Green Products And Corporate Strategy

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Green Products And Corporate Strategy

  1. 1. Green Products and Corporate Strategy: an empirical investigation Presented BY : Nadeem Ahmed
  2. 2. Green Products and Corporate Strategy: an empirical investigation <ul><li>Purpose </li></ul><ul><li>“ To examine the influence of multiple factors on the green </li></ul><ul><li>purchase intention of customers”. </li></ul><ul><li>Multiple Factors </li></ul><ul><li>Corporate perception, Environmental regulation, Price and </li></ul><ul><li>quality perception, Product dimensions, Product labels, </li></ul><ul><li>Customers’ Past experiences. </li></ul>
  3. 3. Scope of the Study <ul><li>The knowledge of Customers perception formation about Green products and its predictors provides Management; </li></ul><ul><li>1. To identify and implement strategies that may </li></ul><ul><li> better influence the change of attitude of </li></ul><ul><li>customers. </li></ul><ul><li>2. To benefit from the identification of the types of information required to enable them to influence </li></ul><ul><li>this process of Perception Formation . </li></ul><ul><li> </li></ul>
  4. 4. Introduction <ul><ul><li>Need for Green Marketing </li></ul></ul><ul><li>Strategies based on either low cost leadership or Differentiation are un- sufficient to provide competitive advantage in the development of Corporate Image . ( Reed, 2003) </li></ul><ul><ul><li>Issues that were needed to Explore </li></ul></ul><ul><ul><ul><li>Influence of corporate reputation on consumers Green Purchase Behavior. </li></ul></ul></ul><ul><ul><ul><li>What Can influence of Price & Quality have on Green Consumer demand. </li></ul></ul></ul><ul><ul><ul><li>Impact of green consumer’s overall perception about green products have on purchase behavior. </li></ul></ul></ul>
  5. 5. <ul><li>Issues that were needed to Explore Cont… </li></ul><ul><li>4 . Implications that Green Products may have for appropriate strategies. </li></ul><ul><li>5. What is the existence of a viable potential market for green products. </li></ul><ul><li>“ To Answer these questions Organization should have clear understanding of consumers perception towards Green Products.” </li></ul>
  6. 6. <ul><li>Influence of multiple factors on the green purchase intention of </li></ul><ul><li>customers”. </li></ul>Corporate Perception Labeling Product Perception Regulatory Protection Packaging Ingredients Price Quality Past Experiences Perception to purchase Green Products
  7. 7. Corporate Perception <ul><li>It reflects corporate reputation by way of being socially responsible and responsive to environmental concerns and extent to which this perception influences the consumer’s intention to purchase green products. </li></ul><ul><li>Results & Discussion: </li></ul><ul><li>The contribution of corporate perception to the construct of perception </li></ul><ul><li>about green products is negative. It means that corporate policies will not </li></ul><ul><li>support lower profitability. </li></ul>
  8. 8. Environmental Regulation <ul><li>Environmental regulations provide a clear parameter of the legally acceptable level of corporate responsibility, accountability, and expectations . </li></ul><ul><li>Businesses also formulate the strategy to the environmentally safe business conduct in anticipation of their target market expectations. </li></ul><ul><li>Results & Discussion: </li></ul><ul><li>The contribution of environmental regulation to the construct of perception </li></ul><ul><li> about green products is also negative. It means that respondents do not think to consider that government regulation is adequately protecting the environment. </li></ul><ul><li> or not. </li></ul>
  9. 9. Price & Quality Perception <ul><li>In Literature it is evidenced that consumers are more price conscious and are not willing to pay more price for green products. </li></ul><ul><li>Results & Discussion: </li></ul><ul><li>The contribution of Price and Quality to the construct of perception </li></ul><ul><li> about green products is also negative. This may be due to the reason that consumers perceive that green products are more expensive and generally lower in quality. </li></ul>
  10. 10. Product Dimensions <ul><li>Two product dimensions effect on the purchase of a product. </li></ul><ul><ul><li>Functional performance and </li></ul></ul><ul><ul><li>Environmental Safety aspect. </li></ul></ul><ul><li>Results & Discussion: </li></ul><ul><li>Product perception, Packaging and ingredients appear to have no significant contribution to the overall perception of green products. </li></ul><ul><li>It shows that fundamental changes should be implemented in product offerings and should also communicate to the customers. </li></ul>
  11. 11. Product Labels <ul><li>Labeling is an effective way to communicate the specific benefits and characteristics of the product and the claim of safety to the customers . </li></ul><ul><li>Product labels provide support to assist in the process of positioning themselves as environmentally concerned organizations in two ways, which are; </li></ul><ul><ul><li>Products should have minimal impact on the environment and </li></ul></ul><ul><ul><li>To project a green image of the product. </li></ul></ul><ul><li>Results & Discussion: </li></ul><ul><li>Product labeling appear to have no significant contribution to the overall perception of green products. It shows that fundamental changes should be implemented in product labeling. </li></ul>
  12. 12. Customer’s Past Experiences <ul><li>Consumers also perceive the green products on the basis of their past experiences . The reasons can be that products information provided is confusing to understand by the customers. </li></ul><ul><li>Results & Discussion: </li></ul><ul><li>Past experiences of customers also appear to have no significant contribution </li></ul><ul><li>to the overall perception of green products. </li></ul><ul><li>There is need to focus more closely upon the ways to communicate the green </li></ul><ul><li>perception to take the advantage of less effect of past experiences. </li></ul>
  13. 13. Managerial Implications <ul><li>Customer expect self regulation by organizations more strongly than government's regulation. </li></ul><ul><li>Customers expectation about product as environment friendly should be satisfied the organizations. </li></ul><ul><li>Knowledge of overall perception of customers regarding products help to identify and implement strategies. </li></ul><ul><li>In product labeling, it is necessary to have type and format of information provided as understandable by the customers. </li></ul>
  14. 14. Limitations of the Study <ul><li>Focus is given upon customers intentions to purchase rather then to their actual purchase behaviors. </li></ul><ul><li>Selected sample is very small i.e 155 respondents. This research will be less generalized. </li></ul>
  15. 15. <ul><li> THANKS </li></ul>

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