scholarly journals MARKETING OF GREEN PRODUCTS- CUSTOMER PERSPECTIVE

2021 ◽  
pp. 4-6
Author(s):  
M. Renuka Devi ◽  
G. A. HEMA
Keyword(s):  
Environmental Impact ◽  
Human Health ◽  
Climatic Condition ◽  
Toxic Elements ◽  
Green Marketing ◽  
Organic Fertilizers ◽  
Green Product ◽  
Value Proposition ◽  
Green Products ◽  
Customer Perspective

A green product as one that has less of an environmental impact or is less detrimental to human health that the traditional product equivalent. Now-a-days, peoples are becoming more conscious about health and environment. Green products will be produced by using organic fertilizers, without using any pesticides, insecticides, any inorganic fertilizers, or toxic elements. So, the demand for such products has doubled when compared to the last ten years. The changing climatic condition is not just a talk but has become an international concern. This awareness is greatly affecting consumer's purchasing decision. Even marketers are taking measures to minimize the production of harmful wastes. In the present scenario, brands producing green products use green marketing to communicate their value proposition to the market. Green products will be healthier in nature and safe to use.In this present study, to make a research on green products marketing among the consumers and their perspective.

Green Marketing Strategies and Marketing Performance

2019 ◽  
pp. 1444-1463
Author(s):  
Serkan Kılıç ◽  
Erkan Özdemir
Keyword(s):  
Communication Strategies ◽  
Marketing Channel ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Marketing Communication ◽  
Green Products ◽  
Web Based ◽  
Marketing Performance ◽  
Questionnaire Method

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.

Unboxing the green box: an empirical assessment of buying behavior of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tehreem Raza Ch ◽  
Tahir Mumtaz Awan ◽  
Haider Ali Malik ◽  
Tayyba Fatima
Keyword(s):  
Social Media ◽  
Environmental Concern ◽  
Green Marketing ◽  
Social Media Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Buying Behavior ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

PurposeBecause of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.Design/methodology/approachIn this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.FindingsThe findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.Originality/valueThe influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

Educated Young Consumer Purchase Behavior towards Green Products

2015 ◽  
Vol 6 (1) ◽  
pp. 48-63
Author(s):  
Gyaneshwar Singh Kushwaha ◽  
Nagendra Kumar Sharma
Keyword(s):  
Regression Analysis ◽  
Linear Regression Analysis ◽  
Essential Element ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Survey Questionnaire ◽  
Green Products ◽  
Young Consumers ◽  
Premium Price

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

Educated Young Consumer Purchase Behavior Towards Green Products

2019 ◽  
pp. 821-837
Author(s):  
Gyaneshwar Singh Kushwaha ◽  
Nagendra Kumar Sharma
Keyword(s):  
Regression Analysis ◽  
Linear Regression Analysis ◽  
Essential Element ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Survey Questionnaire ◽  
Green Products ◽  
Young Consumers ◽  
Premium Price

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

The Impact of Eco-Labels and the Type of Green Products on Consumer Behavior

2012 ◽  
Vol 524-527 ◽  
pp. 3505-3508
Author(s):  
Jian Xin Li ◽  
Lu Wang ◽  
Hui Juan Qin
Keyword(s):  
Theoretical Basis ◽  
Purchase Intention ◽  
Simulation Experiment ◽  
Green Marketing ◽  
Research Use ◽  
Green Product ◽  
Green Products ◽  
Experiment Method ◽  
Different Types ◽  
The Impact

Now more and more businesses begin implementing green marketing and carrying out the eco-labels program. But there is a confused question for enterprise, if there will have the same effect for different types of green products. For this, the existing literatures have few involved. So, our research use the simulation experiment method to analyze the impact between the two green product types (self-serving green products versus altruistic green products) and the presence of eco-labels (yes versus no) on consumers’ green purchase intention. Results of this study provide a theoretical basis for green products marketing.

scholarly journals How to Effectively Design Referral Rewards to Increase the Referral Likelihood for Green Products

2021 ◽  
Vol 13 (13) ◽  
pp. 7177
Author(s):  
Di Kuang ◽  
Xiao-Fei Li ◽  
Wen-Wen Bi
Keyword(s):  
Green Marketing ◽  
Green Product ◽  
Product Knowledge ◽  
Perceived Fit ◽  
Green Products ◽  
Monetary Rewards ◽  
Social Wellbeing ◽  
Reward Program ◽  
The Impact ◽  
The Relationship

Interpersonal referrals can effectively promote purchases. In view of the low sales of green products, this study introduces the referral reward program into green marketing and investigates the impact of reward type on customers’ referral likelihood for green product. Through a lab experiment with 302 participants in China involved, this study reveals the differential effects of monetary versus donation rewards on existing customers’ referral likelihood. Specifically, compared with monetary rewards, donation rewards are more effective in promoting recommendations. It is also indicated that the perceived fit between the reward and green products partially mediates the relationship between the reward type and referral likelihood. In addition, the relationship between the reward type and perceived fit is moderated by consumers’ green product knowledge. This research not only extends the literature on green marketing and referral reward programs, but also provides feasible suggestions for government and enterprises to promote green products and to improve social wellbeing.

scholarly journals Students Awareness of Green Consumer Behaviour and Sustainable Environment in Ghana: Using OpenBugs

2021 ◽  
Vol 13 (2) ◽  
Author(s):  
Solomon Abekah Keelson ◽  
Joseph Ahinful Johnson
Keyword(s):  
Environmental Sustainability ◽  
Consumer Behaviour ◽  
Simple Random Sampling ◽  
Green Marketing ◽  
Internet Survey ◽  
Survey Method ◽  
Green Product ◽  
Marketing Theory ◽  
Buying Behavior ◽  
Green Products

Green marketing has been widely studied because of its importance in marketing theory. The purpose of this green marketing study unlike previous ones was to examine student’s awareness of how their green consumer behaviour impact environmental sustainability. A total of three hundred and seventeen (317) tertiary students from the Technical Universities of Ghana were used as respondents in a simple random sampling approach, using the internet survey method. Using the OpenBUGS Bayesian statistical technique, the findings of the present study showed an average level of awareness of green products; students consider the potential environmental impact of their actions when making purchase decisions, and as their purchase habits are affected by their concern for the environment. Thus, students are able to distinguish between green product and non–green product. Again, they know the benefits of green products, and would prefer buying green product as first option. Moreover, they believe green buying behavior can contribute to saving the environment because the study showed a direct relationship between buying behavior and the environmental concerns. Finally, the ANOVA results revealed that male students’ response to green product is positive compared to their female counterparts, whose response to green product are negative. The study recommended that institutions could include in their marketing curricula subjects that train students on consumer knowledge, awareness, values, attitudes, expectations, perceptions and concerns for the environment.

scholarly journals Membentuk Citra Perusahaan Hijau Melalui Sikap Hijau Dan Pengetahuan Ekologi Dari Konsumen Air Minum Dalam Kemasan Aqua

2019 ◽  
Vol 1 (2) ◽  
pp. 68-77
Author(s):  
Savitri Siswono ◽  
Sri Widyastuti
Keyword(s):  
Environmental Management ◽  
Consumer Behavior ◽  
Environmental Impact ◽  
Green Marketing ◽  
Ecological Knowledge ◽  
Green Products ◽  
Environmental Attitude ◽  
Business Opportunities

In the framework of green marketing, environmental management is a strategic tool not only increases control and reduces environmental impact but also develops business opportunities for the company. Companies need to observe green attitudes, as it is important to predict consumer behavior. Green attitudes as a kind of eco-friendly behavior that consumers do to express their concern for the environment. Not all companies have enough capability to market their green products to consumers. Environmental attitude refers to mental readiness that directly affects the consumer's response to the environment. This type of eco-friendly behavior that consumers do to express their concern for the environment. In addition, the existence of consumer ecological knowledge is a variable that can predict to be able to form a company's green image. The findings in this study revealed that green attitudes and ecological knowledge proved to have an effect on the formation of the image of green companies.

Green Marketing Strategies and Marketing Performance

2018 ◽  
pp. 135-154 ◽  
Author(s):  
Serkan Kılıç ◽  
Erkan Özdemir
Keyword(s):  
Communication Strategies ◽  
Marketing Channel ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Marketing Communication ◽  
Green Products ◽  
Web Based ◽  
Marketing Performance ◽  
Questionnaire Method

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.

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