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Antecedents of Green Consumerism

Antecedents of Green Consumerism

Aylin Caliskan
Copyright: © 2020 |Pages: 28
ISBN13: 9781522595588|ISBN10: 1522595589|ISBN13 Softcover: 9781522595595|EISBN13: 9781522595601
DOI: 10.4018/978-1-5225-9558-8.ch001
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MLA

Caliskan, Aylin. "Antecedents of Green Consumerism." Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, IGI Global, 2020, pp. 1-28. https://doi.org/10.4018/978-1-5225-9558-8.ch001

APA

Caliskan, A. (2020). Antecedents of Green Consumerism. In V. Naidoo & R. Verma (Eds.), Green Marketing as a Positive Driver Toward Business Sustainability (pp. 1-28). IGI Global. https://doi.org/10.4018/978-1-5225-9558-8.ch001

Chicago

Caliskan, Aylin. "Antecedents of Green Consumerism." In Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, 1-28. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9558-8.ch001

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Abstract

While green consumerism is considered as a solution to ecological problems, it is also seen as a good source of income and competitive advantage for commercial enterprises. It is extremely difficult for producers and marketers to design and position their green marketing efforts. Because green consumerism is not only a tendency towards products, but also a multi-faceted approach that varies from political struggle to ethical orientation. Therefore, green consumerism as a form of consumption is influenced by severe factors. Each green consumer exhibits different motivational drivers regarding to the attributes of a green product, service, or act. Therefore, it is vital to understand different preferences and different motivations among green customers. This chapter reviews the antecedents that affect the green purchasing behaviors of consumers. Factors affecting green consumerism are examined under three main headings: endogenous antecedents such as emotion, exogenous antecedents such as social norms, and structural antecedents such as price of the product.

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