Current Events in Sustainable Marketing

 Current Events in Sustainable Marketing: Consumer Behavior

    In my marketing sustainability class we have the opportunity to explore some current events going on in the sustainable marketing side of the world. This week, we will be taking a time into Consumer Behavior and the relationship it has with sustainable marketing. In specific, we will look at an article that describes the relationship between consumer behavior and music. 

Highlights:

1. Tempo of a song has an effect on consumers to purchase eco friendly products
2. Scale of a song has an effect on consumers to purchase eco friendly products
3. Tempo of an advertisement directly affects consumers' likeliness to practice their good intentions
4. Scale of an advertisement directly affects consumers' likeliness to practice their good intentions

    The article talks about the journey a consumer goes through when listening to certain types of music. Particularly, they talk about  the tempo or speed of the music and how it affects consumers to make certain types of decisions. The other factor that they talk about is the actual scale or key that the song is in. When the song is in a major scale, usually the consumer portray's it as a happy song.

    The most interesting part about this article is that when a song is in that major scale and has a faster tempo, consumers are more likely to choose the sustainable option because they are in a better mood and mindset. Of course, the song that they play in grocery stores or shops tends to be upbeat or relaxing so shop owners are considering the upbeat music approach to increase sustainability sales.

    Of course, there is much more that the manufacturers and retailers have many other options to increase sales because the music does not affect these changes too much. For example, making the sustainable products more affordable, more convenient and overall more appealing will help make consumers purchase the sustainable product more frequently.

    Lastly, another interesting point that was made in the article is that the tempo and scale has the same effect on advertisements. The faster the tempo with a higher scale on the advertisement of a sustainable product (or any product in general) will increase the likeliness that the consumer will practice their good intentions on the environment.