...GREEN MARKETING- AN ANTHROPOLOGICAL VIEW Introduction: Years before, Mc Donald's replaced its clam shell packaging into waxed paper and "Xerox" introduced a high quality recycled photo copier. What are all these companies trying to prove? They are on the path of green marketing. They are among those few companies which has realised the importance of green marketing. According to American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Though it's a concept which had already emerged in 1980, but found its ways into Indian marketing after 2005 and it gained immense popularity in these past few years. Companies found it as a tool to re-market and re-package their existing products. Few companies found it as a tool to co-brand their products into a separate product line so that by projecting the eco friendly nature of the product they are able to hide the deficiencies in their other existing brands. Thus, green marketing is an entire gamut of activities that include product modification, changes in product process, changes in advertising etc. Emergence of green marketing, challenges and opportunities: But what has led to the emergence of green marketing is an interesting question that all the marketers find to answer. An ubiquitous thought behind green marketing is as the resources are limited and the human wants are unlimited, all the companies wants to give away with the wastage of resources. Off late this has...
Words: 1168 - Pages: 5
...The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesis The objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards ecofriendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products...
Words: 419 - Pages: 2
...Issues; Rural, Green and Meta Marketing Submitted To: International Conference On Contemporary Innovative Practice in Management Organized by: Faculty of Management Studies PACIFIC ACADEMY OF HIGHER EDUCATION AND RESEARCH UNIVERSITY-UDAIPUR Name of the Co-Author Name of the Author Prof. Rupal Bhatt Prof. Ripal Madhani Mo.: 09925750769 Mo.: 09429444837 Email: rupalbhatt19@yahoo.co.in Email: ripalmadhani@gmail.com K.K. Parekh Institute of Management Studies Affiliated To Gujarat Technological University Postal Address: K.K. Parekh Institute of Management Studies Lathi Road, Amreli Abstract Rural Marketing In recent years rural market has gain significance importance in the mind of marketers because purchasing power of rural communities is increased significantly. With the evolution of green revolution and new technologies rural communities are consuming the large amount of industrial and urban manufactured products. If we specially talk about India, 70% of the population is residing in rural areas. So this fact has accelerated the growth of rural marketing. Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Keeping in mind the increasing importance of rural marketing, we are going to...
Words: 606 - Pages: 3
...Business Studies 1 Henry Aitken 24th November 2011 Marketing a) With reference to the readings and your own literature research, outline and critically assess the idea of ‘sustainable marketing’. b) Provide an example of ‘sustainable’ marketing and justify your choice of organisation or brand with reference to their current marketing activities. Sustainability has been defined as ‘the consumption of goods and services that meet basic needs and quality of life without jeopardizing the needs of future generations’ (OECD, 2002). This may be interpreted in a number of ways, but mainly sustainability is all about restricting the amount of resources that are produced, but still making the most out of the resources that are available. The idea of sustainability is now recognised worldwide, and is currently a mainstream issue. This is shown by the growing interest for sustainable issues by consumers. However, even though sustainability has became a mainstream issue, the consensus surrounding issues such as climate change, sustainability and pollution is not a universal concern. Marketing’s role in promoting sustainability is essential as marketing can easily influence the behaviour of the consumer. Marketing is extremely influential in global society, and when used positively and for a good cause, it can encourage consumers to buy environmentally friendly products. However, it can also educate consumers to see the importance in making themselves more environmentally friendly...
Words: 2126 - Pages: 9
... Green marketing is the recent buzzword ruling the corporate world in the era of Globalization; corporate responsibility is no longer merely responsible about local Labor issues, pollution control, or energy efficiency. The consumers of today are more conscious about protecting the environment they are enlightened consumers and are known as green consumers. The success of the companies practicing green marketing has drawn the attention of the corporate, policy makers and most importantly the consumers. Green marketing is environment friendly sustainable and socially responsible marketing. Broadly green marketing involves developing the good quality products which can meet consumer needs and wants by focusing on the quality, performance, pricing and convenience in an environmental friendly way. Meaning of green marketing: Green marketing refers to the process of selling products and or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product. Definition of green marketing: ...
Words: 2779 - Pages: 12
...CONTEMPORARY GREEN MARKETING - BRIEF REFERENCE TO INDIAN SCENARIO R. Shrikanth *, D.Surya Narayana Raju ** * Assistant Professor Department of Master of Business Administration, CMR College of Engineering and Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ** Associate Professor, Department of Master of Business Administration, Vidya Vikas Institute of Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ABSTRACT In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The Paper aims at finding out what actually Green Marketing is all about and how can...
Words: 4395 - Pages: 18
...Marketing Plan-Team xxx xxx, xxx, xxx, xxx, University of Phoenix MKT 421, Marketing xxx xxx Overview of Organization Green Home Pest Control Products Inc is an industry leader in providing eco friendly botanical pest control solutions for consumers. Green home believes that non synthetic environmentally safe pesticides promote a cleaner and safer home environment for families with children and pets. Our company creates pest control products that utilize organic compounds that are deadly to insects, but remain harmless to humans, animals, and plants. Green Home offers a wide variety of eco friendly pesticides including general insect repellent, wasp and hornet killer, and in home insect control. Our company has been issued several US and foreign patents, and because of our completely organic non synthetic products, we are able to make safety claims that traditional pesticide producers cannot. Green Home’s patented technology is based on the natural defenses that plants and trees use for their self protection against insects and pathogens – essential oils. After over a decade of research, Green Home had developed revolutionary and proprietary combinations of efficacious insecticidal plant oils that offer viable botanical-based alternatives to conventional pesticides. Description of Product Green Home Inc is expanding into the market of garden fungus control. In comparison to insects, fungus and plant diseases pose an equally large threat...
Words: 1378 - Pages: 6
...(Introduction/The Problem). As they say, the most difficult part of any endeavor is the starting point. This is because the first chapter is where you conceptualize your entire research. The whole research/thesis can be reflected in Chapter 1 including expected results or outcomes. For your guidelines, please read the following sample format of Chapter 1. Remember, the format is not universal, meaning it could vary from one school to another and/or from one course to another. CHAPTER 1: THE PROBLEM Chapter 1 includes the following subtopics, namely: 1) Rationale; 2) Theoretical Framework; 3) Conceptual Framework/Paradigm; 4) Statement of the problem; 5) Hypothesis (Optional); 6) Assumption (Optional); 7) Scope and Delimitation; 8) Importance of the study; 9) Definition of terms. 1) Rationale (Background of the study) -Describe the problem situation considering global, national and local forces. Justify the existence of the problem situation by citing statistical data and authoritative sources. Make a clinching statement that will relate the background to the proposed research problem. 2) Theoretical Framework -Discuss the theories and/or concepts, which are useful in conceptualizing the research. 3) Conceptual Framework/Paradigm -Identify and discuss the variables related to the problem. Present a schematic diagram of the paradigm of the research and discuss the relationship of the elements/variables therein. 4) Statement of the Problem -The general problem must...
Words: 1952 - Pages: 8
...Antecedents of Green Purchasing Behavior among Malaysian Consumers | | Punitha Sinnappan and Azmawani Abd Rahman | | Abstract: The purpose of this study is to examine the factors that influence green purchasing behaviors of Malaysian consumers and observes if the factors affecting green purchasing behavior differ by demographic profile. Respondents in this study were consumers from various age groups, education level, ethnic group, type of occupation and income level. The results shows that the best predictor for green purchasing behavior is environmental attitude followed by perceived environmental responsibility; environmental concern, perceived seriousness of environmental problems, perceived effectiveness of environmental behavior and government’s role. While for demographic variables, only age group is significant in explaining the environmental factors. The result of the research can serve as a guideline for firms to strategize their marketing approaches that caused buying behavior while analyzing the demographic characteristics would give firms better knowledge towards targeting these groups of people. This study also offers practical guidelines to marketers who are planning to target the Malaysian market. The understanding on the changing consumption pattern of Malaysian consumers and the value of attachment, they gave to the environment provides useful insights that are especially pertinent to an improved understanding of green purchasing behavior in the South...
Words: 5651 - Pages: 23
...several valuable natural resources. Green consumerism refers to recycling, purchasing and using eco-friendly products that minimize damage to the environment. More and more businesses and industries are joining in the green movement, either out of a real interest in saving the planet or a desire to capitalize on the growing consumer demand for greener ways. For example, Wal-Mart anticipates savings to the tune of billions of dollars by reducing packaging across the supply chain and Wells Fargo issues carbon credits to offset its customers' credit card purchases. Very few consumers, who have realized the importance of going green, have been practicing it. For many, the perception about the idea is vague. Many organizations are actively trying to induce a paradigm shift in their green marketing strategies to enable them to reach the consumer. Has their attempt in this endeavour yielded results? The study is aimed at exploring the answers to these questions. Purpose and Scope of the Study This study is an attempt to understand the attitude consumers have towards green consumerism particularly with reference to their purchase and consumption patterns and give suitable suggestions based on the findings to enable them to be more environments’ friendly. This Study also is an attempt to explore the problems faced by consumers in adopting green consumerism and reach out to them for solution. This concept is gaining more importance day...
Words: 2274 - Pages: 10
...Task: Research Report Green marketing: How The Body Shop Australia applies it by Lucy Wang November 2014 Course: Monash University English Language Bridging Program for University Teachers: A. Smith & M. Webb BUSINESS & ECONOMICS Table of Contents Executive Summary ……………………………………………………………………………………………………………….ii 1. Introduction……………………………………………………………………………………………………………………….3 2. Green Marketing………………………………………………………………………………………………………………..3 2.1. The four Ps of Marketing …………………………………………………………………………………………………….3 3. The Body Shop Strategy ……………………………………………………………………………………………………..4 3.1. Product Policy……………………………………………………………………………………………………………………..4 3.2. Price Policy…………………………………………………………………………………………………………………………..5 3.3. Placement Policy ………………………………………………………………………………………………………………….6 3.4. Promotion Policy ………………………………………………………………………………………………………………….6 4. Conclusions and Recommendations…………………………………………………………………………………….7 5. References ………………………………………………………………………………………………………………………….8 List of Figures Figure 1: The Body Shop Green Products……………………………………………………………………………………..5 Figure 2: Green Planet Campaign by The Body Shop …………………………………………………………………….7 i BUSINESS & ECONOMICS Executive Summary This report analyses how The Body Shop Australia applies green marketing, using four of the elements of the marketing mix, including product, price, promotion and place. The findings indicate that the company is committed to delivering green products to customers; and ...
Words: 2247 - Pages: 9
...|Professional Post Graduate Diploma in Marketing | | | |Chartered Institute of Marketing | | | | | | | |Candidate No: 13184461 | | | |Center Name: Management Development Centre (MDC) | | | | | |Subject: Emerging Themes | | | | | |Word Count for Discussion Paper: | | | |Task One: 555 ...
Words: 4773 - Pages: 20
...2231-0703 GREEN MARKETING: A STUDY ON INDIAN YOUTH Aditya Maheshwari, Student – PGDM, Institute of Management Technology, (IMT),Ghaziabad, INDIA Dr. Gunjan Malhotra, Asssistant Professor, Institute of Management Technology, (IMT), Ghaziabad,INDIA ABSTRACT People around the world are becoming more aware of the environmental stresses humans are placing on the planet. Many consumers now display concern about environmental deterioration. This is the major impetus for green products and green marketing. However, green is a relative term and depends on the individual. In this paper we have focussed on the youth and have tried to understand awareness level of green products, their perception about green products, the parameters they consider for buying green products and does Green Marketing really affect their decision to buy products. An online questionnaire was used to collect responses from people across India. We have used appropriate statistical tools to analyse our responses like ANOVA. From the study we were able to see that the majority believes the companies leverage on green marketing but awareness about green products is less. Factors like price, availability, and brand name are considered by a consumer before buying green products. The consumers feel that they are overpaying for products. At the end of the study we conclude that consumers are not overly committed to their environment and look to lay too much responsibility on industry and government. Green marketing should...
Words: 5091 - Pages: 21
...The Importance of Measuring Enterprise Impact Zachary Bloom BIS/221 February 16th, 2015 Thomas Klopfer The Importance of Measuring Enterprise Impact “Green hype and green washing may be on the endangered species list and going away, however, green IT for servers, storage, networks, facilities as well as related software and management techniques that address energy efficiency including power and cooling along with e-waste, environmental health and safety related issues are topics that won’t be going away anytime soon.” (Schulz, 2015) Renewable energy, recycled products and storing data are ways that a business can reduce its carbon footprint The question that needs to be asked is a business green washing their data or products to make it seem like they are environmental friendly. Carbon Footprint In week four my team and I did research and had a discussion over a video we watched on the importance of measuring enterprise impact. “Green washing is a form of marketing spin in which green PR or green marketing is deceptively used to promote the perception that an organization's aims and policies are environmentally friendly. Whether it is to increase profits or gain political support, greenwashing may be used to manipulate popular opinion to support otherwise questionable aims.” (Grant, 2013) The first conclusions we came to was none of us knew that data usage could be bad for the environment and that many companies can claim they use less data....
Words: 962 - Pages: 4
...Journal of Entrepreneurship, Management and Sustainable Development Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux Article information: Downloaded by UNIVERSITI TEKNOLOGI MALAYSIA At 10:18 08 October 2014 (PT) To cite this document: Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux, (2012),"Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 8 Iss 1 pp. 36 - 59 Permanent link to this document: http://dx.doi.org/10.1108/20425961211221615 Downloaded on: 08 October 2014, At: 10:18 (PT) References: this document contains references to 124 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 4276 times since 2012* Users who downloaded this article also downloaded: Elham Rahbar, Nabsiah Abdul Wahid, (2011),"Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, Vol. 12 Iss 2 pp. 73-83 Kaman Lee, (2008),"Opportunities for green marketing: young consumers", Marketing Intelligence & Planning, Vol. 26 Iss 6 pp. 573-586 Charles Dennis, Lisa Harris, Ken Peattie, Andrew Crane, (2005),"Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research: An International Journal, Vol...
Words: 12394 - Pages: 50
