Overview

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

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9781774631836

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Reviews

This book is a strenuous effort by the editors to understand the area of green consumer behavior in a versatile manner. This book enables readers to comprehend the concept of green consumer behavior, which has led to various green marketing initiatives being taken by companies. This book puts together the work of researchers and consultants working in this field from across the world. . . . It will prove to be an excellent reference resource and a handbook for detailed and up-to-date knowledge about green consumer behavior. [The] editors deserve to be congratulated for this sincere academic endeavor to cover various facets of green marketing in a comprehensive manner. -- Prof. B. K. Punia, Vice Chancellor, Maharishi Dayanand University, Rohtak, India

Author Information

Ruchika Singh Malyan, PhD, MBA, is a faculty member of Business Administration at Meera Bai Institute of Technology, operational under the Department of Training and Technical Education, Government of NCT of Delhi, for the past six years. Prior to her current position, she gained experience working as an advertising and marketing communications professional in the industry. As an academician, she has attended various national and international seminars and conferences, published research papers with prestigious national and international publishers, and presented research papers at various international conferences. Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi, India. She has published more than 12 research papers with prestigious national and international publishers and has also published an edited book, Managing Public Relations and Brand Image through Social Media. Another book, Radical Reorganization of Existing Work Structures Through Digitalization, is in press. She is also on editorial boards of several prestigious peer-reviewed journals.

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