Description
This new volume, Green Consumerism: The Behavior of New Age Consumer, provides a holistic understanding the importance of promoting green products and discusses consumers’ buying intentions and decisions. The chapters consider consumer behavior theory in the context of green or ecologically friendly products from both the academic and business perspectives. The chapters present the latest empirical and analytical research in the field of green marketing and provide an abundance of information about profitable and sustainable ways and strategies to deal with environmental problems.
The volume considers how consumers are taking responsibility and becoming more aware, driving change in the marketplace. In response, companies are integrating appropriate green strategies into their operational activities, product development processes, and marketing activities to achieve a competitive advantage in saturated markets. This helps companies gain market share and minimize their production costs. Topics discussed in the volume include green pricing, green consumer behavior, various dimensions of consumer purchase intention, sustainable marketing, innovation techniques used to go green, eco-awareness, and other ongoing developments in this rapidly expanding area.
Key features:
• Discusses research on the latest trends in the field of green marketing, green practices, green products, eco-literacy, environment awareness, protection, management etc.
• Provides insight about current consumer behavior, consumers’ eco-literacy levels, and their desires to go green
• Covers a multitude of topics, including green pricing, green consumer behavior, sustainable marketing, innovation techniques used to go green, eco-awareness, and more
Table of Contents
Green Marketing: The Next Marketing Revolution
Anitha Acharya and Manish Gupta
Green Pricing the Journey Up Until Now and the Road Ahead
Anjali Karol and C. Mashood
A Green Consumerism Study of Academic Publications in Scientific Journals Indexed in the Web of Science and Scopus
J. Álvarez-García, C. P. Maldonado-Erazo, and M. C. Del Río-Rama
Green Consumer Behavior
Kulvinder Kaur Batth
Green Practices for Green(er) Living: The Road Ahead
George Varghese and Lakshmi Viswanathan
Determinants of Consumer Purchase Intention for Solar Products
Om Jee Gupta and Anurag Singh
Environmentally Conscious Consumer Behavior and Green Marketing: An Analytical Study of the Indian Market
Pradeep Kautish
Empirically Examining Green Brand Associations to Gain Green Competitive Advantage through Green Purchasing Intentions
Nitika Sharma and Madan Lal
Sustainable Green Marketing: A Trend of Consumerism
Harsh Tullani and Richa Dahiya
Analyzing Long-Term Benefits in the Face of Higher Upfront Cost for Green Affordable Housing: A Study of Ghaziabad, UP (India)
Siddharth Jain, Prateek Gupta, and Deepa
Innovation in Green Practices: A Tool for Environment Sustainability and Competitive Advantage
Nomita Sharma
Communicating Sustainability and Green Marketing: An Emotional Appeal
Moturu Venkata Rajasekhar, Krishnaveer Abhishek Challa, Dharmavaram Vijaylakshmi, and Nittala Rajyalakshmi
Eco-Awareness: Imbibing Environmental Values in Consumers
Anjali Karol and C. Mashood
Environmental Marketing and Education
Kunal and S. N. Sahdeo
Going Green: Toward Organic Farming and Plastic-Free Eco-Friendly Lifestyle
Sumit Roy
Effective Utilization of Renewable Biomaterials for the Production of Bio-Ethanol as Green Biofuel: A Concept on the Development of Sustainable Green Technology
Pinaki Dey, Sandeep Kaur Saggi, and Geetika Gupta
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