Delineating Values, Emotions in Consumer Behavior: An Interdisciplinary Approach
By Dainora Grundley*
Department of Business Economics and Management, Kaunas Faculty of HumanitiesVilnius University
* Author of over 100 publications on marketing, sustainable consumption, sustainable development of institutions, emotional and green marketing, marketing and consumption efforts, brand management issues, cross-cultural management and marketing, customer service and customer behaviour, logistics and supply-chain management.
Changing human behavior and existing lifestyles contributes to the vision of sustainable development, but it proves to be an insurmountable task over a short period of time. Instead, changing the design of product-service systems to reduce the behavioural pitfalls may potentially be an easier way towards sustainable development. Changing [product-service] system design requires [an] understanding [of] how consumer acceptance of more sustainable solutions is formed, influenced or changed, what the influencing factors are and what the leverage points for best results with lowest costs are. Understanding consumer perceptions and behaviour in this context is crucial.
However, the consumer decision-making process is much more complex and intricate than just a simple decision about shifting from owning a product towards paying per its use. Throughout this study, we demonstrated that products are not seen purely for their functional features, but rather products are complex combinations of various attributes, which, together with functionality, also bring status, serve as a key to a certain social class, reinforce one’s self-esteem, and much-much more.
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