Consumer Buying Behaviour and Green Marketing : Influence of Green Marketing on Buying Behaviour: Consumer Insights
Nazida, Samiya (2019)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112823135
https://urn.fi/URN:NBN:fi:amk-2019112823135
Tiivistelmä
Abstract
Green marketing strategies have always been significant in the transformation of consumers’ behaviour towards green products and services. Increasing awareness of environmental issues has led to the display of environmentally friendly buying behaviour. To accommodate the needs of environmentally conscious consumers, marketers across the globe are trying and developing environment friendly products in various categories. It is true that the green marketing concept is trendy in various industries in different countries.
The main objective was to study the relationship between green marketing and customer buying behaviour. In order to understand this relationship, factors such as green consumerism, the factors influencing consumer buying behaviour and green marketing strategies were investigated.
The quantitative research method was utilized. A survey was conducted with participants participating from India, Bangladesh, Pakistan, Finland, USA and UK.
Lack of communication was the major reason for commercial failures of environmentally sustainable products. Communication between seller and buyer is a major step in the development of a positive behaviour towards consumers’ consumption patterns.
It was clear from the review of literatures and the conceptual model that most of the consumers lacked ‘green’ knowledge. Due to this little consciousness about green products, organizations didn’t push towards developing more green products or green marketing related strategies.
Green marketing strategies have always been significant in the transformation of consumers’ behaviour towards green products and services. Increasing awareness of environmental issues has led to the display of environmentally friendly buying behaviour. To accommodate the needs of environmentally conscious consumers, marketers across the globe are trying and developing environment friendly products in various categories. It is true that the green marketing concept is trendy in various industries in different countries.
The main objective was to study the relationship between green marketing and customer buying behaviour. In order to understand this relationship, factors such as green consumerism, the factors influencing consumer buying behaviour and green marketing strategies were investigated.
The quantitative research method was utilized. A survey was conducted with participants participating from India, Bangladesh, Pakistan, Finland, USA and UK.
Lack of communication was the major reason for commercial failures of environmentally sustainable products. Communication between seller and buyer is a major step in the development of a positive behaviour towards consumers’ consumption patterns.
It was clear from the review of literatures and the conceptual model that most of the consumers lacked ‘green’ knowledge. Due to this little consciousness about green products, organizations didn’t push towards developing more green products or green marketing related strategies.