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Impact of Cultural Values on Consumer Behavior
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Impact of Cultural Values on Consumer Behavior
Modern-day consumers are increasingly concerned about sustaining the environment.
Technology and the associated increased access to information have contributed to the increased
customer awareness regarding the impacts of companies’ activities on the environment. This
awareness has prompted consumers to start demanding that companies shift their operations to
adopt green practices. They are using their purchasing power and market influence to compel
companies to consider conserving the environment. As such, many companies have heeded the
call and are currently promoting their products and services based on their environmental
benefits in a marketing concept named “Green marketing,” as Diglel & Yazdanifard (2014)
notes. According to Saini (2013), green marketing allows companies to show their concern for
the environment in various ways, such as using eco-friendly production processes, producing
