Consumer Behavior

The objective of this chapter is to develop a model of the behavior of the ecological consumer in order to know the motivations that influence the decision to purchase organic products in citizens from 25 to 45 years of Mexico. The methodology used in the research is qualitative. It was carried out through the non-experimental design, and with respect to the data collection tool, in-depth interviews were carried out. The results obtained with respect to the factors that influence the purchase decision of the products are accepted the general hypothesis. One of the limitations that the study faced was a limited literature regarding studies related to it in the case of Mexico.

Effect of Consumer Green Behavior Perspective on Green Unwavering Across Various Retail Configurations

Client unwavering empowers organizations to outflank contenders and better fulfill clients' needs and wants. Individuals today are progressively inspired by purchasing green or economical items, seeking after dependable utilization, getting engaged with natural insurance exercises, and safeguarding assets. In view of this commence, this chapter researches conduct forerunners adding to the improvement of green unwaveringness in the Indian retail showcase, through a similar investigation of these measurements in four retail designs: nourishment, do-it-yourself without anyone's help (DIY), electronic and family unit apparatuses, and form and footwear. The outcomes demonstrate that in this developing business sector social precursors contrast over the examined retail arranges in building green faithfulness, which speaks to a test for retailers in their endeavor to draw, fulfill, and tie shoppers to their retail configurations and stores.

Green Consumer Behavior and Its Implications on Brand Marketing Strategy

The current pollution and possible depletion of earth's natural resources combined with the growing concern in choosing healthier and environmentally friendly foods and gives origin to a new way of consumption: green consumption. Therefore, organizations have identified this business opportunity leading to the emergence of several brands related to the commerce of these kinds of products. Through a qualitative methodology of five semi-structured interviews, an attempt was made to understand how the strategy of product, price, communication, and distribution of these brands seek to influence consumer behavior and educate consumers to act in a sustainable way. The results show that clients are largely young-adult, female, with small children and above-average education and income. In terms of strategy, the brands currently bet on the sale in bulk as a way to avoid waste of product and packaging. The main concepts addressed in this chapter are consumer behavior, green consumer, and green marketing, and also by marketing compound strategy.

Greenwashing as Influencing Factor to Brand Switching Behavior Among Generation Y in the Social Media Age

Nowadays, social media (SM) platforms provide easy and affordable tools to market products' brands and services to a wider audience. It is rampant that many fast-moving consumable goods (FMCG) companies are using deceit-marketing tactics perceived as more environmentally friendly sensitive to their environment through the application of social media platforms. This deceptive approach is often used to enhance their market share base, profitability, brand equity, increase brand loyalty, increase their sales volume, and expand brand equity at the expense of Generation Y ignorance. This incessant practice of deceit tactic is called “greenwashing.” Greenwashing has become prevalent and increasing in geometrical progression in the FMCG industry targeting Generation Y using the power of social media platforms. The high rate of this concern has become increasingly popular and interesting due to large benefits associated with green marketing initiatives and the role SM is playing towards it.

Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations

Green marketing strategies have the immense power of motivating both consumers and producers to get involved in saving the planet and, at the same time, to benefit from the potential of eco-friendly products while satisfying their needs. On one hand, this chapter reviews the theory on green marketing strategies, and on the other hand, it focuses on the manner in which organizations can obtain financial and non-financial performance with the aid of green marketing strategies mix. This study reports that intellectual capital factor plays a key role in discovering the optimum green marketing strategies mix, also placing natural capital among the notable capital factors that empower organizations' activities and strengthen their visibility on the marketplace. The quantitative and qualitative indicators that have been analyzed highlight the main economic, social, and environmental effects of business practices in Romania. The findings provide some interesting clues regarding the impact of intellectual capital and green marketing strategies on organizational performance.

Role of Internal and External Values on Green Purchase

In recent years, consumers' interest has grown for environmental issues and responsible consumption. With the widespread familiarity with sustainable development goals, consumers are making environmentally friendly decisions in their daily consumption practices. The study focuses on the role of internal and external values in building favorable attitude towards green purchase. Two separate studies were conducted on Indian population. The first study examines the impact of internal values on green purchase intention whereas the second study examines the impact of external values on green purchase intention. Study 1 investigates the role of culture on forming attitude that leads towards green purchase intention with mediating variables: attitude, subjective norms, and perceived behavioral control. Study 2 investigates the impact of formal norms on green purchase intention through internal cognition variables which are knowledge, perceived expected outcomes, self-efficacy, and attitude. Findings indicate that internal and external values impact the green behavior.

Green but How Green?

Consumers have gradually started to show more and more interest in green products and switched their purchasing behavior to buy green products. Changes in consumers' demands have created a growing market for green products, as customers become more concerned on the environment, health, and wealth in order to protect the earth's resources and the environment. On the other hand, manufacturers have become more active and sensitive about the issue of contributing their brand image to satisfy the demand and be compatible with compelling legal regulations. Green products refer to the products that have less or no impact on the environment, help to preserve the natural environment, and can be recycled or conserved. In this chapter, the authors aim to draw a framework for green product evaluation programs and explain how they could be used in terms of marketing.

Antecedents of Green Consumerism

While green consumerism is considered as a solution to ecological problems, it is also seen as a good source of income and competitive advantage for commercial enterprises. It is extremely difficult for producers and marketers to design and position their green marketing efforts. Because green consumerism is not only a tendency towards products, but also a multi-faceted approach that varies from political struggle to ethical orientation. Therefore, green consumerism as a form of consumption is influenced by severe factors. Each green consumer exhibits different motivational drivers regarding to the attributes of a green product, service, or act. Therefore, it is vital to understand different preferences and different motivations among green customers. This chapter reviews the antecedents that affect the green purchasing behaviors of consumers. Factors affecting green consumerism are examined under three main headings: endogenous antecedents such as emotion, exogenous antecedents such as social norms, and structural antecedents such as price of the product.

Sustainable Value Chains

This chapter explores sustainable value chains with a focus on sustainable supply chain failures in developed and developing economies. Sustainable supply chains are effective environmentally friendly systems that contribute to the delivery of products and services from suppliers to customers/clients, and there are several challenges that contribute to sustainable supply chain failures such as complexity of supply chains, unfair trade practices, lack of transparency, unfair labor practices, product sustainability, and dependence on multiple suppliers. Supply chain failures have adverse effects such as to wastage of resources. Firms must adopt more sustainable approaches to the design and implementation of their supply chains in order to reduce cases of future supply chain failures.

Eco-Labels

Eco-label products are very appealing. To increase sales most of the companies adopt eco-label strategy. On the other hand, the eco-labels often assure more than the products can in reality deliver. In particular, eco-labels may lead consumers to mechanically infer that the products are friendly to the environmentally friendly. The rising significance of corporate social responsibility provides strong motivation for companies to market unsustainable conventional products as environmentally friendly. Eco-labels are designed to inform consumers that the labeled product is more environmentally friendly than the competitors. Eco-labels are increasingly facilitating manufacturers, wholesalers, retailers, and consumers in their purchasing decisions. The chapter explains in detail the objectives of eco-labels, benefits of eco-labels, consequences of eco-labels, and different types of eco-labels. It also mentions the adoption process of eco-labels by the consumers. The chapter ends with examples of best practices.