Internal and External Happiness Triggers for Customer Behaviour Motivations

  1. Ahumada-Tello, Eduardo 3
  2. Ravina-Ripoll, Rafael 1
  3. Galvan-Vela, Esthela 2
  4. Tobar-Pesantez, Luis Bayardo 2
  1. 1 University of Cádiz, Cádiz, Spain
  2. 2 CETYS Universidad, Tijuana, México
  3. 3 Universidad Autónoma de Baja California, Tijuana, México
Mostrar afiliaciones +
Actas:
15TH GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES ON 14 - 15 SEPTEMBER 2023, NOVOTEL BANGKOK PLATINUM PRATUNAM, THAILAND

ISSN: 9789-6713

Año de publicación: 2023

Volumen: 15

Número: 1

Páginas: 82-82

Tipo: Aportación congreso

DOI: 10.35609/GCBSSPROCEEDING.2023.1(82) GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

The development of sustainable consumption habits has been a subject of permanent study from various marketing perspectives. Some academic initiatives have sought ways to keep customers interested in the products developed by companies and, to this end, they have sought to find an axis that drives responsible consumption from the internal and external motivations to which the consumer is subjected through the influence of marketing in his decision-making process. In this process, two fundamental axes are presented that are differentiated by the origin of the stimuli. In the internal aspect, needs are initiated by those triggers that are originated in beliefs, expectations and desires coming from the customer's individuality. On the other hand, when these are originated in the collective or come from an origin that stems from characteristics that respond to requirements emanating from the group, then they can be considered as external triggers.