Green Consumer Behavior and Environmental Sustainability: The role of green marketing

 
9783659172205: Green Consumer Behavior and Environmental Sustainability: The role of green marketing
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The increasing awareness about the green house gases and their effect on environment, consumers of the developing countries seems hopeless in protecting natural environment as compared with the developed countries. This book provide guidelines to managers to understand green consumer behavior and introducing how consumer make decision towards choosing a green product and what important factors can affect on consumer decision making. This research also clearly demonstrates that Swedish consumers evaluate environmental benefits in product and potentially a young green consumer segment is exists in Sweden. In this book authors examines and assesses the different important factors that affect green purchase behavior on consumers in Sweden. This book however provides a new direction for the environmental marketers for devising an effective marketing strategy based on the product attributes green versus non-green. Target Audience; Business school faculty, Energy Marketer Managers, Renewable Energy Developers, Graduate Students of business schools.

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About the Author:

Usama Awan is lecturer of Marketing in the Department of Management Sciences at COMSATS Institute of Information Technology, Vehari. He received his Master degree from Mälardalens University Vasteras, Sweden. He completed his Master of Business Administration (MBA) degree in 2002 from Quaid-i-Azam University, Islamabad Pakistan.

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