The Role of Buzz Marketing in Increasing Attention Towards Green Products, ModeratingRole of 'Shockvertising'

The evolving climate conditions have proven to be hazards created by the man-made activities. The global warming is causing panic among the environmentalists to safeguard the environment. The consumerism of the modern world has created significant environmental impact on the Earth. The remains of the consumerism are having vital effect on the other living organisms. The role of the disposal has become mandatory for safeguarding the environment. The change in the consumer attitude and behavior has to be modified for the welfare of the future generation. The awareness and activities of the consumers have to enhance at quicker pace to safeguard the environment from further damage. This paper engages to study the awareness level of the consumers towards the green product and to study the green buying behavior of the consumers. The study has been conducted at micro level with 120 samples who are being the consumers of green products. The study has adopted simple random sampling for the selection of the sample from the green product users. The various statistical tools used in the study are percentage analysis, chi-square test and analysis of variance. The results of the study reveal that the consumers are having significant awareness about the green products and most effective methods that influences the green products purchases are attractive as well as informative advertisements. The green product holds the future of environment and examines the consuming habits of the existing consumers. The role of green products is crucial in protecting the environment and making the environment sustainable.

Download Full-text

Impact of Green Product Knowledge and Perception on Green Purchase Intention: Moderating Role of Price Consciousness

International Review of Management and Business Research ◽

10.30543/9-4(2020)-38 ◽

2020 ◽

Vol 9 (4) ◽

pp. 456-464

Author(s):

ALI HAIDER ◽

MALIK MUHAMMAD FAISAL ◽

FIZZA ASIF

Keyword(s):

Purchase Intention ◽

Purchase Intentions ◽

Primary Data ◽

Product Knowledge ◽

Green Products ◽

Niche Markets ◽

Future Directions ◽

Price Consciousness ◽

Moderating Role

Green products are rapidly moving from niche markets to large market segments and number of consumers purchasing green products are rapidly penetrating mainstream markets (Roberts, 1996). As majority of the consumers are concerned about environment, green markets are developing rapidly and quickly (Peateie and Crane, 2005). These green markets have created essence of doing green marketing. Price is one of such factors that may prevent a green consumer to buy an eco-friendly product (Bonini and Oppenheim, 2008). Tanner and Wölfing Kast, 2003 also confirms this relationship between buying intentions of consumers and price of green products.Also, environmental consciousness among customers is increasing making them more concerned about green and responsible purchasing of food. By analyzing this by using theory of reasoned actions, green purchase intentions is affected differently by different and type of prices. Data collected from a sample of 400 consumers while, structured questionnaires were used to gather primary data from consumers. For hypothesis testing process macro was used. CFA was run by using AMOS. There have been discussed results alongwith recommendations and future directions at the end. Keywords: Consumer Product Knowledge, Perceived Quality, Perceived Saving, Consumer Green Attitude, Green Purchase Intention, Price Consciousness.

Download Full-text

Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers

Pakistan Journal of Engineering Technology & Science ◽

10.22555/pjets.v2i1.697 ◽

2016 ◽

Vol 2 (1) ◽

Cited By ~ 6

Author(s):

Afzaal Ali ◽

Israr Ahmad

Keyword(s):

Purchase Intentions ◽

Green Products ◽

Product Price ◽

Environment Friendly ◽

Environmental Programs ◽

Proposed Model ◽

Survey Results ◽

Fine Tune ◽

Moderating Role

This study examines the influence of various factors on the green purchase intentions of Pakistani consumers. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a survey. The survey results obtained in two major Pakistani cities provide reasonable support for the validity of the proposed model. Specifically, the findings from the correlation matrix, simple regression followed by multiple regression analysis confirm the influence of OGI, EK, EC and PPP&Q on consumers purchase intentions toward green products. The OGI, EK and EC, in turn, also seem to affect consumers green purchase intentions via the moderating role of PPP&Q of a green product. Although the present findings provide a better understanding of the process and significant antecedents of green purchasing intentions, this also highlights one area for more thorough investigation. This is the significant moderating role of PPP&Q variables in consumers’ green purchasing process. As the findings suggest that respondents have a high positive attitude regarding green products and are ready to buy green products more often, but as for as the product price and quality are concerned, green products must perform competitively just like the traditional products. This study also discusses how the present findings may help the Pakistani government and green marketers to fine-tune their environmental programs.

Download Full-text

Insurer’s Role in Intensifying Environmental Sustainability And Social Development

Summer - GATR Journal of Finance and Banking Review ◽

10.35609/jfbr.2021.6.3(2) ◽

2021 ◽

Vol 6 (3) ◽

pp. 126-133

Author(s):

Soumya Sasidharan ◽

V.K. Ranjith ◽

Sunitha Prabhuram

Keyword(s):

Social Development ◽

Environmental Sustainability ◽

Insurance Industry ◽

Jel Classification ◽

Green Products ◽

Secondary Sources ◽

Current State ◽

New Business ◽

Sustainable Insurance

Objective – Sustainable insurance is the new concept that emerges in the current state, that every country adopting now. The objective of the study is to identify the insurance industry's role and contribution to promoting environmental sustainability. To outline sustainable insurance and sustainable/green products and services. Methodology – This paper explores the contribution of the insurance industry and its role in promoting environmental sustainability and social development. This is a theoretical paper, focused on the secondary sources of data from research publications, websites, books, journals, and articles. To achieve the objectives, this study will critically review previous literature and assess contemporary views from different perspectives. Findings– Various insurers are frequently focusing on their progress, enhancing their share of the market, and maintaining better risks to achieve marketplace success. Insurers should always be on the lookout for new ways to set themselves apart from the competition. The implication for insurers is that their actions matter a lot when it comes to environmental issues and providing green insurance solutions can open new business opportunities for the industry. The answer may lie in marketing new products related to potential climate change and the corresponding sustainability/green insurance. Novelty – Sustainable insurance is aimed primarily at developing innovative or green products and services, reducing risk, improving company efficiency, and supporting environmental, social, and financial sustainability. There hasn't been a general overview of the role of insurers in enhancing environmental sustainability and social development done yet. Theoretically, our work aids policymakers and other stakeholders in better understanding the role of insurers in enhancing environmental sustainability and social development. Type of Paper: Review JEL Classification: G20, G22, G23. Keywords: Insurance, Sustainability, Green insurance, Green products and services, Sustainable Development.

Download Full-text

Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences

Corporate Social Responsibility and Environmental Management ◽

10.1002/csr.1450 ◽

2017 ◽

Vol 25 (3) ◽

pp. 225-236 ◽

Cited By ~ 18

Author(s):

Muhammad Mohsin Zahid ◽

Bakhtiar Ali ◽

Muhammad Shakil Ahmad ◽

Ramayah Thurasamy ◽

Naila Amin

Keyword(s):

Social Media ◽

Purchase Intention ◽

Green Products ◽

Factors Affecting ◽

Mediating Role

Download Full-text

Consumers’ Perceptions of Deal Presentations for Green Products

Australasian Marketing Journal ◽

10.1177/18393349211005201 ◽

2021 ◽

pp. 183933492110052

Author(s):

Avinash Tripathi ◽

Neeraj Pandey

Keyword(s):

Theoretical Explanation ◽

Anticipated Regret ◽

Green Products ◽

Sales Promotions ◽

Mediating Role ◽

Price Discounts ◽

Different Characteristics ◽

The Impact ◽

Practical Implications

There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifying the mediating role of the anticipated regret and conditional indirect effect of perceived expertise. The findings have significant practical implications.

Download Full-text