Impact of Cultural Values on Consumer Behavior

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Impact of Cultural Values on Consumer Behavior

In the setting of consumer behavior, culture is well-defined as the total of learned values, customs, and beliefs that function to control the consumer behavior of associates of a particular society. Customs are accepted and unusual ways of behaving, while values and beliefs signify guides for consumer behavior. Green marketing is one of the changes in Cultural Values denotes the process of promoting services and products centered on their environmental welfares. The products and services might be made in an environmentally friendly manner or maybe ecologically friendly in themselves (Groening et al., 2018). The green marketing scheme centers on the best marketing mix to attain all-out profit possible while following sustainability values. The primary value associated with green marketing and sustainability is a novelty. For all businesses, novelty is the base to put up with the ever-changing world. It is vital not only to bring innovation in products but also to introduce more harmless and effective products.

Green marketing entails the marketing of environmentally friendly products and services. In the modern days, it is turning out to be more popular as more individuals become concerned with ecological matters (Sreen et al., 2018). The purpose of this change in cultural values is diverse, from creating products that protect rather than harm the environment, avoiding waste through the use of biodegradable materials, and enlightening individuals through eco-friendly information. Marketing as a discipline has advanced over a duration of time. The traditional idea divulges that goods produced were to be sold to the consumers, and contemporary marketing asserts that goods made are according to the consumers’ demand and needs. Green marketing is building over the last few years because of environmental lobbies’ pressure, consumer concern, government regulations, and corporates’ social responsibilities towards the environment (Rahman et al., 2017). Green marketing also provides a different competitive advantage to the businesses that desire to target their green consumers. 

Consumer behavior interrelates with changes in cultural values. On the other hand, culture influences the way we behave, live, and learn. It is a significant shaper of our personality. Consumer behavior is totally influenced by cultural factors, such as social class, buyers’ culture, and subculture. In relation to green marketing, consumers have an optimistic insight toward green products. Their attitudes are positively by green marketing actions. Green marketing inspires consumers to use environmental goods and producers to manufacture more. Corporations use green marketing notions to sell and promote their products or services, and consumer behavior relates in a way to how they respond and act in the retail environment. In order for a firm to generate a strong marketing plan, it is essential to comprehend how and to what the customer will retort (Lobo & Greenland, 2018). Green branding and packaging is a vital factor in guiding consumer behavior. Consumer behavior is, as a result, affected by green marketing products and their pricing. As time goes, communication about consumer beliefs concerning green marketing is increasing. Green marketing ensures sustained enduring progress together with profitability. It saves finances, and aids businesses in marketing their products and services, making the environmental aspects in mind.

The three specific examples of organizations using marketing to these cultural values changes, for instance, green marketing, include Patagonia Company, Hershey organization, and IKEA organization. Patagonia Company is a familiar clothing retailer that has produced all things green. It is a reliable part of their marketing strategy. This organization is a significant promoter of green marketing change in cultural value. Their mission statement pledges with their will, “produce the finest produce, cause no avoidable harm, motivate and put into practice resolutions to the environmental crisis.” Patagonia makes an effort to minimize its carbon footmark by providing inducements to workers who take carpools or public transportation to work. In my opinion, it is possible to have a clear purpose as a brand the same way this company does, while still being open in the information about business-connected doings that are not entirely green marketing. It is evident by considering the favorable reaction that the lifestyle content that consumers see is a truthful reflection of passion. Below are the screenshots of the marketing pieces of Patagonia Company.  

Hershey Company is an iconic chocolate brand that has repurposed its trademark image to consist of green marketing as the main component. This organization has implemented environmentally-friendly actions as their main priority. They have put into place an objective to lessen greenhouse gases by 50%. Hershey has performed more than other than following environmental trends. It has also set standards that have been adopted by its competitors. In my opinion, this company has made a great step in supporting the green marketing system. This change is essential and has an impact on consumer behavior. Below is the screenshot of the marketing piece of Hershey Company

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IKEA is a Swedish furniture brand that has made their personal maintainable policy known as People and Planet positive. Their central belief is that consumers should not choose between affordable prices, stylish designs, and sustainability when buying their goods. It uses its online information to encourage consumers to animate a more ecologically aware lifestyle. They lead others with environmental doings that include devising solar panels in most of their buildings. Below is the screenshot of the marketing pieces of IKEA Company.

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Reference

Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866.

Lobo, A., & Greenland, S. (2017). The influence of cultural values on green purchase behavior. Marketing Intelligence & Planning.

Rahman, A. S., Barua, A., Hoque, R., & Zahir, M. R. (2017). Influence of green marketing on consumer behavior: a realistic study on Bangladesh. Global Journal of Management and Business Research.

Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177-189.