Essays on Green Marketing And Its Impact On Consumer Behavior Case Study

Download full paperFile format: .doc, available for editing

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.



Anvar, M & Venter, M 2014, "Attitudes and Purchase Behaviour of Green Products among Generation Y Consumers in South Africa," Mediterranean Journal of Social Sciences, vol 5 no 21, pp183-194

Cherian, J & Jacob, J 2012, "Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products," Asian Social Science vol 8 no 12, pp.117-126

Crassous, T & Gassmann, J 2012, "Gaining Competitive Advantage Through Green Marketing: How green marketing is used as a competitive advantage?" Halmstad University Marketing report no. Mf:3: 2012:037

Davis, I 2012, “How (not) to market socially responsible products: A critical research evaluation,” Journal of Marketing Communications, 1-15

Delafrooz, N, Teleghani, M & Nouri, B 2014, "Effect of green marketing on consumer purchase behavior," QScience Connect vol 2 no 5, 3-9

Eltebrandt, T 2010, The role of green marketing in development of consumer behavior towards green energy, viewed 23 Aug 2015,

Erve, S 2013, Minimizing the Young Consumers' Attitude behaviour Gap in Green Purchasing, viewed 23 Aug 2015,

Grimmer, M, and Wooley, M 2012, “Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits,” Journal of Marketing Communications, 1-20

Haytko, D & Matulich, E 2008, "Green Advertising and Environmentally Responsible Consumer Behaviors: Linkages Examined," Journal of Management and Marketing Research vol1 , pp-1-11

Hoyer, W, MacInnis, D & Pieters, R 2012, Consumer Behavior, Cengage Learning, New York

Johnson, E, Pham, M & Johar, G 2007, “Consumer Behaviour and Marketing," Applications of Social Psychology, pp.871-887

Kaufmann, H, Fateh, M & Panni, A 2012, "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," Amfiteatru Economic, vol 15 no 31, pp.31-69

Kaur, S 2014, "Impact of Green Marketing on Consumer’s Buying Behavior," Abhinav National Monthly Refereed Journal of Research in Commerce & Management vol 3 no 5, pp.1-8

Kolkailah, S, Aish, E, & Bassiouny, N 2012, “The impact of corporate social responsibility initiatives on consumers’ behavioural intentions,” International Journal of Consumer Studies, 2, 19-35

Kollmuss, A, & Agyeman, J 2002, “Mind the gap: why do people act environmentally and what are the barriers to proenvironmental behavior?” Environmental education research, vol 8 3, pp.239-260.

Loyola, B 2005, “Environmental Marketing: A Model of Consumer Behavior,” Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators, pp.20-28

Maiywa, E 2013, The Impact Of Green Marketing On Consumer Buying Behaviour In Major Supermarkets In Nairobi County, viewed 23 Aug 2015,

Nottage, A 2008, “The green agenda gets personal,” Marketing, July, 33–5

Perner, L 2010, "Consumer Behavior: The Psychology Of Marketing," USC Marshall, viewed 22 Aug 2015,

Prakash, A 2002, "Green Marketing, Public Policy and Managerial Strategies," Business Strategy and the Environment vol 11, 285–297

Promotosh, B & Vladimir, V 2011, Young Consumers’ Purchase Intentions of Buying Green Products: A study based on the Theory of Planned Behavior, 24 Aug 2015,

Rainer, T, & Rainer, R 2011, The Millennials: Connecting to America's largest generation, Nashville, B&H Books

Ramayah, T, Lee, J & Mohamad, O 2010, “Green product purchase intention: Some insights from a developing country,” Resources, Conservation and Recycling, vol 54 no 12, pp.1419-1427.

Sarkar, A 2012, "Green Marketing And Sustainable Development challenges And Opportunities," International Journal of Marketing, Financial Services & Management Research Vol.1 No, 9, pp.120-125

Sarumathi, S 2014, "Green Purchase Behavior–A Conceptual Framework of Socially Conscious Consumer Behavior," Global Journal of Finance and Management vol 6 no 8, pp.777-782

Sharma, M 2014, "The Impact on Consumer Buying Behaviour: Cognitive Dissonance," Global Journal of Finance and Management vol 6 no 9, pp. 833-840

Sharma, Y 2011, "Changing Consumer Behaviour With Respect To Green Marketing – A Case Study Of Consumer Durables And Retailing," International Journal of Multidisciplinary Research, nol.1 no 4, pp.152-162

Shih, S 2015, "The Study of Consumers' Buying Behavior and Consumer Satisfaction in Beverages Industry in Tainan, Taiwan," Journal of Economics, Business and Management, Vol. 3, No. 3, pp.391-394

Singal, R, Garg, A & Singla, S 2013, "Green Marketing: Challenges and Opportunities," International Journal of Innovations in Engineering and Technology vol 1 no 1, pp.470-471

Sullivan, P, & Heitmeyer, J 2008, “Looking at Gen Y shopping preferences and intentions: Exploring the role of experience and apparel involvement,” International Journal of Consumer Studies, 32, pp.285–295

Download full paperFile format: .doc, available for editing
Contact Us