SYED%20MOHAMMED%20KARIM - PowerPoint PPT Presentation
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SYED%20MOHAMMED%20KARIM
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Respondents were individual consumers in Penang. Above 18 years old, structured questionnaire, 250 respondents. Questionnaire: five sections. – PowerPoint PPT presentation
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Title: SYED%20MOHAMMED%20KARIM
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- PRESENTED BY
- SYED MOHAMMED KARIM
- 310SM1008
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Are you green??
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INTRODUCTION
- 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 consumers actual purchasing behavior to
buy environmental friendly products. - Consumers behavior- vary in different culture
and demographic context. - This research- whether green marketing tools
affect consumers purchase behavior.
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Findings from literature
- 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
consumers values and translate these values into
the purchase of green products.
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HYPOTHESIS
- H1 A significant and positive relationship
exists between green marketing tools and
customers actual purchase behavior. - H1a Eco-label and customers actual purchase
behavior. - H1b Eco-brand and customers actual purchase
behavior. - H1c Environmental advertisement and customers
actual purchase behavior.
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METHOD
- 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 consumers actual purchase
behavior. - Dependent variable of the study actual purchase
behavior.
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Findings
- 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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Discussion and implications
- 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.
- Respondents 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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LIMITATIONS
- Limited to consumers of Penang (Malaysia).
- Conducted on general eco-brands.
- No comparison between eco-branded non
eco-branded products.
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Findings suggestions
- 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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References
- Francisco J. Montoro Rios(2006) Improving
attitudes toward brands with environmental
associations an experimental approach Journal
of Consumer Marketing, Volume 23 Number 1
2633 - Raska, David (2011) Exploring the effect of a
brands pro-environment behavior on consumers
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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Queries
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