Overview

One of the greatest global challenges is to integrate economic growth and welfare with environmental sustainability. The 12th goal under the United Nations Sustainable Development Goals (SDG-12) addresses this challenge by calling for sustainable consumption and production patterns. It is a holistic and responsible approach that entails the production, acquisition, consumption, and disposal of goods and services based on their pro-environmental benefits. Consumers want to act green, but they expect businesses to lead the way. As such, marketers are playing an important role in encouraging green consumerism by reinforcing sustainability in behavioral patterns. Actionable steps need to be taken to encourage sustainable consumption and align consumers' behaviors with their stated preferences. Achieving Economic Growth and Welfare Through Green Consumerism offers a comprehensive analysis of green consumerism, taking into account the diversity of views and debates surrounding the ideology. The diversity of topics and multidisciplinary viewpoints offer an insightful overview of the nature of green consumerism, its manifestations, issues, and practices. Covering topics such as consumption behavior, green marketing tools, and purchasing behavior, this premier reference source is a pivotal resource for business leaders, business analysts, economists, marketers, students and educators of higher education, researchers, and academicians.

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9781668481400

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Punitha Sinnappan holds a Ph.D. degree in Tourism, which she obtained from University Putra Malaysia in 2017. Prior to that, she pursued a Master's degree in Business Administration (Marketing) from the same university, completing it in 2011. She kick-started her academic journey by attaining a Bachelor's degree in Business Administration (Marketing) from University Tenaga Nasional in 2008. Currently, Punitha serves as an academician at the Sunway University in Malaysia. In addition to her teaching responsibilities, she has also been entrusted with a leadership role as the Program Leader at her current institution. Her expertise and research interests span across various fields, including marketing, consumer behavior, tourism, hospitality, and sustainability. With her multifaceted background, she actively contributes to the academic community, imparting knowledge, conducting research, and advancing the understanding of these disciplines. Her passion for the environment and her deep concern for nature drive her to actively seek out community projects aimed at preserving and protecting the environment. She is very much interested in initiatives that promote sustainability and contribute to the well-being of the environment.

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