Executive summary of “Thinking green, buying green?

Drivers of pro-environmental
purchasing behavior” (2015), "Executive summary of “Thinking green, buying green? Drivers
of pro-environmental purchasing behavior”", Journal of Consumer Marketing, Vol. 32 No. 3.
https://doi.org/10.1108/JCM-05-2015-030
Persuading consumers to make green purchase decisions helps secure objectives relating to
environmental welfare. The benefits for business are equally evident. Companies with a pro-
ecological orientation often gain in terms of profitability, market share and return on assets.
Many also report increased employee commitment and higher levels of customer satisfaction and
loyalty.
Consumption of everyday products is seen as an important indicator of people’s willingness to
engage in environmentally friendly behaviors. Household consumption impacts on the
environment, particular through groceries, along with other categories that include
transportation, home improvement and telecommunications.
In the present work, Moser aims to identify factors that mostly influence green purchasing
behavior and to determine their relative importance. She utilizes the theory of planned behavior
(TPB) as the theoretical framework for the study. The premise of the model’s assumptions
applied to this context is that green buying behavior generates positive outcomes in the shape of
personal, altruistic and/or environmental benefits. Particular attention is paid to the attitude,
norms and perceived behavioral control (PBC) dimensions of TPB.
A common approach to the topic of green consumption is to explore the relationship between
attitudes and actual behavior. Findings have proved somewhat inconclusive so far and appear to
vary between different study contexts. A low correlation between attitude and behavior is evident
in situations where the personal effort needed to embrace green behavior is considerable.
Changing to public transportation from using a private car is cited as an example. Behavior is
also less likely to be determined by attitude when the sacrifice in, such as, cost, performance or
convenience is perceived to generate only minimal impact on the environment. Lifestyles or
habits are other factors that can impede the transition toward greener consumption behaviors.
Conversely, attitude is often more predictive of behavior, in contexts where effort, cost or
inconvenience is deemed low. Evidence suggests that food is one such category. Increased
consumption in this area is also attributed to factors like improved availability, higher quality
and the use of environmental labels. Various studies have found that attitude is a major
determinant of organic food consumption.
Numerous studies have confirmed the impact of social norms on consumption behavior. Such
norms often compel individuals to act in a certain way. They also serve as a framework to
evaluate the morality of specific actions, and what benefits might emerge as a consequence.
Different researchers point out that social norms often become ingrained and evolve into
personal norms. This reflection of someone’s own standards is regarded by Moser as more
appropriate than social norms when predicting green consumption behavior. The favorable
impact on behavior from personal norms is empirically proven and the effect becomes more
reinforced as such norms strengthen. There is also evidence of “spillover effects”, whereby green
consumption in one area can lead to similar behaviors in others. For instance, people who engage
in recycling might subsequently purchase organic food and use greener modes of transport.
Many individuals indicate a willingness to shift toward more sustainable consumption practices.
However, making this transition frequently involves overcoming certain obstacles.
Circumstances in which people are not in “volitional control” of their actions are captured by the
PBC dimension of TPB. Essentially, PBC reflects consumer belief in their capabilities to act in a
specific manner. Lack of opportunity, skills or resources, such as time or money, are regularly
identified as perceived barriers to engage in certain behaviors.
The author points out the importance of identifying factors that mostly impact on the perceptions
of behavioral control. In the current situation, it is assumed that green products are available and
that consumers have the requisite knowledge needed to make informed purchase decisions. The
emphasis is therefore on price, widely acknowledged as a barrier to green consumption.
Evidence shows this factor is especially influential when shoppers compare the cost of organic
foods with conventional alternatives. But certain observers have found that price is not
necessarily an issue for those consumers who exhibit greater concern for environmental welfare.
Such individuals are typically less price-sensitive when their purchases will benefit the
environment. Moser consequently believes that willingness to pay (WTP) is an important
antecedent of green buying and, thus, a key factor of PBC.
These issues are further investigated using data obtained from 12,113 German households
obtained from a national panel representative of the country’s population. The questionnaire was
completed by the person in the household who was most responsible for purchasing decisions
and females accounted for 80.4 per cent of participants. The survey focused on environmental
factors and green shopping activities. Subject responses to various statements were used to
measure attitude, moral obligation and ethical motivations, WTP a price premium and types of
green purchase behavior pertaining to daily consumer goods.
Analysis revealed that:
 attitude toward the environment is strong and positive;
 consumers are influenced by norms when purchasing daily consumer goods;
 WTP a higher price for environmentally friendly products is slightly positive;
 strongest predictor of green buying is WTP followed by personal norms; and
 the impact of attitude on behavior appears inconsequential.

The author notes the significance of the attitude-behavior gap and speculates that it may be partly
due to the strong impact of WTP and personal norms. She also suggests that additional PBC
factors could be responsible. In this regard, earlier research discovered that quality perceptions,
brand loyalty and ease of access to green products had some impact on the attitude-behavior
relationship.
One key conclusion from the work is that price is of no major concern to consumers who regard
green attributes as an advantage. Their greater WTP more for ecologically friendly products
highlights the need to identify the green features that such consumers regard as most important
Marketers hoping to positively influence green purchase behavior are urged to focus on
important areas such as WTP and personal norms. They must, however, devise different
approaches for consumers who by the nature of being less concerned about the environment will
be more sensitive to price. The author, therefore, recommends regular price discounts for
perishable goods that are purchased frequently and a more substantial monetary reduction for,
such as, personal care or household products. But, lowering prices is seen as only providing a
short-term fix. In the longer term, a focus on costing over the product’s life-cycle is viewed as a
more effective strategy. Moser additionally points out the possibility of higher prices having a
positive effect when status-seeking consumers purchase daily consumer goods.
An emphasis on personal norms should be a key component of promotional messages that
likewise reflect environmental concerns and awareness of issues. Credibility of the product’s
image is also seen as imperative. Product positioning will need to vary depending on the target
audience. Stressing the environmental benefits could be appropriate for affluent individuals who
typically score higher on WTP. Infrequent buyers of green products are likely to be more price
conscious. In view of this, it could prove more effective to highlight personal benefits relating to,
such as, health or nutrition.
Examining actual purchase behavior is an option for future study. Researchers might also seek to
identify other factors that shape the divide between attitude and behavior. Comparing social
norms within different cultural contexts is another option to pursue.

Green Essex
Executive Summary 2019
https://consultations.essex.gov.uk/rci/green-essex-strategy/supporting_documents/Plain%20Text
%20Exec%20Summary%20June%202019.pdf

Microplastics: Invisible bane to PH fishermen

Tuesday, May 24, 2022
Krixia Subingsubing for the Philippine Daily Inquirer last May 22, 2022
https://philippines.oxfam.org/latest/image-story/microplastics-invisible-bane-ph-
fishermen#:~:text=A%202021%20study%20by%20the,marine%20sites%20across%20the
%20archipelago.
For decades, the fisherfolk of Mambacayao Island — a small islet that is part of the Bantayan
Group of Islands in Northern Cebu — depended on the rich Tañon Strait for their livelihood.
John Ortega said that in the past, the small boats that he and other fishermen used would almost
capsize from the weight of the 20 kilos of fish that each of them caught daily. They would sell
their haul of groupers, mackerel, herring, and even manta rays and baby sharks in the local
markets and some they’d whip into sumptuous dishes at home.
Now, he said they would be lucky to get two kilos from a whole day out at sea. What are now
caught in their nets are mostly plastic and other garbage that are contaminating one of the largest
marine protected areas in the country.
“Before, we would only see that on TV images of turtles that have straws in their noses,” Ortega
said. “Now when we cut open some fish, we would find traces of plastic. [We’re] worried that
we’ve been eating contaminated fish.”
Science is backing his fears. A 2021 study by the Coastal Resources and Ecotourism Research,
Development and Extension Center (Crerdec) of the Ecosystems Research and Development
Bureau (ERDB) have found traces of microplastics, or plastic debris, in at least 10 marine sites
across the archipelago.
The study found that the highest concentration of plastic pollutants was in Tañon Strait, the 160-
kilometer emerald waters separating Negros and Cebu islands and one of the most productive
fishing grounds in the country.
Jon Alfonso Horvidalla, science research specialist and study leader, said the findings were
“alarming” as they affect both the marine life in the strait and the communities around it.
“We’re no longer certain that what (they) are eating has not yet been contaminated by plastic,”
said Jim Padin, Crerdec supervisor.

Damage at cellular level

Nearly all microplastics originate from plastic waste products that are dumped directly into the
ocean or in inland waterways that empty into the sea.
Due to weathering, wave action, exposure to sunlight and other elements in the open sea, plastic
degrades into microscopic sizes of between 20 to 5,000 microns (half a centimeter). One micron
is one-millionth of a meter.
Citing multiple international studies, Horvidalla said these microplastics were found to be
“retained inside body tissues of living things” and can cause damage to cell walls. It also
compromises coral health and can “amplify coral exposure to other stressors.”
At present, most studies on microplastics focus on its impact on marine life. However, there is
considerable literature showing that microplastics can cause inflammation, cell death and DNA
damage in laboratory animals and cell cultures.
Lifeline for many
The Tañon Strait protected seascape is home to several rare and endangered marine animals
moving between the Visayan Sea in the north and the Bohol Sea in the south. In 1998, it was
declared a protected seascape in honor of the 14 species of whales and dolphins living there.
It’s also a major fishing ground for Cebuano fisherfolk, who became increasingly dependent on
its bounty during the pandemic. The Philippine Statistics Authority reported last year that at least
530,000 Cebuanos sank below the poverty threshold following the drop in tourism revenue in the
previous two years.
They included some of the fishermen of Mambacayao and Barili, another coastal municipality
southwest of Tañon. Before the pandemic, they used to sell their catch to beach resorts, said
fisherfolk leader Ven Carbon.
“When they closed down (during the pandemic), not only were we catching fewer fish, but we
struggled to sell them because everyone was hard up, too,” Carbon said. Many small fishermen
left for the city to work as carpenters or drivers to put food on the table, he said.

Huge problem
As in most coastal areas in the country, plastic is a huge problem for the Tañon fisherfolk, said
Ortega, who leads the local Tañon Strait Fisherfolk Federation.
Plastic sachets, bottles and labo end up on the seafloor where marine animals mistake them for
food, or they are washed up on the shores, which locals call “gapnod.”
“We would sometimes wake up to see garbage lined up along the shore especially when there are
strong waves. It’s mostly single-use plastic, but there are also batteries (disposed by fishermen
during their night fishing),” said Vince Dacomos.
During one of their regular coastal cleanups, Dacomos, 26, and his friends were able to fill an
entire sack with discarded batteries in less than one hour.
In Barili, plastic ends up entangled in the roots of the mangrove forests on the shoreline.
“Because mangroves are also nurseries for fish like sardines and bolinao (whitebait fish), the
plastic ends up choking them,” Carbon said.
This is not an isolated case. Most of the country’s waters are heavily polluted with plastic and
other garbage, mostly because of weak enforcement of environmental and waste management
laws, said Oceana vice president Gloria Estenzo Ramos.

Dearth of research
Even so, there is still a dearth of research on the extent of plastic contamination.
To fill this gap, the ERDB-Crerdec launched its study of microplastics in 2019 in Tañon, Manila
Bay (near Maragondon, Cavite), Subic Bay, Lamon Bay, Boracay Island, Taklong Island
National Marine Reserve, Davao Gulf, Butuan Bay, Iligan Bay and Apo Reef Natural Park.
To measure this pollutant, the researchers collected water samples at depths of 5, 15 and 30
meters as well as along the shoreline.
The most concerning finding was that all 10 sites were already contaminated with microplastics.
Despite being a marine protected area, Tañon recorded the highest amount of plastic, at least 58
pieces of microplastics per liter.
Padin believes the water currents, running from north to south, turned it into “a deposition area”
for plastics and microplastics.

Fragile biodiversity
Though microscopic, microplastics can wreak immense havoc on the ocean’s fragile biodiversity
as they can be ingested by fish, damage coral reefs, enter the food chain and pervade water,
Padin explained.
No one knows where all this plastic waste found in Tañon exactly comes from. The research team
cites studies estimating that at least 80 percent of it comes from land-based sources, and only 20
percent from ocean-based sources like fisheries and vessels.
What’s clear is that “there is no significant difference [in terms of plastic pollution] between
protected areas, fishing grounds and industrial grounds,” according to Horvidalla. “Even if it’s
a protected area, it can still be contaminated [because] oceans have no known boundaries.”
Most of the plastic they found are microfragments from single-use plastic, like plastic utensils
and sachets, Horvidalla said.
This is a huge problem for a country like the Philippines where most poor people can only afford
to buy small quantities of certain necessities, which are typically retailed in packets or sachets.
Now the fisherfolk’s problems are layered because they catch more plastic than fish, and the fish
they catch have plastic in them.

Social justice issue

This is why environmentalists consider plastic pollution as a social justice issue: large
corporations that continue to inundate the Global South with consumer products in low-priced,
single-use plastic containers are shifting the burden of managing and disposing them on
communities and governments, which are ill-equipped to do that in the first place.
Countries like the Philippines become doubly vulnerable to marine pollution and the climate
crisis because more than 99 percent of all plastics are derived from fossil fuels that induce
planet-warming emissions.
In its 2021 annual pollution audit, the international group Break Free From Plastics tagged
corporate giants Coca-Cola Co., Universal Robina Corp. and Nestle as the country’s top three
polluters.
“There’s this notion of [wanting] to blame ordinary people [for our status as] the third worst
plastic polluter in the world,” said Antoinette Taus, Oxfam Pilipinas ambassador for resilience.
“We feel this is unfair [because] these are communities that are working every day to meet their
basic needs.”Oceana’s Ramos said consumers should not be blamed for this because they have
no alternatives. “The duty-bearer here is the government,” she said.

Holistic solution
Both Taus and Ramos are calling for “holistic, intersectional” solutions that take into account the
entire life cycle of plastic: from manufacturing, distribution and disposal.
The government has a gamut of environmental laws it only needs to implement to curb all kinds
of pollution.
Local governments must also strengthen environmental education of their constituents “because
plastic pollution … requires participatory governance and accountability between both
government and communities,” said ERDB Director Malou Ferrer.
This is also why Oceana and other environmental and youth groups last year asked the Supreme
Court to compel the multiagency National Solid Waste Management Commission (NSWMC) to
implement Republic Act No. 9003, or the Ecological Solid Waste Management Act of 2001.
The law mandates the NSWMC to prepare a list of nonenvironmentally acceptable products and
packaging within a year of the measure’s approval—something that the commission has not done
in more than 20 years since the law was passed.
Ramos urged communities to push harder for the government to move. “[Where] the people lead,
then the government follows,” she said.
That is why communities like Mambacayao and Barili have been taking initiatives to protect and
preserve Tañon Strait: encouraging their youth to participate in coastal and free-diving cleanups,
incentivizing residents to exchange garbage for money and mangrove planting to preserve their
shoreline.
“Tañon only has us to protect it,” Ortega said. “If it suffers, we suffer.”

(CHECK DOWNLOADS FOR DOWNLOADED PDFs)

https://www.frontiersin.org/articles/10.3389/fenvs.2021.719274/full
Philippine study finds microplastics inside a commonly consumed fish
by Mongabay.com on 23 January 2020
https://news.mongabay.com/2020/01/philippine-study-finds-microplastics-inside-a-commonly-
consumed-fish/
Bucol, L. A., Romano, E. F., Cabcaban, S. M., Siplon, L. M. D., Madrid, G. C., Bucol, A. A., &
Polidoro, B. (2020). Microplastics in marine sediments and rabbitfish (Siganus fuscescens) from
selected coastal areas of Negros Oriental, Philippines. Marine Pollution Bulletin, 150, 110685.
doi:10.1016/j.marpolbul.2019.110685
 A study of rabbitfish (Siganus fuscescens) in four coastal areas in the Philippines shows
high levels of microplastics in the fish’s digestive system.
 The species is a key commodity in the Philippines, prepared both in its dried variety and
its guts used as fermented sauce, increasing the likelihood that locals may be consuming
the microplastics.
 An earlier study identified the Philippines as being one of the world’s biggest plastic
polluters, with microplastics infiltrating seaweed and algae, which constitute food
sources for rabbitfish and other fish species.
 The majority of fish observed to have microplastics in their guts came from Bais Bay, a
major fishing ground that is part of one of the country’s largest marine protected areas.
DUMAGUETE, Philippines — Microplastics for breakfast? It might be likely as a newly
published study shows concentrates of small plastic particles, or microplastics, inside the
digestive systems of rabbitfish (Siganid fuscescens), a popular catch in the Philippines.
The study, published in Marine Pollution Bulletin this month, analyzed 120 rabbitfish bought
from local fishermen in the cities of Dumaguete and Bais and in the towns of Manjuyod and
Ayungon, all part of the Tañon Strait protected seascape, a major fishing area in the province of
Negros Oriental.
Through a series of laboratory tests, researchers found that nearly half of the fish samples had
microplastics present in their digestive systems. “Compared to other neighboring countries like
Indonesia where they reported 100% of sampled rabbitfish had microplastics, we only observed
46.7%,” lead author Lilibeth Bucol tells Mongabay.
“In terms of per fish basis, our data showed an average of 0.6 microplastic particle per fish,”
Bucol says. “We often heard shocking news about whales or turtles with huge number of plastics
in their guts and this is probably an equivalent to the fish.”
(CHECK SCREENSHOTS FOR PICTURES)
The majority of these plastics were polypropylene, Bucol says. Polyproplene, or PP, is a heat-
resistant plastic commonly used in food and beverage packaging. Over time, it breaks down into
small plastic particles, typically less than 5 millimeters in size, that settle on sea algae and can be
consumed by small fish like the rabbitfish. This makes rabbitfish a good marker to determine the
levels of microplastics in a given location.
Rabbitfish is one of the most-consumed fish in the Philippines, with at least 194 tonnes recorded
in the market in 2017, according to data from the Bureau of Fisheries and Aquatic Resources
(BFAR). It’s part of breakfast fare in touristy areas and sold deboned and packed in
supermarkets.
Its guts, where most of the microplastics are contained, are used to make dayok, a fermented fish
sauce.
The impact of ingesting microplastics has yet to be determined, but it’s been an emerging focus
of ongoing studies. Its toxicity depends on how much is consumed, though some particles are
small enough to penetrate human tissue.
Check screenshots.
The Philippines is one of the most prolific consumers of single-use plastics, using roughly 48
million shopping bags and 164 million sachets on a daily basis. With a still-developing waste
management system, this plastic waste ends up in the oceans, making the country the third-
largest contributor of marine plastic pollution, according to a 2015 study. China and Indonesia
were the top two in the study, which calculated land-based plastics entering the oceans based on
worldwide data.
The new study is the first to look at microplastics consumption among fish species consumed by
humans. While the researchers could not pinpoint the source of the plastic inside the rabbitfish
guts, they were able to establish that these microplastics have reached even the most rural and
least populated towns in Negros Oriental.
“The most surprising result of our study is that we found fish samples with high number of
microplastic particles, even in a rural coastal town like Manjuyod,” Bucol says. “One fish from
this locality had 44 fragments of microplastic, which we identified as polypropylene. Can you
imagine having a fish with small gut and having 44 plastic fragments inside the gut?”
But while the study focused only on four areas in one province, Bucol says it has major
implications, especially to major Philippine fishing grounds in the country like the Tañon Strait,
given that the highest rate of the sampled rabbitfish with microplastics came from Bais Bay —
part of a protected seascape. “Tañon Strait is a major fishing ground in Central Visayas, and
seafood resources from this body of water, like in many parts of the world, may be at risk to
microplastic pollution,” Bucol says.
“There’s a need to better understand both the sources and the types of microplastics entering
marine environments and seafood can help inform improved management of local and regional
solid waste,” the study states, adding there’s a need for further local studies “to understand the
impacts of microplastics in marine organisms and its potential hazard to human health.”
 Oceana Philippines

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