scholarly journals Green Marketing: An Analysis of Consumer’s Perception and Willingness to Pay

2021 ◽  
Vol 57 (4) ◽  
pp. 153-155
Author(s):  
M. C. Vivek ◽  
and S. Sahana
Keyword(s):  
Environmental Concern ◽  
Green Marketing ◽  
Social Dimension ◽  
Primary Data ◽  
Green Products ◽  
Online Questionnaire ◽  
Environmental Orientation ◽  
Environmentally Safe ◽  
Consumer's Perception ◽  
High Orientation

There has been a gush in the usage of the term ‘Green’, since people worldwide is becoming more concerned about their environment. Green marketing is an emerging strategy which encompasses the marketing of the products that are assumed to be environmentally safe. Rising environmental concern has persuaded consumers and manufacturers towards green marketing. This paper attempts to study the environmental orientation of the young Indian consumer and their perception about green marketing. Primary data collected from 100 consumers with the help of an online questionnaire was used for the study. The results revealed that consumers were having a high orientation towards the environment and the majority preferred green products over conventional products. More than half of the respondent consumers were willing to pay an additional 2-5 per cent of their actual price in case of green products. Consumers need to be made more aware about the issues that the product attempts to address. Green marketing should not be thought of as another approach for making profit. Rather it should be trailed with vigour, because of its ecological and social dimension.

scholarly journals Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

2018 ◽  
Vol 1 (1) ◽  
pp. 37
Author(s):  
Shulov Shrestha
Keyword(s):  
Hypothesis Testing ◽  
Purchase Intention ◽  
Green Marketing ◽  
Primary Data ◽  
Green Products ◽  
The People ◽  
Consumer Purchase Intention ◽  
Green Packaging ◽  
The Impact ◽  
Structured Questionnaire

<p>The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57</p>

scholarly journals A study on customers purchase decesion making green marketing products in tamil nadu with special reference to coimbatore city

2015 ◽  
Vol 1 (4) ◽  
pp. 316-322
Author(s):  
MARAGATHAM V
Keyword(s):  
Tamil Nadu ◽  
Secondary Data ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Green Marketing ◽  
Primary Data ◽  
Environmental Threats ◽  
Factors Influencing ◽  
Environmentally Responsible ◽  
Environmentally Safe

First of all, environment and environmental problems, one of the reason why the green marketing emerged. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe, To analyse the factors influencing the green marketing products in Coimbatore city.Objectives of the study, To analyse the factors influencing the green marketing products in Coimbatore city. The describptive research has used this study. Primary as well as secondary data has been used in this study. Primary data collected from structured questionnaire. Secondary data were collected from journals, magazines, news paper etc. Simple random sampling technique adopted in this study.Suggested this study, Consumer needs to be made more aware about the merits of Green products. The consumer needs to be educated and made aware of the environmental threats. It should be made sure that the consumer is aware of and concerned about the issues that your product attempts to address. Green Marketing campaign and green advertising is good step toward it. Conclude this study, an environmental committed organization may not only produce goods that have reduced their detrimental impact on theenvironment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion.

Effects of environmental orientation, green marketing mix and social capital on the competitive advantage of real estate developers in Bali

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
I Gusti Ayu Ketut Giantari ◽  
I Putu Gede Sukaatmadja
Keyword(s):  
Social Capital ◽  
Real Estate ◽  
Competitive Advantage ◽  
Marketing Mix ◽  
Green Marketing ◽  
Primary Data ◽  
Environmental Orientation ◽  
Content Type ◽  
Real Estate Developer ◽  
Marketing Mix Strategy

PurposeTo test and explain about the implementation of the green marketing mix strategy, based on an environmental orientation and social capital in increasing the competitive advantage of the real estate developer or company in Bali.Design/methodology/approachData collected in this study are primary data. Primary data collection is done by survey method using a research instrument in the form of a questionnaire. This research was conducted at real estate development companies in several cities in Bali. The sample unit is a real estate developer in Bali whose scope of operation project is at least 20 hectares, which means the scale of the property business is a middle-class and upper-class company. The unit of analysis is the company developer in Bali, while the respondent is General Manager, CEO or company owner. Data analysis employs inferential statistics of partial least square (PLS).FindingsThe findings in this study indicate that environmental orientation and competitive advantage do not have a significant direct relationship. However, it has an indirect effect through the adoption of a green marketing mix strategy. Thus, the application of the green marketing mix strategy has a positive and significant impact on increasing competitive advantage. Then, environmental orientation has a direct and significant influence on the application of the green marketing mix. Social capital has a positive and significant influence on competitive advantage.Originality/valueThe originality of this study is evident from the effort to deepen the analysis about the Competitive Advantage uses a green marketing mix strategy for real estate developers as a service company. Although there are many studies on EO, the results are still varied so that this becomes something interesting. Thus, in this study the concept of the effect of EO influence was developed on the implementation of the green marketing mix strategy by green property developers.

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.

scholarly journals Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products

2021 ◽  
Vol 13 (23) ◽  
pp. 13385
Author(s):  
Massoud Moslehpour ◽  
Panita Chaiyapruk ◽  
Sahand Faez ◽  
Wing-Keung Wong
Keyword(s):  
Generation Y ◽  
Structural Equation ◽  
Environmental Concern ◽  
Green Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Factors Affecting ◽  
Intent To Purchase ◽  
Purchasing Intention ◽  
Green Packaging

Global warming and depletion of the environment are more than a hunch; they are irrefutable facts. While caring for the environment seemed like a luxurious hobby twenty years ago, it has become a crucial necessity these days. However, the sustainable demand for eco-friendly products seems to be less than it should be. In other words, the consumers seem to lack the intent to purchase green products. Therefore, studies on factors affecting sustainable green purchasing intent seem to be crucial now more than ever. This study attempts to shed some light on the matter using structural equation modeling. After receiving the answers of 357 respondents from Thai Generation Y participants, the estimations reveal that attitude towards green packaging and green marketing awareness have the strongest effects on purchasing intention. On the other hand, environmental concern seems to have the weakest effect on purchasing intention. The findings suggest that the producers must pay more attention to packaging and other novel forms of marketing to increase the customers’ intent for purchasing green products.

scholarly journals Impact of Green Products on Consumer Purchase Decision in Coimbatore City of Tamil Nadu

2021 ◽  
pp. 64-70
Author(s):  
D. Sivaselvan ◽  
T. Samsai ◽  
K. Mahendran
Keyword(s):  
Tamil Nadu ◽  
College Graduates ◽  
Environmental Concern ◽  
Sampling Technique ◽  
Structured Interview ◽  
Primary Data ◽  
Purchase Decision ◽  
Consumer Attitude ◽  
Green Products ◽  
The Impact

Aim: The purpose of the study is to find the awareness of consumers towards green products, factors influencing them to purchase the green products and the problems faced by consumers while purchasing the green products in Coimbatore city Design of the Study: The study is empirical in nature as the study aims to find out the Impact of green products on consumer purchase decision in Coimbatore city. The study is carried out with a survey through a well structured interview schedule. Collection of data for the purpose of the research study is in the form of primary data as the study being empirical in nature. Methodology: The sampling technique involved is purposive sampling. The study is limited only in Coimbatore city. The data were collected from the customer who were aware about the green products. The survey conducted in customers of organised retail stores. In this study, total samples is 100.Tools used for analysis were percentage analysis, factor analysis and Garett’s Ranking Technique. Findings: Consumer Awareness towards green products was high and it indicated that they were having high environmental concern. Most of the sample respondents were college graduates and they have good knowledge about the green products. Consumer attitude towards purchase of green product was high. Consumer purchase decision of green products was highly based on the Quality and Promotion (Advertisement). High cost is the major problem faced by the sample respondents while purchasing of green products.

scholarly journals Integrated Model for Understanding and Enhancing Green Purchase Behavioral Intention: Directions for Future Research

2016 ◽  
Vol 7 (1) ◽  
Author(s):  
Velnampy T. ◽  
Achchuthan Sivapalan
Keyword(s):  
Purchase Intention ◽  
Environmental Concern ◽  
Green Marketing ◽  
Future Research ◽  
Main Theme ◽  
Green Products ◽  
Environmental Attitude ◽  
Proposed Model ◽  
Perceived Consumer Effectiveness ◽  
And Behavior

<p>Environmental management and protection take prominent place in the globe, where environmental pollution already stressed the bio – diversity. In Globalized level, policy makers, marketers and general public also pronounce environmental protection and its benefits. In line with above arguments, green marketing was selected as theme to ground the research. In the green marketing paradigm, green consumerism was selected as the main theme. In line with above facts, the integrated conceptual model was developed to predict the purchase intention and behavior towards green products. Altogether, seven antecedents as environmental attitude, environmental concern, perceived consumer effectiveness, health consciousness, social influence, media influence and perceived government initiatives were incorporated in to the proposed model. Therefore, the proposed model is considered as the comprehensive one to predict the intention towards green products. Further, this model can be applied in globalized level among consumers to predict the purchase intention and behavior towards green products. </p><p> </p>

scholarly journals Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

2020 ◽  
Vol 12 (19) ◽  
pp. 7880 ◽  
Author(s):  
Md. Nekmahmud ◽  
Maria Fekete-Farkas
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Perceived Quality ◽  
Negative Influence ◽  
Positive Influence ◽  
Green Marketing ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Green Products ◽  
Willingness To Purchase

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

A Consuequence of Statisfaction and Loyalty: How Brand nd Purchase Intention Affect Its (An empirical study of Bengkulu)

2020 ◽  
Vol 7 (2) ◽  
pp. 61-70
Author(s):  
Fachri Eka Saputra ◽  
Fedyah Anggriani
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Price Fairness ◽  
Online Questionnaire ◽  
Positive Effect ◽  
Descriptive Method

The purpose of this study as to determine how the effect of waterpark image and price fairness on customer satisfaction and its implications for customer loyalty at Waterpark Wahana Surya Bengkulu. The measurement of this study uses 14 indicator items which are distributed using an online questionnaire. The number of samples in this study were 136 respondents and the data were analyzed using SEM PLS (Partial Least Square). Date were collected using a questionnaire using a Likert scale. This research used descriptive method with a quantitative approach. The type of data used in this study is primary data. The results of this study prove that 1. waterpark image has a positive effect on price fairness, 2. Waterpark image has a positive effect on customer satisfaction, 3. Fairness of price has a positive effect on customer satisfaction, 4. Waterpark image has a positive effect on customer loyalty, 5. Fairness of price has a positive effect on customer loyalty, 6. Customer satisfaction has no effect on customer loyalty.

scholarly journals Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude

2020 ◽  
Vol 13 (1) ◽  
pp. 35
Author(s):  
Guang-Wen Zheng ◽  
Abu Bakkar Siddik ◽  
Mohammad Masukujjaman ◽  
Syed Shah Alam ◽  
Alvina Akter
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Mediating Effect ◽  
Primary Data ◽  
Equation Modeling ◽  
Buying Behavior ◽  
Exploratory Testing ◽  
Green Business ◽  
The Government ◽  
Questionnaire Surveys

The unsustainable operations of producers account for significant carbon emission and subsequent adverse impacts on nature. This study aims to identify the factors that influence consumers’ green buying behavior. The research focuses on the exploratory testing of theories using standardized questionnaires and interviews. Using a convenience selection approach, questionnaire surveys were used to gather primary data from a sample size of 305. The sample demographic reflects people who often make purchases; data were also obtained from shopping centers and elsewhere. The hypothesis testing of variables measured via five-point Likert scale questions was performed using structural equation modeling. We applied closed-ended questions relating to green buying behavior for the convenience of respondents. The empirical result established the effects of attitude, perceived severity of environmental problems, environmental concern, and subjective norms on Bangladeshi consumers’ green buying behavior. Additionally, it was discovered that attitude mediates the association between the perceived environmental responsibility and green buying behavior. Therefore, the government should play a constructive role in educating the public and promoting green business initiatives through improved coordination and legislative intervention.

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