| 00:00 - 00:03 | Sir, our people are still not buying GREEN PRODUCTS... |
| 00:04 - 00:05 | we are cutting too many trees |
| 00:05 - 00:07 | forests are shrinking rapidly! |
| 00:08 - 00:12 | Our Cognitive-Affective-Behavorial (ABC) Attitude Change model is not working... |
| 00:12 - 00:15 | We need new research to manage Consumer Behavior & save our forests. |
| 00:17 - 00:19 | But I read this model in IIM K |
| 00:19 - 00:21 | in Consumer Behavior,Term V, Deepak sir taught us. |
| 00:24 - 00:26 | My lord ... |
| 00:27 - 00:28 | Sir... |
| 00:31 - 00:33 | Sir, but there is a catch.. Attitude-Behavior Link |
| 00:34 - 00:36 | & there are mediating factors & barriers |
| 00:53 - 00:58 | Managers from...all non-IIMs...networkers...gas masters... get out. |
| 01:13 - 01:15 | Damn it... how could I forget?? |
| 01:15 - 01:17 | "Attitude needs favorable conditions to manifest" |
| 01:18 - 01:23 | We did a project on Attitude Change ...Read paper on 'Green Purchasing' by Joshi & Rehman. |
| 01:25 - 01:28 | It talked about motives, facilitators and barriers... |
| 01:29 - 01:31 | affecting purchase decision-making |
| 01:31 - 01:34 | ... towards green products & other things. |
| 01:34 - 01:37 | Product attributes along with attitude towards environment |
| 01:37 - 01:40 | ...determines purchase behavior. Why didn't we use this ?!? |
| 01:40 - 01:42 | But we created Pro-environment atitude in all |
| 01:42 - 01:46 | that's not enough! We need product attributes to favor this attitude! |
| 01:46 - 01:48 | ..we also did green manufacturing & marketing |
| 01:48 - 01:52 | You STILL don't fully understand Consumer Behavior !! |
| 01:53 - 01:54 | We need to make Green Products |
| 01:56 - 01:57 | .. 'truly accessible'.Make prices.. |
| 01:57 - 02:00 | ..of Green goods more affordable. Ensure logistical.. |
| 02:00 - 02:03 | ..availability. Provide more options among green products. |
| 02:04 - 02:08 | Don't dilute functional attributes in name of 'green' products.Offer.. |
| 02:08 - 02:13 | ..better AND greener products on nearby shopping shelves. Fix 'green standards' & eco-labels .. |
| 02:14 - 02:16 | ..that public can trust. Build awareness. Run campaign |
| 02:17 - 02:21 | For the Pro-Green Attitude to manifest as behavior- build an entire Green Ecosystem!! |
| 02:27 - 02:29 | That's how you manage Consumer Behavior. |
| 02:30 - 02:34 | ... |
| 02:34 - 02:36 | ... |
| 02:41 - 02:42 | ... |
| 02:43 - 02:47 | ... |
| 02:48 - 02:53 | ... |
| 02:54 - 02:56 | ... |
| 02:56 - 02:59 | ... |
| 03:00 - 03:02 | ... |
| 03:04 - 03:07 | ... |
| 03:14 - 03:16 | ... |
| 03:19 - 03:23 | ... |
| 03:25 - 03:26 | ... |
| 03:31 - 03:33 | ... |
| 03:40 - 03:46 | ... |
| 03:46 - 03:49 | ... |
| 03:53 - 03:56 | ... |
