Green Consumerism: Perspectives, Sustainability, and Behavior

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 Cover......Page 1 Half Title......Page 2 Title Page......Page 4 Copyright Page......Page 5 ABOUT THE EDITORS......Page 6 Table of Contents......Page 8 Dedication......Page 10 List of Contributors......Page 12 List of Reviewers......Page 14 List of Abbreviations......Page 16 Acknowledgment......Page 20 Foreword......Page 22 Preface......Page 24 Introduction......Page 30 PART I: Green Marketing Practices: Different Perspectives......Page 32 Chapter 1: Green Marketing: The Next Marketing Revolution......Page 34 Chapter 2: Green Pricing: The Journey Until Now and the Road Ahead......Page 52 Chapter 3: Green Consumerism: Study of Academic Publications in Scientific Journals Indexed in the Web of Science and Scopus......Page 72 Chapter 4: Green Consumer Behavior......Page 98 Chapter 5: Green Practices for Green(er) Living: The Road Ahead......Page 114 Chapter 6: Determinants of Consumer Purchase Intention for Solar Products in Varanasi City......Page 130 Chapter 7: Environmentally Conscious Consumer Behavior and Green Marketing: An Analytical Study of the Indian Market......Page 150 Chapter 8: Empirically Examining Green Brand Associations to Gain Green Competitive Advantage through Green Purchasing Intentions......Page 174 PART II: Sustainability Aspects of Green Marketing......Page 190 Chapter 9: Sustainable Green Marketing: A Trend of Consumerism......Page 192 Chapter 10: Analyzing Long-Term Benefits in the Face of Higher Upfront Costs for Green Affordable Housing: A Study of Ghaziabad, UP (India)......Page 216 Chapter 11: Innovation in Green Practices: A Tool for Environment Sustainability and Competitive Advantage......Page 240 Chapter 12: Communicating Sustainability and Green Marketing: An Emotional Appeal......Page 260 PART III: Ecological Dimensions of Green Consumer Behavior......Page 290 Chapter 13: Eco-Awareness: Imbibing Environmental Values in Consumers......Page 292 Chapter 14: Environmental Marketing and Education......Page 316 Chapter 15: Going Green: Toward Organic Farming and a Plastic-Free Eco-Friendly Lifestyle......Page 336 Chapter 16: Effective Utilization of Renewable Biomaterials for the Production of Bioethanol as Clean Biofuel: A Concept Toward the Development of Sustainable Green Biorefinery......Page 366 Index......Page 396