The New Change in Consumers’ Behavior: Empathy Marketing

Abstract

Empathy is a conscious feeling of connectedness, compassion, and dedication to someone or something. The concept of empathy can also be related to business initiatives. Creating campaigns that evoke feelings in customers helps create a favorable experience and also improves the image and profitability of companies. Objective reality imposes the need for humanity to reconsider its consumer behavior for the benefit of society and the environment. New guidelines can be set through the sense of commitment and responsibility of consumers. People’s concern for nature, the economy and the future of the young generation is the focus of this study. It aims to find the changes in consumers’ behavior in three main areas: emotionality, care for the environment and empathy. The present article examines the emotional experience of consumers when they attend campaigns of various causes and their empathy in the general sense of the word, as a feeling and personal emotionality. Based on data collected from empirical research, we carried out an analysis and found significant correlations. The established results would serve to further create a model of empathy marketing that can be used by business organizations.