購買行動モデル
- Awareness（気づいていること、自覚、認識）
- Interest（興味、関心）
- Understanding（理解, 了解, 会得, のみ込み, 熟知, 精通）
- Attitudes（態度, 感じ方）
- Purchase（購入、購買）
- Repeat purchase（またまた購入、購買）
In the marketing of products, a tool sometimes used in understanding how consumers
decide to purchase and repeat the purchase is explained by the purchasing decision model of
“AIUAPR”, (awareness, interest, understanding, attitudes, purchase, repeat purchase)
(Perner, 2003). In terms of recycling action, this model may help to structure awareness
campaigns and understand the several stages that changing behaviour involves.
A campaign might therefore raise awareness of the recycling facility, for example, through
an advertisement, leaflet or via a neighbour (ie word of mouth). The second stage would
involve stimulating an interest in recycling, while the third stage would provide
information about how and why to recycle. An individual steered through this process
should undergo an attitudinal change that would make them more positive to the action of
recycling. The final stages involve the “purchase” or action of recycling followed by a
“repeat purchase”, continued recycling action, which becomes “normalised” and a part of
the daily routine.
The AIUAPR purchasing model states that awareness followed by interest and
understanding will drive the change in attitudes that will drive the action. The AEA
Technology report avers that “unless you change people’s attitudes, it is unlikely that you
will change their behaviour”.1 The first stages of the model are likely to be influenced by
people’s culture, attitudes and expectations and the latter stages by their knowledge,
memory and obstacles experienced (for example a missed kerbside collection of recyclables).
3年前
