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Consumer "Sophistication" - A Manifestation Of Sustainability At Individual Consumer Behavior Level

Author

Listed:
  • Mariya Georgieva

    (University of Economics –Varna, Bulgaria)

Abstract

One of the top global trends in consumer behavior for 2019 is the concept of consumer "sophistication". The principle statement is that the "sophisticated" customers have a high level of ethical awareness, designed to turn to "sustainable consumption"."Sophisticated" customers are oriented not only to buying good quality products at a reasonable price but they apply higher standards and criteria in their consumer choice. They are actively involved and responsible in the purchasing decision process, because they are convinced that each individual consumer choice has its own projection and impact on the quality of life for both -today and future generations. This suggests that the emergence of this segment can be interpreted as a form of manifestation ofthe sustainability at individual consumer behavior level.

Suggested Citation

  • Mariya Georgieva, 2020. "Consumer "Sophistication" - A Manifestation Of Sustainability At Individual Consumer Behavior Level," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 727-738.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:727-738
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    More about this item

    Keywords

    sophisticated customers; sustainability; sustainable consumption; consumer behavior;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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