scholarly journals The Disconnect Between Green Marketing And Green Consumption: A Case Study Of Kisii County, Kenya

2013 ◽  
Vol 13 (5) ◽  
pp. 30-33
Keyword(s):  
Green Marketing ◽  
Green Consumption

Anatomy of Green Marketing

2014 ◽  
pp. 125-142
Author(s):  
Elif Yolbulan Okan ◽  
Neva Yalman
Keyword(s):  
Emerging Market ◽  
Environmental Communication ◽  
Green Marketing ◽  
Green Product ◽  
New Paradigm ◽  
Theoretical Concepts ◽  
Study Approach ◽  
Changing Attitudes ◽  
Political Economic

There has been much discussion since the late 1980s concerning “green” issues. Society is becoming increasingly concerned with the rapid depletion of the world's resources and the increasing rate that the environment is being polluted by our activities. Since environmental improvement and competitiveness are defined as the new paradigm for the world economy, green marketing has been one of the most popular topics in the business arena. This chapter aims to examine this concept from several different perspectives. The first section summarizes the evolution of the green marketing concept with the help of theoretical underpinnings. The criticisms regarding green marketing are also discussed. The second section investigates green consumer behavior. In order to position green product offerings, companies need to understand the characteristics and buying patterns of different segments of the green consumer. This section helps to identify the Turkish green consumer. The language and appeals used in environmental communication are very important in changing attitudes. Thus, the third section focuses on the effectiveness of green messages. In the last part of the chapter, the Gezi Park protests from Turkey are examined as an important case with political, economic, social and international impacts as well as its triggering effect of leading to mindful consumption. This chapter explores existing literature on an interest provoking subject--green marketing--as well as integrating theoretical concepts with a recent social event from an emerging market with a case study approach.

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.

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