favorite quote, “LIFE IS BEAUTIFUL!”

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