Yorulmaz U. U. 2016. Green Consumer In Green Marketing, International Journal of Online Marketing Research, 2(1), pp. 14-21
International Journal of Online Marketing Research
ISSN 2469-4029
www.ijomr.org
Green Consumer In Green Marketing
UGUR UYSAL YORULMAZ
Girne American University
ARTICLE INFO
ABSTRACT
Doi: 10.5455/IJOMR.2016208434
Keywords:
In recent years, environmental issues and problems have risen due to
mass production, environmental destruction and global warming. For
these reasons, consumers are changing their purchase preferences to
environmentally friendly products. Additionally, strategic marketing
actions of companies target their products and services to these kinds of
consumer groups to gain market share and minimize their production
costs.
This research aims to understand the importance of promoting green
products and then tries to explain consumers buying intensions and
decision of green or ecological friendly products under the consumer
behavior theory.
Green Marketing,
Consumer Behaviour,
Environment,
Social Responsibility,
Green Consumer,
Green Products,
Eco Labeling.
Article History:
Received | 18 November 2015
Accepted | 25 January 2016
Published | January 2016
Corresponding Author
Ugur Uysal Yorulmaz
INTRODUCTION
The marketing discipline has a close relationship
with social responsibility. Protection of the
environment’s under the responsibility of every
party such as individual groups and states inside or
outside the country globally. Concept of
environmental protection is rapidly gaining much
more attention each year. People are causing mass
destruction of nature to reach their unlimited
consumption and desires. On the other side of coin
companies who run their commercial activity in
either service or production sectors have priority to
minimize environmental destruction and respect to
the nature and to their customers. As Dr. Gök and
Dr. Türk (2010:p.200) mention that social
responsibility under the consideration of all
individuals and governments, they acting together
such as ethical, economical, social, cultural and
legal perspective to target of increase sustainable
development and live a better living standards. Bui
(2005) argues that, many variables were shown to
drive consumer choice in regards to purchasing
environmentally friendly products. These variables
can be grouped into values, beliefs/knowledge,
needs & motivations, attitudes, and demographics.
Moreover, a number of intervening variables affect
consumer’s intention to pay more for an
environmentally friendly product.
According to idea of strategic business plans of
private sector, companies establishing new
marketing tactics according to new trend of
consumer behavior & choices to promote and sell
their products. Besides researches show us,
companies, who are following green marketing
process, they are increasing their market share and
profit in competitive local or global era. This paper
especially guiding variables for consumer purchases
of environmental friendly products.
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LITERATURE REVIEW
Green Products
The common understanding of green products is
that, consumers must easily monitor and understand
green product information. We should never forget
the aims of green products and are design for
minimum environmental damage on private or
collective usage. As Sangyo (Environmental
Globalism and Green Consumers) mentions,
International Organization for Standardization
(ISO) 14000 series provides a standardized
indicator for purchasing environmentally sound
products. Thus, environmental labels are being
arranged in accordance with the international and
global standard, and green consumerism itself is
being globalized.
Asprey in his research defines green products as; a
"green" product is essentially a product that is
environmentally friendly. The author talks about
how consumers decided whether a product is
environmentally friendly or not. He states, first we
consider the product's life cycle - its manufacture,
use, and disposal - to determine its total impact on
the environment. Then we weigh its benefit to
humans against its environmental costs. Third, we
ask whether any less harmful alternatives are
available. And finally we ask the most important
question, is it worth it? That is, does the value of
the product outweigh its environmental costs?
(Asprey, Kathryn., The Increasing Consumer
Awareness of "Green" Products)
According to Sigmund (1997, p.24), green
consumers consider their products to; consume less
energy, type and quantity of materials, production
of products and its packaging, distribution and
transportation of product, actual consumption
process and disposal process.
Research has shown as Phillip Kotler (Marketing
Management, Millennium Edition, 2002, p.148)
that;
“About 42 percent of U.S. consumers are willing
to pay higher prices for “green” products. This
willingness creates a large market for pollutioncontrol solutions, such as scrubbers, recycling
centers, and landfill systems. It leads to a search
for alternative ways to produce and package goods.
Smart companies are initiating environmentfriendly moves to show their concern. 3M runs a
Pollution Prevention Pays program that has led to a
substantial reduction in pollution and costs. Dow
built a new ethylene plant in Alberta that uses 40
percent less energy and releases 97 percent less
wastewater. AT&T uses a special software
package to choose the least harmful materials, cut
hazardous waste, reduce energy use, and improve
product recycling in its operations. McDonald’s
and Burger King eliminated their polystyrene
cartons and now use smaller, recyclable paper
wrappings and paper napkins.
Figure 1: Green Product Strategy
Source: http://www.lg.com/sg/img/about/assets/Eco-design_02.jpg
What Is Green Marketing
Chamorro, et al, (2009) has done a research on
green marketing and green consumer, which
continue to be attractive as environmental
consciousness evolves over time. The findings of
studies from previous years will not necessarily be
valid in the future. New research on this topic
should aim to identify possible developments in
consumers’ attitudes, intentions and behaviors.
They mention that companies must launch new
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strategies for new product development. Also ecolabels emerge as a key green product
communication a new marketing era and customer
perception.
Many researchers agree that green marketing is not
easy
issue.
Which
includes;
operations
management, marketing ethics, ethics of
consumption, corporate social responsibility,
sustainable consumption, consumer economics and
policy, socially responsible investing, materialism
etc. (Chamorro, A. et al, 2007)
As discuss in detail consumer behavior part of this
project; marketers and companies are getting more
responsibilities for environmental impacts over
consumption and short term personal benefits rather
than social welfare and social responsibility. As
Dief &Font (2010, p.159) mention that holistic
green marketing activities such as planning, new
product development, chances to the production
process, logistics, packaging, pricing, distributionpromotion and advertising should be emphasizing
in the green marketing process.
In addition Dief &Font (2010, p.160) argue that,
green marketing strategy involves decisions both
strategic and functional levels. Strategically, the
firm needs to consider the impact of greening on
branding, segmenting, targeting, and product
positioning.
Functionally,
green
product
opportunities must be incorporated into the
management of the marketing mix.
Another well known subject about green marketing
is “green marketing myopia”. Ottman (2006, p.24)
in his article he explains that green marketing
satisfy two objectives: improved environmental
quality and customer satisfaction. He added that no
consumer product has zero impact on the
environment in business, The terms “green
product” and “environmental product” are used
commonly to describe those that strive to protect or
enhance the natural environment by conserving
energy and/or resources and reducing or eliminating
use of toxic agents, pollution and waste. Concept of
green marketing myopia has argued that, marketers
must see customer understanding for innovationresearch of their products or services.
Ecological Labeling
There are so many articles and resources about
labeling of green products. Globally, states have
tried to implement global standards of ecological
labeling as they try to introduce to Global Green
Standards:
ISO
14000
and
Sustainable
Development Green consumerism. Answer the
question of why ecological labeling is important for
green products; answer is that, it includes raw
materials for production, production process,
packaging and transportation.
Zaman, Miliutenko and Nagapetan (2010, p.104)
describe in their research that;
“Eco-labeling is one of the initiatives that
started several decades ago in order to mitigate
impacts from our consumption patterns by
promotion of
environmentally
friendly
products.
Eco-labeling can be seen as a
representation of the trend to deregulate
environmental protection by allowing industry to
make the decision of whether or not to apply
for the label and allowing consumers to decide
to shop accordingly.” As Horne (2007,p.175)
argues that, over the last two or three years,
recognition of the need to act on climate change
has driven a renewed interest in eco-labels as
means to drive a widespread transition towards
more sustainable life style. This raises the question
of the likely effectiveness of eco-labelling as a
relevant strategy
In addition to this, I believe that, there are three key
parties involving ecological labeling issues. The
first and important one is consumers. Ecological
labeling targets consumers, those companies would
like to inform them about their production in some
specific ways. Respect to environmental issues (as
global warming) by public opinion, price of green
product, health issues (natural nitration, organic
products), and energy consumption, design of
products and quality directly effecting consumer
buying choices and perceptions. According to
Summer (2006, p.189), consumer theory by
focusing on product characteristics rather than on
products itself. The second party is producers
(suppliers) or companies, who strategically try to
improve and adopt green products to enlarge their
market share. As marketers know, consumers are
ready to pay premium for green products. For that
reason they are producing and developing ecofriendly products. Here, eco-labeling address
consumers to give them information about their
product and highlight the difference between others.
On producers point of view is that, eco-labeling
delivers important messages to consumers and these
looking for signs when shopping. The third part is
the government, who has introduced rules and
regulations for both producers and consumers.
European countries have some good examples, all
the countries have their own criteria of eco-friendly
or sustainable products
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Figure 2: Energy Label
Figure 3: Saple of Energy Labels
Source:
http://www.apartmenttherapy.com/uimages/la/7280
8_ecolabels2.jpg
Source:
http://www.washerhelp.co.uk/graphics/logos/washi
ng-machine-eco-label.jpg
Consumer Behaviors
Consumer Buying Behavior refers to the buying
behavior of final consumers -individuals &
households who buy goods and services for
personal consumption (Kotler, 2003) Dr. Barlow
(2009) classified of buying motives;
Table 1: Classification of Buying Motives
Rational
Gain or saving money
Satisfaction of caution
Benefit to health
Protection and security
Utility value
Table 2 represent model of consumer buying
behavior. If any research even green consumers,
marketers would like to understand basic influence
Emotional
Satisfaction of pride
Pleasure
Sentimental reasons
Fear
Envy
Approval of others social achievement to feel
important
of marketing factors such as 4Ps on consumer
behavior; price, product selection, place and
promotion.
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Table 2: Model of consumer buying behavior
Sources: http://www.managers.org.cn/mag/doc/ucman201008/ucman20100811.pdf
On the other hand, their famous article by Ottman,
Stafford and Hartman (2006.p:27) defined that
consumer value positioning that the marketing of
successfully established green products showcases
non green consumer value, and there are at least
five desirable benefits commonly associated with
green products: efficiency and cost effectiveness;
health and safety; performance; symbolism and
status; and convenience According to them product
design for green marketing must include those five
desirable benefits.
Prakash (2002.p:285-286 ) argue that, Green
marketing also ties closely with issues of industrial
ecology and environmental sustainability such as
extended producers’ liability, life-cycle analysis,
material use and resource flows, and eco-efficiency.
Thus, the subject of green marketing is vast, having
important implications for business strategy and
public policy.
One of the core resource of this article guided by
Bui (2005), he mention that; Many variables were
shown to drive consumer choice in regards to
purchasing environmentally friendly products.
These variables can be grouped into values,
beliefs/knowledge, needs & motivations, attitudes,
and demographics.
Bui defines variables that drive the choices;
1. Values:
Consumers
buying
environmentally friendly products to
protect environment So buying green
products could have important impact on
the welfare of the environment
2. Beliefs/Knowledge:
Most
of
the
consumers think that; green products have
low quality; useless and green products not
consider or help to environment.
3. Needs and Motives: According to
behavior surveys, consumers are willing to
pay premium on environmental or social
issues whether quality and price are
equally same.
4. Attitudes: Generally, studies have found
positive
correlations
between
environmental
Concern (i.e. attitude) and environmental
friendly behavior (Van Liere and Dunlap
1981; Roberts and Bacon 1997). Simmons
and Widmar (1990) found a significant
relationship
between
environmental
concern and ecologically responsible
behavior in the case of recycling. Berger
and Corbin (1992) found that green
consumers’ behavior could be influenced
by their consumer perceived effectiveness
(i.e., attitude) towards the protection of the
environment.
5. Demographics:
Green
consumers
characteristics basically defined as;
i. Education: Education is linked to
green consumer’s attitudes and
behaviors. Education level is positive
correlation with green consumer’s
behavior
ii. Age: Young and pre-middle age
profile has more socially responses
iii. Gender: In general, researchers
claim that females are more likely
than males to be ecologically
conscious.
iv. Income: According to researches
there is no significance relation
between income and environmental
concern.
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Figure 4
Sources: Bui, 2005, p.25
As figure 4 try to show basic variable of the
consumer choices. Another texts also mention
health, government rules or policies and public
(press- media) opinion on input side of figure.
Sigmund (1997, p.14) in his book “ Understanding
Greeen Consumer behavior” mention that green
consumer research is psyhological issues of
motivation;sociological issues of peer group
influence, social status and etc. Or socio
demographic and lifestyle issuess. Sigmund think
that learning and understanding consumer
behaviour is a kind of process. For that reason most
significant element in his book about consumer
behavior shown as; firstly culture, second thing is
that human behaviour under motivational approach
like; needs, wants, desires, values, involment, etc.
Motivation has been defined as the driving force
within an individuals that impels person reaction.
Environmental destruction may be placed at the part
of human motivation. Its mean that living harmony
with nature. Social structures and social institutions
are other influencing factors of consumer behavior.
Given example in his book; peer group pressure,
opinion leadership, social acceptance, and social
status. In addition, group influence has very
powerful effect on individuals’ decision, especially
friends, family members, colleagues’ influences
effecting buying decision. Another element is socio
demographic approach, which includes; age, marital
status, educational level, number of children and
socio economic status.
As Kaufman (1999) explains in his article,
consumers are much more involving about
environmental issues because of persona, health
issues, and environmental impact of planet. He
points that people showing much attention and
taking personal responsibility on environmental
issues. Furthermore, these perceptions on
consumers’ minds guide them to purchase natural
products and built loyalty to new eco-friendly
products.
Green Consumers
As Ryan (2006,
Green Consumers, Growing Market for Many Loca
l Businesses) mention in his article according to
Jacquelyn Ottman green consumer description;
i.
Green consumers want to know how r
aw materials
are procured and where they
come from, how food
is grown, and what their potential im
pact is on the environment once they
land in the trash bin.
ii.
Green consumers patronize manufact
urers and retailers they trust and boyc
ott the wares of suspected polluters.
iii.
Green consumers often do not have th
e same consumptive spending pattern
s as the mass consumer.
According to research made by Ottman,
Stafford and Hartman (2006.p:25) top reason
why consumers do not buy green products
included believes that they require
sacrifices-inconvenience, higher cost, lower
performancewithout
significant
environmental benefits.
Kotler and Keller (Marketing Management,
2006, p.90) mention in their book that;
“Consumers often appear conflicted about the
natural environment. One research study showed
that although 80 percent of U.S. consumers stated
that whether or not a product is safe for the
environment influenced their decision to buy that
product, only a little over half asserted that they
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bought recycled or environmentally safe products.
Young people especially were more likely to feel
that nothing that they did personally made a
difference. Increasing the number of green
products that are bought requires breaking
consumers' loyalty habits, overcoming consumer
skepticism about the motives behind the
introduction of green products and their quality
level, and changing consumer attitudes about the
role they play in environmental protection.
CONCLUSION
In the twenty first century, we have technological
changes and social transformation of all parts of our
lives. Green concept is directly affecting Consumer
buying decisions and production cycle. In addition,
as Luck and Ginanti argue (Online Environmental
Citizenship, 2013, p.6) green marketing agenda has
grown within new social media tools such as
Facebook, Twitter, YouTube, blogs ...etc. Also
sharing personnel experiences and buying
preferences over individuals’ internet effects buying
decision’s negatively or positively.
Three main parties; state, consumers and companies
concerning consuming green products more and
more in our lives, which means that we have new
tendency and ways to satisfy human needs and
wants. Those demand and supply chain show us
some new era of competition, marketing research,
communication, advertising (Sima,V. 2013).
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