Socially Desirable Fast Moving Consumer Goods

The book "Socially Desirable Fast Moving Consumer Goods" offers a comprehensive analysis of the discrepancy between consumers' purchase intentions and their actual buying behavior, particularly regarding environmentally friendly products. In an era of growing awareness of environmental issues, the work highlights the challenges associated with marketing socially desirable products. The authors, Mikael Forsberg and Sara-Maria Löfvenberg, conduct thorough literature research to combine existing insights from various marketing fields. The aim is to develop a theoretical model that helps manufacturers of fast-moving consumer goods (FMCG) bridge the gap between purchase intention and actual purchase. The findings of this research could serve as a foundation for future theoretical and empirical studies and provide valuable insights into value creation for consumers as well as decision-making processes and in-store marketing.