Transformation of Traditional Consumer Prototype to Sustainable Consumerism: Marketing Innovation towards New Normal

Abstract

It is clear that economic liberalisation, globalisation, and competition have dramatically changed both the economy and ecological. Green growth and sustainability are topics that all economies are interested in and practicing. The COVID19 issue, which just hit the world, has had an influence on everyone. People’s habits have changed as a result, forcing businesses to innovate their marketing techniques. The study’s focus is on youthful e-commerce customers in Jammu and Kashmir. The goal of this work was to develop a model with four antecedents—motivation, awareness, action, and advocacy—based on previous literature. These variables showed that customers are more inclined to purchase sustainable items.