2018 Fiscal Year Annual Research Report
Consumer Behavior for Sustainable Marketing: Understanding How To Market and Make Sustainability Work in Japan and Overseas
| Project/Area Number |
15K20896
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| Research Institution | University of Tsukuba |
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Principal Investigator |
タン キャロラインスーリン 筑波大学, ビジネスサイエンス系, 准教授 (30611397)
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| Project Period (FY) |
2015-04-01 – 2019-03-31
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| Keywords | consumer behavior / sustainable marketing / green marketing |
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| Outline of Annual Research Achievements |
The research started off with the exploration of consumer behavior for sustainable marketing, in understanding how to market and make sustainability work in Japan and overseas. This study has led to a exploring cause related campaigns that center around sustainable and green causes as well as corporate social responsibility and ethical behaviors. From the different studies conducted under this research team, the achievements have been a book chapter (under final revision for publication in 2019) that focuses on Confucian Asia and the role of CSR in attracting talent (basically this is more of an internal marketing focused view) and five presentations at various international conferences that presented the findings on how consumers react; their perceptions and behavior (in terms of purchase intentions and actions) when it comes to products that are marketed as green and sustainable. An interesting finding is that the perception of sustainable is rather limited to eco products and less on daily practices. Cultural differences have also been found in terms of the perception of sustainable and the efforts and initiatives that are more easily embraced. This research has also helped me embark on a new field of study, into the acceptance of GMO foods that is touted to be sustainable in agricultural practice.
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