...ZENITH International Journal of Multidisciplinary Research Vol.2 Issue 4, April 2012, ISSN 2231 5780 GREEN MARKETING – CHALLENGES AND OPPORTUNITIES DR.V.MOHANASUNDARAM* *Professor and Head, Vivekanandha Institute of Engineering and Technology for Women, Tiruchengode – 637205 Tamilnadu. INTRODUCTION Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. This paper attempts 1) To introduce the terms and concepts of green marketing; 2) To discuss why going green is important; 3) To know why the manufacturers and marketers launch eco-friendly...
Words: 3328 - Pages: 14
...Green Marketing Joslyn Roth Olha Shchadylo May 20, 2015 Introduction Lately, society has become more aware about the worsening environment and it has become a persistent public concern. The term green marketing came across in the late 1970s when the American Marketing Association held the first workshop on "Ecological Marketing” in 1975. Green marketing emerged as “marketing of products that are assumed to be environmentally safe". Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. As broad as green marketing is, it's very important to understand its benefits and challenges. The increased importance of green marketing is very simple and relies on the basic definition of economics. Economics is a study of how people use limited resources to satisfy their unlimited wants and needs. Unfortunately we do have limited resources, thus we need to find alternative ways in order to satisfy our needs and save the environment. Ultimately, green marketing looks at how marketing activities utilizes this limited resources, while satisfying consumer wants, both individuals and industry, as well as achieving selling objectives. These environmental concerns have gotten businesses attention and to show support, companies started to modify their products for preservation of the environment. Businesses have been quick to accept concepts like environmental management...
Words: 4030 - Pages: 17
...Journal of Entrepreneurship, Management and Sustainable Development Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux Article information: Downloaded by UNIVERSITI TEKNOLOGI MALAYSIA At 10:18 08 October 2014 (PT) To cite this document: Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux, (2012),"Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 8 Iss 1 pp. 36 - 59 Permanent link to this document: http://dx.doi.org/10.1108/20425961211221615 Downloaded on: 08 October 2014, At: 10:18 (PT) References: this document contains references to 124 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 4276 times since 2012* Users who downloaded this article also downloaded: Elham Rahbar, Nabsiah Abdul Wahid, (2011),"Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, Vol. 12 Iss 2 pp. 73-83 Kaman Lee, (2008),"Opportunities for green marketing: young consumers", Marketing Intelligence & Planning, Vol. 26 Iss 6 pp. 573-586 Charles Dennis, Lisa Harris, Ken Peattie, Andrew Crane, (2005),"Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research: An International Journal, Vol....
Words: 12394 - Pages: 50
...Contemporary Issues in Marketing Green Marketing Enduser Green marketing Introduction The profit of a company depends on the consumption from their customers. In the traditional marketing, firms often focus on their products rather than the insights to their consumers. In the last few decades the way how consumers make their purchasing decisions has changed a lot due to some of issues, such as health, lifestyle, science, technology and environment. People nowadays gradually realize the environment deterioration and trying to do something to help it. Therefore, as consumers are the roles of protecting the environment in the marketing area, marketers should make more efforts to create a connection between marketing and environmental- friendly awareness. In order to achieve the aim that purchasing can satisfy customers in environmental issues, some companies use green marketing strategies in terms of recycle materials, saving energy and preventing pollution. In this essay, three articles will be discussed and the insight to green marketing and environmental issues will be determined. The relationship between customers and green marketing According to Jeff Kohan (2013), green marketing starts with creating a maintainable connection with the right consumers. The right consumers can be seen as those people who have eco-friendly awareness. Consumer buying behaviours can be affected by the feature of marketing strategy. The most significant characteristic is the self-concept...
Words: 1159 - Pages: 5
...Reading Journal – Marketing 4 Date: 18 / 02/ 2014 Title: The Green Marketing at Work: The Push-Pull Effects of the Green Communication Strategies Author: Victor Danciu Page numbers: 3 - 21 Summary of your finding: This article examines the negative effects on the quality of life for businesses and consumers due to the continuous deterioration of the environment. The article outlines the effects of implementing a new “green marketing paradigm”. With an emphasis on analysing the effects of push-pull strategies of their green products to achieve a green company. The success of push-pull effects play a crucial role in the well-being of the consumers, the business, sustainable development and profit maximisation. How is the content linked with class content? The article illustrates that through product modification/augmentation and new product developments incorporating green marketing paradigm, the organisation is able to better attract and retain a broader range of consumers. To promote a socially reinforced company image because they are seen as good for the environment. Implementing a new green marketing paradigm isn’t only to adjust or improve on existing marketing strategies, but to challenge these strategies to provide different perspectives. This will allow an organisation to develop strategies essential for a competitive advantage. ...
Words: 366 - Pages: 2
...but also by environmental factors over which they have little if any control. Marketing decisions must take into account these environmental factors to create an accurate picture of the marketplace. To ignore the outside factors is to set yourself up for failed marketing and lost revenue that can, in turn, affect the success of your entire brand and or company. The first environmental trend I would like to discuss is the economic one. Local, national and global economies are perhaps the greatest environmental factor to be dealt with for any small business. When times are good, sales are up. When times are bad, the focus on your marketing strategies and promotional methods should multiply many times over. Both local and national economies can influence marketing decisions by determining how much expendable income your consumer base has to spend and how much fear they may have about spending it. Businesses that deal with necessities are less likely to be seriously affected by downswings, although a reassessment of the product line and its price point may be in order. Businesses who cater to an industry driven by elective purchases can see far more serious negative effects. What this trend means for the smart business owners is to realize that people are spending their budget cautiously, just as you are spending your business budget carefully. In a down economy, you want to cut back on everything else before cutting back on your marketing because reduced marketing can lead to...
Words: 765 - Pages: 4
...Sustainable Export Marketing Strategy Fit and Performance Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou ABSTRACT Despite the growing global importance o f sustainability issues, scant research has examined marketing strategy sustain ability issues in international settings. Although significant prior work has examined drivers and performance conse quences o f adaptation/standardization o f marketing strategies in international markets, researchers have yet to apply this avenue o f inquiry to sustainable marketing strategies. Building on contingency theory and the concept o f strategic fit, the authors develop a model o f drivers o f sustainable export marketing strategy adaptation and explore the circum stances under which such a strategy affects export performance. Using a sample o f U.K. exporters, they find that vari ous macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature o f sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome o f the differences between home and export markets in terms o f economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance o f sustainable export marketing strategy adaptation requires adequate fit with...
Words: 15078 - Pages: 61
...Environmental Factors Ashley Thompson MKT 421/BSAW13JXW8 July 9th, 2012 Instructor: Anissa Upshaw Utilizing Online Social Networking Sites Paper The subjects in this paper will revolve around Apple Inc the corporation. Apple Inc has been in business for several years, and has expanded their business from domestic to global in just a few months. The company sells to countries all around the world and their products are well known in many countries. The first subject will cover information on environmental factors that affect global and domestic marketing decisions. The second subject will analyze the influence of global economic interdependence also the effect of trade practices and agreements. The third subject will cover the importance of demographics and physical infrastructure; also this section will analyze the influence of cultural differences. The fourth subject will cover the importance of social responsibility and ethics versus legal obligations. The fifth subject will analyze the effect of political systems and the influence of international relations; also the Foreign Corrupt Practices Act of 1977 will be analyzed, also the influence of local, national, and international legislation will be analyzed. The final subject will cover the effect of technology. Environmental Factors Every company has environmental factors that affect their global and domestic decision making. The Apple store has three environmental factors that affect their global and...
Words: 1184 - Pages: 5
...Behaviour & Information Technology Vol. 28, No. 4, July–August 2009, 323–334 The effect of online store atmosphere on consumer’s emotional responses – an experimental study of music and colour Fei-Fei Chenga, Chin-Shan Wub and David C. Yenc* a Department of Information Management, Southern Taiwan University of Technology, Yung-Kang, Tainan, Taiwan, Republic of China; bDepartment of Electronic Commerce, WuFeng Institute of Technology, Ming-Hsiung, Chia-yi, Taiwan, Republic of China; cDepartment of Decision Sciences and Management Information Systems, Miami University, Oxford, OH, USA (Received February 2007; final version received October 2007) The current study is a convergence of two research orientations: the effect of ambient factors (e.g. music and colour) in physical stores and the website design in cyber context. The former emphasises the influence of sensory stimuli on the shoppers’ responses; whereas the latter address the relationship between website design factors (e.g. usability) and the performance of a virtual store. This article aims to bridge the gap between the above research orientations and explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions – considered as direct antecedents to shopping behaviours – by employing a laboratory experiment. The results indicated that both music and colour reveal significant effects on respondents’ emotional responses. To be more specific, participants felt more aroused...
Words: 9723 - Pages: 39
...European Journal of Economic and Political Studies Green Marketing and Its Impact on Consumer Buying Behavior Aysel Boztepe1 Abstract This study aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reason why the green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained. Then together with the hypothesis developed literature review has been continued and studies conducted on this subject until now were mentioned. In the last section, moreover, questionnaire results conducted on 540 consumers in Istanbul are evaluated statistically. According to the results of the analysis, environmental awareness, green product features, green promotion activities and green price affect green purchasing behaviors of the consumers in positive way. Demographic characteristics have moderate affect on model. Keywords: Green Marketing, Environmental Awareness, Green Product Features, Green Promotion, Green Price, Green Purchasing Behavior. 1 Fatih Universtity, ayselbalaman@hotmail.com 5 Aysel Boztepe Introduction While globalization process continues in its full speed across the world, this process has also brought some problems with it. Leading one of these problems is environmental problems that affect all living beings negatively. These aforementioned environmental problems have started to come to the agenda more and more...
Words: 3078 - Pages: 13
...December 13, 2014 Topic: Chapter 3: Analyzing the Marketing Environment Subject: Marketing Management Prepared by: Joel Gapit Cañon Professor: Dr. Antonio S. Valdez ------------------------------------------------- MBA School Year: 3rd Semester2014-2015 Learning Objectives: (2nd part allocated reports / continuation) * Identify the marketing trends in the firm’s natural resources and technological environments. * Explain the key changes that occur in the political and cultural environments. * Discuss how companies can react to the marketing environment. ------------------------------------------------- Natural Environment –involves natural resources that are needed as inputs or that are affected by marketing activities. Natural resource economics focuses on the supply, demand, and allocation of the Earth’s natural resources. Its goal is to gain a better understanding of the role of natural resources in the economy. Learning about the role of natural resources allows for the development of more sustainable methods to manage resources and make sure that they are maintained for future generations. The goal of natural resources economics is to develop an efficient economy that is sustainable in the long run. Importance of Environment This diagram illustrates how society and the economy are subsets of the environment. It is not possible for society and economics systems to exist independently from the environment. For this reason, natural...
Words: 1165 - Pages: 5
...Introduction: The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are environmental marketing and ecological marketing. Entrepreneurs and Green Marketing: There is a new bottom line for business. Besides measuring financial success, companies are increasingly taking account of environmental and social performance - the so-called 'triple bottom line'. Entrepreneurs with a keen business sense and a desire to make the world a better place will reap the rewards. In response to environmental and regulatory pressures, technology is advancing rapidly. To keep abreast of changes and to identify potential markets, entrepreneurs need to: * Follow trends in regulations and standards, which can create or destroy markets...
Words: 1731 - Pages: 7
...Green marketing From Wikipedia, the free encyclopedia Jump to |Marketing | |Key concepts | |Product marketing | |Pricing | |Distribution | |Service | |Retail | |Brand management | |Brand licensing | |Account-based marketing | |Ethics | |Effectiveness | |Research | |Segmentation | |Strategy | |Activation | |Management | |Dominance | |Marketing operations ...
Words: 3563 - Pages: 15
...Marketing Principles All organisations will use some sort of marketing. Marketing is there so an organisation can find out what their customers’ needs are, and how these can be met. In this manual I will be talking about John Lewis Marketing process. Having a good marketing department can help the John Lewis keep costs down. If the correct process is taken for marketing, it will eliminate the guessing and forecasting that are linked with trying to predict product trends and consumers demand for goods or services. when the organisation knows what they customers wants, they will all be able to provide the right type of product or service and will always have customers ready to purchase. All so having a good marketing department or team, will help a John Lewis build a loyal customer base and help with repeat custom. This is called brand loyalty; it is one of the main advantages of having a good marketing team. Marketing is usually defined as a process that identifies and predicts what the customer wants and then trying to satisfying the customers’ needs and making a profit by doing this. Every business or organisation will follow marketing plan or a marketing process. The marketing plan will serve as a wide range plan which will outline the organisations marketing efforts. Using the marketing process, John Lewis will have to find out what their customers want and what their needs are and what the business can do to meet their needs and demands. The...
Words: 3911 - Pages: 16
...1911-2025 Published by Canadian Center of Science and Education Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products Jacob Cherian1 & Jolly Jacob2 1 2 Department of Management, College of Business Administration, Abu Dhabi University, Abu Dhabi, UAE Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE Correspondence: Jolly Jacob, Department of Applied Sciences, College of Arts and Sciences, Abu Dhabi University, Abu Dhabi, UAE. E-mail: jollyjacob70@hotmail.com Received: June 13, 2012 doi:10.5539/ass.v8n12p117 Abstract Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analyzed on the basis of the framework. Keywords: green marketing, green products, consumer attitude 1. Introduction Today the concept of...
Words: 7068 - Pages: 29
