Green Consumerism - Perspectives, Sustainability, And Behavior by Ruchika Singh Malyan, Punita Duhan

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"This new volume, Green Consumerism: Perspectives, Sustainability, and Behavior, provides a holistic understanding that states 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 this 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. The information presented here will be valuable for researchers and academicians working in the field of green marketing, green products, and environment awareness and protection. Corporate executives also will find this volume a rich source as it will help them expand their awareness and penetration in this arena. This volume will be useful for students undertaking Corporate Social Responsibility, Marketing Management, Retail Management, Architectural design, Office Management, Market Research, Environment Awareness, to name a few."--

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