In this thesis ecofriendly as well as green products will be used to mention environmental products. Green marketing defines marketing activities of an organization which are associating sustainable development with business growth opportunities clarkehill, et al. The effects of green marketing strategies on consumers behavior. A study on consumers attitudes towards green marketing and. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. In line with this awareness, there is much discussion about the green marketing opportunity as a means of jumping on this bandwagon. In view of growing importance of green marketing, an attempt is made in this paper to understand the concept of green marketing its importance and strategies required for its promotion. Jacquelyn ottman has yet again written an indispensable book about green marketing. Green marketing and green product development are useful techniques that are used by firms to increase competitive advantages and stand a chance of gaining the satisfaction of consumers in order to achieve the firms mission and vision. Marketing has developed and widened its scope towards ecological issues from focusing on the production process, transaction and exchange.
A study on evolution of green products and green marketing. There is more than one definition of green marketing tjarnemo, 2001, p. They were by ken pattie 1992 in the united kingdom and by jacquelyn ottman 1993 in the united states of america. Be it ingredients, materials, training, maintenance, or byproduct conversion, green marketing allows for business growth by eliminating as much waste as possible. Assessing the role of green marketing in small and medium. The question of green marketing is quite wide and requires much time and efforts and logical strict organization, so students look for good help in the web. Research proposal on green marketing good example papers. Green, responsible and sustainable terms that have become very popular in recent years, and rightly so, since issues such as air and water pollution, climate change, or scarcity of natural resources growing population on a finite planet. Ecofriendly marketing is becoming a lot more popular today, because individuals who proper care of their own health and environmental situation from the planet prefer buying ecologically safe products. Green marketing pdf thesis writing look into the cost of a time of the download link presented. This paper will attempt 1 to introduce the terms and concepts of green marketing.
To introduce the definition and concepts of green marketing. The concept of green marketing seems to take its foundations into the concept of traditional marketing itself polonsky, 1994. Cavallini papers for safe essay prompts situation study ecofriendly marketing. High level of awareness about green marketing practices and products was found among the consumers. A thesis submitted to the faculty of graduate and postdoctoral. The marketing mix, also known as the four ps of marketing, is the combination of product a tangible good or intangible service that is marketed to a consumer. The effects of green marketing strategies on consumers behavior master. Whether it is goods or services, eco entrepreneurs operating in the market are required to identify and satisfy consumer needs.
Many consumers will choose products that do not damage the environment over less environmentally friendly products, even if they cost more. Lastly, firm will be benefited once gree n marketing strategy is applied. Along with this, the authors show different strategies of green marketing available to green companies. Thus green marketing incorporates a broad range of activities including product modification, changes to the production process, packaging changes, as well as modifying advertising. An introduction to green marketing michael jay polonsky department of management, university of newcastle, newcastle nsw 2308, australia. Influence of digital marketing strategies on performance of. Green marketing pdf thesis proposal i help to study. Case studies 78 5 objective of the study and research methodology 105 6 profile of the respondents 114 7 factors affecting green marketing 122 8 summary and conclusion 146 bibliography 156 annexure 164. Green marketing is a phenomenon which has developed particular important in the modern market. Green marketing is the marketing of products that are presumed to be. Environmental, ecological and greenmarketing are similar terms used in the literature. It consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. This paper highlights the consumers perception and preferences towards green marketing practices and products with the help of a structured questionnaire. Green marketing dates back several decades now, with specialist manufacturers and retailers such as ben and jerrys, the body shop and so forth, leading the way.
Marketing is the process by which an organization relates creatively, productively and profitably to the market place. Marketing has an incredible impact across all elements of firms performance. As sustainabilityoriented companies need to scale their impact mission, green marketing becomes a priority. In recent years, owing to the enormous amount of environmental pollution, more and more companies are willing to accept the environmental responsibility. Gaps are identified and future research directions based on marketing.
For further research, green marketing communication through. The first wave of green marketing occurred in the 1980s. Marketing is the art of creating and satisfying customers at a profit. Look into the cost of a time of the download link presented. A study of the impact of green marketing on consumer purchasing.
Green marketing has been defined as the adoption of environmentally friendly strategies that promote resource conservation in every stage of the value chain. Green marketing definition and sustainable development. This study used the term greenmarketing, defined as the development and marketing of products designed in a manner that is sensitive or responsive to ecological concerns american marketing association, 2007. Green marketing effects on the consumer semantic scholar. V, issue2, april 2014 121 green marketing and its relationship to the purchase decision. The new rules of green marketing is a mustread for every marketer. The paper aims at finding out what actually green marketing is all about and how can a business firm be more competitive by using green marketing strategies to gain a competitive edge over others. The green marketing is a type of marketing of products which are environmentally worth having to others. Green marketing is a phenomenon which has developed particular importance in the modern market. It is becoming more popular as more people become concerned with environmental issues and decide that they want to spend their money in a way that is kinder to the planet. Objectives of the study the following points constitute the objectives of the study 1. As todays consumer become more and more conscious of natural products. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility.
Yet defining green marketing is not a simple task where several meanings intersect and contradict each other. Yet defining green marketing is not a simple task where several meanings intersect and. This study sought to establish the impact of green marketing on consumer buying behaviour in major supermarkets in nairobi countykenya. In the late 1980s, the marketing strategies such as lowcost leader ship andor differentiation were not enough to justify the current market requirements and provide sustainable competitive advantage for organizations reed, 2003.
Download 8page research proposal on green marketing 2020. Businesses are beginning to modify their own thoughts and behavior in an attempt to. Due to the increasing recognition of green marketing especially in emerging nations, the key focus of this study is to investigate the impact of green marketing on consumer purchasing patterns and decision making in telangana, india. Firms using digital marketing have shown better performance than their counter parts using conventional marketing strategies. In 1960, harvard business professor theodore levitt introduced the concept of marketing. It was only possible to do this research work and to write this master thesis with. Besides, they think that the reason behind consumers, increasing high involvement in choosing environmentally friendly products is the growing. Green conspicuous consumption the effects of green marketing. Pdf introduction to green marketing interal res journa. It explores the main issues in adoption of green marketing practices. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. Green marketing contains the advancing and raising the rank of services and products which satisfy the wants and needs of customers for the parameters like performance, quality, low prices and also the convenience. Green marketing dissertation pdf writer i help to study. Our research question for this thesis was to explore how organizations are using green.
Green marketing consists of marketing products and services based on environmental factors or awareness. It tries to explain why green marketing is important in the sudanese current situation. An empirical study on students from king abdul aziz university in jeddah ghada mohiuddin hello, department of business administration faculty of economics and management king abdul aziz university, saudi arabia. Green marketing incorporates broad range of activities including product modification, changes to the production process, packaging changes, and modifying advertising. In addition, the paper highlights the important features of green marketing which are related to business and environment.
Green marketing pdf thesis proposal example research proposal on ecofriendly marketing. The tangible milestone for the first wave of green marketing came in the form of published books, both of which were called green marketing. It is also the marketing of goods and services in an environment that is green. Alternatively, green marketing has been defined as the marketing response to the design, production, packaging, use and disposal of product oyewole, 2011, lampe and gazda. Green marketing marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. Concerned citizens and consumers expect brands to be part of the. Green marketing advantages and disadvantages lautre couleur. What marketers need to know andrea learned we are in a perfect storm brought on by the economic downturn, emerging consumer interest in sustainability, and the power of social media. More organizations are making an effort to implement sustainable business practices as they recognize that they can make their products more attractive to consumers and also reduce expenses in packaging, transportation, energy and water usage, and more. Concerned citizens and consumers expect brands to be part of the solution, rather than the problem. Green marketing is a way to use the environmental benefits of a product or service to promote sales. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing.
Polonsky 1994 observes that unfortunately a majority of people believes that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Germany, the netherlands, spain and the united kingdom absorbed more than 70% of. The target population of this study consisted of 10 major supermarkets in nairobi county, kenya. In terms of methodology, the study adopted a descriptive cross sectional survey. Green marketing is the marketing of environmentally friendly products and services.
Student who need to write a research proposal on green marketing have to study the topic perfectly well to be able to analyze it correctly and draw smart conclusions. Pdf as green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to. Assistant professor shaheed sukhdev college of business studies university of delhi abstract. Green marketing has rose attention due to the environmental deterioration and it becomes a global problem kumar, 2011, p. All students includes to your marketing for any substantial marketing set of afro caribbean poetry. One of the biggest problems with the green marketing area is that there has been little. The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. Green marketing includes activities, product modification, changes to the production process, sustainable packaging and even advertisements that are presumed more sustainable. Green marketing and social networks have discussed the problems related to the idea of greening the world through marketing. Green marketing and green product development are useful techniques that are used by firms to increase competitive advantages and stand a chance of gaining the satisfaction of consumers in order. Iv certificate this is to certify that the dissertation entitled factors affecting green marketing in india. The results from the research of this thesis showed that companies are using various communication channels to expose their commitment with social and environmental challenges. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
Firms using digital marketing have shown better performance than. Although much insight has been gained from this past work, significant future research is still needed. Its noted that digital marketing significantly improved revenue, improved market share, and increased profitability. Influence of digital marketing strategies on performance. For entrepreneurs, green marketing involves a series of.
Artee aggrawal is a bonafide research work for the award of the doctor of philosophy in business management at the padmashree dr. This honors college thesis is brought to you for free and open access by the honors college at the aquila digital community. This thesis explores the probability of people in austria buying green. Green marketing is the marketing of products that are presumed to be environmentally safe. The role of digital and social media marketing in consumer behavior andrew t. Green marketing and green consumers environmental marketing, more popularly known as green marketing or sustainable marketing can be defined as the effort by a company to design, promote, price and distribute products in a manner which promotes environmental protection polonsky, 2011. Green marketing is the term that was first discussed in a seminar on ecological marketing organized by american marketing association ama in 1975 and took its place in marketing terminology. Marketing is getting the right goods and services to the right people at the right. A study of the impact of green marketing on consumer. The importance of green marketing for portuguese companies in the.
Jennifer kaplan, author of greening your small business finally, the book that we need for a 21stcentury approach to marketing. First phase was termed as ecological green marketing. According to peattie 2001, the evolution of green marketing has three phases. An exploratory study to analyse the luxury consumer. Misjudging either or overemphasizing the former at the expense of the latter can be termed green marketing myopia. Nevertheless, i am encouraged by the many sincere efforts to communicate the benefits of legitimate sustainable products that are on the market today. In turn, green marketing becomes more important for some kinds of products, such as information. Chances are, youve seen a green marketing campaign or two and didnt even realize it. Naill mohammad al momani, department of business administration. Green marketing intervention strategies and sustainable. The impact of green marketing practices on consumer buying decision. Furthermore, the authors show the current knowledge on how to green the marketing mix. Green marketing strategy and the four ps of marketing. Collaboration, community, green marketing, marketing smarter, marketing tips, small business profiling green moms.
Green marketing pdf thesis writing i help to study. Green marketing define also as, includes the natural environment protection by trying to decrease the harmful impact on the environment ghoshal, 2011 thus, the green marketing expresses its. We are currently eating, sleeping and breathing a new found religion of everything green. Green marketing focuses on satisfaction of customer needs and wants with no. Green marketing definition what is green marketing.