Discuss How Two Different Trends In Marketing Can Influence

Discuss How Two Different Trends In Marketing Can Influence Consumer B

Discuss how two different trends in marketing can influence consumer behaviour? Illustrate your answer using consumer behaviour theory and recent examples. One of the trends must include sustainable marketing. The second trend can be chosen from global marketing or identity marketing. This is a 1500 word essay pleased reference the work using APA 7th. please see attachments for assistance.

Paper For Above instruction

In the rapidly evolving landscape of marketing, understanding how emerging trends influence consumer behavior is crucial for organizations aiming to remain competitive and relevant. Among the many trends shaping contemporary marketing strategies, sustainable marketing and identity marketing stand out due to their profound impact on consumer perceptions, choices, and loyalty. This essay explores how these two trends—sustainable marketing and identity marketing—affect consumer behavior through the lens of established consumer behavior theories, supported by recent examples and scholarly insights.

Sustainable marketing, also known as green marketing, emphasizes environmentally responsible practices and promotes products or services that are eco-friendly. Its integration into marketing strategies responds to increasing consumer awareness about environmental issues, including climate change, pollution, and biodiversity loss. The Theory of Planned Behavior (Ajzen, 1991) offers a valuable framework for understanding how sustainable marketing influences consumer decisions. According to this theory, consumer behavior is driven by behavioral intentions, which are shaped by attitudes, subjective norms, and perceived behavioral control. When consumers perceive a product as environmentally friendly and aligned with their values, their attitude toward the product becomes positively reinforced, increasing the likelihood of purchase.

Recent examples of sustainable marketing include Patagonia, the outdoor apparel brand renowned for its commitment to environmental conservation. Patagonia’s campaigns emphasize transparency about environmental impact and encourage consumers to buy less and repair products, reflecting a sustainable ethos. Such messaging appeals to consumers’ pro-environmental attitudes, fostering brand loyalty and advocacy (Dangelico & Vocalelli, 2017). According to the Value-Belief-Norm Theory (Stern et al., 1999), such campaigns activate consumers’ ecological values and personal norms, motivating them to support sustainable products and behaviors.

Furthermore, the concept of ethical consumerism intersects with sustainable marketing. Consumers are increasingly motivated by their ethical values, including concerns about climate change and resource depletion (Mohr, Webb, & Harris, 2001). Ethical considerations influence purchase intentions and actual buying behavior, especially among Millennials and Generation Z, who prioritize authenticity and responsible corporate behavior (Nicolau & Más, 2020). For example, Adidas’ use of ocean plastics in its footwear demonstrates how sustainability can be integrated into product innovation, appealing to environmentally conscious consumers.

The second trend, identity marketing, focuses on aligning brand identities with consumers’ personal identities and social affiliations. This trend leverages the Self-Congruity Theory (Sirgy, 1982), positing that consumers prefer products and brands that reflect their self-image or aspired self. When brands successfully communicate values, lifestyles, and social identities that resonate with consumers, they foster emotional connections that enhance loyalty and advocacy.

An illustrative recent example is the Nike “You Can’t Stop Us” campaign, which emphasizes inclusivity, diversity, and empowerment. The campaign aligns with consumers’ social identities related to social justice and equality, core concerns for many contemporary consumers. By embodying these values, Nike appeals to consumers’ desire for brands that represent their beliefs, fostering a sense of belonging and identity affirmation (Holt, 2002).

Moreover, the rise of social media has amplified identity marketing’s influence, allowing consumers to engage with brands that reflect their personal and social identities actively. Brands like Glossier foster community and self-expression, creating a brand persona closely aligned with their consumers’ self-concepts, leading to brand loyalty and increased lifetime value (Fournier & Avery, 2011).

Both sustainable marketing and identity marketing demonstrate how changing consumer values—ecological responsibility and social identity—are shaping purchasing decisions. These trends are rooted in fundamental consumer behavior theories, explaining the psychological and social processes underlying consumer reactions. Sustainable marketing appeals to consumers’ ecological values and norms, while identity marketing leverages their desire for self-expression and social belonging.

The integration of these trends into marketing strategies represents a shift toward more consumer-centric, ethical, and socially aware approaches. As consumers continue to seek authenticity and alignment with their values, companies that effectively implement these trends stand to benefit from increased trust, loyalty, and positive brand equity.

In conclusion, the influence of sustainable marketing and identity marketing on consumer behavior exemplifies the importance of aligning marketing strategies with evolving consumer values and social norms. Theoretical frameworks such as the Theory of Planned Behavior, Self-Congruity Theory, and Value-Belief-Norm Theory provide valuable insights into how these trends shape consumer decisions. Future marketing success depends on understanding and responding to these influencing factors, especially as consumers become more ethically and socially conscious.

References

  • Ajzen, I. (1995). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Dangelico, R. M., & Vocalelli, D. (2017). "Green Marketing": An analysis of definitions, dimensions, and relationships with stakeholders. Business Strategy and the Environment, 26(4), 457–475.
  • Fournier, S., & Avery, J. (2011). Putting the “relationship” back into CRM. Harvard Business Review, 89(3), 118-126.
  • Holt, D. (2002). Why we satisfying our longing for authenticity. Harvard Business Review, 80(6), 39-48.
  • Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of Corporate Social Responsibility on Buying Behavior. The Journal of Consumer Affairs, 35(1), 45-72.
  • Nicolau, J. L., & Más, L. (2020). Sustainable consumption: An analysis of environmentally responsible consumer behaviors. Journal of Business Research, 117, 287–294.
  • Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. Human Ecology Review, 6(2), 81–97.
  • Sirgy, M. J. (1982). Self-Concept–Self-Ideal Discrepancies and Consumer Purchase Preferences. Journal of Consumer Research, 9(3), 287-300.

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