Eco-Innovation and Green Consumer Behavior: A Behavioral Economics Perspective on Ethical Branding in the Post-COVID Era
DOI:
https://doi.org/10.56830/IJGMBS06202505Keywords:
Eco-Innovation, Green Consumer Behavior, Ethical Branding, Behavioral Economics, Sustainable Consumption, Post-COVID Consumer TrendsAbstract
This study applies behavioral economics to eco-innovation and green consumerism and ethical branding in the post-COVID world. The pandemic has transformed global expectations of consumers as well as firm accountability towards them, reshaping mindsets around sustainable living and consumption. Building upon existing literature on proenvironmental behavior and ethical consumption, this study examines how altruistic versus egoistic motivations shape sustainable consumer choices and brand loyalty. It underscores the influence of firm behavior during crises in determining long-term consumer perceptions concerning socially responsible and green brands. Furthermore, the research seeks to answer how eco-innovation acts not only as a technological solution to environmental problems but also as a behavioral change stimulus toward sustainable consumption. By focusing on intention formation among changemakers and the psychology of green action, this work enhances understanding of how systemic market transformation can be achieved through ethical branding and eco-innovation. These findings are relevant to corporations trying to align their business strategies with sustainability objectives as well as to policymakers seeking to induce climate-resilient behaviors
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