Abstract
Environmentally sustainable business practices and shifts in consumer behavior towards consumption and ecological footprints are becoming increasingly important for the consumer products manufacturing companies and retailing industry. Retailers contribute significantly in the global markets not only in promoting sustainable business practices, but also in shaping and modifying consumer behavior through consumer education. This chapter examines contemporary trends consumption of sustainable products and services, social consciousness, concept mapping and semantics, and marketing strategy for sustainable products. In addition, shifts in decision processes among consumers and socially conscious corporations, social and family factors affecting consumer preferences, and conformity factors on sustainable consumption are also discussed in this chapter. This chapter also reviews the research studies based on norm activation theory and the theory of planned behavior that argue new perspectives about the environmentally conscious consumption behavior.
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