Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
Green Human Resource Management is nothing but securing the environment and optimizing the resources by doing eco-friendly practices and making policies about the same
Project findings and recommendations following the research project on 'communicating green products to the Indian consumer' - understanding their perception of green products - presented by Shantanu Roy, Sec.Gen. Green Purchasing Network India
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Green Human Resource Management is nothing but securing the environment and optimizing the resources by doing eco-friendly practices and making policies about the same
Project findings and recommendations following the research project on 'communicating green products to the Indian consumer' - understanding their perception of green products - presented by Shantanu Roy, Sec.Gen. Green Purchasing Network India
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in this way.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Organic Food Industry
Research Objective
Organic Food Category and Products
Contaminants and Pesticides
Regulations and Certifications
Market Size
Market Geography
Market Penetration
Frequency of Purchase – Trends
Perception of Organic Food – Trends
Driving Market Needs
Building on GAPs
SWOT Analysis
These slides cover briefly the concept of circular economy, how it aims at reducing waste to a minimum. When a product reaches the end of its life, its materials are kept within the economy wherever possible. These materials would then be productively used again and again, thereby creating further value. Circular economy has enormous benefits when compared against the traditional linear and recycling economies.
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in this way.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Organic Food Industry
Research Objective
Organic Food Category and Products
Contaminants and Pesticides
Regulations and Certifications
Market Size
Market Geography
Market Penetration
Frequency of Purchase – Trends
Perception of Organic Food – Trends
Driving Market Needs
Building on GAPs
SWOT Analysis
These slides cover briefly the concept of circular economy, how it aims at reducing waste to a minimum. When a product reaches the end of its life, its materials are kept within the economy wherever possible. These materials would then be productively used again and again, thereby creating further value. Circular economy has enormous benefits when compared against the traditional linear and recycling economies.
Green Business practices, for small and medium businesses. Lets hope some companies at least follow it, and if they do we will be able to save our planet.
Impact of green marketing on customer satsifaction and environmental safety -...Kartik Mehta
In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people.
Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.
Research Panel: Untangling the Consumer Attitude/Behavior Gap - Joseph StatonSustainable Brands
If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.
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6 Mainstream Consumer Trends in Sustainable Lifestyles with 8 Recommendations for Food Packagers. Presentation by Linda Gilbert for Food Packaging Technologies Summit 2011.
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3. Green Event Discovery
Purpose Focus Group Questions
Gain insight into the attitudes Began with general questions…
toward eco-friendly products: How do you define
- values/beliefs environmentally friendly
- knowledge products?
- behaviors To specific…
What would make purchasing
Identify Green Event’s customer compostable dinnerware and
profile and target market flatware more attractive?
Understand eco-friendly Purchasing Scenario
purchasing behaviors - process
- types - what
- where - where
- knowledge
- attributes
4. Focus Group Participants
Focus Group Focus Group Individual
A B Interviews
4 Participants 4 Participants 2 Individual
Interviews
2 Men / 2 2 Men / 2 Women
Women 1 Green Event Both women
customer
All graduate 1 Green Event
students 2 graduate students
customer
1 Undergrad student
Targeted participants who were green-minded customers and non-
customers of Green Event
4
5. Focus Group Positives and Negatives
Diversity – ethnic and cultural Used “convenient participants”
20% of participants were Green
High degree of environmental Event customers
knowledge with several
participants additional insights Varying levels of environmental
knowledge, awareness and
behaviors bias?
Feedback on Green Event
products Consistency of questioning
Lack of interviewer experience
All team members were able to
participate in a focus group Feedback on Green Event
session products
5
6. Key Findings
“Compostable” was not
considered a product
attribute –rather discarded The purchase of eco-
food scraps used to make friendly products was
compost (fertilizer) most influenced by price,
convenience and
availability
Ingredients and product
packaging significantly Some had a negative
influenced purchasing perception about the quality
decisions of some of compostable products
(durability and strength)
6
7. Interpretations
Identified four levels of “greenness” based on participants eco-
attitudes and developed a profile of the consumer’s purchasing
behavior toward environmentally friendly products.
Level 4:
Environmental
Activist
Level 3: Conceptually
Aware Environmental
Consumer
Level 2: Occasional
Environmental Consumer
Level 1: Oblivious Consumer
7
9. Survey Development
Survey Objectives Survey Approach
Define Green Event customer Green Event’s customers and
profile our personal network.
Attain Customers’ green level Used constantcontact.com
Understand purchasing Kept survey results separate
behaviors for eco-friendly customers vs non-customers.
products
Provided a week for survey
Identify Green Event’s target collection.
market
10. Analysis Techniques Used
Descriptive Analysis
Green Level
Product and Place attributes
Demographic
Cross-Tabulation
Age and income distribution by
Greenness level
10
12. Crosstab Analysis – Age and Income
Age Distribution by Greenness Level
50 + 40 - 49 30 - 39 Under 30
55%
Level 4 18%
14%
14%
9%
Level 3 16%
47%
28%
8%
Level 2 0%
50%
42%
Income Distribution by Greenness Level
45%
42%
< $50,000
$50,001 to $99,999
25%
22%
22% 23% $100,000 to $149,999
19% 19%
17% 17% $150,000 to $199,999
13% 14%
9% > $200,000
6%
5% 5% No Answer
0% 0%
Level 2 Level 3 Level 4
13. Defining Environmentally Friendly Products
Non-Customers
recyclable
2% biodegradable
8%
17% non-toxic
9%
natural
3%
2% 8% organic
no pollution Customers
16% 9%
energy-efficient
Recyclable
minimal environmental
10% impact 15%
11% 5% compostable
Reusable
sustainable materials 32%
12%
Products that do not harm
the Environment and
Natural resources
Sustainable
26% 15%
Compostable
14. Product Attributes
Green Products Attributes Chart Composting Product Quality Perception
Other No Opinion
Source
Well Below Average
Style
Quality/ Durability Below Average
Non Customers
Product Packaging
Customers Average
Price
Ingredients Above Average Non Customers
Convenience Customers
Well Above Average
Brand
0% 10% 20% 30% 40% 50% 0% 20% 40% 60%
Ingredients, quality and source are top 3 product Non-customers have less ideas about
concerns of the respondents composting product quality, customer are more
satisfied with the quality
14
15. Place Attributes
Green Products Shopping Area Chart Source of Environmental Info.
Others Total Source of Environmental Info.
I Do Not Purchase Others 9
No info sought 15
Online
Retail (POP) 32
Green or Health Food Friends or Family 36
Grocery
Non-Customers Schools 3
Convenience Store Groups 7 Number of Responses
Customers
Websites 35
Membership Warehouse
Subscriptions 20
Local Bodega/ Community Blogs 12
store
Big Box 0 10 20 30 40
Retailers/Superstores
Large Grocery Stores
0% 20% 40% 60% 80% 100%
Respondents are more willing to go to Large Website, Retail, Friends and family are top 3
Grocery Stores and Green or Health Food channels where respondents get the green
Groceries for eco-friendly products products information
15
16. Green Event Customer Persona
Level 4
Has an income of between
$50,001 to $99,999
Works in business or is retired
Has at least an undergraduate
degree
Lives in the Bay Area
Between the age of 41 to 50
years or older
Non-Hispanic/White
Female 16
17. Top Recommendations
Use keywords (from our survey), in order to create more traffic as well
as advertise on blog and other green websites
Target larger customers: Such as Event Planning companies or food
trucks to use products for their events.
Provide product ingredients and labeling
Provide educational information with product about proper disposal,
etc.
Advertise local pickup options available
17