“an Environmental Protection Tool: Green Marketing & Its Effect on Consumer (Buying) Behavior”

Topics: Marketing, Environmentalism, Environment Pages: 10 (3254 words) Published: March 12, 2013
“An Environmental Protection Tool: Green Marketing & Its effect on Consumer (Buying) Behavior”

Ms. Himani Grewal
Asst. Professor, SSIM Moradabad
Moradabad, Uttar Pradesh, India
Contact no.: +91- 7417219378

Ms.Vidushi Bhatnagar
Asst. Professor, SSIM Moradabad
Moradabad, Uttar Pradesh, India
Contact no.: +91- 9675227398

“An Environmental Protection Tool: Green Marketing & Its effect on Consumer (Buying) Behavior”

The purpose of this research is to determine the approach in and extend to which consumers’ environmental attitudes affect their purchasing behavior. In this competitive edge companies are persistently trying to discover the best ways to get the attention of customers and reach them for increasing growth of business. Thus, they are becoming Environment friendly by implementing the concept of green marketing. Today’s Customers are becoming more aware and demanding so that they have started to pay more attention to the environment also. The main objective of this paper is to find out how consumer (buying) behavior is influenced by Green Marketing through Companies. Green marketing is a tool of protecting the environment for the future creation. It has a positive impact on environmental safety, because of the growing concern of environmental protection. Green marketing is a materialization of a new market. The customers are becoming more eco-responsible and customers are concerned about environmental issues in new market. For companies to survive in this new competitive market, they must find an opportunity to enhance product's performance and strengthen customer's loyalty to command a higher price. As such, green marketing is not just an environmental protection tool but also, a marketing strategy. Key Words: Green Marketing, Consumer Behavior, Environmental Tool INTRODUCTION

Green marketing is a phenomenon which has developed particular important in the modern market. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. According to the American Marketing Association, 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. Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run. Elkington (1994: 93) defines, green consumer as one who avoids products that are likely to endanger the health of the consumer or others; cause significant damage to the environment during manufacture, use or disposal; consume...
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