Limbic in the Environment of Sustainability and Green Consumerism. The Relationship between Consumers' Attitude, Purchase Intention and Actual Buying Behaviour

Master's Thesis from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,3, Ingolstadt University of Applied Sciences (Business School), language: English, abstract: The responsible use of resources and the environment as well as further aspects of sustainability play an important role in the modern world of trade. This thesis aims to present the most important aspects and factors regarding these aspects and to research the underlying consumer behaviour. In the first part, the findings from the literature that relate to the topics of sustainable development, Corporate Social Responsibility and green consumption are described. Furthermore, consumer behaviour and the associated connections between attitude, purchase intention and buying behaviour are examined and introduced to the neuromarketing concept of Limbic®. In the second part, current insights are gained through the method of quantitative research, which should generate a better understanding of the modern customer. Finally, the theoretical findings are related to the new survey results and further analysed focusing the various Limbic® Types. Finally, a development of the CSR-fields in Retail is given as well as recommendations for action and possibilities for retailers are derived and optimisation potentials are presented.