Green Consumerism: Perspectives, Sustainability, and Behavior 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. Key features: • Discusses research on the latest trends in the field of green marketing, green practices, green products, eco-literacy, environment awareness, protection, management etc. • 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

Green Marketing: The Next Marketing Revolution Anitha Acharya and Manish Gupta Green Pricing the Journey Up Until Now and the Road Ahead Anjali Karol and C. Mashood 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 Green Consumer Behavior Kulvinder Kaur Batth Green Practices for Green(er) Living: The Road Ahead George Varghese and Lakshmi Viswanathan Determinants of Consumer Purchase Intention for Solar Products Om Jee Gupta and Anurag Singh Environmentally Conscious Consumer Behavior and Green Marketing: An Analytical Study of the Indian Market Pradeep Kautish Empirically Examining Green Brand Associations to Gain Green Competitive Advantage through Green Purchasing Intentions Nitika Sharma and Madan Lal Sustainable Green Marketing: A Trend of Consumerism Harsh Tullani and Richa Dahiya Analyzing Long-Term Benefits in the Face of Higher Upfront Cost for Green Affordable Housing: A Study of Ghaziabad, UP (India) Siddharth Jain, Prateek Gupta, and Deepa Innovation in Green Practices: A Tool for Environment Sustainability and Competitive Advantage Nomita Sharma Communicating Sustainability and Green Marketing: An Emotional Appeal Moturu Venkata Rajasekhar, Krishnaveer Abhishek Challa, Dharmavaram Vijaylakshmi, and Nittala Rajyalakshmi Eco-Awareness: Imbibing Environmental Values in Consumers Anjali Karol and C. Mashood Environmental Marketing and Education Kunal and S. N. Sahdeo Going Green: Toward Organic Farming and Plastic-Free Eco-Friendly Lifestyle Sumit Roy Effective Utilization of Renewable Biomaterials for the Production of Bio-Ethanol as Green Biofuel: A Concept on the Development of Sustainable Green Technology Pinaki Dey, Sandeep Kaur Saggi, and Geetika Gupta

Ruchika Singh Malyan, PhD, MBA, is a faculty member of Business Administration at Meera Bai Institute of Technology, operational under the Department of Training and Technical Education, Government of NCT of Delhi, for the past six years. Prior to her current position, she gained experience working as an advertising and marketing communications professional in the industry. As an academician, she has attended various national and international seminars and conferences, published research papers with prestigious national and international publishers, and presented research papers at various international conferences. Punita 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, 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 several prestigious peer-reviewed journals.