AUTHOR Josephine PickettBaker, Ritsuko Ozaki

YEAR
2008

TITLE
Pro-environmental products: marketing influence on consumer purchase decision

VOL No
25

ISSUE No
5

No 0f Pgs
12

CONTENT
The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available .This paper identifies that consumers are not exposed enough to green product marketing communication and suggests the greater use of marketing and brands to promote and sell products that are environmentally friendly and function effectively. Advertisers use different types of appeals and demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types of appeals on consumer purchase decisions. This study empirically tests the differential influence various advertising appeals create on consumer purchase decisions.

Dr Sanjeev Verma

2010

Do All Advertising Appeals Influence Consumer Purchase Decision An Exploratory Study

10

14

HAWKINS STERN

1962

Significance of buying today

26

15

Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company

commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying. Peter weinburg 1988 10 1 12 Finds significant brandequity behaviors, based on hypothetical buying situations, in the form of organizational buyers willingness to pay a significant price premium for their favorite brand, make referrals, and extend their brand preference to other products with the same brand name. The better known their favorite brand was, the more likely buyers were to exhibit the three brand-equity behaviors.

Impulsive consumer buying