Future research agenda
| Main theme | Sub-theme | Suggestion |
|---|---|---|
| Consumer attitudes and behavior in green marketing | Deepening the understanding of consumer psychology | Explore the psychological and social factors influencing these attitudes across different demographic groups. Investigating how cultural values, social norms and environmental knowledge shape consumer behavior toward green products could enable more targeted marketing strategies |
| Longitudinal studies on behavioral change | Examine how consumer behavior toward green products evolves, particularly in response to sustained green marketing efforts. Longitudinal studies track changes in purchasing patterns | |
| Social media and digital engagement | Leveraging digital platforms for green marketing | How to optimize digital platforms to enhance interactions with green products. Studies could explore the effectiveness of various social media strategies (e.g. influencer marketing, user-generated content and promoting sustainable consumption) |
| Impact of social media on brand trust and perception | Investigate how social media influences consumer perceptions of green brands, particularly in the context of greenwashing. Understanding how transparency and authenticity affect consumer trust | |
| Environmental policies and consumer behavior | Exploring policy influence on green consumption | Explore the impact of governmental policies aimed at environmental protection on consumer behavior toward green products. How policy changes (e.g. carbon pricing or plastic bags) influence consumer demand for environmentally friendly products |
| Consumer education and environmental awareness | Investigate the role of consumer education in driving environmental awareness and sustainable consumption. Evaluate the effectiveness of educational campaigns and public awareness initiatives | |
| Innovation in green products and technologies | Fostering innovation in green product development | Investigate the barriers to green innovation in product design and production processes and how companies can overcome these challenges to promote sustainable consumption. How innovative practices can be better integrated into green marketing strategies |
| Adoption of green technologies by consumers | Explore the factors that drive or hinder the adoption of green technologies (e.g. energy-efficient products and renewable energy solutions) | |
| Sustainability in marketing practices | Integrating sustainability into core business strategies | Investigate the benefits and challenges of integrating sustainability into core business and marketing practices. Examining the impact of such integration on brand equity and overall business performance |
| Understand how sustainable marketing practices can be tailored to the specific contexts of emerging markets | ||
| Measuring and evaluating green marketing effectiveness | Developing comprehensive metrics | Create metrics that capture green marketing initiatives’ environmental, social and economic impacts |
| Assessing the Long-Term impact of green marketing | Investigate the long-term effects of green marketing strategies on consumer behavior, corporate reputation and financial performance |
| Main theme | Sub-theme | Suggestion |
|---|---|---|
| Consumer attitudes and behavior in green marketing | Deepening the understanding of consumer psychology | Explore the psychological and social factors influencing these attitudes across different demographic groups. Investigating how cultural values, social norms and environmental knowledge shape consumer behavior toward green products could enable more targeted marketing strategies |
| Longitudinal studies on behavioral change | Examine how consumer behavior toward green products evolves, particularly in response to sustained green marketing efforts. Longitudinal studies track changes in purchasing patterns | |
| Social media and digital engagement | Leveraging digital platforms for green marketing | How to optimize digital platforms to enhance interactions with green products. Studies could explore the effectiveness of various social media strategies (e.g. influencer marketing, user-generated content and promoting sustainable consumption) |
| Impact of social media on brand trust and perception | Investigate how social media influences consumer perceptions of green brands, particularly in the context of greenwashing. Understanding how transparency and authenticity affect consumer trust | |
| Environmental policies and consumer behavior | Exploring policy influence on green consumption | Explore the impact of governmental policies aimed at environmental protection on consumer behavior toward green products. How policy changes (e.g. carbon pricing or plastic bags) influence consumer demand for environmentally friendly products |
| Consumer education and environmental awareness | Investigate the role of consumer education in driving environmental awareness and sustainable consumption. Evaluate the effectiveness of educational campaigns and public awareness initiatives | |
| Innovation in green products and technologies | Fostering innovation in green product development | Investigate the barriers to green innovation in product design and production processes and how companies can overcome these challenges to promote sustainable consumption. How innovative practices can be better integrated into green marketing strategies |
| Adoption of green technologies by consumers | Explore the factors that drive or hinder the adoption of green technologies (e.g. energy-efficient products and renewable energy solutions) | |
| Sustainability in marketing practices | Integrating sustainability into core business strategies | Investigate the benefits and challenges of integrating sustainability into core business and marketing practices. Examining the impact of such integration on brand equity and overall business performance |
| Understand how sustainable marketing practices can be tailored to the specific contexts of emerging markets | ||
| Measuring and evaluating green marketing effectiveness | Developing comprehensive metrics | Create metrics that capture green marketing initiatives’ environmental, social and economic impacts |
| Assessing the Long-Term impact of green marketing | Investigate the long-term effects of green marketing strategies on consumer behavior, corporate reputation and financial performance |
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