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Green Consumer Behaviour

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Green Marketing in Emerging Markets

Abstract

Consumers in emerging economies are becoming environmentally sensitive, and as a result, the understanding of green consumer behaviour becomes paramount in the organisational quest for sustainable growth. Despite this, researchers and practitioners in their pursuit of green marketing strategies have relied extensively on generic consumer behaviour theories and strategies, despite green marketing being distinct from generic marketing. This chapter, therefore, argues that, for effective green marketing of firms’ eco-friendly products, an understanding of consumer behaviour in shifting consumer attitudes and behaviour towards the purchase, consumption, and disposal of eco-friendly products is paramount. Using a hybrid qualitative research approach, literature from a multidisciplinary perspective was reviewed, resulting in the identification of green consumer behavioural theories and a framework for segmenting green consumers as well as an understanding of green consumer buying decision processes and strategies for altering consumer attitudes and behaviour towards eco-friendly products. The findings of this work will enable firms in emerging economies in developing appropriate green marketing strategies for marketing their eco-friendly products. It will also contribute to the scholarly discussion on green consumer segmentation, decision-making, and attitudinal and behavioural change.

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Yalley, A.A., Twum, K.K. (2021). Green Consumer Behaviour. In: Mukonza, C., Hinson, R.E., Adeola, O., Adisa, I., Mogaji, E., Kirgiz, A.C. (eds) Green Marketing in Emerging Markets. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-74065-8_4

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