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Sustainability 2017, 9(11), 2008; doi:10.3390/su9112008

Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making

1
Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea
2
u-SCM Research Center, Nano Information Technology Academy, Dongguk University, Seoul 100-715, Korea
*
Author to whom correspondence should be addressed.
Received: 1 October 2017 / Revised: 29 October 2017 / Accepted: 30 October 2017 / Published: 2 November 2017
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Abstract

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. View Full-Text
Keywords: retail store; green promotion; green marketing; customers’ shopping behavior; store analysis; clustering retail store; green promotion; green marketing; customers’ shopping behavior; store analysis; clustering
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Syaekhoni, M.A.; Alfian, G.; Kwon, Y.S. Customer Purchasing Behavior Analysis as Alternatives for Supporting In-Store Green Marketing Decision-Making. Sustainability 2017, 9, 2008.

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