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Green Consumer Behavior and Its Implications on Brand Marketing Strategy

Green Consumer Behavior and Its Implications on Brand Marketing Strategy

Catarina Peneda de Oliveira, Bruno Miguel Sousa
Copyright: © 2020 |Pages: 27
ISBN13: 9781522595588|ISBN10: 1522595589|EISBN13: 9781522595601
DOI: 10.4018/978-1-5225-9558-8.ch004
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MLA

Peneda de Oliveira, Catarina, and Bruno Miguel Sousa. "Green Consumer Behavior and Its Implications on Brand Marketing Strategy." Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, IGI Global, 2020, pp. 69-95. https://doi.org/10.4018/978-1-5225-9558-8.ch004

APA

Peneda de Oliveira, C. & Sousa, B. M. (2020). Green Consumer Behavior and Its Implications on Brand Marketing Strategy. In V. Naidoo & R. Verma (Eds.), Green Marketing as a Positive Driver Toward Business Sustainability (pp. 69-95). IGI Global. https://doi.org/10.4018/978-1-5225-9558-8.ch004

Chicago

Peneda de Oliveira, Catarina, and Bruno Miguel Sousa. "Green Consumer Behavior and Its Implications on Brand Marketing Strategy." In Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, 69-95. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9558-8.ch004

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Abstract

The current pollution and possible depletion of earth's natural resources combined with the growing concern in choosing healthier and environmentally friendly foods and gives origin to a new way of consumption: green consumption. Therefore, organizations have identified this business opportunity leading to the emergence of several brands related to the commerce of these kinds of products. Through a qualitative methodology of five semi-structured interviews, an attempt was made to understand how the strategy of product, price, communication, and distribution of these brands seek to influence consumer behavior and educate consumers to act in a sustainable way. The results show that clients are largely young-adult, female, with small children and above-average education and income. In terms of strategy, the brands currently bet on the sale in bulk as a way to avoid waste of product and packaging. The main concepts addressed in this chapter are consumer behavior, green consumer, and green marketing, and also by marketing compound strategy.

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