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Full Description
Consumers prefer businesses that support sustainability. This volume delves into the nuts-and-bolts of sustainable marketing and the promotion of environmentally and socially responsible products, practices, and brand values, taking a deep dive into how to integrate sustainability into a marketing strategy and how to develop, broaden, and maintain a sustainable marketing strategy that appeals to the values of the general public.
The book contains three parts with the first section detailing sustainable consumer culture, examining consumer personality traits and purchasing behavior and how to influence those purchasing decisions and gain brand loyalty. The volume also reviews sustainable business strategy practices through various studies from the banking, fashion, hospitality and tourism, and other industries. The use of artificial intelligence and machine learning in sustainable marketing is also touched upon. The final part focuses on green marketing and details the new consumption patterns prevalent in the market today.
Contents
FOREWORD by Philip Kotler PART I: SUSTAINABLE CONSUMER CULTURE 1. Influencing Consumer Decisions through Nudge Marketing: Evidence from the Indian Fashion Industry 2. Commodity-to-Brand Transformation: A Review and Research Agenda 3. Influence of Personality Traits on the Purchase Behavior of Consumers in Kolkata PART II: SUSTAINABLE BUSINESS STRATEGY PRACTICES 4. A Conceptual Framework to Decode the Engagement and Satisfaction of Banking Consumers in Digital Space: A Review-Based Study 5. An Empirical Study to Understand the Parameters Affecting Customers' Satisfaction towards Fashion Brands Following Sustainable Practices 6. Using Sentiment Analysis to Identify Consumers' Emotions in the Hotel Industry 7. An Introspection on Fame India Scheme in the Light of Non-Incentivized Electric Private Four-Wheelers: Potentials and Possibilities 8. Application and Sustainability of AI and Machine Learning in the Various Stages of the Value Chain in Online Fashion Retail: A Conceptual Review PART III: SUSTAINABLE OPPORTUNITIES 9. An Empirical Study in Analyzing Customer Preferences and Adoption of Electric Vehicles 10. A Study on the Growth Prospects of Q Commerce and Its Role Play in eCommerce Business in Present-Day India 11. Key Factors Influencing Customer Preference Regarding Ecotourism from a Data Analytics Perspective 12. What Factors Do Zoomers Consider While Buying Private Label Products: A Conceptual Model PART IV: GREEN MARKETING AND THE NEW CONSUMPTION PATTERN 13. Exploring Buying Intention and Brand Loyalty of Millennials and Gen Z towards Sustainable Beauty and Personal Care Products Using a Green Mix Approach 14. Ecotourism: A Study of the Relationship between Demographic Factors and Satisfaction among Customers towards Ecotourism Using the Chi-Square Application 15. Why Do Consumers Behave . . . the Way They Do! (A Bird's-Eye View on the Heuristics and Biases in Consumerism) 16. Impact of Consumers' Knowledge and Use of Food Labels on Willingness to Pay Using SmartPLS 17. Occupancy Monitoring to Prevent Spread of COVID-19 in Public Places Using AI
