2011 International Conference on Computer Communication and Management Proc .of CSIT vol.
5 (2011) © (2011) IACSIT Press, Singapore
The impact of Green Marketing on Customer satisfaction and Environmental safety
Rashad Yazdanifard1, Igbazua Erdoo Mercy 2
Faculty of Business, Limkokwing University of Creative Technology, Cyberjaya, Malaysia firstname.lastname@example.org Faculty of Business, Limkokwing University of Creative Technology, Cyberjaya, Malaysia – email@example.com
Abstract. Green revolution, going green, environmental protection, sustainable life style, sustainable development, protecting our earth and many more have become a natural phenomenon in our everyday life. Green marketing is a tool used by many companies in various industries to follow this trend. There have been a lot of literature review on green marketing over the years, this paper analysis the impact of green marketing strategies on customer satisfaction and environmental safety using comprehensive literature review. As a result, this paper can be used by researchers who need to find out the impact of green marketing on customer satisfaction and environmental safety. Keywords: Green Marketing, Consumer Satisfaction, Environmental Safety.
In the last decade, consumers have become more enlightened on environmental issues. Green marketing refers to selling product or rendering services based on environmental benefit. It came into existence in late 1980s and early 1990s. Green marketing is growing rapidly and consumers are willing to pay a lot for green product. There have been little analysis of the impact of this new market on the consumers and the environment so far. Green marketing affects all areas of our economy, it does not just lead to environmental protection but it also create new market and job opportunities. Companies that are environmental stewards stand a chance of gaining many satisfied and loyal customers.
2. Green Marketing
The American Marketing Association (AMA) held the first workshop on ecological marketing in 1975. 1980 was the first time green marketing came into existence. AMA defines green marketing as the marketing of products that are presumed to be environmentally safe, it incorporates several activities such as product modification, changes to production processes, packaging, advertising strategies and also increases awareness on compliance marketing amongst industries. Business Dictionary defines green marketing as promotional activities aimed at taking advantage of changing consumer attitude towards a brand. These changes are increasingly being influenced by a firm’s policies and practices that affect the quality of the environment and reflect the level of its concern for the community. It can also be seen as the promotion of environmentally safe or beneficial products. Rashad Yazdanifard. Tel.: + 60173693170 E-mail address: firstname.lastname@example.org
The price of green product has to be affordable for the customer to encourage purchase. • • • Product satisfaction Satisfaction with the purchase decision experience. . advertisement. it is the perceptual evaluative and psychological process that contributes to satisfaction. Product.
5.3. better pollution controls. environmental protection for the present and the future generation. reduced packaging. . the packaging. publicity and corporate social responsibilities. When a particular company wants to ‘go green’. Most buyer decisions are influenced by the labeling. space and money. (green labeling) that states all that makes the product green compliant. they are sure to get many loyal customers. Green Marketing in terms of Price. plant species and the future generations. green branding attributes have to be efficiently communicated . The development of energy. Industrial differentiation works only when products reduce client’s cost. superconcentrated laundry detergents are associated with energy saving. As an outcome. stakeholders play one of the most influencing roles in any organization and market . nature of the product. Most buyers are influenced by advertisement that reflects a company’s commitment to environment . recyclable and biodegradable packaging.efficient operations.
6. . This is what the end product of green marketing is. the stakeholders are at the fore front of their green marketing strategy. They influence all aspect of green strategy also in areas such as purchase of green product. Jaime Rivera-Camino  said that stakeholders in green marketing include the plant. Product design constitutes an active interface between demand (consumers) and supply (manufactures) . The green environment is a constantly regulated environment and as such high level of compliance is necessary when carrying out distribution of green products. This is a common procedure in the united state . The common theme throughout this strategy of sustainable development. As a process. influences their customer purchase decisions. Customer Satisfaction and Green Marketing
Customer satisfaction has been defined in two basic ways: as either an outcome or as a process . For ecologically sustainable products to be successful. The product itself has to be made in such a way that it satisfies consumer and manufacture’s needs. is the need to integrate economic and ecological considerations in decision making by making policies that conserve the quality of agricultural development and environmental protection. Companies that do green advertisement that tend to portray an image of environmental friendliness. various animals. Place and Promotion
Green Marketing begins with ‘green design’. The definition is varied with regards to their level of simplicity which includes. Consumers love to associate themselves with companies that are environmental stewards. Stakeholders in Green Marketing Strategy
Based on marketing literature. Green distribution is a very delicate operation. promotion and also Green awareness programs. Sustainable Development is “meeting the needs of the present without compromising the ability of the future generations to meet their own needs”. Green Marketing and Sustainable Development
According to the World Commission on Environmental Development (1978). Satisfaction with the performance attribute
. An example by Ottman and Terry . Customers must be guaranteed of the ‘Ecological nature’ of the product.
4. satisfying the end state resulting from the consumption experience . When a company communicates this through their advertisements. promotions. ecologically safe products are all part of green marketing which also leads to sustainable development.
the warring off of the ozone layer and increased pollution of the environment by industries.
7. Fungicide and Rodenticide Act). Customer satisfaction could also be defined as an evaluative response to perceived outcome of a particular consumption experience. Environmental Safety is not an easy task to implement. FIFRA ( Federal Insecticide. 70 percent of some 2000 people in US. companies that communicate their ‘green product’ in their packaging. Drug and Cosmetic Act. gain satisfied customers. . harmful pollution. pollution control and prevention programs are held in different parts of the world on emergency procedures. Customers want to associate themselves with companies and products that are eco-friendly. .S. Environmental Safety
Environment is simply our surrounding. It could be seen as the intension to purchase. . Similarly. Discussion
There is now a real sense that environmental protection is highly necessary. FFDCA (Federal food. TSCA (Toxic Substance Control Act). Australia and Japan are willing to pay a premium for energy alternatives such as. Many Authors believe that customers have a high level of involvement regarding environmental issues as a consequence of growing environmental consciousness. contingency planning and employee training. OSHA (Occupational Safety and health Act).• •
Satisfaction with the store or institution Satisfaction with pre-purchase experience. GHS (Globally Harmonized System of Classification and labeling of Chemicals). . wind and solar power. The increased awareness on environmental issues is as a result of increased publicity on the media on issues such as. . advertisement or manufacturing process. As a result. Managing environmental safety issue is highly challenging. . . Everyone believes a green life is a better and healthier life for present and future generation. and . Germany. Consumers not only want to buy their products but are willing to pay more for it. Satisfaction leads to attitudinal loyalty. time consuming and expensive. companies that fail to ‘go green’ are not failing to fail in their industry. There are many laws on environmental safety that have made companies liable to any wrongdoings. managing of hazardous materials and soon. Based on research. Customers have become concern about their everyday habit and the impact it has on their environment. UK. 
Marketing literature suggests that there is a relationship between customer satisfaction and loyalty. Studies have shown the significant influence of environmental knowledge and consciousness on consumer environmental attitude . based on the assumption that satisfaction is the outcome of service quality . EH&S (Environmental Health and Safety) regulatory compliance and CSR (Cooperate Social Responsibility) initiative throughout the supply chain can help promote and sustain ongoing improvement within an organization. These laws cover areas such as. some of which include. Consumers are motivated to buy from companies that are eco-friendly in the production. it shows that their product or services stands out from the
. several hazard control.
8. Satisfaction is an outcome that occurs without comparing expectations . . . HMTA ( the Hazardous Material Transportation Act). Japan and Korea that have multiple regulatory authorities. Clean Air Act. Implementing the GHS standardization policies of a single frame work of the classification and labeling of chemicals so hazards are consistently defined across different national jurisdiction is beneficial but highly challenging. . When a company display’s the green logo on their product. CERCLA ( Comprehensive environmental Respond Compensation liability Act). Consequently. Because of the green trend. many regulatory bodies and acts are set to ensure environmental safety and protection. It is an overall judgment on satisfaction. especially in countries like U. Clean Water Act. These improvements will help the company achieve regulatory compliance and position itself as a socially responsible company. Most consumers’ spending pattern shows that they have a desire for brands that ‘go green’. . . the Netherlands.
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