Task

The entire assignment is to be based on secondary research that can be drawn from various sources including academic reports and news articles. Background: Climate change has a big influence on the way consumers think about how it will impact them and their future. Consumers will remain eco-conscious, and sustainability will be an important part of a business’ marketing strategy. High-spending consumers will still be drawn to premium eco-friendly options. Those looking to cut down their spending will be reusing and recycling much more, allowing brands to engage in a way that combines ecofriendliness with thrift. For brands who think eco-friendly messaging is something that’s going to hit harder with younger generations. 

Using sector examples of your choice as illustration, you are to discuss the following:

1. Research and critically evaluate the key psychological variables (such as perception, personality, attitudes, motivation and learning) that can be utilized to engage consumers and influence their buying behavior in an eco-conscious and sustainability environment.
2. Critically discuss the impact of social and cultural influences on the consumer decision making process through social media engagement in a digital environment targeting the eco-conscious and sustainability customers.
3. Explore and critically analyse the influence of “engaging consumers through social media” on the process of “diffusion of innovation” for eco-friendly and sustainable products.