The Marketing Of Green Marketing Theory Essay - 1660 Words

Green Marketing Theory Since the 1970s, non-mainstream marketing concepts have started challenging traditional mainstream marketing concepts. For example, traditional marketing strategies resulted in over-exploitation, waste of resources and enterprises ignored environment deterioration. Under such strategies, enterprises only concern profit but ignores harms to consumers’ health and destroys the balance of environment. Because of these, the marketing theoretical circle started a serious discussion on how to balance the relationship of business operation and environment protection. Many influential marketing theories were raised. In 1979, Henion first presented the definition of greeen marketing. He assumed that the programs and activities of green markeintg are foucing on the environment –friendly sectors, According to Chamorro and Baà ±egil, green marketing is the way to conceive exchange relationships that goes beyond consumers’ current needs while taking social interest in protecting the natural environment into consideration (Chamorro Baà ±egil, 2006, p. 12). Likewise, Green marketing defined by Soonthonsmai (2007) as organizations that are concern about ecology or green problems provide the environmentally friendly goods or services. Actions carried by organizations can bring satisfaction to consumers and the community. Rahman, Reynolds, and Svaren (2011) also define green marketing in the journal article â€Å"how ‘green ‘are North American hotels?† Referring to theirShow MoreRelatedThe Effect Of The Modern Production Consumption Chain Essay1612 Words   |  7 Pageswith environmental sustainability. However, in order to attain a â€Å"green† brand status, they must invest time and money into re-evaluating their business models and supply chains. While some companies may choose to make this investment, other competitors opt to invest in deceptive marketing strategies which greenwash their products to mislead consumers. The purpose of this report is to examine the implications of greenwashing on marketing strategy and consumer behavior. Greenwashing is defined as theRead MorePerceptions And Perceptions Of Consumer Behavior Essay1467 Words   |  6 PagesIn attitude-behaviour relationships, the Theory of Reasoned Action states that consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). 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UnfortunatelyRead MoreConsumer Perception Of Consumer Behavior Essay1488 Words   |  6 Pagesconstruct is explored in the Theory of Reasoned Action, where Fishbein and Ajzen (1975) state this in regards to attitude-behaviour relationships. When it comes to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of the consumer. The consumer perceptions when it comes to companies can be explained by: perceived deception, which is caused by an organization which misleadingly advertises its product as being ‘green’ (Newell et al., 1998); perceivedRead MorePerception of Green Product1387 Words   |  6 Pagesecolabels: what green marketing can learn from conventional marketing Abstract Ecolabels have emerged as one of the main tools of green marketing. Although a great deal of effort has been invested in making them more effective and efficient, the market share of ecolabelled products is still low, partly because they have been addressed mainly to ‘green’ consumers. In a theoretical exposition of marketing theory, we find that green marketing could learn from conventional marketing in discoveringRead MoreAn Example Using Theoretical Soap Is Good For The Environment Essay1487 Words   |  6 Pagesof any schemes in New Zealand that would allow governments and regulatory sectors to serve the public and advise them on green purchasing in a way that is fair to commercial interests. However, regarding green labels, credibility can be judged by looking at the packaging; credentials are typically referred to on packaging and on the company’s website. This lack of recognized green labels provides an opportunity for established brands, for instance Gree npeace to step in and provide more. UnfortunatelyRead MoreGreen Marketing in China1731 Words   |  7 PagesCurrent Situation and Movement of Green Marketing in China – Analyze its Resources and Performance Li Hai-e School of Management, South-Central University for Nationalities; WuHan 430074, China Abstract: Green marketing is very important in 21 century. From the main strength of implementation, to analyze why our green marketing is backward, thinking the government should be the leading strength. On the base, the paper brings forward the principal measures government should strengthen and how toRead MoreRelationship Between Green Marketin and Societal Marketing Concept for Corporate Image Building of a Firm (as a Marketing Manager)1106 Words   |  5 PagesMARKETINGMANAGEMENT RELATIONSHIP BETWEEN GREEN MARKETIN AND SOCIETAL MARKETING CONCEPT FOR CORPORATE IMAGE BUILDING OF A FIRM (AS A MARKETING MANAGER) CONCEPT OF SOCIETAL MARKETING Societal marketing concept holds that the organisation is to determine the needs and interest of the target market and to deliver the satisfaction more effectively and efficiently than competitors in a way that preserves or enhance the consumers’ and society’s well being. Societal marketing aims towards optimising the needsRead MoreGreen Marketing Essay example1132 Words   |  5 Pagesincreasingly encouraged to â€Å"go green,† to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planetRead MoreConsumer Perceptions Of A Product Essay1496 Words   |  6 Pagesperceptions of various aspects of a product (Chen Chang, 2013). Green Purchase Behaviour Consumers motivations for purchasing green products differ and may even be contradictory (Cleveland, Kalamas, Laroche, 2005). However, to some degree, the motivations are thought to be influenced by consumer purchasing behaviour as well as perception (Albayrak et al., 2011). If the consumer’s negative perceptions of falsely claimed green products are correlated, it corresponds to Fishbein’s Multi-attribute