Green Marketing: The Emerging Key Driver towards Sustainability in an Emerging Economy: An Investigation into Impact of Demographics on Green Consumption

2019 ◽  
Author(s):  
Sanjeela Mathur ◽  
Neelam Tandon
Keyword(s):  
Emerging Economy ◽  
Green Marketing ◽  
Green Consumption ◽  
Key Driver

Green Consumption

2019 ◽  
pp. 376-395
Author(s):  
Ozan Kaya ◽  
Feridun Duman
Keyword(s):  
Social Welfare ◽  
Empirical Research ◽  
Food Consumption ◽  
Organic Food ◽  
The State ◽  
Green Marketing ◽  
Green Consumption ◽  
Green Consumers ◽  
Food Market ◽  
Organic Food Consumption

The main purpose of this chapter is to reveal the profile of organic food consumers and the factors that affect consumers' motivation for organic food consumption as being one of the most important aspects of green marketing and green consumption. Therefore, this study first dealt with green consumers and green consumption and then, organic food consumption and the state of organic food market were evaluated and finally, an empirical research was conducted with 393 respondents in order to better determine the consumers of organic food consumption in Turkey. According to the findings, four motivations were found in influencing the behavior of organic food consumption. These are: health, ecological and social welfare, sensory appeal and natural contents. More specifically, this research reveals that those that have children participated in this research frequently consume organic food.

Green Consumption

2017 ◽  
pp. 42-67
Author(s):  
Ozan Kaya ◽  
Feridun Duman
Keyword(s):  
Social Welfare ◽  
Empirical Research ◽  
Food Consumption ◽  
Organic Food ◽  
The State ◽  
Green Marketing ◽  
Green Consumption ◽  
Green Consumers ◽  
Food Market ◽  
Organic Food Consumption

The main purpose of this chapter is to reveal the profile of organic food consumers and the factors that affect consumers' motivation for organic food consumption as being one of the most important aspects of green marketing and green consumption. Therefore, this study first dealt with green consumers and green consumption and then, organic food consumption and the state of organic food market were evaluated and finally, an empirical research was conducted with 393 respondents in order to better determine the consumers of organic food consumption in Turkey. According to the findings, four motivations were found in influencing the behavior of organic food consumption. These are: health, ecological and social welfare, sensory appeal and natural contents. More specifically, this research reveals that those that have children participated in this research frequently consume organic food.

Research on mechanism of consumer innovativeness influencing green consumption behavior

2014 ◽  
Vol 5 (2) ◽  
pp. 211-224 ◽  
Author(s):  
Kefu Lao
Keyword(s):  
Low Income ◽  
Behavioral Control ◽  
Research Area ◽  
Green Marketing ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Initial Attempt ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Green Consumption

Purpose – The purpose of this paper is to explore the mechanism of the influence of consumer innovativeness (CI) on consumer-reasoned green consumption (GC) behavior to understand more about this behavior and help improve the practice of green marketing. Design/methodology/approach – To understand more about GC behavior and help to improve the practice of green marketing, this paper tries to explore the mechanism of CI influences on consumer-reasoned GC behavior. Findings – This study shows that CI has a significant influence on GC behavior. Its mechanism is that CI directly influences consumer attitude, subjective norm (SN) and perceived behavioral control (PBC) of GC, and then further influences GC intention and behavior. The direct influence of GC attitude on intention is not significant, but GC intention is indirectly influenced via SN by attitude. Moreover, male, young, highly educated and high-income consumers have stronger CI; the influence of CI on GC behavior is more significant in male, old, less-educated and low-income consumers. Research limitations/implications – This research focuses on consumption behaviors which are reasoned and environment condition-constrained only, and its findings cannot be generalized to impulsive consumption behaviors. The influence of CI on impulsive consumption behaviors should be further researched. Practical implications – Company managers should utilize new technology and design to make green products more innovative and fashionable to attract more customers. Social implications – Instead of environment protection propaganda and education, society and market supervisors should lay the key point of GC incentive on the draft and implementation of law and regulation. Originality/value – This research is an initial attempt to establish the relationship between CI and GC behaviors and generate a news research area in green marketing.

Green Marketing and Branding

2019 ◽  
pp. 213-229
Author(s):  
Asli Kuscu
Keyword(s):  
Environmental Impact ◽  
Conceptual Framework ◽  
Environmental Sustainability ◽  
Public Support ◽  
Economic Benefits ◽  
Green Marketing ◽  
Macro Level ◽  
Consumer Spending ◽  
Green Consumption ◽  
Marketing Activities

Green products and services have become an important part of consumption, as consumers' knowledge and concern towards environmental sustainability has increased and they have started to concentrate on their environmental impact. Nonetheless, green marketing still constitutes a small portion of the overall consumer spending. This chapter aims to highlight the importance of marketing activities in the adoption and social normalization of green consumption by the consumers generating public support and economic benefits for the companies as well as environmental and social gains for the society in return. Combining both micro and macro-level determinants and consequences, a conceptual framework is suggested which aims to contribute to literature both theoretically and practically.

Promoting sustainability in a college café by opposite-sex cashiers

2017 ◽  
Vol 18 (7) ◽  
pp. 1279-1290 ◽  
Author(s):  
Sigal Tifferet ◽  
Niv Rosenblit ◽  
Maya Shalev
Keyword(s):  
Evolutionary Psychology ◽  
Design Methodology ◽  
Mating Strategies ◽  
Green Marketing ◽  
Altruistic Behavior ◽  
Content Type ◽  
Green Consumption ◽  
Opposite Sex ◽  
Sustainable Product ◽  
Mating Cues

Purpose People engage in green consumption for many reasons, both conscious and unconscious. This paper aims to draw on evolutionary psychology to propose that hard-wired mating strategies encourage both men and women to increase their green consumption in the presence of members of the opposite sex. Design/methodology/approach Observations were conducted on 324 students who purchased cold drinks in disposable cups from a college café. The students were offered the choice of adding 20 cents to their purchase for a bio-degradable cup. Findings Overall, 160 students agreed to pay the premium for a bio-degradable cup, with green purchases 46 per cent higher among women and 61 per cent higher among men when facing a cashier of the opposite sex. Originality/value The findings suggest that the activation of mating cues prompts students to display prosocial, altruistic behavior and/or to engage in conspicuous consumption (i.e. agreeing to pay more for the sustainable product). The study was conducted in the field using naïve participants and demonstrates the application of evolutionary psychology to green marketing. It also adds to what is a surprisingly small literature on the effect of employee–customer gender mismatch.

scholarly journals Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image

2021 ◽  
Vol 18 (18) ◽  
pp. 9626
Author(s):  
Muhammad Ishfaq Khan ◽  
Shahbaz Khalid ◽  
Umer Zaman ◽  
Ana Ercília José ◽  
Paulo Ferreira
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Social Responsibility ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Chain Management ◽  
Green Consumption ◽  
Consumption Behavior ◽  
Marketing Orientation

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green.

scholarly journals ACTIONS SPEAK LOUDER THAN WORDS - Publicly visible environmentally sustainable initiatives improve organic destination image

2020 ◽  
Author(s):  
Iana Bilynets ◽  
Ljubica Knezevic Cvelbar ◽  
Sara Dolnicar
Keyword(s):  
Environmental Performance ◽  
Environmental Concern ◽  
Green Marketing ◽  
Destination Image ◽  
Destination Choice ◽  
Formation Theory ◽  
Environmentally Sustainable ◽  
Environmental Initiatives ◽  
Key Driver ◽  
Image Formation Theory

Destination image formation theory postulates that image affects destination choice, but that only induced image can be improved by marketing. Our study shows that this is not the case. We demonstrate how a destination can proactively and deliberately manage the organic image of being environmentally sustainable by redirecting money typically spent on communicating green credentials towards the implementation of publicly visible pro-environmental initiatives. With organic image being a key driver of destination choice, investing in pro-environmental initiatives suddenly becomes a rational marketing investment. This is particularly important given the increasing environmental concern of consumers. The invaluable side-effect of redirecting “green marketing dollars” towards “green action dollars” is the improved environmental performance of the destination

GREEN consumption values and Indian consumers’ response to marketing communications

2016 ◽  
Vol 33 (7) ◽  
pp. 562-573 ◽  
Author(s):  
Ainsworth Anthony Bailey ◽  
Aditya Mishra ◽  
Mojisola F. Tiamiyu
Keyword(s):  
Public Relations ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Marketing Communications ◽  
Convenience Sample ◽  
Content Type ◽  
Green Consumption ◽  
Consumption Values ◽  
Indian Consumers

Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context. Design/methodology/approach Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers. Findings The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions. Research limitations/implications The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications. Practical implications The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values. Originality/value The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.

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