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because of the sensitivity and psychology of customers who are not open to receiving
information. The author used the Critical Discourse Analysis (CDA) method with

Fairclough's three-dimensional framework along with Wodak's discourse historical
approach (2001) and Kress and Van Leeuwen's visual grammar (1996). From the
analysis of corpus extracted from advertising campaigns, the author pointed out three
discursive strategies: taboo in the community, resisting taboo and body re-
appropriation. From there, advertising used taboo topics in feminine hygiene to change
social perceptions and promote the image of women in public. Ultimately, this study
concludes that advertising exploits taboo as a new discourse about women's
empowerment.

Another study at the University of Högskolan Kristianstad entitled “The impact of
a pandemic on brand preference in purchasing decisions of food and hygiene products:
a COVID-19 perspective” (2020) is also interesting when exploring a new perspective
on branding marketing of two essential industries: food and hygiene. Authors Tarek
Fahmy & Armin Sohani used the P-M-O model based on the foundation of consumer
behaviour theory and branding theory, where phenomenon (P) was COVID-19

pandemic; moderators (M) were price, quality, loyalty and risk; and finally the outcome
(O) was brand preferences. Research has shown the impact of the pandemic on consumer
demand and income, thereby changing their brand preferences and price sensitivity.
Although variation in purchased products is not large, consumers demand higher quality
food and hygiene products as well as high availability and low risk.
“Personal care products: A study on women consumer buying behavior” written
by Dr. Rambabu Lavuri and Dr. D. Sreeramulu (2019) investigated the personal care

product purchasing habits of 172 Indian women. Analysis and correlation also showed
that product factors and decision influences had a significant impact on the purchase
behavior of respondents. Accordingly, product factors like brand loyalty, brand name,
quality of product, product price, affordability, recommendations of salesman, and
previous using experiences have a positive influence on women’s buying hygiene
decisions. Media vehicles, brand ambassadors and family & friend references also

positively impact purchase behavior.
2.4.2 Green marketing trends
Elizabeth Emperatriz García-Salirrosas, Rafael Fernando Rondon-Eusebio (2022),
"Green marketing practices related to key variables of consumer purchasing behavior"
is a study on the impact of green marketing activities on customer behavior, thereby
recommending a model efficiency for businesses. The author followed the PRISMA
(Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement
process with 248 documents. The main variables of green marketing were green

products and services; green corporate image; green advertising; green purchasing
experience; green marketing mix; while purchasing behavior was expressed through
environmental awareness, satisfaction, attitude, intention, preference, word of mouth,
perception, experience, responsibility, interaction, trust,

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