Essay Submission: 3000 Words

Learning Outcomes Assessed 1,2,3 and 4.

1.Critically understand the connectivity between marketing and consumption, customers & customer behaviour.

2.Assess and appraise customer behaviour theories and concepts from a critical perspective.

3.Apply this critical evaluation of customer behaviour theory to the creation of strategic and responsible marketing practice.

4) Critically investigate research evidence, theories and practice to evaluate change agents predicted to significantly influence the behaviours of customers and event participants in the future.

Your task is to write an essay that addresses the following question in 3000 words:

Evaluate the impact of the rising awareness of sustainable consumption on consumer behaviour in any country and one sector/industry of your choice. From your evaluation, draw conclusions and recommendations on how marketing to consumers will need to evolve in the future.

Please note, your choice of sector/industry can have products or services that are either considered sustainable or unsustainable or both. You must take a macroscopic view of the industry/sector (rather than being brand specific) and assess how consumer awareness of sustainable consumption influences their behaviour and how in turn this impacts marketing to them. While your assignment cannot be brand-specific, you can use examples from various brands in your narrative.

Your evaluation must include a critical appraisal of relevant theory to inform your arguments. Additionally, you must include evidence of relevant changing consumption behaviours and predictions from relevant experts and credible media sources.

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