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Title: | MBA21 Decoding sustainable marketing strategies understansing consumer behavior in eco friendly product and service consumption | Authors: | Anh Tran Thi Ngoc | Keywords: | Sustainable marketing strategies;Consumer behavior;Eco-conscious consumption | Issue Date: | 2023 | Abstract: | Since businesses and consumers become more conscious of their environmental impact, sustainable marketing is no longer a luxury but a necessity. It has become a critical strategy for businesses seeking to build brand loyalty and attract socially conscious consumers. Developing sustainable marketing requires businesses to rethink their entire product lifecycle, including sourcing, production, distribution, promotion, disposal, and recycling. It helps businesses reduce their ecological impact, stay ahead of the competition, and build consumer's trust. However, creating a more sustainable future requires collaboration from not only businesses and governments but also consumers. It demands a long-term plan, budget, and all parties' sincere commitment. Moreover, businesses must push more resources into research, innovation, engaging actions in cooperation with government regulation, and education to elaborate consumer consumption, lifestyle change, and engagement. In return, consumers can raise their voices for feedback, the government can have economic incentives, and businesses can officially have sustainable products/services line. Since the limited time and scope, this paper only points out the circumstances of the Vietnam market from the perspective of Vietnamese marketing experts and consumers, based on regular consumption behavior, not to mention other affecting aspects such as real-time marketing segment or any other e-commerce buying behavior. The study consists of two parts, which are case studies and survey analysis. Our study aims to find a relationship between marketing experts and consumers regarding their initiatives and behaviors. The findings could lead to a change in the way organizations view and approach the market. Since the limited time and scope, this paper only focuses on the circumstances of the Vietnam market from the perspective of Vietnamese marketing experts and consumers, based on regular consumption behavior, not to mention other affecting aspects such as real-time marketing segment or any other e-commerce buying behavior. |
URI(1): | https://epub.vgu.edu.vn/handle/dlibvgu/1803 | Rights: | Attribution-NonCommercial 4.0 International |
Appears in Collections: | MBA MBA |
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