The paper "Green Marketing And Its Impact On Consumer Behavior" is a wonderful example of a Marketing Case Study. Since the 1970s, environmental pollution has become a prevailing concern for businesses and consumers (Loyola, B 2005; Sarumathi 2014). Indeed, current studies on environmental pollution show that greenhouse effects, ecological imbalances, and air and water pollution prevail as the key environmental issues influencing the marketplace and the customer needs (Sharma 2011; 2014). Accordingly, business organisations that incorporate green strategies in their corporate objectives or product development are realising new opportunities for sustainable competitive advantage.
This paper examines the concept of green marketing and its impact on consumer behaviour. The areas of focus include the explanations of green marketing and consumer behaviours. The importance and benefits of green marketing, green-marketing mix and lastly, green consumer behaviours. Green marketing Green marketing entails a set of marketing processes aimed at the sale of products and services depending on their environmental benefits. The items earmarked for sale may be eco-friendly or manufactured using eco-friendly methods (Saini 2013). Bagheri (2014) defines it as a process of marketing products that are alleged to be environmentally safe.
Hence, the processes of green marketing integrate a wide range of activities, such as modification of the product, altering the production and packaging processes and lastly, making significant modifications to advertising. Indeed, it is based on this assumption that Bagheri (2014) suggested three ways define green marketing. In respect to the retailing definition, Bagheri (2014) suggests that green marketing would then be defined as a process of marketing products viewed to be safe environmentally. In which case, green marketing should show that a product is safe.
In regards to the social marketing description, green marketing entails the process of developing and marketing products intended to reduce or mitigate their adverse environmental effects on the environment. In which case, for green marketing to influence consumer behaviour, it should portray a brand’ s capacity to reduce or mitigate adverse environmental effects. In view of the environmental definition, green marketing would be defined as an organization’ s efforts intended for production, promotion, packaging, and recycling of products using methods that are compliant with the ecological concerns (Bagheri 2014). Consumer behaviors Perner (2010) defines buying behavior as the processes of decision-making and people’ s individual actions engaged when buying and using a product or service.
According to Promotosh and Vladimir (2011), consumer behavior consists of processes through which people seek out, choose, buy, use, and arrange for products and services in order to satisfy their needs and wants. Consumer behavior may as well be interpreted as the study of people, groups of individuals, as well as businesses and the processes they employ in the selection, acquisition, use, and disposal of goods and services, ideas and experiences with the hope of satisfying their needs and cumulative effects of these processes on the consumer (Shih 2015).
This definition points to several important aspects. First, the element of behavior exists either for an individual, a group of individuals or an organization. For instance, a group of individuals may influence what type of shoes or clothes a person buys while an organization, such as the workplace and its ergonomic needs may determine the kind of furniture that should be used in an organization. In such an instance, Sharma (2014) suggests that marketing messages that show how other people buy green products are likely to influence consumers to buy green products.
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