2026-06-29T21:54:13Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/68282024-05-13T07:26:09Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604col_10259_4597
Repositorio Institucional de la Universidad de Burgos
author
Calderón Monge, Esther
author
Pastor Sanz, Iván
author
Sendra Garcia, F. Javier
2022-09-02T11:27:29Z
2022-09-02T11:27:29Z
2020-11
0148-2963
http://hdl.handle.net/10259/6828
10.1016/j.jbusres.2020.07.039
The purpose of this paper is to analyze how consumers incorporate sustainability issues into their buying behavior. This paper applies the Self-Organizing Map method to a sample of 223 consumers who answered a questionnaire based on their current behavior rather than the way they thought they ought to behave. The results of this study indicate that consumers incorporate the dimensions of sustainability, acting in a more socially responsible manner, when they have a perception of the effectiveness of their buying behavior. The identified segments can help firms develop sustainability strategies to align their sustainable strategic goals with the needs and behavior of consumers, thereby targeting potential socially responsible customers more effectively. The main conclusion is that the manufacturers should increase transparency regarding the product manufacturing and distribution processes and include the product traceability information on the label or through some other medium.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Responsible
Sustainability
Environment
Behavior
Self-organizing map
Analysis of sustainable consumer behavior as a business opportunity
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/6828/1/Calderon-jbr_2020.pdf
File
MD5
1bc60c44ac367583c3bd40eb536d3903
684435
application/pdf
Calderon-jbr_2020.pdf