Discuss how two different trends in marketing can influence consumer behaviour? Illustrate your answer using theory and recent examples. One of the trends must include sustainable marketing.
Assignment Brief
This paper deals with the main theme of influence of the consumer behaviour in which you have to include the following elements in detail:
- Key theories and concepts of consumer behaviour
- Decision making, involvement, Needs & risk
- Learning, Memory & Sensory processes
- Attitudes & Motivation
- Group Influences
- Cultural Influences
Instructions
Essay Guide:
1500 words NO +/- words
Question:
Discuss how two different trends in marketing can influence consumer behaviour? Illustrate your answer using theory and recent examples. One of the trends must include sustainable marketing. The second trend can be chosen from the following:
- Experiential Marketing
- Global Marketing
- Hospitality Marketing
- Luxury Marketing
You must evidence that you have used a range of different material including;
- Academic text books
- Topic specific journal articles
- Industry reports
- News articles
Word Limit: 1,500 words excluding footnotes and reference list.
YOU WILL NEED TO ATTACH ALL DOIs/LINKS OF JOURNAL ARTICLES THAT YOU USE IN THE REFERENCE LIST. THE ABSENCE OF THESE WILL RESULT IN THE LOSS OF 10 MARKS.
Please Make sure you include the theories with referencing- highlighted in red below
Consumer Behaviour elements should include key theories and concepts
Select a few that are best suited to your topic. Make sure you can link them.
They include the following:
- Decision making, involvement, Needs & risk
- Learning, Memory & Sensory processes
- Attitudes & Motivation
- Group Influences
- Cultural Influences
Introduction - 10% of marks (suggested word count 100wds)
Write a general introduction that introduces both trends
Main Body
Sustainability – 30% of marks- (recommended word count- 700) [LO2]
Trend – 20% of marks (600 words)
Refer to consumer research articles – 20% of marks
Conclusion -10% of marks (suggested word count 10)
Write a general conclusion for both trends
Presentation -10% of marks
Sample Answer
The Influence of Sustainable and Experiential Marketing on Consumer Behaviour
Introduction
Marketing is continuously evolving in response to shifting consumer values, global concerns, and cultural dynamics. Two prominent trends, sustainable marketing and experiential marketing, have become influential in shaping consumer behaviour. This essay critically analyses how these two trends impact consumer decision-making, motivation, attitudes, and social influences. The discussion is supported by key consumer behaviour theories and recent real-world examples.
Sustainable Marketing and Its Influence on Consumer Behaviour
Sustainable marketing focuses on promoting environmentally and socially responsible products, aligning with consumers’ growing concern for ethical and ecological issues. It aims to create long-term value by meeting the needs of present consumers without compromising the future.
Decision-Making, Involvement, Needs & Risk
Consumers engaging with sustainable brands often show high levels of cognitive involvement due to ethical and environmental considerations. According to Maslow’s Hierarchy of Needs, consumers seek to satisfy esteem and self-actualisation needs by supporting brands that reflect their values. The Theory of Perceived Risk (Bauer, 1960) also applies, some consumers may perceive higher risk in switching to unknown sustainable products due to uncertainty about performance or quality.
Attitudes and Motivation
The Theory of Planned Behaviour (Ajzen, 1991) suggests that attitudes, subjective norms, and perceived behavioural control influence purchasing decisions. If consumers believe that buying sustainable products is socially desirable and achievable, they are more likely to engage. Moreover, Self-Determination Theory (Deci & Ryan, 1985) supports the idea that intrinsic motivation (e.g., environmental concern) drives sustainable choices more than extrinsic rewards.
Learning, Memory & Sensory Processes
Brands often use classical conditioning by linking sustainable messaging with positive emotions (e.g., calm imagery of nature), which helps reinforce memory and brand loyalty. For example, The Body Shop uses sensory-rich in-store environments with recycled packaging and natural scents to enhance consumer memory and engagement.
Group and Cultural Influences
Consumers’ sustainable choices are often influenced by group norms. Social Identity Theory (Tajfel & Turner, 1986) explains that people adopt behaviours aligning with their social group, especially eco-conscious communities. Additionally, Hofstede’s cultural dimensions suggest that consumers in countries with high uncertainty avoidance (e.g., Germany) may be more cautious about adopting new sustainable products.
Continued...
