Business Management

Green Consumerism
Perspectives, Sustainability, and Behavior

Editors: Ruchika Singh Malyan, MBA
Punita Duhan, MBA

Green Consumerism

In production
Pub Date: July 2018
Hardback Price: $149.95 US
Hard ISBN: 9781771886949
Pages: Approx 375p w/Index
Binding Type: hardback
Notes: 3 color and 19 b/w illustrations

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.

Key features:

  • Provides research on the latest trends in the field of green marketing, green practices, green products, eco-literacy, environment awareness, protection, management etc.
  • Brings together current research in the field of green marketing from both an academic and business perspective
  • 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

CONTENTS:
Preface

Introduction

PART I: GREEN MARKETING PRACTICES: DIFFERENT PERSPECTIVES
1. Green Marketing: The Next Marketing Revolution
Anitha Acharya and Manish Gupta

2. Green Pricing the Journey Up Until Now and the Road Ahead
Anjali Karol and C. Mashood

3. A Green Consumerism Study of Academic Publications in Scientific Journals Indexed in the Web of Science and Scopus
J. Álvarez-García, C. P. Maldonado-Erazo, and M. C. Del Río-Rama

4. Green Consumer Behavior
Kulvinder Kaur Batth

5. Green Practices for Green(er) Living: The Road Ahead
George Varghese and Lakshmi Viswanathan

6. Determinants of Consumer Purchase Intention for Solar Products
Om Jee Gupta and Anurag Singh

7. Environmentally Conscious Consumer Behavior and Green Marketing: An Analytical Study of the Indian Market
Pradeep Kautish

8. Empirically Examining Green Brand Associations to Gain Green Competitive Advantage through Green Purchasing Intentions
Nitika Sharma and Madan Lal

PART II: SUSTAINABILITY ASPECTS OF GREEN MARKETING
9. Sustainable Green Marketing: A Trend of Consumerism
Harsh Tullani and Richa Dahiya

10. Analyzing Long-Term Benefits in the Face of a Higher Upfront Cost for Green Affordable Housing: A Study of Ghaziabad, UP (India)
Siddharth Jain, Prateek Gupta, and Deepa

11. Innovation in Green Practices: A Tool for Environment Sustainability and Competitive Advantage
Nomita Sharma

12. Communicating Sustainability and Green Marketing: An Emotional Appeal
Moturu Venkata Rajasekhar, Krishnaveer Abhishek Challa, Dharmavaram Vijaylakshmi, and Nittala Rajyalakshmi

PART III: ECOLOGICAL DIMENSIONS OF GREEN CONSUMER BEHAVIOR
13. Eco-Awareness: Imbibing Environmental Values in Consumers
Anjali Karol and C. Mashood

14. Environmental Marketing and Education
Kunal and S. N. Sahdeo

15. Going Green: Toward Organic Farming and a Plastic-Free Eco-Friendly Lifestyle
Sumit Roy

16. Effective Utilization of Renewable Biomaterials for the Production of Bio-Ethanol as Green Biofuel: A Concept Toward the Development of Sustainable Green Technology
Geetika Gupta, Pinaki Dey, and Sandeep Kaur Saggi


Index


About the Authors / Editors:
Editors: Ruchika Singh Malyan, MBA
Faculty, Business Administration, Meera Bai Institute of Technology, Department of Training and Technical Education, Government of NCT of Delhi, India

Ruchika Singh Malyan, 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, for the past six years. She is currently pursuing research in the field of green marketing at Mewar University, Rajasthan, India. Her research interests include sustainable development, ecological marketing, green consumer behavior, advertising management, and corporate social responsibility. Prior to her current position, she has experience working as an Advertising and Marketing Communications professional in the industry. During this tenure she has been a part of a team that has launched many national-level advertising campaigns. As an academician, she has attended various national and international seminars and conferences and has published research papers with prestigious national and international publishers. Also, she has presented research papers at various international conferences organized by prestigious institutes in India, including the Indian Institute of Management (Lucknow) and the Bhati Vidyapeeth Institute of Management and Research (New Delhi). Moreover, she has been actively involved with various academic bodies, such as the National Institute of Open Schooling, Ministry of Skill Development and Entrepreneurship, India, etc . Also, she has attended various training programs and workshops and has organized national and international seminars as well.

Punita Duhan, MBA
Faculty, Business Administration, Meera Bai Institute of Technology, Department of Training and Technical Education, Government of NCT of Delhi, India

PPunita 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 for the last 18 years. She is currently pursuing research in social media at the Institute of Management Studies, Banaras Hindu University, Varanasi, 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 prestigious peer-reviewed journals. In addition, she has been actively involved in curriculum development and E-content development for various universities, National Institute of Open Schooling, and Central Board of Secondary Education and Technical Education Departments of Delhi and Haryana state in the management area. She has attended more than 30 training programs and workshops and has organized almost a dozen seminars, conferences, and workshops.




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