Green Consumerism ― Perspectives, Sustainability, and Behavior

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.

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. It will be useful for courses on Corporate Social Responsibility, Marketing Management, Retail Management, Architectural design, Office Management, Market Research, Environment awareness, to name a few. And corporate executives looking to expand their awareness and penetration in the green marketing arena will find this volume a rich resource.

Ruchika Singh Malyan is a faculty member of 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. Her research interests include sustainable development, ecological marketing, green consumer behavior, advertising management, and corporate social responsibility. Prior to her current position, she was worked as Assistant Manager of Marketing Communications. She has a wide array of experience in the field of advertising and marketing communication and has been a part of a team that has launched many national-level advertising campaigns. She has attended various national and international seminars and conferences. She has published research papers with prestigious national and international publishers and has also presented research papers at 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). She has been a committee member for curriculum and content development for the National Institute of Open Schooling and has attended various training programs and workshops and has organized national and international seminars as well.

Punita Duhan 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. Her research interests include consumer behavior, behavioral marketing, social and digital technologies, green marketing, digital marketing, e-commerce, and m-commerce. Prior to her current position, she has worked as a Faculty of Management with the University Business School, Punjab University, Chandigarh, India, and the Institute of Management and Technology, Faridabad, India. She has attended more than 35 national as well as international seminars and conferences and has presented papers at more than 25 seminars and conferences. 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. She is also on editorial boards of peer-reviewed prestigious journals. In addition she has been actively involved in curriculum development and e-content development for various universities, the National Institute of Open Schooling, and the 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.