文章基本信息

标题：Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making
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作者：Syaekhoni, M. Alex ; Alfian, Ganjar ; Kwon, Young S. 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2017
卷号：9
期号：11
页码：1-22
出版社：MDPI, Open Access Journal
摘要：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.
关键词：retail store; green promotion; green marketing; customers’ shopping behavior; store analysis; clustering