CONSUMER "SOPHISTICATION" - A MANIFESTATION OF SUSTAINABILITY AT INDIVIDUAL CONSUMER BEHAVIOR LEVEL

Mariya Georgieva ()
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Mariya Georgieva: University of Economics –Varna, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 727-738

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.

Keywords: "sophisticated" customers; sustainability; sustainable consumption; consumer behavior (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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