How are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? / Camille RAMOS / 2022

Titre : How are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? Type de document : Mémoire Auteurs : Camille RAMOS, Auteur Année de publication : 2022 Importance : 46 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management ECOLOGIE ; WEBMARKETING ; INDUSTRIE ; COMPORTEMENT DU CONSOMMATEUR Résumé : This research examines the impact of digitalization and the rise of ecological awareness on consumer behavior for books. Although digitalization and, therefore, dematerialization of books and modifications of customer experience, as been acknowledge as the future of the Publishing industry and a more viable solution for the environment, many implications of digitalization and ecological awareness on consumer buying behavior for books remain unclear. Drawing on past literature, the author undertakes a study analysis that resulted in proving several facts : product attachment for books alleviate e-book readers’ adoption (1), when product attachment is linked to ecological sensitivity, the adoption of e-book readers is not the first alternative chosen by consumers to reduce their ecological impact (2), the more people feel over digitalized, the more they are likely buy offline (3), and finally, the more a consumer uses social media to watch contents published by influencers, the more they tend to buy books (4). These findings have direct managerial implications and allow the author to give several insights for offline booksellers and publishing companies to be able to adapt more easily to the changes taking place in the Publishing industry. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572738