SYED%20MOHAMMED%20KARIM

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• PRESENTED BY
• SYED MOHAMMED KARIM
• 310SM1008

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Are you green??
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INTRODUCTION

• Concern about environment-public issue.
• Positive change within consumer's behavior.
• Green revolution-prevent further damage.
• Green marketing tools-eco-label, eco-brand,
  environmental advertisement.
• Switch consumers actual purchasing behavior to
  buy environmental friendly products.
• Consumers behavior- vary in different culture
  and demographic context.
• This research- whether green marketing tools
  affect consumers purchase behavior.

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Findings from literature

• Three stages of green marketing.
• Green marketing focuses on the efficiency of
  cognitive persuasion strategies.
• Green marketing as actions intended to replace
  current needs and wants with minimal harmful
  impact on our environment.
• Eco-labels- provide information, add value.
• Relationship between eco-label consumer
  behavior???

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• Eco-brand is a name, symbol or design of products
  that are harmless to the environment.
• Consumers will aspire to buy eco-friendly
  alternatives for products.
• Green brands perform same and better.
• Motivating factor emotional brand benefits.
• Environmental advertisements techniques for
  introducing products.
• Objective influence consumers purchase behavior
  direct their attention to the positive
  consequences.

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• Environmental advertising contains three
  elements
• statement of corporate concern for the
  environment.
• the way the corporation has changed its
  procedures.
• specific environmental actions in which the
  corporation is involved.
• Environmental advertisements help to form
  consumers values and translate these values into
  the purchase of green products.

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HYPOTHESIS

• H1 A significant and positive relationship
  exists between green marketing tools and
  customers actual purchase behavior.
• H1a Eco-label and customers actual purchase
  behavior.
• H1b Eco-brand and customers actual purchase
  behavior.
• H1c Environmental advertisement and customers
  actual purchase behavior.

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METHOD

• Respondents were individual consumers in Penang.
• Above 18 years old, structured questionnaire, 250
  respondents.
• Questionnaire five sections.
• Demographic characteristics of respondents.
• Perception towards environmental advertising.
• Perception of eco-label.
• Impact of eco-brand on consumers actual purchase
  behavior.
• Dependent variable of the study actual purchase
  behavior.

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Findings

• One more dimension to green marketing tools was
  added (trust in eco-label and eco-brand).
• Eco-brand and trust to eco-label and eco-brand
  positively and significantly associated with
  actual purchase behavior.
• Effect of eco-label and environmental
  advertisement on actual purchase behavior not
  significant.

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Discussion and implications

• Eco-branded products commercially successful due
  to its positive public image.
• Growth in brand loyalty.
• Eco-label no significant impact.
• Environmental advertisement enhances knowledge on
  green products, no influence on purchase
  behavior.
• Reason low credibility.
• Respondents trust in eco-label and eco-brand
  positive effect.
• Lack of critical efforts by marketers and
  producers to develop the trust in eco-label and
  eco-brand.

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LIMITATIONS

• Limited to consumers of Penang (Malaysia).
• Conducted on general eco-brands.
• No comparison between eco-branded non
  eco-branded products.

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Findings suggestions

• In India, environment no longer just a CSR
  activity.
• Critical for brand image.
• Many successful campaigns of green advertising.
• Ex Idea, Havells, IRCTC etc.
• Some successful green brands. Ex Himalaya.
• Eco-labels IT industry.
• Large youth population more chances of making
  impact.
• Stringent rules to differentiate between green
  non-green brands.

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References

• Francisco J. Montoro Rios(2006) Improving
  attitudes toward brands with environmental
  associations an experimental approach Journal
  of Consumer Marketing, Volume 23 Number 1
  2633
• Raska, David (2011) Exploring the effect of a
  brands pro-environment behavior on consumers
  attitude towards similar behaviors Proceedings
  of ASBBS, Volume 18 Number 1
• Florence Benoit-Moreau(2011) Building brand
  equity with environmental communication an
  empirical investigation in France EuroMed
  Journal of Business Vol. 6 No. 1, 100-116

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Queries