Impact of Green Marketing

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A Study on the Impact of Green Marketing on Purchasing Decision as Perceived by Young Professionals on Makati City

A Research Paper

Presented to

Ms. Lydia A. Basaysay

In Partial Fulfillment for the Requirements of the Course in

Communication Arts II

Presented by:

Angel Joy Mandigal

Far Eastern University-Makati

October 4, 2012

I. INTRODUCTION

In the late 1980’s there are various environmental disasters that exist which makes the environmentalism in the spotlight. Among these were the Exon Valdez Oil Spill in Alaska, devastation of Germany’s Black Forest by acid rain, release of toxic chemicals in the Rhine River and the volcanic eruption o`f Mount Pinatubo in Philippines according to Ottman (1998 as cited in Suplico 2009). Those environmental issues that mentioned are antecedent by the world’s growing population that leads to scarcity of goods. As a result, “green” were introduced in the market that helps to make less damaging to the environment.

In a study of Nandini & Deshpande (2011) stated that the green concept are seen in the United States and has been gaining steadily ever since. In detailed, business firms realized that this environmental issue serves as a marketing opportunity for them. They believed that it will help them to increase their business profit thus; they started to adopt the concept of green marketing by implementing green consuming in measures to save earth’s resources in production. Tan &Yeap (2012)

On the other hand, Suplico (2009) cited that marketing fulfils business and human purpose by providing benefits to customers through products such as the food people eat, the clothes they wear, the house where they live and the cars they drive. Hence, the decisions on what products to make and how to offer them are the responsibility of marketing functions. Additionally, Fuller (2009) stated that the decisions on what products



References: Bukhari, S. S. (2011). Green Marketing and its impact on consumer behaviour.European Journal of Business &Management, 3(4), 375-383 Chang, N, J., &Fong, C, M European Commission. (2004). Buying green! A handbook on environmental public procurement. Belgium: Luxembourg Publication. Encyclopedia of Business (2007). Green Marketing (2nded.). Washington DC. Fuller, Donald A. (1998). Sustainable Marketing: Managerial-Ecological Issues. USA.Sage Publications. Hicks, C. (2009). It’s Not Easy Buying Green. Retrieved August 6, 2012 from http://blog.lohas.com/blog/green-marketing-strategy Horne, R Leonidou, L. C.,Leonidou, C. N., &Kvasova, O. (2010).Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour.Journal of Marketing Management, 26(13/14), 1319–1344. doi: 10.1080/0267257X.2010.523710 Lin, C., & Ho, Y Makower, J. (2011).Green Marketing Is Over. Let’s Move On. Retrieved August 8, 2012 from http://www.greenbiz.com/blog/2011/05/16/green-marketing-over-lets-move?page=full Nandini, P, M., &Deshpande, M National Consumer Council (2002).Green consuming. London Ottman, J Ottman, Jacquelyn A. (1998). Green Marketing: Challenges and Opportunities for the New Marketing Age. USA. NTC Business Books. ROMERO, P. (2008). Beware of green marketing, warns Greenpeace exec. Retrieved August 6, 2012 from http://www.abs-cbnnews.com/special-report/09/16/08/beware- green-marketing- warns-greenpeace-exec Suplico, L. T (2009).IMPACT OF GREEN MARKETING ON THE STUDENTS PURCHASE DECISION.Journal Of International Business Research, 871-88. Tan, B. C, & Y, P. F. (2012). What Drives Green Restaurant Patronage Intention? International Journal of Business &Management, 7(2), 215-223. doi:10.5539/ijbm.v7n2p215 Smith, E Tantawi, P., Shaughnessy, N., Gad, K., &Ragheb, M, A, S. (2009). Green Consciousness of Consumers in a Developing Country: A Study of Egyptian Consumers. Contemporary Management Research, 5 (1), 29-50 Yazdanifard, R., &Mercy, I Yaacob, M. R., &Zakaria, A. (2010).CUSTOMERS’ AWARENESS, PERCEPTION AND FUTURE PROSPECTS OF GREEN PRODUCTS IN PAHANG, MALAYSIA. The Journal of Commerce, 3(2), Rakhsha, R., &Majidazar, M

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