Transcript green marketing - 123seminarsonly.com

PRESENTED BY:
SYED MOHAMMED KARIM
310SM1008
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Concern about environment-public issue.
Positive change within consumer's behavior.
Green revolution-prevent further damage.
Green marketing tools-eco-label, eco-brand,
environmental advertisement.
Switch consumer’s actual purchasing behavior
to buy environmental friendly products.
Consumer’s behavior- vary in different culture
and demographic context.
This research- whether green marketing tools
affect consumer’s purchase behavior.
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Three stages of green marketing.
Green marketing focuses on the efficiency of
cognitive persuasion strategies.
Green marketing as actions intended to replace
current needs and wants with minimal harmful
impact on our environment.
Eco-labels- provide information, add value.
Relationship between eco-label & consumer
behavior???
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Eco-brand is a name, symbol or design of
products that are harmless to the environment.
Consumers will aspire to buy eco-friendly
alternatives for products.
Green brands perform same and better.
Motivating factor: emotional brand benefits.
Environmental advertisements: techniques for
introducing products.
Objective: influence consumers’ purchase
behavior & direct their attention to the positive
consequences.
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Environmental advertising contains three
elements:
statement of corporate concern for the
environment.
the way the corporation has changed its
procedures.
specific environmental actions in which the
corporation is involved.
Environmental advertisements help to form
consumer’s values and translate these values
into the purchase of green products.
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H1: A significant and positive relationship
exists between green marketing tools and
customer’s actual purchase behavior.
H1a: Eco-label and customer’s actual purchase
behavior.
H1b: Eco-brand and customer’s actual
purchase behavior.
H1c: Environmental advertisement and
customer’s actual purchase behavior.
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Respondents were individual consumers in
Penang.
Above 18 years old, structured questionnaire, 250
respondents.
Questionnaire: five sections.
Demographic characteristics of respondents.
Perception towards environmental advertising.
Perception of eco-label.
Impact of eco-brand on consumer’s actual
purchase behavior.
Dependent variable of the study: actual purchase
behavior.
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One more dimension to green marketing tools
was added (trust in eco-label and eco-brand).
Eco-brand and trust to eco-label and eco-brand:
positively and significantly associated with
actual purchase behavior.
Effect of eco-label and environmental
advertisement on actual purchase behavior: not
significant.
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Eco-branded products: commercially successful
due to its positive public image.
Growth in brand loyalty.
Eco-label: no significant impact.
Environmental advertisement enhances
knowledge on green products, no influence on
purchase behavior.
Reason: low credibility.
Respondent’s trust in eco-label and eco-brand:
positive effect.
Lack of critical efforts by marketers and
producers to develop the trust in eco-label and
eco-brand.
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Limited to consumers of Penang (Malaysia).
Conducted on general eco-brands.
No comparison between eco-branded & non
eco-branded products.
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In India, environment no longer just a CSR
activity.
 Critical for brand image.
 Many successful campaigns of green
advertising.
Ex: Idea, Havells, IRCTC etc.
 Some successful green brands. Ex: Himalaya.
 Eco-labels: IT industry.
 Large youth population: more chances of
making impact.
 Stringent rules to differentiate between green &
non-green brands.
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Francisco J. Montoro Rios(2006) “Improving attitudes toward brands
with environmental associations: an experimental approach” Journal of
Consumer Marketing, Volume 23 · Number 1 · 26–33
Raska, David (2011) “Exploring the effect of a brand’s proenvironment behavior on consumer’s attitude towards similar
behaviors” Proceedings of ASBBS, Volume 18 Number 1
Florence Benoit-Moreau(2011) “Building brand equity with
environmental communication: an empirical investigation in France”
EuroMed Journal of Business Vol. 6 No. 1, 100-116
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