Consumer Beh ch. 3

• widely held beliefs that affirm what is desirable
• observable shits in behavior, including consumptions behavior

reflect a society's view of the appropriate relatoinships between individuals and groups

prescibe a society's relationship to its economic, technical and physical environment

reflect a society's view of the appropriate relatoinships between individuals and groups

• Green Marketing
• Cause Related Marketing
• Marketing to Gay and Lesbian Consumers
• Gender Based Marketing

• developing products whose production, use, or disposal is less harmful to the environment than the traditional version
• positive impact on enviro
• tying the purchase of product to enviro cause (for every item sold, $.10 goes to ________)

no regulation: can say things are "green" even if they aren't

ties a company and its products to an issue or cause with the goal of improving sales or image while providing benefits to the cause

• gay market makes up about 7% of US adult population (15.3 million)
• spends $723 billion

gender roles are shifting, both genders make many purchasing decisions