Social values are central to peoples lives guiding behaviors and judgments and defining who we are this book advances understanding of consumer social values and their roles in the global marketplace by refining and directing existing knowledge of consumer behaviors. Consumer behavior involves the study of how people either individually or in groups acquire use experience discard and make decisions about goods serivces or even lifestyle practices such as socially responsible and healthy eating. Af marketing focuses on consumer psychology in food agribusiness tourism and hospitality contexts key research areas include consumer responses to visual marketing stimuli consumer brand relationships cross cultural issues and brand management. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing green consumerism and sustainable
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