NAME:
NOR’AFIFAH MOHAMMAD
NO MATRIX: SX123303HAFF04
Green
Marketing and its impact on consumer behavior
1.
Introduction
According to the
American Marketing Association, green marketing is the marketing of products
that are presumed to be environmentally safe. Thus green marketing incorporates
a broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising. Yet
defining green marketing is not a simple task where several meanings intersect
and contradict each other; an example of this will be the existence of varying
social, environmental and retail definitions attached to this term. Other
similar terms used are Environmental Marketing and Ecological Marketing.
Green marketing refers
to the process of selling products and/or services based on their environmental
benefits. Such a product or service may be environmentally friendly in it or
produced and/or packaged in an environmentally friendly way.
The obvious assumption
of green marketing is that potential consumers will view a product or service's
"greenness" as a benefit and base their buying decision accordingly.
The not-so-obvious assumption of green marketing is that consumers will be
willing to pay more for green products than they would for a less-green
comparable alternative product - an assumption that, in my opinion, has not
been proven conclusively.
While green marketing
is growing greatly as increasing numbers of consumers are willing to back their
environmental consciousnesses with their rupees, it can be dangerous. The
public tends to be skeptical of green claims to begin with and companies can
seriously damage their brands and their sales if a green claim is discovered to
be false or contradicted by a company's other products or practices. Presenting
a product or service as green when it's not is called green washing.
1.1. Three keys to successful green
marketing
Show potential
customers that you follow green business practices and you could reap more
green on your bottom line. Green Marketing isn't just a catchphrase; it's a marketing
strategy that can help you get more customers and make more money. But only if
you do it right. For green marketing to be effective, you have to do three
things; be genuine, educate your customers, and give them the opportunity to
participate.
1.1.1) Being genuine
means that a) that you are actually doing what you claim to be doing in your
green marketing campaign and b) that the rest of your business policies are
consistent with whatever you are doing that's environmentally friendly. Both
these conditions have to be met for your business to establish the kind of
environmental credentials that will allow a green marketing campaign to
succeed.
1.1.2) Educating your
customers isn't just a matter of letting people know you're doing whatever
you're doing to protect the environment, but also a matter of letting them know
why it matters. Otherwise, for a significant portion of your target market,
it's a case of "So what?" and your green marketing campaign goes
nowhere.
1.1.3) Giving your
customers an opportunity to participate means personalizing the benefits of
your environmentally friendly actions, normally through letting the customer
take part in positive environmental action.
2.
Evolution of Green Marketing
The green marketing
has evolved over a period of time. According to Peattie (2001), the evolution
of green marketing has three phases. First phase was termed as
"Ecological" green marketing, and during this period all marketing
activities were concerned to help environment problems and provide remedies for
environmental problems. Second phase was "Environmental" green
marketing and the focus shifted on clean technology that involved designing of
innovative new products, which take care of pollution and waste issues. Third
phase was "Sustainable" green marketing. It came into prominence in
the late 1990s and early 2000.
3.
Why Green Marketing?
As resources are
limited and human wants are unlimited, it is important for the marketers to
utilize the resources efficiently without waste as well as to achieve the organization's
objective. So green marketing is inevitable. There is growing interest among
the consumers all over the world regarding protection of environment. Worldwide
evidence indicates people are concerned about the environment and are changing
their behavior. As a result of this, green marketing has emerged which speaks
for growing market for sustainable and socially responsible products and
services.
4.
Benefits of Green Marketing
Companies that develop
new and improved products and services with environment inputs in mind give
themselves access to new markets, increase their profit sustainability, and
enjoy a competitive advantage over the companies which are not concerned for
the environment.
5.
Adoption of Green Marketing
There are basically
five reasons for which a marketer should go for the adoption of green
marketing.
They are –
5.1. Opportunities or
competitive advantage
5.2. Corporate social responsibilities (CSR)
5.3. Government pressure
5.4. Competitive
pressure
5.5. Cost or profit
issues
6.
Literature Review –
A study by Peter
Kangis (1992), proposes that the challenges both for marketing specialists and
for consumers, raised by the concept of green marketing, are due to several
issues, such as the lack of an acceptable definition for green marketing, the
absence of a clear understanding of cause-and-effect relationships in matters
affecting the environment, and the overt and covert reasons for concern about
such issues. Suggested that, in the hands of unscrupulous marketers, green
marketing can turn into green gold.
An important study by Vasanthkumar N. Bhat
(1993) suggests since inputs, manufacturing processes, distribution, use and
disposal methods are decided during the design stage, any company venturing out
with a green marketing program must start with green design. Presents source
reduction and waste management strategies to cut down wastes, and also presents
a method to compare green design alternatives which can provide designers with
guidance to select superior designs. As a product must meet several criteria,
suggests a concurrent rather than sequential product development approach.
Concludes with tips for top management to improve green design in their
organizations.
Another study by John Grant (2008) aims to
look at how companies obtain a greener strategy and what is the future of green
marketing.
A study by Elham Rahbar (et al , 2011)
proposes to determine the effect of green marketing tools on consumer's actual
purchase behavior in case of Penang (Malaysia). A survey was carried out on 250
Chinese, Malay, Indian and other races that represent the Penang population.
Factor analysis, Cronbach alpha and multiple regression were used to identify
factors impact on Penang consumers actual purchase behavior. The result
revealed that customer's trust in eco-label and eco-brand and their perception
of eco-brand show positive and significant impact on their actual purchase
behavior
7.
Justification of the Research
Green marketing is
very essential for the sustainability of an organization these days. As is
revealed from the literature review there is a lot of gap in research on this
topic .Also in India not much work is done as far as the influence of green
marketing on consumer behavior is concerned, so this paper is trying to address
this issue by taking the study done by Elham Rahbar (et al,2011) in Malaysia by
replicating some aspects of it in India .
8.
Objectives-
8.1. To establish a
relationship between consumer purchasing decision and green marketing.
8.2. To develop a
green marketing mix for consumers. European Journal of Business and Management
www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.4, 2011
378 8.3 To highlight the challenges being faced by companies pursuing green
marketing.
9.
Hypothesis
The purchase behavior
of buyers is not influenced by green marketing practices of organisations.
10. Research Methodology-
10.1. Data
Sources
Primary data was collected through questionnaires. The questionnaire
contained 14 items ,asking questions like your purchase decision is affected by
green marketing activities of the company, repurchase decision is affected or
not, how much extra you are ready to pay etc.
10.2. Research Tools
The data accumulated
from the various authentic sources (primary ) was subjected to various
statistical tools for verification and interpretations, such as, Descriptive
Statistics(Mean, Standard Deviation and Percentile) were used to have a
understanding on the basis of the respondents group. The data once collected
was analysed by using the Statistical package for Social Sciences (SPSS).The
tests used for analysis were independent t-test, multiple regression analysis
and binary logistic regression analysis.
10.3. Sample Size
A Random sampling
strategy was carried out. A survey of about 50 consumers belonging to Udhampur
district of Jammu region was done
11.
Statistics obtained from data analysis
The data was obtained
from questionnaire adopting Liker Scale from 1 to 5 where 1 stands for strongly
agree and 5 stands for strongly disagree. The questions asked were like would
you desire green products, would you pay extra for them, is your purchasing
decision affected by green marketing etc. The obtained was analysed through
SPSS . The interpretation is given in the tables and they reflect that though
the consumers are environment conscious but it does not affect their purchasing
decision. They still give importance to price and quality of the product. The
t-test applied accepted the hypothesis
12.
Green Marketing Mix
Every company has its
own favorite marketing mix. Some have 4 P's and some have 7 P's of marketing
mix. The 4 P's of green marketing are that of a conventional marketing but the
challenge before marketers is to use 4 P's in an innovative manner.
12.1. Product
The ecological
objectives in planning products are to reduce resource consumption and
pollution and to increase conservation of scarce resources (Keller man, 1978).
12.2. Price-
Price is a critical
and important factor of green marketing mix. Most consumers will only be
prepared to pay additional value if there is a perception of extra product
value. This value may be improved performance, function, design, visual appeal,
or taste. Green marketing should take all these facts into consideration while
charging a premium price.
12.3. Promotion
There are three types
of green advertising: -
12.3.1. Ads that
address a relationship between a product/service and the biophysical
environment 12.3.2. Those that promote a green lifestyle by highlighting a
product or service
12.3.3. Ads that
present a corporate image of environmental responsibility
12.4. Place
The choice of where
and when to make a product available will have significant impact on the
customers. Very few customers will go out of their way to buy green products.
13.
Practical Implications
This paper is relevant
for all the modern business firms as they have to follow environmental laws and
also the consumers these days are getting aware and conscious about green
practices adopted by firms. That is why from Mc Donalds to coca-cola they are
all getting green.
14. Challenges Ahead –
14.1. Green products require renewable and
recyclable material, which is costly
14.2. Requires a
technology, which requires huge investment in R & D
14.3. Water treatment
technology, which is too costly
14.4. Majority of the
people are not aware of green products and their uses
14.5. Majority of the consumers are not
willing to pay a premium for green products 15. Conclusion Green marketing
should not neglect the economic aspect of marketing. Marketers need to
understand the implications of green marketing. If you think customers are not
concerned about environmental issues or will not pay a premium for products
that are more eco-responsible, think again. You must find an opportunity to
enhance you product's performance and strengthen your customer's loyalty and
command a higher price. Green marketing is still in its infancy and a lot of
research is to be done on green marketing to fully explore its potential.
15.
Conclusion
Green marketing should
not neglect the economic aspect of marketing. Marketers need to understand the
implications of green marketing. If you think customers are not concerned about
environmental issues or will not pay a premium for products that are more
eco-responsible, think again. You must find an opportunity to enhance you
product's performance and strengthen your customer's loyalty and command a
higher price. Green marketing is still in its infancy and a lot of research is
to be done on green marketing to fully explore its potential.
16.
References
1. Elam Rehbar and
Nabsiah Al Wahid (2011), “Investigation of green marketing tools effect ion
consumer’s purchase behavior,” Business strategies series,vol;12,Issue-2
2. John Grant, (2008) "Green
marketing", Strategic Direction, Vol. 24 Iss: 6, pp.25 – 27
3. Karl E., Henion; Thomas C. Kinnear (January
1976). "Ecological Marketing". Ecological Marketing. American
Marketing Association. pp. 168 .
4. Ken Peatlle and
Andrew Crane (2005),”Green Marketing: Legend, Myth or Prophesy?” Qualitative
research: An International Journal, Vol: 8, Issue-4
5. McDaniel, Stephen
W.; David H. Rylander (1993). "Strategic green marketing". Journal of
Consumer Marketing (MCB UP Ltd) 10 (3): 4–10.
6. Mendleson, Nicola;
Michael Jay Polonsky (1995). "Using strategic alliances to develop
credible green marketing". Journal of Consumer Marketing (MCB UP Ltd) 12
(2): 4–18.
7. Peter Kangis, (1992) "Concerns about
Green Marketing", International Journal of Wine Marketing, Vol. 4 Iss: 2,
pp.21 – 24
8 . Thomas L. Friedman (April 15, 2007).
"The Power of Green". The New York Times
9. Vasanthakumar N . Bhatt (1993), “Green
marketing begins with green designs”, Journal of Business and industrial
marketing, Vol;8.Issue 4 Statistics PEnv D
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