Hasan, Dr. Syed Akif and Subhani, Dr. Muhammad Imtiaz and Osman, Ms. Amber (2012): The crux of green marketing: an empirical effusive study. Published in: European Journal of Social Science , Vol. 27, No. 3 (2011): pp. 425-435.
Download (93Kb) | Preview
No product on this planet has a nix impact on the business and environment one is surrounded by and therefore, ‘green products/brands and environmental-friendly products/brands’ is the word used to express those products/brands that work to shield and care for atmosphere/environment by preserving the free energy and/or resources, in order to effectively manage to reduce the wastes from the environment as much as possible. By the topic, it is apparent that the study is all about green marketing and especially to assess the consumer’s perception about the products and brands, which are environmental-friendly i.e. whether green marketing really impresses an individual to buy the products/brands than a product/brand, which doesn’t promote environmental-friendly positioning. This study focuses the Asian market, which is challenged by economic development and opportunity due to gain in energy prices, terrorism, environmental and climatic changes and consequences. A sufficient sample of 2000 users of green products were selected via judgmental sampling and inquired via online structured questionnaire. It was revealed by Multiple Regression test that the associate variables of Consumer’s Environmental Consciousness, which are Social Influence, Environmental Concern, and Perceived Seriousness of Environmental Problems, indeed affect an individual’s Brand Perception/Preference. While, Environmental Attitude, which is the associate variable of Environmental Attitude and Brand’s Environmental Friendly Perception does not affect Brand Preference. However, when the data was split according to gender, Environmental Concern and Brand’s Environmentally Friendly Perception affect Male, while Social Influence and Environmental Concern affect Female in their choice of green-marketed product/brand.
|Item Type:||MPRA Paper|
|Original Title:||The crux of green marketing: an empirical effusive study|
|English Title:||The Crux of Green Marketing: An Empirical Effusive Study|
|Keywords:||Green marketing, Environmental friendliness, Environmental consciousness,Environmental problems, Brand preference|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M0 - General|
|Depositing User:||Muhammad Imtiaz Subhani|
|Date Deposited:||02. Jan 2012 16:08|
|Last Modified:||12. Feb 2013 15:11|
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. Free Press, New York.
Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ.
Banerjee, B. & Mckeage, K. (1994). How Green Is My Value: Exploring the Relationship between Environmentalism and Materialism. Advances in Consumer Research, 21, 147-152.
Carlson, L., Grove, S. & Kangun, N. (1993). A content analysis of environmental advertising claims: a matrix method approach. Journal of Advertising, 22 (3), 27-40.
D’Souza C., Taghian M., Lamb P. & Peretiatkos R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144-157.
Ewing, G. (2001). Altruistic, egoistic, and normative effects on curbside recycling. Environment and Behavior, 33 (6), 733-64.
Follows, S.B & Jobber, D. (2000). Environmentally responsible purchase behavior: a test of a consumer model. European Journal of Marketing, 34(5/6), 723 – 746.
Forte, M. & Lamont, B. (1998). The bottom-line effect of greening (implications of ecological awareness). The Academy of Management Executive, 12 (1), 89-91.
Garcia-Mira, R., Real, J.E. & Jose, R. (2005). Temporal and spatial dimensions in the perception of environmental problems: an investigation of the concept of environmental hyperopic. International Journal of Psychology, 40 (1), 5-10.
Hoyer, W. & MacInnis, D. (2004). Consumer Behavior, Houghton Mifflin, Boston, MA.
Kaiser, F.G., Wolfing, S. & Fuhrer, U. (1999). Environmental attitude and ecological behavior. Journal of Environmental Psychology, 19, 1-19.
Kardash, W.J. (1974). Corporate responsibility and the quality of life: developing the ecologically concerned consumer, in Henion, K.E. and Kinnear, T.C. (Eds), Ecological Marketing, American Marketing Association, Chicago, IL.
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Upper Saddle River, NJ.
Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573 – 586
Leigh, J.H., Murphy, P.E. & Enis, B.M. (1988). A new approach to measuring socially ible consumption tendencies. Journal of Macro Marketing, 8 (1), 5-20.
Manaktola, K & Jauhari, V. (2007). Exploring consumer attitude and behavior towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5), 364-377
Menon, A., Chowdhury, J. & Jankovich, J. (1999). Evolving paradigm for environmental sensitivity in marketing programs: a synthesis of theory and practice. Journal of Marketing Theory and Practice, 7 (2), 1-15.
Ottman, J., A., Stafford, E., R. & Hartman, C., L. (2006). Avoiding green marketing myopia. Environment, 48(5), 22-36.
Ottman, J.A. (1992). Sometimes consumers will pay more to go green. Marketing News, 26.
Ottman, J.A. (1995). Edison winners show smart environmental marketing. Marketing News, 29.
Ottman, J.A. (1998) Green Marketing: Opportunity for Innovation, NTC-McGraw-Hill, New York, NY.
Pearce, F. (1990). The consumers are not so green. New Scientist, 13, 4.
Pickett-Baker, J., & Ozaki, R., (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293.
Porter, M.E. (1998), Competitive Strategy: Techniques for Analyzing Industries and Competitors, the Free Press, New York, NY.
Rajagopal. (2007). Buying decisions towards organic products: an analysis of customer value and brand drivers. International Journal of Emerging Markets, 2(3), 236-251.
Reed, P. (2003). Strategic Marketing Planning, Thomson Learning Australia, Melbourne.
Rokeach, M. (1973). The Nature of Human Values, the Free Press, New York, NY.
Roy, R. (1999). Designing and marketing greener products: the Hoover case, in Charter, M. & Polonsky, M.J. (Eds), Greener Marketing: A Global Perspective on Greener Marketing Practice, Greenleaf Publishing, Sheffield.
Ryan, A.M. (2001). The peer group as a context for the development of young adolescent motivation and achievement. Child Development, 72 (6), 1135-50.
Schlegelmilch, B.B., Bohlen, G.M. & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35-56.
Schultz, P.W., Shriver, C., Tabanico, J.J. & Khazian, A.M. (2004). Implicit connections with nature. Journal of Environmental Psychology, 24, 31-42.
Shrivastava, P. (1995b). The role of corporations in achieving ecological sustainability. Academy of Management Review, 20(4), 936-960.
Simon, F.L. (1992). Marketing green products in the triad. The Columbia Journal of World Business, 27 (3-4), 268-85.
Solomon, M. & Stuart, E. (2002). Marketing: Real People, Real Choice, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Stern, P.C. (1999). Information, incentives, and pro-environmental consumer behavior. Journal of Consumer Policy, 22 (4), 461-78.
Strong, C. (1996). Features contributing to the growth of ethical consumerism: a preliminary investigation. Marketing Intelligence & Planning, 14 (5), 5-13.
Subhani, M.I. & Osman, A. (2011). A study on the association of brand awareness and consumer/ brand loyalty for the Packaged Milk Industry in Pakistan. South Asian Journal of Management Sciences, 5(1), 11-23.
Travis, D. (2000). How Successful Brands Gain the Irrational Edge: Emotional Branding, Prima Publishing, Washington, DC.
Webster,F. (1975). Determining the characteristics of the socially conscious consumer. Journal of Consumer Research, 2, 188-96.
Wong, V., Turner, W. & Stoneman, P. (1996). Market strategies and market prospects for environmentally friendly consumer products. British Journal of Management, 7, 263-81.