Electronic Green Journal
Green Marketing: A Study of Consumer Perception and Preferences in India
- Bhatia, Mayank ;
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Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. A study was conducted on 106 respondents. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.
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Research Paper Marketing A Study on Challenges of Green Marketing: Present Scenario
As people become more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address peoples "new" concerns. Green Marketing has created revolution since few years in the market. Attempts are made by business organizations to be in line with environment friendly products to attract customers. This paper is an attempt to study the basic concepts and ideas behind green marketing, importance of green marketing and the challenges which are associated with different aspects of green marketing in the present scenario.
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This study aims to provide information on the concept of Green Marketing and its importance to the environment. It generally refers to the marketing of such products that are environment friendly. Green Marketing has gained a lot of importance in today's market. As the resources are scarce and the human wants are unlimited, the resources should be efficiently utilised to satisfy them. Since, people are becoming aware about the environment and their problems therefore, are not ready compromise with the products that they buy. And finally, the environment has penetrated our collective consciousness deeply enough to move a whole lot of people toward Green lifestyle changes. This study will further focus on the challenges in green marketing.
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Green Marketing is a phenomenon which has developed particular important in the modern market. In the emerging world the concept of pollution free activity is given more importance in all sectors and in all stages. The environmentalists are targeting the industrial sectors as the major contributors for depleting natural resources and the environment destruction. Hence, both production and marketing division of industries are stressed more to take utmost care in these areas along with fulfilling the market demands. To overcome these difficulties a new concept has born in the present globalized world where production, consumption and also the marketing of the products can be carried effectively ensuring environment safety. This concept is named as “Green Marketing “.The outcome of this paper may trigger the minds of marketer to give a thought for adopting the suitable strategies which will give them a way to overcome major problems associated with regular marketing techniques and make a shift to green marketing. Eventually the marketers can save a lot on overhead costs and associated entities in the market. Keeping this thing in mind this paper is an attempt to understand awareness of consumer towards green marketing and green branding along with exploring the concept of green marketing.
Green marketing is a phenomenon which has developed particularly important in the modern market, this concept has enabled for the thrill and the existing packaging Products that already comply with these guidelines. In addition, the development has opened the green marketing connect the door of opportunity for companies the praised quality green products in separate line, some while ignoring the other. This organization of the market Techniques are explained as the direct result of the movement the spirit of the consumer market. As a result of this Companies have increased targeted their consumers if you are concerned about the environment. These same Consumers by their concern are interested in integration by buy to environmental issues in their decisions. Their involvement in the process and content of the each product marketing strategy may be necessary. This article describes, as companies thought to have their Rate targeted green consumers, those who are affected. On the environment and it can have effect on all their purchases decisions? The document identifies three segments green consumers and examines the challenges and the opportunities companies with green marketing. We examine the trends of green marketing in Saudi and describe the reason why the companies are adopting the green marketing, and the future of the green marketing and finds that green Marketing is something that constantly grow in both Practice and application
marsela telah
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. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has collected from multiple sources of evidence, in addition to books, journals, websites and news papers. It explores the main issues in adoption of green marketing practices. The paper describes the current Scenario of Indian market and explores the challenges have with green marketing.
rama prasad
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. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development.
TJPRC Publication
Keeping our environment safe is one of the biggest needs of the time today. Environmental issues across the globe have gained prominence in both business and public life as well. Businesses have certainly begun to modify their behaviour in an attempt to address society's " new concerns " as society becomes more concerned with the natural environment. Some businesses have been quick to accept concepts like waste minimization eco-friendly products and environmental management systems and also have integrated environmental issues into all organizational activities. In the modern market green marketing is a phenomenon which has developed prominent importance and also has emerged as an important concept in India as in other parts of the developed and developing countries and also seen as an important strategy of facilitating sustainable development. Analyzing the need of environment protection as a vital and necessity component for their long term objectives in business many enterprises today are marketing sustainable products and services and also by promoting coefficient production activities are termed green businesses. Green products may be defined as products or services that which have a lesser or reduced bad effect on human health and also the environment when compared with services or competing products that serve the same purpose. Green business surely is an enterprise that has no negative effect on economy, environment, society and community. It certainly also meets the triple bottom line such as natural world betterment and social advantages for employees and members of the local community, financial benefits of the company. Green business today is practically existent everywhere around us. Companies such as General Electric and Wal-Mart are transforming their business practices into green ones. Many of the companies are working on the development of green marketing which in turn has opened the door of opportunities in terms of co-branding their products into separate line. In the wake of global warming the present paper identifies three particular segments of green consumers and also explores opportunities and challenges businesses have with green marketing. The paper also examines the present trends of green marketing in India and also describes the reasons as to why companies are trying to adopt it. Present article focuses on various organizations or the corporate that are actually taking the initiative needed to keep our environment free from harmful pollutants. In order to tap the market opportunities in the marketplace many organizations today are adopting green marketing technologies which emphasizes on the fact that there is a future of green marketing in India. Paper also focuses some of the problems with green marketing and concludes on the note that green marketing is something that will continuously grow in both practice and demand in the near future ahead.
In the present day world with alarming levels of environmental deterioration, global warming and pollution, human beings have become one of the most endangered species on this planet! Of late, more and more people are becoming aware of the urgent need for environmental protection and marketers these days are trying to capitalize on the same to ensure sustainable growth by redesigning their strategies. Green marketing is one of such strategies which marketers are using these days as a key strategy for sustainable competitive advantage. A decade back, most of the businesses had the perception that consumers are willing to buy products at best competitive prices and attach no value togreen and eco-friendly products. They felt that the pressure for making business environment green and behaving in a socially responsible manner essentially comesfrom Government and its legislation and consumers have nothing to do with it. But now with a change in consumer perception and their behaviour, the old perception of companies is alsochanging. It is only since 1990s that the researchers have started academically analyzing consumers' and industry attitude towards green marketing. Most of the studies on green marketing have been done in developed countries but such studies remain conspicuously absent in the context of emerging and developing economies like India. This research is a step to fill up this gap. This paper is a conceptual paper to understand the concept and origin of green marketing. An attempt has been made to study the benefits and challenges and make suggestions for using green marketing to gain sustainable competitive edge.
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Special Issue "From Green Marketing to Green Innovation"
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Special issue information.
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A special issue of Sustainability (ISSN 2071-1050).
Deadline for manuscript submissions: closed (31 March 2022) | Viewed by 8641
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Dear Colleagues,
Environmental sustainability is pressing businesses to find new and innovative ways to incorporate this concern into their activities and in the operation of market-oriented businesses. It is crucial to understand how companies are working and offering products and services to the market interested in “green” and sustainable offers.
Green marketing involves the marketing activities defined to create and facilitate transactions of products and services to address these concerns in terms of environmental sustainability (Paiva 2020). This concept calls attention to the impact of business action on humans and the environment (Hartmann and Ibanez 2006). The consequence of using green marketing principles is a more sustainable value proposition, offering new products, new services, more digital services, new ways of distribution and retro distribution, more ICT in communication and even new forms of work. At this point, green marketing can be extended to the environpreneurial marketing, that is, the management perspective, that in a transparent, proactive, and cooperative way, allows businesses to integrate the environmental concerns into the entrepreneurial activity, in a holistic approach, and consequently responding to these consumers’ needs and interests (Ottamn 2017).
Green marketing has been assuming many designations and approaches, in the ecological (Fisk 1974), environmental (Polonsky and Mintu-Winsatt, 1995), green (Ottman, 1997; Wasik, 1996) and more recently enviropreneurial marketing (Hartman and Stafford 1998; Menon and Menon 1997; Kilbourne 1995), but the main goal addressed is common, that is, satisfying consumer needs in a sustainable way, transforming the organization itself into a more sustainable agent.
Submissions for the Special Issue could relate, but are not limited, to the following topics:
- Green marketing and sustainable growth
- Green marketing and consumer behavior
- Green marketing challenges
- Green marketing strategies and marketing mix
- Green entrepreneurial marketing
- International green marketing
- New products and/ or services and green marketing
- Green marketing and sustainable consumer
- Consumer behavior and green marketing strategies
- Green marketing and innovation
- Green/eco business
- Green/eco entrepreneurship
- Sustainable value proposition design
Research suggestions to build on:
- Paiva, T. (2021). Green Marketing. In: Khosrow-Pour D.B.A., M. (Eds.), Encyclopedia of Organizational Knowledge, Administration, and Technology (pp. 2042-2055). IGI Global. http://doi:10.4018/978-1-7998-3473-1.ch140
- Paiva T. (2020) Green Marketing. In: Idowu S., Schmidpeter R., Capaldi N., Zu L., Del Baldo M., Abreu R. (eds) Encyclopedia of Sustainable Management. Springer, Cham. https://doi.org/10.1007/978-3-030-02006-4_889-1
- Laurett, R., Paço, A., Mainardes, E. (2020). Sustainable development in agriculture and its antecedents, barriers and consequences – an exploratory study. Sustainable Production and Consumption. https://doi.org/10.1016/j.spc.2020.10.032
- Shiel, C., Paço, A., Alves, H. (2020). Generativity, sustainable development and green consumer behavior. Journal of Cleaner Production, 45, https://doi.org/10.1016/j.jclepro.2019.118865.
- Micu, A., Micu, A. E., Capatina, A., Cristache, N., & Dragan, B. G. (2018). Market intelligence precursors for the entrepreneurial resilience approach: The case of the Romanian eco-label product retailers. Sustainability, 10(1), 190.
Dr. Teresa Paiva Dr. Arminda Paço Dr. Alexandru Capatina Guest Editors
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The database meets the following criteria: (1) the data wholly or partly reflect the idea or concept of green marketing in sustainable consumption by explaining the correlations between green marketing in sustainable consumption and other factors; (2) the data contribute to the research of green marketing in sustainable consumption ( Wang et al., …
Green marketing define also as, includes the natural environment protection by trying to decrease the harmful impact on the environment (Ghoshal, 2011) Thus, the green marketing expresses its...
This research paper examines the consumer perception towards green product and green marketing; the researcher has adopted the Convenient Sampling Method. A total of 520 respondents of...
This paper highlights the consumers' perception and preferences towards green marketing practices and products with the help of a structured questionnaire. A study was conducted on 106 respondents. High level of awareness about green marketing practices and products was found among the consumers.
Global Journal of Management and Business Research: E. Marketing . Volume 15 Issue 5 Version 1.0 Year 2015 . Type: Double Blind Peer Reviewed International Research Journal ... This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Other than that, the green consumer ...
Research Paper on Green Marketing Ameet Sao, M.B.A.(Assistant Professor) Shaheed Sukhdev College Of Business Studies (University Of Delhi) Abstract: Green marketing is a phenomenon which has developed particular important in the modern market.
Journal of Research in Business and Management Volume 3 ~ Issue 5(2015) pp: 35-38 ... This paper is been focused on the Green Products and its marketing environment and its growing marketing potentiality. ... Green marketing is a way to use the environmental benefits of a product or service to promote sales. Many
It considers the main issues in adoption of green marketing practices. The paper explains the context of Indian market and explores the challenges with green marketing ... However, in his research on green product innovation strategy, Driessen (2005) finds that in order to maintain a competitive advantage, an optimum level of greenness needs to ...
In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has collected from multiple sources of evidence, in addition to books, journals, websites and news papers. It explores the main issues in adoption of green marketing practices.
Feature Papers represent the most advanced research with significant potential for high impact in the field. Feature Papers are submitted upon individual invitation or recommendation by the scientific editors and undergo peer review prior to publication. ... Green marketing was constantly on the agenda of local authorities and started to be a ...
The paper titled ―Green marketing in India: An overview‖ is aimed to cover the following objectives: 1. To know the concept of green marketing. 2. To identify the importance and need of green marketing. 3. To study the challenges and prospects of green marketing. Research Methodology
Feature Papers represent the most advanced research with significant potential for high impact in the field. Feature Papers are submitted upon individual invitation or recommendation by the scientific editors and undergo peer review prior to publication. ... Green marketing has been assuming many designations and approaches, in the ecological ...
The American Marketing Association defines Green Marketing as (retailing definition) The marketing of products that are presumed to be environmentally safe. 2. (social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality. 3.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, 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 Potomac Environmental Research and Education Center (PEREC) is one of the key components of George Mason University's new Potomac Science Center. PEREC focuses on Potomac River restoration and local sustainability practices, so that the local ecosystem will be healthy for years to come. We translate our research into award winning and ...
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