RT info:eu-repo/semantics/article
T1 Analysis of sustainable consumer behavior as a business opportunity
A1 Calderón Monge, Esther
A1 Pastor Sanz, Iván
A1 Sendra Garcia, F. Javier
K1 Responsible
K1 Sustainability
K1 Environment
K1 Behavior
K1 Self-organizing map
K1 Gestión de empresas
K1 Industrial management
K1 Comercio
K1 Commerce
AB 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.
PB Elsevier
SN 0148-2963
YR 2020
FD 2020-11
LK http://hdl.handle.net/10259/6828
UL http://hdl.handle.net/10259/6828
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024