1. Introduction to Management Problem Environmental or green marketing is a relatively new focus in business endeavors, a strategic marketing approach that began to reach prominence in the last quarter of the 20th century (Ottman 1998). While several notable companies have utilized environmental marketing strategies as a linchpin to business success, for instance The Body Shop toiletries and Patagonia sportswear (Henriques and Sadorsky 1999, Piasecki et al 1999), the overall business success of an environmental marketing focus has been somewhat sporadic (Buchholz 1998). Indeed, some firms may have come to regard green marketing concerns as a minor strategic focus or even as a niche approach to the market (Fuller 1999, Peattie 1999). OIKOS PHD SUMMER ACADEMY 2001 “ENVIRONMENTAL MANAGEMENT & POLICY AND RELATED ASPECTS OF SUSTAINABILITY” Green Ps: Understanding Consumer Preferences Across Environmental Marketing Mix Variations A Research Proposal Michael Byrne PhD Candidate School of Management University of Newcastle Supervisors Dr. Robert Rugimbana School of Management University of Newcastle However, this approach fails to credit the continuing public concern with environmental issues (Buchholz 1998, Hawken et al 1999, Straughan and Roberts 1998, Vlosky et al 1999) and the potential for the development of competitive advantage available to merge environmental concerns into overall business strategy. One example of this competitive differentiation is the “dolphin safe” labelling on canned tuna fish by several producers, indicating that continued consumer goods production need not be at the expense of unrelated biomes. If in fact environmental issues (non-pollution, species protection, recyclability) are of importance to consumers when choosing products, and if one firm stands out in a particular market as the only offerer of an environmental marketing mix amongst competitors, than a strategic competitive advantage is in the offing (Cravens et al 2000, Straughan and Roberts 1998). As well, an increasing focus on environmental issues by public policy makers, such as punitive fines levied upon those responsible for oil spills, can be seen as another indication that environmental concerns are an area of potential strategic concern for businesses (Menon and Menon 1997). The management problem, then, appears to be lack of information in relation to an overall picture of how consumers respond to environmental foci within the marketing mix. A better understanding of consumer preferences in this instance should allow businesses a more market-applicable approach to the competitive market, and fuller comprehension of the impact of public policy on strategic business success. Dr. Michael Jay Polonsky School of Hospitality, Tourism and Marketing Victoria University Abstract 2. Purpose of Project This study represents the beginning of a research endeavour designed to model consumer preferences for varying environmental marketing mixes. It encompasses previous literature in the field, identifies the lack of overall cohesion, and proposes a research design that takes multiple potential variables into account in an effort to provide a valid mix preference model. This model will be of value to consumers, businesses, public policy makers, NGOs and other stakeholders by facilitating mutual understanding of the strategic indications of an environmental marketing mix. The purpose of this thesis is to develop a consumer response framework to environmental marketing mix variations, taking into consideration a range of moderating factors. This will afford businesses as well as public policy makers a coherent understanding of consumer preferences of various environmental marketing approaches, and present a possible approach to the introduction of product offerings that are perceived by consumers as more environmentally preferable. The aim is not to describe the “greenest” product, but rather to elicit an understanding of green preferences or utility trade-off by consumers amongst the marketing mix factors (i.e., product, price, place, promotion). This can encourage businesses to envision environmental friendliness as but one more strategic marketing imperative, according to consumer preference. An important caveat to this analysis is the focus on consumer preferences rather than on actual buying behaviour, as well as ‘overall market’ versus ‘green market’ indices. Each consideration is an attempt to expand the potential target market segment, from the ‘green’ consumer to ‘any’ consumer. This competitively-rationalised approach to 1 2 environmental marketing of goods can therefore encompass a larger range/number of potential consumers. Given this objective, the specific research problem within the context of the study is the identification of generalisable consumer preferences for environmental emphases (‘green’ as opposed to ‘not green’) within each component of the marketing mix- product, price, place, promotion- for a selected range of products. As these marketing mix variables do not exist as entirely separate and distinct determinants of market success, the interrelationship of the mix needs also be examined in terms of consumer preference and utility tradeoff (Haaijer et al 2000, Petty 2000). In addition, as green product preferences are not universally objective but also depend on perceived environmental impact of a good, level of consumer involvement in the purchase decision, and individual consumer characteristics involving variations in demographics, environmental knowledge, and environmental commitment, these variables will also be taken into account and incorporated into the research design as moderating factors (Chan and Lau 2000, Haaijer et al 2000). The research problem- understanding consumer preferences for various green marketing approaches- can be answered with validity via a research design which takes into account previous literature as well as preference-moderating factors (see above). In the former case, consumer response to previous environmental marketing approaches, business success with environmental marketing strategies, and public policy acceptance/encouragement of environmental marketing are applicable. In the latter, response comparisons and variable weightings will help provide the sought-after overview, or generalisable understanding, of consumer preference for green-marketed products. The resultant framework will have implications for each stakeholder groupincluding but not limited to consumers, businesses, public policy makers, and NGOswithin the environmental marketing milieu. 3. Background to the Proposal There is a growing body of evidence that indicates that environmental issues remain at the forefront of public concerns, at least as a social and public policy issue (Carson 1961, Hawken et al 1999, Kaufman 1999, Ottman 1998, Polonsky 1998). The ability of the marketeer to successfully respond to this concern in a marketing thrust can therefore be seen as a potential source of competitive advantage, not just in niche market strategy but as an integral component of overall organisational or mainstream market approach (Ottman 1998). range of factors including perception of a goods’ environmental impact, consumer involvement in the purchase of a good, consumer environmental knowledge and orientation, and demographic variables (Brown and Wahlers 1998, Chan and Lau 2000, Maronick and Andrews 1999, Ottman 1998, Piasecki et al 1997, Polonsky 2000, Pujari and Wright 1999, Stern 1999, Straughan and Roberts 1999) and as such these factors need to be examined in some detail within the context of this thesis. The Role of Tradeoffs in Consumer Preference Patterns Consumer preferences for goods are affected by various combinations of environmentally-oriented and non-green components of the marketing mix. For instance, in the case of product usage convenience, an alternative fuel vehicle with reduced emissions may be preferred only if the alternative fuel is readily available. Thus, variation of individual mix attributes will impact on demand, based on how consumers value each attribute and tradeoff in relation to the overall bundle of value offered (Kimery and Rinehart 1998, Miller 1997). For example, in a ‘green’ versus ‘non-green’ framework, a product such as dishwashing liquid may be made of recycled packaging materials and non-polluting contents, or have neither characteristic. It may be priced based on principles of lifetime value to the consumer and the environment, or priced solely on a competitive low-cost basis irrespective of environmental impact. The packaging may be able to be conveniently recycled, or designed for discard. It may be promoted as provably environmentally friendly, or this promotional aspect may be ignored in its entirety. Variation of each and all of these marketing mix components, or of the marketing mix in general, will impact on consumer decision making, resulting in tradeoffs depending on individual prioritization (Christopher and McDonald 1995). In addition to marketing mix variation impacts upon consumer preference, the level of purchase involvement may affect the perceived utility of an environmentally-marketed product (Kimery and Rinehart 1998, Miller 1997). For instance, a higher level of consumer involvement would be expected while contemplating the purchase of an automobile as opposed to a relatively low-involvement product such as paper towels. Similarly, evaluation of marketing mix characteristics is modified by consumer perception of the level of environmental impact of a good (McIntyre et al 1999). If a good such as milk is perceived as having relatively little environmental life-cycle impact from production to consumption to disposal (though milk may in fact have a relatively high environmental impact), emphasis on environmental marketing mix attributes may be of less importance when evaluating different brands of milk than may be the case with a good of higher perceived environmental impact, such as timber products (Vlosky et al 1999). Preliminary research suggests that while past work in the field of environmental marketing has examined a diverse range of issues, there has not been one integrated approach to evaluation of consumer decision making in relation to environmental marketing mix characteristics (Ackerstein and Lemon1999, Hawken et al 1999, Kilbourne and Beckmann 1999, Ottman 1998). The existing single-faceted research has identified that organisations and governments have approached environmental marketing from a number of divergent perspectives, from feel-good eco-responsibility to enforced emissions limitations, all of which can encourage consumers to adopt goods with varying levels of green characteristics from a variety of marketing mix approaches (Hawken et al 1999, Kalafatis et al 1999, Ottman 1998). However, consumer preferences take into account the interrelationship of marketing mix characteristics and also vary according to a A number of other factors impact on consumer evaluation of environmentally-marketed products. Demographic variables such as age, income level, education level, even place of residence have been identified as important moderators (Brown and Wahlers 1998, Ottman 1998, Piasecki et al 1997). For example, some studies have found that those with higher levels of education may tend to be more aware of current environmental issues than lesser-educated individuals, which will affect the green product evaluation process (Chan and Lau 2000). Indeed, the literature suggests that consumer behaviour will vary based on the individual level of environmental knowledge as well as the level of environmental orientation or commitment (Henriques and Sadorsky 1998, Ottman 1998, Schuwerk and Lefkoff-Hagins 1995, Straughan and Roberts 1999, Synodinos 1990). For instance, in the case of environmental knowledge, a consumer who is aware of the environmental impacts associated with the generation of electricity may tend to more 3 4 closely evaluate the credibility of green promotional claims by energy providers than would a less-knowledgeable consumer. In the same vein, a consumer who is not environmentally oriented, who might describe themselves as “brown” rather than “green,” may value convenience over environmental sensitivity when choosing between competitive products (Schuwerk and Lefkoff-Hagins 1995). Whilst there is some ambiguity within the research as to which of these factors, environmental knowledge or orientation, is the more decisive in terms of consumer purchase decisions, most researchers do agree that both act as moderators. Thus, it is important to consider the interaction and relative impact of each on consumer preference for environmentallymarketed goods. Much valuable work has been accomplished in each of the above disciplines and considerations with regard to environmental marketing, and has led to a fuller and clearer understanding of various aspects within the field. An example might be the identification of a particular age/income target market segment which is currently searching for more environmentally-friendly product alternatives, thus affording a potential new customer base for an enterprising business. As yet, though, one integrated overall approach combining and contrasting each contributing factor towards consumer preference of environmentally-marketed goods has not been realised. Whilst certain attempts have been made to view the overall marketing mix from an environmental perspective (Menon et al 1999), others have looked at individual mix components (Clift and Wright 2000, Kozloff and Shah 1998, Newell et al 1998, Pujari and Wright 1999). This study is an attempt at synthesis of the contributing factors as identified (Kilbourne and Beckmann 1999). It should be noted that a number of other factors, such as a sudden rise or fall in personal income, may also have significant impact (Widaman and Reise 1997). To wit, should a consumer experience a sudden decrease in income, they may no longer be able or willing to pay an environmental pricing premium as accustomed and instead prefer goods marketed with a low-price focus. In the quest to provide a generalisable framework or understanding, such unexpected behaviour influences due to unforeseen circumstance will remain outside the scope of this thesis, while certainly remaining an area of potential future research interest. Given the gaps identified in the review of the literature- an overview of the interrelationship between environmental marketing mix characteristics and other mitigating factors such as perceived environmental impact of the good, level of purchase involvement, environmental knowledge and orientation, and demographic variables- in the field of environmental marketing, this thesis will attempt to provide an overall understanding of the factors affecting consumer preferences for environmentallymarketed products. 4.1 Qualitative Approaches The first step of the qualitative portion of the research involves an in-depth study and review of the extant literature and techniques applicable to the specific research problem. These areas include, as basic to the study, operationalisation of environmental issues within the marketing mix. This embraces review of works on green products, green pricing, green promotion, and green placement or distribution. As well, green marketing mix overviews, incorporation of environmental issues into consumer decision making, and consumer tradeoffs bear examination. Further, the impact of various moderating factors on environmental behaviour attitudes, such as demographic variations, environmental knowledge/orientation differences, perceptions of product environmental impact, and levels of consumer involvement will be evaluated. The objective is to fully understand the relationships of these variables and to discern their relative impact on consumer preferences. The second step of the qualitative research will involve several focus groups, with the objective of identifying consumer perception of various goods in terms of their environmental impact (i.e. high or low) and consumer purchase involvement (high or low). The resultant information will be integrated into the quantitative phase of the research. These focus groups will serve to generate a list of products and marketing mix descriptors to be utilised during the major phase of the quantitative research, as below. Focus group participants will be drawn from a demographically representative crosssection of the Newcastle/Hunter Valley region of New South Wales (NSW), Australia. This area has been selected for discrete density of population as well as regional history as a product test market (Baker et al 1998). Participants will be asked to identify, from a predetermined list supplied by the researcher, four separate products which best represent each of the following general descriptions, in order to provide an overview of product types within the context of this thesis: • • • • High Consumer Involvement/High Environmental Impact High Consumer Involvement/Low Environmental Impact Low Consumer Involvement/High Environmental Impact Low Consumer Involvement/Low Environmental Impact These products will be identified according to the perceptions and may not accurately reflect, for example, the true environmental impact of a particular product, but instead will reflect the viewpoint of a representative consumer (see the example of milk, above). These products, once identified, will be used as the research stimuli within the draft instrument. 4. Proposed Methodology In order to evaluate the interrelationships of the various factors, identified above, that contribute to consumer preferences for environmentally-marketed goods or products, this thesis will utilise a multi-phase research design incorporating both qualitative and quantitative research techniques. 5 The results of the qualitative research will enable the development of draft descriptions of each good, for effective presentation of the draft instrument. Once each good has been identified, it will be described in terms of relative environmental emphasis for each of the four basic marketing mix components. Additionally, multi-dimensional scales will be developed and/or adapted from the literature for demographic characteristics, environmental knowledge, and environmental orientation variables as suggested by Churchill (1979), and recently followed in Mexico by Corral-Verdugo and Armendariz (2000). Thus, the qualitative research phase will help provide directional focus for the quantitative portion of the research, as below. 6 four survey groups for purposes of consistency when analysing this section of respondent data. 4.2 Quantitative Approaches The main thrust of the quantitative research will involve several distributions of the draft instrument, as developed via literature and technique review as well as focus group input, to a stratified sample of NSW residents. The first quantitative stage is to refine the survey and test for reliability and validity of the constructs, from input elicited from focus groups and the literature. These tests will allow for trait measurement through agreement of similar measurement methods while avoiding distortions potentially caused by unclear descriptions of goods or presentation of marketing mix variations (Churchill 1979, Kinnear and Taylor 1991). While the overall data analysis will involve conjoint analysis (see below) of each of the four selected products in terms of consumer tradeoff of environmental marketing mix characteristics, each respondent will only be asked to evaluate one of the four goods. This will limit sequence bias and minimise the length of time necessary to complete the survey in an effort to maximise response rates, allowing for a larger sample size and thus data pool (Churchill 1979). Clearly, valid and reliable draft descriptions of each of the four goods will be vital in extracting usable information for analysis. Thus, the survey or draft instrument will be distributed in two phases. The first phase will be to send the survey to 400 NSW residents, 100 for each of the four goods or products, with both initial and follow-up contacts to maximise response rate. The results received will enable pre-testing of the instrument for reliability and validity, allow assessment of response rates, and provide a framework for modification of the draft instrument, including redistribution, if necessary. The second phase will expand to 4000 survey mail-outs, 1000 for each of the four goods, to a similar NSW populace cross-section. The results of this survey will form the basis for project implications as well as an understanding of consumer preferences across environmental marketing mix characteristics. 4.2.1 Data Analysis Techniques Thus, there will be four response groups. Each group will be asked to evaluate the respective good, for instance a high-involvement/high environmental impact good like an automobile, for purchase preference across variations of the marketing mix. As there are four basic components to the marketing mix- product, price, place/distribution, and promotion- there are 4x4 or 16 possible combinations of mix characteristics. To utilise the above example of the automobile with respect to environmental mix descriptions derived from focus groups, above, the first two mix variations would be: 1. Product: The automobile has lesser greenhouse gas emissions than its competitors; Price: The automobile has a price which includes environmental valuation components such as fuel savings over time; Place: The automobile is widely available through standard outlets; Promotion: The greenness of the automobile is a focus in the promotional campaign. 2. Product: The automobile does not have provably less greenhouse gas emissions than its competitors; Price: The automobile has a price which includes environmental valuation components such as fuel savings over time; Place: The automobile is widely available through standard outlets; Promotion: The greenness of the automobile is a focus in the promotional campaign. This simplified presentation of each of the sixteen mix variations (in each of the four cells) in a binomial ‘green’/’not green’ format will allow for direct comparisons of consumer preference of each mix variation. The respondents will be asked to rank the variations for preference, from most preferred to least preferred, and these numerical indications of preference will be used in the conjoint analysis to estimate the marketing mix variation that provides the greatest perceived utility to consumers (Haaijer et al 2000, Hair et al 1995, Kinnear and Taylor 1991, Petty 2000). Each survey group will also be asked to respond to a set of multi-dimensional questions, as above, in order to evaluate demographic characteristics, environmental knowledge, and environmental orientation, using questions and modified Likert scales (Chan and Lau 2000, Winzer and Johnson 2001). This portion of the survey will be identical across all 7 Several techniques will be utilised in order to more completely understand and evaluate green marketing mix preferences, which in turn can be used in a discussion of marketing implications of the thesis. Simple comparisons of early, late, and non-respondents will help to minimise non-respondent error (Mathiowetz 1999, Mishra 2000). Factor analysis will help determine the reliability of environmental orientation and knowledge scales, as well as mix evaluation, by focusing on the whole set of interdependent yet equallyweighted variables (Alhemoud and Metwally 1999, Kamakura and Wedel 2000, O’Cass 2000, Pound et al 2000). Variations across moderating factors such as environmental knowledge, environmental orientation, product purchase involvement, and perceived environmental impact will be examined via multivariate analysis of variance (MANOVA) and cross-tabulation to allow for simultaneous consideration of variable influences. Conjoint analysis will aid in developing response scales for various marketing mix variations in order to compare relative perceived utilities for consumers (Haaijer et al 2000, Petty 2000, Winzer and Johnson 2001). The quantitative data will be interpreted by means of conjoint analysis. Conjoint analysis is an accepted method of comprehending consumer preferences given the presentation of several varying choice sets of interdependent impact (Louviere and Kaciak 1989, Mishra et al 1989, Tscheulin and Helmig 1998). In this study, conjoint analysis will be used to analyse survey data to determine the “importance that consumers are attaching to those (sic) attributes” (Keller 1998), where ‘those attributes’ refer to varying presentations of environmental marketing mixes. To illustrate, a consumer may attach greater comparative utility to a green or environmental marketing mix which places more emphasis on the ‘greenness’ of the Product, also Promoted as green, whilst being relatively less affected by ‘not green’ Place and Price characteristics. Such conjoint simulation studies have been previously used to describe consumer preferences of product profile/attribute combinations. The use of conjoint analysis in this case will aid in identifying consumer preferences of ‘green’ versus ‘not green’ utility tradeoffs of marketing mix variations (Haaijer et al 2001, Hu and Hiemstra 1996, Keller 1998, Petty 2000, Ulengin 1998). 8 Thus, several analytical approaches will be utilised to identify the relationship across all variables as identified above, in order to develop a quantified understanding of consumer preferences for environmental marketing mix characteristics (Churchill 1979, Hair et al 1997, Kinnear and Taylor 1991). indicate that the promotional aspect of a green marketing mix is of vital utility to consumers provided that it is credible and genuine, public policy makers might be encouraged to enact and enforce truth in advertising legislation in response to consumer mandate. The utilisation of a variety of techniques in analysis of the data collected from the survey will allow the central research problem, the understanding of consumer preferences across environmental marketing mix variations, to be approached from a variety of perspectives in order to be most effectively answered. Once this understanding has been assimilated from qualitative and quantitative viewpoints, it may then be possible to project several marketing implications from the findings that may be of use to academics, businesses, NGOs, and public policy makers in evaluating the potential effectiveness of environmental marketing mix characteristics. NGOs will benefit from the results of the study by being able to better understand consumer preference, and thus redirect or redefine advocacy positions in line with consumer values, heightening the opportunity for acceptance of organisational ideals. 5. Expected Outcomes and Implications The implications gleaned from the analysis of the results of data gathered during this study are various and will impact on a number of fronts. The nature of these impacts will be dependent on the ability of the study to successfully describe and understand consumer preference across environmental marketing mix variation. The goods themselves represent a basic spectrum of consumer purchase involvement and perceived environmental impact, while consumer bias is taken into account in terms of basic demographics, environmental knowledge, and environmental orientation. The overall objective of the thesis is to provide an overall understanding, or description of consumerperceived environmental marketing mix drivers which may be of benefit to a number of groups, for example, academics, businesses, public policy makers, NGOs, and consumers themselves. Consumers themselves will be the true victors if this study achieves any sort of true reflection of consumer preferences across environmental marketing mix variations. If businesses are persuaded that consumer utility tradeoffs are more effectively satisfied by a certain environmental marketing approach, consumers may more easily discern the benefits of environmentally-marketed products. Consumer choice may in fact be simplified if offered in a manner which reflects consumer perceptions (Christopher and McDonald 1995). Additionally, the implied environmental benefit of a green product could be seen to add value to consumer purchase decisions by reducing the environmental footprint of consumerism (Hartman and Stafford 1998). The true benefit of the successful realisation of this study, a workable synthesis of theory and practice, will aid in the comprehension of consumer preferences across environmental marketing mix characteristics. The resultant understanding will serve to better fulfill the needs of consumers, of business, of NGOs, and of public policy makers in the field of green or environmental marketing. REFERENCES • The study will benefit the field of academic business research by providing a basis for further in-depth studies into an overview or descriptor of consumer environmental marketing. As the background material utilised transcends nationalities and borders, there exists the potential for global research. And, as the study does not claim to provide any final solutions but rather to lay a foundation based on current consumer preferences, the potential for further research, or even refutation, is not limited to narrow fields but may be applicable to a variety of disciplines. The business world will also gain from the results of the study, and be able to utilise the findings as a template from which to market environmental characteristics of goods to consumers. While the results may not be immediately generalisable to all product types, the goods examined represent a fairly broad cross-section of product types, yielding at least a starting point for marketing mix design. Though the research is to be conducted in NSW, Australia, the potential applicability of the research to other, bigger markets does exist. If the precept that the United States is the single largest consumer market in the world is accepted, and its potential to influence world business trends is also taken as a given, then the similarity of cultural values between Australia and the United States as indicated by Hofstede (1980) may indicate possible cross-national business applicability. • • • • • • • • Public policy makers, too, will benefit from the results of the study by more closely understanding consumer preferences for the marketing of environmental or green products. 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