Boztepe, A. (2012). Green marketing and its impact on consumer buying behaviour.

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Contents 1 Green Marketing and its Impact on Consumer Buying Behaviour 1.1 Context 1.2 Overview 1.3 Strength and Weakness 1.4 Conclusion

[edit] Green Marketing and its Impact on Consumer Buying Behaviour

Article Title:

Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1).

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https://pdfs.semanticscholar.org/cfa6/1e98d7e1fe74ddedd579949a2b226f985a2f.pdf

[edit] Context

For many years companies have tried to come up with tactics to help promote their product to customers in the most efficient way possible. A trend that companies began to pick up on was the reactions customers had to eco-friendly products. According to results environmental awareness, green product features, green promotion actives, green prices affect and promote customers behaviour in making “green purchases” over any non-environmentally alternative product. Ever since people began to be concerned with the environment companies and people have started transitioning into a green culture.

[edit] Overview

Green marketing serves two purposes which are to develop a good that appeals to the consumer and reflect the image of the high quality, environmental sensitivity, hence production of products compatible with the environment. Through these two purposes, companies target consumers that want to protect their health and planet or feel guilty to the potential harm they have caused to the environment. By having these two target markets, companies can help others feel like they are contributing to the change and help consumer keep an open mind to the possibility of new products that could potentially fail during the process of development to the final product that can save the world. With this tactic companies use consumers to help contribute to the possibility of having a cleaner environment through their trail and error with their product. Through analyzing the impact of environmental awareness, green product features, green product prices, green product advertisement and demographical features of consumers on purchasing behaviours of consumers, this article finds that all aspects leads to people buying green products over other alternatives due to humans willingness to search to ensure their futures to be able to live in appropriate living conditions.

[edit] Strength and Weakness

This article covered who the consumers are and why they use the green product over others very well through surveys conducted. Through analyzing particular aspects of different types of shoppers such as gender, income-wise, marital status, age, and education they were even able to help companies target certain market segments more than others but still end up with an increase of shoppers leaning towards a green product.

Some aspects that this article failed to cover are the type of products people bought more of/ paid more attention too regarding the purchase of green products. I think even looking at electric cars, and the development of them would have also been very beneficial in the sense that many companies are converting to being greener and many switches are significant shifts compare to their usual products. I don’t believe electric cars are for everyone, for example, Tesla due to how to advance some features are leaving some green shoppers into being more scared to adapt or clueless to these innovative green technologies. Also, there was no study done on the potential failure of the product and if people are willing to repeat purchasing the product until the issues are fixed. It is mentioned in the article that consumer keeps an open mind to the possibility of new products that could potentially fail, but the article was unable to support this statement. Additional, there is substantial evidence in the news regarding false green advertisements which could trigger people away from such product due to uncertainty.

[edit] Conclusion

There is a huge potential market for green product/marketing, and it is a practice that should be continued due to the constant reminder it gives consumers of the potential danger the earth is in with global warming. However, the consumer also needs to be more aware of green products/marketing due to the potential of companies lying or doing just the bare minimum to classify as a green product which is very unethical. With science and longer generations, we should be expecting to see more green technologies and products that will help save the planet.

Vz15kg 18:30, 7 March 2019 (EST)