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GREEN MARKETING

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rhia nalayog

on 13 March 2014

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Transcript of GREEN MARKETING

GREEN MARKETING
The Emergence of Corporate Environmentalism as a Marketing Proposition
INTRODUCTION
ABSTRACT
LITERATURE
REVIEW

HYPOTHESES
RESEARCH
FRAMEWORK

METHODOLOGY
RESULT
DISCUSSION
Business firms become more competitive
and raring in finding new strategies.
Reconnect company success with ecological and environmental awareness.
Good relationship of business and society together.
"The process of selling products/services based on their environmental benefits. Such as product or service may be environmental friendly or produced in an environmentally friendly way." (Kiran,2012)
Product
Modification
Changes in
Production
Process
Packaging
Changes
Modifying
Advertisements
reduction of harmful waste
substantial cost savings
MORE
PURPOSE
I.BUSINESS
FIRMS
II. CONSUMER
III. ENVIRONMENT
LIMITED
UNLIMITED
ORGANIZATIONS
Earning greater profit.
Corporate social
responsibility.
Company
SHIFTING
Improves
Consumer's
Lifestyle
GREEN
MARKETING
IMPACT
GREEN LIFE
for
Healthier Life!
Prevent waste
Respect for natural resources.
Prevent
Scarcity
Prevent any odd changes
in the world
Protecting and saving
the environment
Hypotheses 1: Green marketing strategy has an impact on consumers buying patterns.
recognize ecological labels
or green energy labels
on the products
product satisfaction
=
consumer's loyalty
satisfied
needs and
wants
Hypotheses 2: Consumers prefer eco-friendly products.
Eco-friendly products are affordable and safe to use.
Consumers prefer green products to improve the world.
Hypotheses 3: Consumers are willing to buy eco-friendly products even if it have higher price.
Environmental concerns
as a
powerful
drive.
Willing to buy eco-products
for higher price.
Some consumers are not willing
at all.
POSITIVE
Descriptive Method
of Research
Survey
Questionnaire
Interview
Method
Reviewing
Related Articles
DATA COLLECTION
Target
Respondents
Least Purchasing Power
15-17 yrs. old
Greater Purchasing Power
18 and above respectively
QUESTIONNAIRE
DEVELOPMENT
PRE-TEST
5-point Likert-type rating scale
What are the factors that you consider in buying products?
What environmental issues nowadays are you aware of?
Do you prefer eco-friendly products?
Does eco-friendly products affect your buying decisions?
Are you willing to buy eco-products in spite of its high price?
SURVEY
DATA
ANALYSIS
LEAST
PURCHASING
POWER
(15-17 YEARS OLD)
GREATER
PURCHASING
POWER
(18 AND YEARS
ABOVE)
The aim of this research is to examine the effect of green marketing strategy to
The hypotheses agreed that green marketing
affects the decision of the consumer
examines their awareness both on eco-friendly products and environmental issues
GREEN MARKETING
does not only help the business firm to earn greater profit but also, it helps to restore the green environment.
improves the consumer’s lifestyle through healthy way and motivates them to purchase eco-friendly products
improves the career of business in the industry as they help to improve the health of the planet
As the companies and consumers become more aware on the issues about the environment, they start preserving and appreciating the value of creation
GREEN MARKETING
Effect on
buying patterns
Product Preference
Willingness to buy
Consumer
Buying patterns
Prefer
Green Products
Willing to pay
for higher price
Green life is a better and healthier for the future generation.
Full transcript