Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making

M. Alex Syaekhoni, Ganjar Alfian and Young S. Kwon
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M. Alex Syaekhoni: Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea
Ganjar Alfian: u-SCM Research Center, Nano Information Technology Academy, Dongguk University, Seoul 100-715, Korea
Young S. Kwon: Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea

Sustainability, 2017, vol. 9, issue 11, 1-22

Abstract: Due to increasing concerns about environmental protection, the environmental sustainability of businesses has been widely considered in the manufacturing and supply chain context. Further, its adoption has been implemented in the retail industry for marketing field, including green product promotion. This study aimed to propose a customer purchasing behavior analysis as an alternative for supporting decision-making in order to promote green products in retail stores. Hence, right-on-target marketing strategies can be implemented appropriately. The study was carried out using shopping path data collected by radio frequency identification (RFID) from a large retail store in Seoul, South Korea. In addition, the store layout and its traffic were also analyzed. This method is expected to help experts providing appropriate decision alternatives. In addition, it can help retailers in order to increase product sales and achieve high levels of customer satisfaction.

Keywords: retail store; green promotion; green marketing; customers’ shopping behavior; store analysis; clustering (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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