“Changing Consumer Behavior
with respect to green marketing”
Situation of the study:
As environmental concerns have increased, majority of
customers prefer to buy greener products. The influence
of the green consumer will grow as environmental
awareness among consumers spreads and improvements
are made to the environmental information available
through eco-labeling schemes, consumer groups and
Desired purposed of the study:
Both marketers and consumers are becoming
increasingly sensitive to the need for switch in to green
products and services. While the shift to "green" may
appear to be expensive in the short term, it will definitely
prove to be indispensable and advantageous, cost wise
too in the long run.
References that will support this
Oyewole, P. (2001). Social Costs of Environmental Justice
Associated with the Practice of Green Marketing. Journal of
Business Ethics, 29(3), Feb, pp. 239-252.
Merilänen, S., Moisander, J. & Personen, S. (2000). The
Masculine Mindset of Environmental Management and
Green Marketing. Business Strategy and the Environment,
9(3), pp. 151-162.
Prothero, A. & Fitchett, J.A. (2000). Greening Capitalism:
Opportunities for Green Community. Journal of
Macromarketing, 20(1), pp. 46-56.
Why this methodology is use to the
This methodology is use to the study because of:
Thinking broadly about the consumer.
(b) For innovative approach.
(c) For integrate the brands.
(d) For two way communication.
For organizational social responsibility.
Marketing implication of the study:
Environmental problems are still the main concern for
the entire world and human beings. Air pollution,
greenhouse effects and ecological unbalances, are the
main environmental problems that have occurred till
now along with the activities of human being. As
environmental concerns have increased, majority of
customers prefer to buy greener products.
Environmental and economic concerns are changing
the marketplace, customers’ needs are evolving and
brand loyalty is being redefined. Companies that
integrate green strategies into their product
development, operational processes and marketing
activities are finding new opportunities for