The paper “ Concept of Green Marketing and Factors Affecting Purchase Decision of the Customers“ is a perfect variant on research proposal on marketing. Green products are products that are eco-friendly, non-toxic and biodegradable. Most of the products are made of cans, papers and glass that raised people’ s concerns demand green products increased and led to the development of green marketing. The development gave companies an opportunity to set up new business trends. Green marketing is considered a major trend in the business world of modern days. The amounts of green products have increased in the market and hence its advantages and disadvantages have become clearer and more pronounced.
The clear advantages and disadvantages have influenced the willingness of the customers to buy the products. Customers are willing to buy products and sellers are also willing to sell. Consumers are more aware of environmental issues and hence they are now more willing to pay for the product (Chu & Rashad, 2013, p. 2). Greenmarkets came to be due to the rise of environmental issues such as pollutions and global warming.
There has been a rising demand for green products or environmentally friendly in the market. Implications of green products and green marketingCompanies like Exeter and Devon have transformed the way they run operations using the green business model. A combination of good safety practices and eco-conscious outlook can enable businesses to enjoy a wealth of benefits. Operation costs can also be cut down through the introduction of green business. A green business will enable a company to provide a safe and healthy working environment. The advantages will enable companies to operate more efficiently, sustainably and safely.
The use of green marketing can also help a company to gain a competitive edge over its competitors. Despite the positive implications of green marketing, there are also disadvantages associated with it (Chu & Rashad, 2013, p. 3). Most companies have realized that green marketing can help them achieve a competitive advantage over their competitors. This means companies are now focusing on the purchase of green products rather than product usage. Consumers also have contributed to the negative side of green marketing. This is because; consumers are now relying on the usage habits of the product to determine the quantity rather than using the prescribed quantity of the green products.
This leads to over usage of the products. Green purchasing behavior is attributed to environmental concerns, skepticism towards environmental claims, environmental attitudes and environmental knowledge (Kaufmann, Panni & Orphanidou, 2012 p. 52). Research has shown that consumers, who have purchased eco-friendly products once and are satisfied by the products, have the tendency of doing repeat purchases. This shows that satisfaction indeed goes hand in hand with purchase intention.
Some of the research questions to ask in this section include: Is it worth having certification? Is green advertising possible? What are the implications of green products to the target market? What is the level of consumer awareness about green products? What are the issues and challenges of green marketing practices? What factors influence consumers to buy green products? How would the four Ps of conventional marketing mix be used to implement a green marketing strategy? An attempt to find answers to the above questions will depict clearly how green marketing enables companies to achieve success (Majlath, 2012, p.
261). Green business is built on taking advantage of existing trends, finding the right target market using efficient market research methods, using greener and credible communication and letting consumers know that there is an official certification of green products.
Ankit, G. & Mayur, R. (2013). Green marketing: Impact of green advertising on consumer purchase intention. Advances in Management, 6(9), 14-17.
The Chu, S. M. & Yazdanifard, R. (2013). The review of green products in the market, advantages, and disadvantages. Center for Southern New Hampshire University Program
Fan, H. & Zeng, L. (2011). Implementation of Green Marketing Strategy in China‐ A Study of the Green Food Industry, Retrieved from http://www.diva-portal.org/smash/get/diva2:422184/fulltext01
Ghada, H. & Naill, A. M. (2014). Green marketing and its relationship to the purchase decision: An empirical study on students from King Abdul Aziz University in Jeddah. International Refereed Research Journal, 5(2),
Kaufmann, R., Panni, K. & Orphanidou, Y. (2012). Factors affecting consumers’ green purchasing behavior: An integrated conceptual framework. Anfiteatro Economic,
Kimmel, A. J. (2009). Ethical Issues in Behavioral Research: Basic and Applied Perspectives. New York: John Wiley & Sons
Latham, B. (2007). Quantitative Research Methods-Sampling: What is it? Retrieved from: http://webpages.acs.ttu.edu/rlatham/Coursework/5377 (Quant))/Sampling_Methodology_Paper.pdf
LDA. (2009). Green infrastructure strategy – Phase II. Exeter Area and East Devon Growth Point. Retrieved from http://www.teignbridge.gov.uk/CHttpHandler.ashx?id=24570&p=0
Mack, N., Woodsong, C., MacQueen, K, Guest, G. & Namey, E. (2011). Qualitative Research Methods: A Data Collector’s Field Guide. Research Triangle Park, North Carolina:
Family Health International, Module 1Qualitative Research Methods Overview.
Majláth, M. (2012). Actual Questions of Green Marketing. MEB 2012 – 10th International Conference on Management, Enterprise, and Benchmarking, June 1–2. Retrieved from
Oliver, J. D. (2013). Promoting sustainability by marketing green products to non-adopters. Gestion 2000, 30(3), 77-86.
Wyk, B. (2008). Research design and methods Part 1, University of the Western Cape. Creswell, The Selection of a Research Design, Retrieved from http://www.sagepub.com/sites/default/files/upm-binaries/22780_Chapter_1.pdf