Consumer Attitude Toward Green Marketing
Consumer Attitude Toward Green Marketing

Consumer Attitude Toward Green Marketing

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  • Pages: 6 (3065 words)
  • Published: June 25, 2018
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LITERATURE REVIEW Some literatures were reviewed in the course of this study. These include the previous researches which are as: 1. Sourabh Bhattacharya (2011) conducted research on “Consumer Attitude Towards Green Marketing In India”. According to him, Marketing is the process which begins with identifying the needs of the consumer and further includes product development, delivering products to the consumer and providing after sales service. The conventional marketing process is not specifically concerned or bothered about environmental safety.

The contemporary green marketing concept, on the other hand, analyzes, ecological compatibility of the product. It emphasizes on the formulation of marketing strategies in conformation with environmental safety or protection. Conventional marketing paid little attention to the pollution caused to the environment from the actual usage of the products, the raw materials used in manufacturing or from the packaging materials used. Conventional marketing concentrated on profit taking, while green marketing maintains the philosophy that doing business for a longer period is not possible without protecting the environmental.

He concluded that the green marketers in India should carry out heavy promotional campaigns, because a majority of the Indian consumers are not sure about the quality of the green products. They are indecisive whether to pay premium for purchasing green products. They are highly suspicious regarding the real greenness of the eco-friendly products and tend to search for more information before buying. All these have a negative impact on the success of green marketing in India. Therefore, the green marketers must do heavy promotion, so that the target customers are convinced about the qualitative aspects of t

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he green products.

This is very important as the Indian consumers are in general price-sensitive and green products are costlier. If they are not convinced with the quality of the green products, they remain suspicious and will not be willing to pay premium. 2. Meenakshi Verma & Anuj Verma (2011) conducted research on “Green Marketing-Strategy & Scope Of Growth In Indian Market”, According to him, Green marketing is the marketing of products that are presumed to be environ mentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production rocess, packaging changes, as well as modifying advertising. Green products balance environmental compatibility with performance, affordability, and convenience. They are typically durable, non-toxic, recyclable, and are often made from recycled materials. Green products have minimal packaging, and should carry low environmental impact. Green marketing not only focuses on advertisements and promotion of products with environmental characteristics, but it pervades all the activities of designing, production, packaging and promoting greener products. Green marketing thrives of the underlying philosophy ‘Reduce, Reuse, and Recycle.

It was concluded that as the demand for green products undoubtedly exist in growing economies, Green marketing provides an opportunity to the companies to increase their market-share by introducing eco-friendly products. Stricter environmental regulations across the world, growing consumer preference for eco-friendly companies, and the inherent cost advantages in lowering toxic waste are encouraging industries big and small to clean up. The research has revealed that awareness level among the consumers is pretty high and they ar

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willing to adopt green products.

However, the manufacturers need to improve the quality of the product and its after sales service. The consumers are concerned about the global warming and majority of them believe that green products shall help in reducing this cause however they are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Though it’s the responsibility of the firm to produce products, which are having minimum impact on the environment, but ultimately it’s the consumer who is having responsibility to use eco-friendly products. 3. Dr.

Priyank Azad (2011) wrote an article “Green Marketing: The Innovative Mantra of Marketing”. This article discusses the notion of green marketing, its initiatives, challenges and probable strategies as conclusion. The mounting awareness about/on disturbed ecological balance and environmental consciousness has changed the behavioral patterns both in the individuals and business across the world. The apprehension towards global warming, harmful pollutants, non-biodegradable sold waste has sharply risen in the past decade. Now is the time of recyclable, non-toxic and environment-friendly green products that can help in preserving our nvironment and keeping it healthier. This has led the marketers to take a shift in practices and incorporates the concept of ‘Think Green’. The term ‘sustainability’ has become the keyword of this competitive era. As the resources are scarce and human wants are infinite, this broadening gap has augmented the interest among the consumers all over the world regarding fortification of environment. This increasing awareness and environmental consciousness has transformed the behavioral blueprints both in individuals and businesses.

Now there is an era of recyclable, non-toxic and environment responsive green goods. This led to green marketing which speaks of mounting market for sustainable and socially accountable products and services. It contains a wide range of tasks such as product adjustment, transforming the production process, changed advertising, modifications in packaging, etc. , that aims at reducing the harmful impact of products and their consumption and disposal on the environment. Despite this world awareness, there are numerous potential challenges and issues that are required to be surmounted. . Andrew Franklin Prince, Reuban Jacob and Jerrin M Philipose (2011) conducted a study on “Green Marketing: Recaliberation and Disposal of Exhausted Product Earns for Itself”. In this era of technologically-advanced educated world, products developed considering ecological aspects have more mileage than the regular products. Consumers’ awareness of proper disposal of exhausted products is need of the hour. The products demanded by the customers could be recaliberated to be used further as homogeneous or differentiated products.

Meanwhile, the products which cross the bar of recaliberation could be disposed by the manufacturer. However, product disposal, is yet to find a prominent ground in India. The culture of corporate organizations trying to bag the sensible customers by providing the right kind of product with a tag line of ‘eco-friendly’, has just kick started. At this juncture one may think, is Corporate Social Responsibility (CSR) a good initiative only in papers? It was concluded that the strategy could bring revelation in the market. It is high time that

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