Smart business houses have accepted green marketing as a part of their. In view of growing importance of green marketing, an attempt is made in this paper to understand the concept of green marketing its importance and strategies required for its promotion. A study of the impact of green marketing on consumer. We obtained 288 valid questionnaires and used structural equation. Marketing has developed and widened its scope towards ecological issues from focusing on the production process, transaction and exchange.
Ecolabels have emerged as the main marketing tool, since green marketing was introduced in the 1990s hess and tim, 2008. Green marketing consists of marketing products and services based on environmental factors or awareness. Inquiries journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. The theoretical view of green marketing, derived from within institutional economics, environmental politics, and technological theory, is a multidisciplinary perspective suggesting that a potential environmental crisis resides not necessarily in specific behaviours but rather within the dominant social paradigm dsp of western industrial societies. Green marketing refers to the process of selling products and or services based on their environmental benefits. Awareness on consumer purchase decision in ghana, journal of marketing development. The marketing policy of windows 95 governed by microsoft has shown the influence and power of. Therefore, authenticity is the most important marketing tool. Since its founding in 1936, jm has played a significant role. Green marketing is a phenomenon which has developed particular importance in the modern market. The 5 simple rules of green marketing when it comes to shining a spotlight on specific sustainability issues, ngos and consumer groups will target the most respected and trusted brands in the world. Protect your company from these common pitfalls and start taking advantage of new opportunities by heeding my rules of green marketing. An integrated marketing communications approach andor a holistic approach, using ecolabels, may better educate consumers on the social and environmental impacts of their purchasing decisions bui, 2005.
The application of section 5 of the federal trade commission act to environmental advertising and marketing practices. What marketers need to know andrea learned we are in a perfect storm brought on by the economic downturn, emerging consumer interest in sustainability, and the power of social media. Scholarly articles ecolabelling as a marketing tool for. According to the american marketing association, greenmarketing is the marketing of products that are presumed tobe environmentally safe. Gaps are identified and future research directions based on marketing. Green marketing strategy in developing a green marketing strategy, firms must take into account two crucial aspects, to create a product that satisfies consumersa needs with a minimal negative impact in the environment and to generate a perception in consumersa minds, in order to evidence product quality and firmas. Strategic green marketing journal of consumer marketing vol 10. Polonsky 1994 stated that green marketing comprises product modification, changes to the production method and process, packaging and modifying advertising. In the literature, green marketing, also known in different terminologies such as environmental marketing, ecological marketing or sustainable marketing. Argues that green marketing is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Green marketing and green brand the toyota case sciencedirect. The impact of green marketing on customer satisfaction and environmental safety.
Green marketing is a way to use the environmental benefits of a product or service to promote sales. The impact of green marketing strategy on the firms. The impact of green marketing on customer satisfaction and. An examination across genders, elsevier international journal, 123, 2012, 198205. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing planning of the. Loreta golubevaite, kaunas university of technology, lithuania abstract going green has become the most topical and. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world.
In total, 29 articles were published on these topics in the consumer behavior. Green marketing articles page 1 marketing resources. The theoretical view of green marketing, derived from within institutional economics, environmental politics, and technological theory, is a multidisciplinary perspective suggesting that a potential environmental crisis resides not necessarily in specific behaviours but rather within the dominant social paradigm dsp of western industrial. Green marketing is a phenomenon which has developed particular important in the modern market. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. As a result, this paper can be used by researchers who need to find out the impact of green marketing on customer satisfaction and. Role of relationship marketing in competitive marketing. Craig lefebvre, 2011,an integrative model for social marketing, journal of social marketing, vol. Guides for the use of environmental marketing claims.
Assistant professor shaheed sukhdev college of business studies. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available. Ecolabelling as a marketing tool for green consumerism. Green advertising and environmentally journal of management and marketing research, volume 1, page 2 green advertising and environmentally responsible consumer behaviors. To study the challenges and prospects of green marketing. Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal, those other things are rarely equal in the minds of consumers. The effect of green marketing strategy on business. For example, green advertising means advertising without adverse impact on society. Both the societal marketing of the 1970s and contemporary green marketing are efforts to improve the relationship between marketing and the natural environment. The influence of green marketing on consumer purchase behavior. Analyzing the effectiveness of marketing strategies in the. Green marketing affects positively the health of people and.
Green marketing raises the voice against production, consumption, andor disposal of such products that anyway harm consumers, the society, and the environment. International journal of business and social science vol. It is the premier outlet for substantive marketing scholarship. No amount of marketing can outweigh a peer recommendation. This cited by count includes citations to the following articles in scholar. November 2012 247 a look at gender differences and marketing implications heather kraft mba student mercer university atlanta, ga u. Many consumers will choose products that do not damage the environment over less environmentally friendly products, even if they cost more. Article pdf available january 2014 with 41,292 reads. It is necessary that businessmen and users should refrain from harmful products. Various published articles from journals, books, internet websites. November 2012 247 a look at gender differences and marketing implications.
Green marketing intervention strategies and sustainable. International journal of research in marketing elsevier. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Assistant professor shaheed sukhdev college of business studies university of delhi abstract. We scrutinize the result of digital marketing on the base of firms sales. Although much insight has been gained from this past work, significant future research is still needed. Green marketing has not lived up to the hopes and dreams of many managers and activists. This paper highlights the consumers perception and preferences towards green marketing practices and products with the help of a structured questionnaire. Polonsky 1994 stated that green marketing comprises product modification, changes to the production method. Shruti p maheshwari assistant professor, shri vaishnav institute of management, indore, mp, india. Green marketing, customers belief and trust, consumers awareness, green brands, hepnep. Green means pure in quality and fair or just in dealing. Green marketing and green product development are useful techniques that are used by firms to increase.
Journal of management and marketing research role of relationship marketing, page 2 1. The aim of this study was to explore the influence of green marketing strategies on business performance by surveying all the 1287 organic farms certified and registered in taiwan. To introduce the definition and concepts of green marketing. Associate professor of marketing mercer university atlanta, ga u. Polonsky, michael jay, university of newcastle publication date. Analysing the impact of green marketing strategies on. Khandelwal institute of management technology,ghaziabad,india research online is the open access institutional repository for the university of wollongong. Jan 01, 2012 the purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in mauritius. If you want to sell a greener product to consumers, you first need to make sure that the consumer is aware of and concerned about the issues that. The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in mauritius. The ones marked may be different from the article in the profile.
The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. A look at gender differences and marketing implications. A study of the impact of green marketing on consumer purchasing. Consumer psychology jcp, journal of marketing jm, and journal of marketing research jmr. Green advertising and environmentally responsible consumer. To identify the importance and need of green marketing. Many enterprises seek to enhance the effectiveness of their total quality management through the implementation of green marketing strategies. Jan 22, 2020 green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. More organizations are making an effort to implement sustainable business practices as they recognize that they can make their products more attractive to consumers and also reduce expenses in packaging, transportation, energy and water usage, and more. There is more than one definition of green marketing tjarnemo, 2001, p. Green marketing is highly debated topic for lay people to highly professional. Lastly, firm will be benefited once gree n marketing strategy is applied. Journal of environmental economics and management, 473, 411434. In order for marketing to play a role in sustainable economic development, a critical reassessment of marketing theory is required.
An introduction to green marketing michael jay polonsky department of management, university of newcastle, newcastle nsw 2308, australia. Argues that green marketing is taking shape as one of the key business strategies of the. Its the reason why home depot was targeted for sustainable. Green marketings roles in sustainability and ecopreneurship. Representing the work of students from hundreds of institutions around the globe, inquiries journal s large database of academic articles is completely free. Thus green marketing is one of the strategies a firm can adopt to achieve this.
Representing the work of students from hundreds of institutions around the globe, inquiries journal s large database of academic articles. The scope and importance of the relationship between business and the environment, and a survey of the pitfalls and abuses. The most popular papers from this title in the past 7 days. Citescore values are based on citation counts in a given year e. Green message means matured and neutral facts, free from exaggeration or ambiguity. Introduction digital marketing is often referred to as online marketing. A lowcost boost to your brand and bottom line an epa program offers business owners an easy and relatively inexpensive way to take care of the planet and also improve their image.
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