CONSUMER BEHAVIOUR IN THE AGE OF SUSTAINABILITY

The course combines insights from marketing, sociology and psychology to integrate the curriculum with a detailed overview of the consumer's perspective. On the one hand, the main theories that analyze consumer behavior are presented (attitudes, habits, values and bounded rationality), while on the other, a markedly applicative approach is adopted, with students participating in a project based on the collection and analysis of primary data. The most recent research trends are the subject of specific lessons, like for the theme of sustainability and responsible consumerism, or internationalization.

Knowledge and understanding:
- Understand the centrality of the consumer and the relevance of an adequate study of consumer behavior
- Knowing the key theories on consumer behavior
- Knowing the key methodologies and tools for analyzing consumer behavior

Ability to apply knowledge and understanding
- Know how to correctly recognize which research tools and models to use to address a specific problem related to consumer behavior and marketing
- Be able to work in a team to solve complex problems.

Ability to judge
- Know how to formulate and argue hypotheses to solve problems of consumer behavior analysis, developing a critical approach to possible solutions.

Communication skills
- Know how to use the appropriate language to describe a consumer behavior study and illustrate how the results can contribute to providing an effective response through communication campaigns by companies or organizations tout court.
- Know how to interact with peers, critically and respectfully, solving problems.

Learning ability:
- Students will be able to critically analyze a business problem, collecting data on consumers and, on the basis of subsequent analyses, propose an effective communication strategy.

Pre-requisites of the degree program.

- Consumer behavior in the age of sustainability
- Study on consumer behavior: basic concepts and introductory notes
- Evolution of studies on consumer behavior
- New research approaches
- Communicating effectively: unconventional marketing
- The responsible consumer
- How to conduct consumer research (lab activity)

Lanzini, P. (2024). Imprese e mercato: sfide e opportunità negli anni del Green Deal. Edizioni Ca' Foscari.

Free download https://edizionicafoscari.it/it/edizioni4/libri/978-88-6969-874-3/

Further readings will be communicated during the course.

Written exam with multiple choice and open questions. Students have the opportunity to integrate their grade with groupworks

written

A. scores in the 18-22 range will be awarded in the presence of:
- sufficient knowledge and understanding applied in reference to the program;
- sufficient communication skills, especially in relation to the use of specific language
B. scores in the 23-26 range will be awarded in the presence of:
- fair knowledge and understanding applied in reference to the program;
- fair communication skills, especially in relation to the use of specific language
C. scores in the 27-30 range will be awarded in the presence of:
- good or excellent knowledge and understanding applied in reference to the program;
- fully appropriate communication skills, especially in relation to the use of specific language.
D. honors will be awarded in the presence of students with the highest score in both the written exam and the laboratory activity.

Lectures and groupwork sessions.

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development