(Contemporary issues in marketing ) Green marketing implemented by cozmo Jordan

1. American University of Madaba
Subject: Green Marketing Implemented by Cozmo (THE Group)
Supervisor: Dr. Luai Jraisat
Done by: Elena Hoshe, Fadwa Fraij, Lana Qaqish, Leen Elayyan

2. 2
Action Name Time
Research Title Everyone Week 1
Introduction Hoshe Week 1
Background Haddad and
Fraij Week 2
Applying Green
Marketing to Cozmo
Hoshe and
Elayyan Week 2
Literature Review
 Green Marketing
 Green products and its
characteristics
 Challenges for Green
Marketing
 Opportunities for Green
Marketing
 New Regulations for
Green Marketing
 Marketing Mix in Green
Marketing
 Corporate Social
Responsibility
Qaqish
Elayyan
Elayyan
Hoshe
Elayyan
Hoshe
Fraij
Week 3
Week 3
Week 3
Week 3
Week 3
Week 3
Week 3
Methodology Fraij Week 4
Results
Figures and Tables Hoshe Week 5
Results Discussion
 Questionnaires
 Interview
Qaqish
Haddad
Week 6
Week 6
Conclusion Haddad Week 7
References Everyone Week 7

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Table of Contents:
Chapter 1
1.1 Introduction ……………………………………………………………………………. Page 3
1.2 Background………………………………………………………………………………Page
1.2.1 Green Marketing in Jordan……………………………………………………………. Page
1.2.2 Jordanian Consumer Behavior in Green Marketing…………………………………. Page
Chapter 2
2.0 Literature Review……………………………………………………………….……….Page
2.1 Green Products and its characteristics ………………………………………………….Page
2.2 Challenges for Green Marketing ……………………………..…………………………Page
2.3 Opportunities of using Green Marketing………………………………………….…….Page
2.4 New Regulations for Green Marketing …………………………………………………Page
2.5 Marketing Mix in Green Marketing ……………………………………………..………Page
2.6 Corporate Social Responsibility………………………………………………………….Page
Chapter 3
3.1 Applying Green Marketing to Cozmo …………………….………..………………… Page
3.2 Methodology …………………………………………………………..…….………….Page
Chapter 4
Conclusion………………………………………………………………………………..…...Page
Chapter 5
References……………………………………………………………………………………Page

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Chapter 1
1.0 Introduction:
Green Marketing is being misinterpreted by people referring to it as the promotion of products
with environmental traits or features; however, it is generally defined as products that have
characteristics that are less contaminated, contain ecofriendly materials and recyclable resources,
Kinoti (2011) Also, it can be described as products that are basically used to satisfy customers’
needs and wants in the most environmental friendly manner as possible. (Polonsky 1994).
According to Ottman (1998), those green products can be found in multiple locations and are
desired since they provide better quality in terms of health, nutrition values, in addition to their
contribution to a sustainable future in comparison to non-green products, and this will also add
an advantage for the consumers intending to buy green products.
The concern about the environment has been growing gradually among businesses and
consumers. Nowadays, consumers seem to be more aware about the impacts of their
consumption habits upon the environment.
Environmental issues have become one of the main focuses during the past decades, and that
they have been sensed by people all around the world (Smith, 2009), and over the past years, the
issue of environmental protection has become one of the most vital concerns at both the national
and international levels. Sustainability and greenness include issues such as population growth
and increased consumption, globalization, global warming, ozone exhaustion, acid rain, genetic
engineering and loss of species variety (Charter, 1992).
Companies would want to go green for some reasons that would be beneficial, (Nadaf and Nadaf
2014) mentioned some of the reasons companies are starting to go green, firstly, is the social
responsibility that they will gain from behaving in environmental friendly manner, and secondly,
the governmental pressure plays a role in pressuring companies to produce products that are
biodegradable, also, competitors are using environmental friendly behavior as a competitive
advantage, therefore, other companies would start using it to keep up with the market, and
finally, is reducing costs from decreasing the use of dangerous waste.

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The ecofriendly consumer is the consumer that has a mindset of ecofriendly environment and
takes into consideration the green products instead of other alternatives. However, they believe
that as individuals they should play a role in protecting the environment and should not be left
only to the government in order to make the world a healthier place to live in. (Boztepe 2012)
The aim of this research is to find out customers perspective of the new campaign Go Cozmo,
Go Green, whether they are willing to buy biodegradable products despite the fact that their
prices are considerably high, moreover, An interview will be conducted with the Marketing
manager to identify the company’s perspective about customer’s behavior towards biodegradable
products that they use, also, to ascertain whether customers are considering the use of the centers
for recycling or neglecting it, furthermore, questions will be asked in order to know if the use of
eco-friendly activities affected their company’s image since research suggested that the use of
eco-friendly activities enhances company’s image and corporate social responsibility.

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Background
1.2.1 Green Marketing
Some of the advantages that are mentioned in green marketing in Jordan are obvious; in fact
the main advantage is the environmental benefits which provide the market with benefits of
recycling without the use of harmful wastes. Another benefit is the appreciation that will
come from consumers as a step for taking environmental friendly actions which will enhance
the image of the organization.
Green Marketing Ideas for Jordan Businesses
Nowadays, there is a range of products and services that are green in Jordan, some of the
things that an organization must implement in order to use green marketing in their
organization.
Green Packaging: the use of ecofriendly packaging might be beneficial to the environment
instead of using wasteful materials as well as consideration of the recycling of papers and
plastics.
Reusable grocery bags: the logo can be put on the bags to promote the company;
nevertheless, it can be reused for better purposes instead of using them as waste materials
Use online marketing: Online marketing is a way that has been widely spread around the
world and also, it’s the greenest way of promoting a product or service since it doesn’t
include wastes.
Choose local food: The use of local foods will reduce the emissions of carbons therefore; it
will be a way to improve the green marketing in Jordan.
Use Green Incentives: using rewards and incentives drives customers to become more aware
of the products and services by the use of promotion and advertising.

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Where to Find Jordan Green Marketing Products and Services
Green Marketing has been spreading in Jordan and it can be found in local businesses, online
providers or a combination of both, the internet marketing has been a resource to find green
marketing efforts occurring in Jordan. Also, it is important to look for green products that are
certified by the standards.
1) Jordan Environment Society
This organization have 250 companies and homes that implement the use of recycling and
includes that ability to use own bins or purchase a recycling bin for 75 JD’s, customers are
welcomed to come whenever needed, and the bind include the recycling of papers, plastics, and
cans, other products are sent to factories to be reused.
2) Entity Green
Entity Green works with other organizations to consider the use of recycling efforts, the program
includes training awareness, sessions, auditing and a collection, also, an important consideration
is that they established a relationship with Cozmo to create the first centre the Middle East as a
whole, which it proved to be a success.
3) Green Future for Sustainable Solutions
This kind of organizations works with hotels, homes and companies to collect the recyclables in
which they include all kinds of materials from papers, cans , lead, aluminium, metals and
plastics, but without glass, can be done weekly, as for items that are broken they use the help of
families to restore them and sell them, also metals are reused in Jordan, as for aluminium they
are exported to other countries to be reused, while cardboard products go to Al Zarqa or Al
Mafraq to be recycled in factories.
There are four recycling bins in Jordan where you can put in the materials, firstly Cozmo in 7th
circle and Cozmo express in Abdoun as well as Blue Fig which are donated by Orange. And
finally, Um Uthainah Area is being tested for recycling programs around these streets Al Riyadh

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Street, Um Uthaina Jeddah Street, Um Uthaina King Faisal Bin Abdul Azeez, Um Uthaina (close
to Ministry of Environment) Ali Khalqi Al Sharairi Street, Um Uthaina
1.2.1 Jordanian Consumer Behavior on the Green marketing
Consumer behavior is the behavior of individual group or organization toward buying using
goods and service to satisfy their needs. In other words it’s the attitude of the customer from the
market place and there motive to take an action.
Our study targeted the Jordanian consumer behavior towards green market. Showing the
importance and concern of the green market on the Jordanian citizen we had to search for articles
concerning this issue. One article that talked briefly about this important issue was the article of
the “Green Marketing and the Concern over the Environment: Measuring Environmental
Consciousness of Jordanian Consumers” .The article helped to explore the attitude of Jordanian
citizen towards the current environmental consciousness and their willingness to come up with a
more environmental friendly consumption behavior.
Environmental consciousness and friendly consumption behavior targeted the purpose of this
article and were the basis of the process. 303 samples were gathered from the university
students drawn from Jordan, investigating the consumer behavior attitude .They concluded that
Jordanian consumer were in general so concerned about the environment because they realized

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that they demonstrated reasonably high levels of environmental consciousness relating to various
environmental issues. Thus, the pro environmental attitude didn’t help to change the good
intentions into actual buying action due to several factors such as loyalty to traditional products
and weak credibility of “green” claims.
The articles tried to tackle the link between good intention and the buying consumer behavior
through the green market strategy that directly focuses on the unique characteristic of green
products and its impact on the environment within the cultural context of the Jordanian
consumer. Over time, we hope that these efforts can lead to a culture of green consumerism
within a framework of environmental responsibility.

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Chapter 2
2.0 Literature Review:
As (Penattie 1995) mentioned green marketing is the holistic management for identifying,
anticipating, and satisfying the requirements of customers and society in a profitable and
sustainable way.
The terms ‘‘sustainable’’, ‘‘environmentally friendly’’, ‘‘green’’, ‘‘proenvironmental’’,
‘‘ecological’’ and “organic” are used interchangeably to refer to products that conserve natural
recourses, use less energy and more recycling techniques and reduce waste and pollution (Simula
et al., 2009)
2.1 Green Products and its characteristics:
The products those are manufactured through green technology and that caused no
environmental threats are called green products. Promotion of green technology and green
products is necessary for conservation of natural resources and sustainable development. We can
define green products by following measures:
• Products those are originally grown.
• Products those are recyclable, reusable and biodegradable.
• Products with natural ingredients.
• Products containing recycled contents, non-toxic chemical.
• Products that do not harm or pollute the environment.
• Products that will not be tested on animals.
• Products that have eco-friendly packaging: reusable, refillable containers etc.

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2.2 Challenges for Green Marketing:
1. Need for Standardization
It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and
there is a lack of standardization to confirm these claims. There is no standardization to check
these claims. There is no standardization currently in place to certify a product as organic. Unless
some monitoring organizations are involved in providing the certifications there will not be any
supportable means. A standard quality control board needs to be in place for such labeling and
licensing.
2. Patience and Resolution
The investors and corporate need to view the environment as a major long-term investment
opportunity, the marketers need to look at the long-term benefits from this new green movement.
It will require a lot of patience and no immediate results. Since it is a new concept and idea, it
will have its own acceptance period.
3. Avoiding Green Myopia
The first rule of green marketing is focusing on customer benefits as the primary reason why
consumers buy certain products in the first place. Do this right, and motivate consumers to
switch brands or even pay a premium for the greener alternative. It is not going to help if a
product is developed which is absolutely green in various aspects but does not pass the customer
satisfaction criteria. This will lead to green myopia. Also if the green products are priced very
high then again it will lose its market suitability.
On other hand, it is difficult for a company to implement green marketing since it requires a lot
of effort, thus, Mohajan (2012) stated some of the conflicts that a company might face while
implementing green marketing firstly, the manufacturers of the green products must aware the
public about the usefulness of the product, secondly, research and development costs will be
high, also, when first launching the green product there will be low profits because green

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products are expensive, but in the long run profits will increase as customers start to purchase
green products, and finally, customers will face some pricing issues since the green products are
expensive but eventually, green customers will want to buy such products.
2.3 Opportunities of using Green Marketing:
As (Polonsky, 1994) mentioned in his study that companies that use its goods and services while
implementing the use of green marketing will have competitive advantage which is one extra
feature distinguishing a specific company from its competitors by being environmentally friendly
over other firms that aren’t environmentally responsible. Another author, Sarkar (2012) stated
that there are several opportunities for using green marketing other than competitive advantage,
firstly, some companies perceive green marketing as a way to achieve objectives, and companies
are starting to have the feeling of being environmental friendly. Also, the government is
pressuring companies to be more eco-friendly, moreover, other firms are implementing the use
of green marketing thus, making companies to implement it as well. Finally, costs of the wastes
are forcing companies to reduce the use of material usage.
2.4 New Regulations for Green Marketing:
In the past years buzz words and phrases like “Green”, “Eco Friendly” and “Environmentally
Safe” have become very common as companies look for ways to target consumers concerned
about their own personal health and that of the environment. Sales in this category have
continued to increase especially in the lower cost items. The Greendex report has been studying
consumer behavior across the globe and there has been a specific uptick in people making
“green” buying decisions in emerging economies. While many would agree that these changes
are positive, healthier products benefit everyone, some companies are using the green trend
simply as a marketing campaign. The Federal Trade Commission is looking to change that.
For companies and their marketing departments here are some things to keep in mind:
• Degradable claims need to be qualified. If a company wants to claim something is
recyclable there needs to be documented proof supporting that the entire product will decompose
and return to nature within one year.

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• Items that are recycled but do not degrade within one year cannot be marketed as
biodegradable.
• Provide further detail when claiming something is compostable or recyclable
2.5 Marketing Mix in Green Marketing:
Also, implementing the marketing mix on green marketing is significant since the product
reflects the package and labeling that companies use to inform customers of the green product, as
for the price, the price of the green product or biodegradable product should be affordable in
order for customers to be able to purchase them, moreover, increasing promotion by a company
about their green products tend to enhance the company’s image in a way that increases
customers willingness to purchase which also leads to corporate social responsibility, as for the
distribution, it should be employed in an organic nature. To be more precise, the use of product
in green marketing clarifies the increased consumption of limited resources to reduce pollution
while producing the product with minimum raw materials. As for pricing the product, the price
plays an important role in green marketing because some customers are price sensitive and won’t
be willing to pay high prices for green products despite the fact that it provides additional value
to the product, therefore, a company should consider customers’ needs and wants and their
perception of price before charging a high price. The next element of the marketing mix is
promotion in which there are three types of advertising in green marketing, firstly, the one that
improves the relationship between the product and the environment, secondly, the
advertisements that stimulate the green lifestyle on the use of a product or service, and finally,
advertisements that enhances the image of the company by being responsible to the environment,
the last element of the marketing mix (4p’s) is the place in which the it illustrates the distribution
of the product or service to make it available for customers. (Singh and Pandey, 2012)
2.6 Corporate Social Responsibility:
Corporate social responsibility refers to a business that involves participating and sharing in
initiatives that will benefit the society and it is also known as corporate citizenship since
businesses and society corporate together and some defined CSR as “actions that appear to
further some social good, beyond the interests of the firm and that which is required by law”
(McWilliams & Siegel, 2001) Others believe that the role social responsibility of business is to

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maximize shareholder wealth (Friedman, 1970; Orlitzky, Siegel, & Waldman, 2011) . Cozmo the
supermarket did some beneficial changes for its products in 2013 that impacted not only the
activity of its supermarket but also changed the basic values and attitudes of society that have
been observed recently towards green products. It has been noticed that consumers often prefer
eco-friendly, safe and clean products that do not pollute the environment nor affect it negatively
because one unsafe product will affect the whole environment. The changing attitudes of
consumers regarding environmental protection, and eco-friendly and the change of use lifestyle
force Cozmo and many other supermarket and companies to look for new alternatives of
activities, where the main principles of corporate social responsibility would be included. Once
the customers has changed their attitudes towards green products they will be more concerned
about what campaigns that will be done in order to clean the air of the environment therefore
once the society become concerned and start expecting the birth of green marketing as tool
companies will start performing corporate social responsibility in order to meet their
expectations since CSR is involved in the initiatives that benefit the society and works towards
customer satisfaction, implementing CSR will help Cozmo to gain additional revenues in the
long run. Nowadays companies are beginning to realize the importance of social responsibility in
which they are implementing the use of green marketing as either to promote their company as a
marketing tool or to be accountable in terms of the environment to become eco-friendly.
(Polonsky,1994)

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Chapter 3
3.0 Applying Green marketing to Cozmo:
Nowadays, companies started to pay more attention to becoming more environmental friendly
and implemented the use of green marketing in which they change the packaging that they use
for the products as well as the healthiness of the product itself, since customers became more
aware about their health and strive to protect the environment by reducing pollution. Practically,
as reported by THE Group (2013) Cozmo Supermarket employed the use of Green Marketing to
enhance their social responsibility where they announced some activities such as the use of
biodegradable bags and 3 recycling bins as well as the launch of a center named Watch Your
Waste Program conducted to aware children about the environment and recycling. Moreover, the
technology that Cozmo Supermarket uses is energy saving with LED technology, not to forget
that they actually offer training courses for their staff to adopt environmental friendly behaviors
and activities. This Green marketing campaign was called Go Green, Go Cozmo in which they
put great effort into being ecofriendly to the environment. Also, Cozmo Supermarket (THE
Group) essentially mentioned their thoughtfulness towards environmental friendly practices in
their mission other than the inordinate customer service, high quality products and the
continually developed partnerships with suppliers and investors.
Go Green, Go Cozmo is basically a campaign that eventually ended up in opening a center in
Jordan for recycling with the partnership of Dutch Embassy and Entity Green with the help of
Orange recycling bins, in order for customers to consider getting all their recyclable materials
into the recycling center, with a slogan of a Recycle today for a greener tomorrow.
The Group:
In line with its constant efforts toward driving environmental awareness and consuming
sustainable green practices, Cozmo has teamed up with “Balash Kees” – an initiative established
by UNESCO, under the patronage of the Ministry of Environment. “Balash Kees” hopes to raise

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awareness of the negative impact plastic bags can have on the environment and encourage
consumers to reduce their requirement on them.
Cozmo has made large achievements when it comes to agreement more eco-friendly practices
including the introduction of biodegradable bags. It now seeks to further its role in local
sustainability efforts by reviewing its bagging policy and encouraging customers to use fewer
plastic bags when shopping, placing more items in each plastic bag, using reusable bags or
simply saying “balash kees” if a bag is not essential.
“At Cozmo, we continuously effort to introduce and promote eco-friendly practices. Our
business approach has always been mindful of the importance of protective the environment and
minimizing our carbon footprint,” commented Hiba Manna, Marketing Manager for THE Group,
which operates Hamleys, Cozmo, Bhs and Readers. “We find a shared cause in UNESCO’s
initiative, “Balash Kees”, and therefore happily pledge our support in hopes of further fostering a
greener conscience in the Jordanian consumer.”
Cozmo plays host to Jordan’s first-ever fully fledged recycling centre, which was established in
2011 in partnership with Entity Green. In addition, Cozmo employs a series of eco-friendly
practices, like the use of bio-degradable bags, the adoption of LED lighting throughout its
premises and the organization of regular training workshops to educate its staff on essential eco-
friendly practices in the workplace. (The group news 2012).
Cozmo Goes Green and Launches First Full-Fledged Recycling Centre in Jordan:
Marking the first green CSR ( corporate social responsibility ) enterprise of its kind in the
Kingdom, Imad Bukhari, CEO of Jordan Centre for Trade and Investment (JCT&I) announced
the launch of Jordan’s first and only developed Recycling Centre during a press conference held
under the patronage of H.E. the Minister of Environment Dr. Taher Al Shakhshir on Tuesday,
21st of June 2011, and with the attendance of its project partner Entity Green’s Deputy General
Manager Fares Shaddad, as well as a host of prominent local media representatives.
“Needless to say, recycling contributes to preserving the environment by reducing the
destruction of forests and other natural resources, saving energy and water and reducing
pollution and global warming,” commented H.E Dr. Taher Al Shakhshir. “It is truly

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heartwarming to see a private sector company such as Cozmo step up and fulfill its responsibility
by adopting environmentally sustainable practices. We are proud of Cozmo’s innovative
enterprise, and hope to see others contribute to preserving Jordan’s environment and reducing
their carbon footprint,” he added.
“Cozmo’s contribution to the environment along with the support of its customers can play a
major role in making Jordan a greener place , each one of us has the responsibility to do his part
in protecting the environment to ensure a safe and healthy future for generations to come,” said
Imad Bukhari, CEO of JCT&I. He thanked Entity Green for their support in making the Centre a
reality, and expressed hopes to see the Centre become the first of many similar initiatives that
benefit the local community and Jordan as a whole.
Located in Cozmo’s car park, in the 7th Circle area, opposite the supermarket’s main entrance,
the Recycling Centre aims to promote greater environmental awareness and community
engagement by establishing a properly equipped recycling facility capable of serving the
supermarket’s and its customer’s growing recycling needs.
The initiative is one of Cozmo’s most recent efforts towards adopting eco-friendly practices as
part of its commitment to becoming an environmentally conscious corporate citizen. Cozmo
currently uses biodegradable shopping bags, has switched to LED lighting to lower its energy
consumption by at least 50%, and is working with Entity Green to provide training workshops
for all Cozmo employees on how to go green at the workplace and tackle other environmental
issues.
Initially launched in April 2010 as a small-scale CSR initiative in partnership with the Dutch
Embassy and Entity Green, where orange recycling bins were set up in Cozmo’s upper car park,
the initiative has since grown after positive feedback and involvement from the supermarket’s
customers. The initiative’s popularity, customers’ growing awareness on the importance of
recycling, and Cozmo’s own increasing waste production prompted the supermarket to establish
a proper Recycling Centre to answer the increased need for recycling space.
Fares Shaddad, Deputy General Manager of Entity Green, said that, “As providers of enduring
social and environmental solutions, we were thrilled when Cozmo approached us to implement
the Kingdom’s first Recycling Centre.” He added that Entity Green will be the implementing

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partner for the new Recycling Centre and will be responsible for ensuring that the streams of all
recyclables coming to the Centre from customers and Cozmo itself will be recycled properly. He
noted that the Recycling Centre will also display products made from recycled materials by
Entity Green's Recycled Design programme, ‘EG Design’.
Cozmo customers can now bring all their recyclable materials (paper, cardboard, plastics, metals
and others) to the Recycling Centre and deposit them in the designated receptacles inside. The
Centre will initially open from 10am till 10pm and will have permanent staff to provide
assistance and information. (AmmonNews 2011).
3.1 Methodology
This research is basically about the new campaign for green marketing in Cozmo, Go Green, Go
Cozmo recycle today for a greener tomorrow, therefore, stratified sampling will be used since the
method of data collection will be needing Cozmo customers only, we did three research designs
which are qualitative, quantitative and mixed methods the difference between qualitative and
quantitative is often framed in terms of using words (qualitative) rather than numbers
(quantitative), or using open‐ended questions (qualitative) rather than closed‐ended questions
(quantitative) while mixed methods research is an approach involving the use of qualitative and
quantitative approaches, and the mixing of both approaches in a study therefore quantitative and
qualitative research will be used as well as exploratory and descriptive to collect the data needed
to complete the study, the quantitative data is collected through questionnaires survey since they
are more suitable for collecting detailed information by giving them to different customers
visiting Cozmo in Amman, Jordan to answer it and state their opinion about the green marketing
campaign done by Cozmo and to analyze their purchasing behavior of green products offered by
Cozmo in order to generate the data necessary for accomplishing a research project's objectives,
on the other hand we couldn’t collect the whole information from questionnaires since it has a
restricted amount of sources so we decided to use a qualitative method by doing an interview
with the manager of Cozmo in order to have more information about their greenhouse campaign.
Interviews are considered to be the best way to collect in-depth information as there will be an
interchange of ideas between the manager and the interviewer. The time border that is going to
take us to finish this research will be about 3 to 4 weeks, up to 2 days for the research proposal,
maybe 1 week and a half for delivering questionnaires, also about 5 days to gather the

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information and interpret the data into knowledgeable information in order to finalize the results.
Finally, one week to present the research.
Chapter 4
Results and Findings:
4.1 Interview Discussion:
This Research involved the use of interview in order to understand company’s perceptions of the
implementation of green marketing; therefore, our group had a visit to Cozmo on the 7th of
November, 2015 where we interviewed Mr. Alaa Mattar/Manager of the Go Green Go Cozmo
Campaign.
Our discussion started with Mr. Mattar about the definition green marketing from his perspective
and the company’s perspective and he informed us that the most important thing is to sustain a
healthy environment by recycling papers, plastics, metals, bottles, and cans… etc. However,
glass cannot be recycled because Jordan lacks a factory for recycling of glass thus they ship them
to the nearest factory which is located in Turkey.
Morever, we asked Mr. Mattar about the kind of machines or tools they use to recycle, and he
offered to show us two different kind of machines, the first one is responsible for lowering the
weight and volume of paper & carton waste, the other machine is responsible for breaking plastic
materials into small pieces in which it the product is diverted to the materials used for its
production, in other words its diverted to raw materials.
Furthermore, we had a discussion about the campaign Go Green Go Cozmo and we figured that
it was established about 7 years ago with the partnership of Entity Green in which they are the
ones responsible for this campaign, and it’s sponsored by Cozmo. Our group also understood that
Go Green Go Cozmo has benefited the Jordan environment by recycling around 2500 tons of
waste from different Jordanian factories.
Mr. Mattar informed us that this campaign is being marketed only by using brochures distribute
to Cozmo’s customers in order to begin the recycling process. However, aim of Go Green Go

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Cozmo campaign is to make tomorrow a better environment for Jordan by recycling all materials
that can be recycled.
Our last question to Mr. Mattar was about their upcoming plans for green marketing and he
stated that one of their most important plans is to expand into new locations to more aware
customers of the responsibility towards a healthy environment as well as to understand and
commence the process of recycling.
Finally, we thanked Mr. Mattar for the time he gave us in the interview and wished him and his
team all the best luck for this campaign.
Figure 1.1 the relationship between environmental friendly activities and company’s image
Yet, the interview with Mr. Mattar showed us that after they implemented the campaign of going
green which is basically considered corporate social responsibility, the relationship between
environmental friendly activities and enhanced company’s image turned out to be a positive
relationship where Cozmo’s image enhanced after they implemented the campaign (Go Green,
Go Cozmo)
Environmental
Friendly Activities
Corporate Social
Responsibility
Enhanced
Company’s Image

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Chapter 5
5.0 References:
1. Anirban Sarkar (2012) “Green marketing and sustainable development- challenges and
opportunities” 1(9)
2. Aysel Boztepe (2012) “Green Marketing and Its Impact on Consumer Buying Behavior”
5(1)
3. Company List (2015) “Green Future for Sustainable Solutions (GFSS)”
4. Dr. P. B.Singh , Dr. Kamal K. Pandey (2012) “Green Marketing: Policies and Practices
for Sustainable development” 5(1), pp 7
5. Go Magazine, (2012) Issue No. 20 "The Green Issue"
6. Green Marketing (1989)
7. Haradhan Kumar Mohajan (2012) “Aspects of green marketing: a Prospect for
Bangaldesh” 3 (3)
8. Jordan Environment Society (1988) available from: http://www.jes.org.jo/
9. Mary Wanjiru Kinoti (2011) “Green marketing Intervention Strategies and Sustainable
Development: A Conceptual Paper” 2 (23)
10. Polonsky, Michael Jay (1994) “An Introduction to Green Marketing” 6 (1)
11. Sami A. (2007), “Green Marketing and the Concern over the Environment: Measuring
Environmental Consciousness of Jordanian Consumers”.
12. THE Group (2013) “Social Responsibility”, Available from:
http://www.thegroup.jo/social-responsibility
13. The Group (2013) “Mission, vision and values” Available from:
http://www.thegroup.jo/content/mission-vision-values-0
14. Yasmin Begum R. Nadaf & Shamshuddin M. Nadaf (2014) “Green Marketing:
Challenges and Strategies for indian companies in 21st century” 2(5)
15. Vinayak chauhan (2011) “Green Marketing”
16. Wood, Bethany. "New Regulations for Green Marketing." Get Busy Media. N.p., 04 Oct. 2012. Web.
23 Oct. 2015. <http://www.getbusymedia.com/new-regulations-for-green-marketing.

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17. Yakup D, (2011). “A Theoretical Approach to the Strength of Motivation in Customer
Behavior”