Consumer buying behavior towards green marketing

Objective of Reasearch:
The objective of research is to measure the consumers response regarding green
marketing.
Green marketing influence consumer to buy green products.
How green marketing force consumers to make environment clean.
To find the importance of green marketing to making environment friendly.
The result would evaluate weather green marketing could be a competitive tool for
any company.

Literature review:
Green marketing is a large concept that can be applicable in consumers good and also
in service sector (Robert and Becon, 1997). Structure the green marketing is to produce and
facilitate the changes with much less effect on the environment to fulfill the needs and wants
of humans (Polonsky, 1974). A number of organizations are ready to satisfy their customers to
make the environment friendly products (Schwepker and Cornwell, 1991). The studies of
attitudes found that there is positive relationship toward eco-friendly products and behaviors
(Van Liefe and Dunlap 1981; Robert and Becon, 1993; Simmons and Widmal 1990). Suggest
that there is a positive relationship between environment concern and eco-friendly behavior
for the consideration of recycling. Some use the green marketing for the purpose of
advertising by attaching environmental features with the product (polonsky, 1994). A number
of organizations are ready to satisfy their customers to make the environment friendly
products (Schwepker and Cornwell, 1991). As we know that since 1970s the consumers are
attracting towards ecological products because they are getting knowledge about their
environment day by day (Alwitt and Pitts, 1996). These changes participate to the start of the
green revolution to prevent further damage to the environment. Most consumers like in
America and Europe have more knowledge about the misuse of green products and they
display a relatively higher amount to pay more for green products (Oyewole, 2001). In over
the world researcher are paying more attention to the emerging problems of depleting
resources because of excessive consumption, which is declining the environment and
endangering not just biodiversity but also universal human survival (Hsiao and Wan, 2001).
In the last five years to 1990, the amount of green products have been increased by
approximately 2000 which is consist of 9.2 percent of all new productions in UK in the 1990

first half (Salzman, 1991). Product design makes an active link between consumers and
manufacturers. An example by Ottman and Terry [1]; super concentrated laundry detergents
are linked with energy saving, reduced packing, space and money. ). It is estimated that
Chinese consumers are willing to pay an average of 4.5% more for green products (Chan,
1990).

Researcher have feel that the massive use of technology is not the only way for
economical and technological development and use of such difficulty must be fixed with
sound planning with a minimum unpleasant effects on the natural environment (Hsiao, 1986;
Olofsson and Ohman 2006). As described in a study relating to environmental attitude,
behaviors and knowledge that knowledge behave like a mediating variable among
environmental attitude and behaviors. Green marketing is one of the most important and main
trend of the business environment (kassaye, 2001; Madanial and Rylander, 1993; Pajori and
Write, 1996). Soonthonsmai (2007) green marketing means a tool in which the firms main
focus in on environmental issues and delivering the eco-friendly goods to customer and
consumer to create societies and satisfaction. A lot of challenges demand of variability
unfavorable perception of consumers towards green products (Gurau and Ranchnod, 2005).
So the need for companies is to understand the green consumers and their attributes so enable
to create a new target and segmentation strategy (DSousa at all 2007). Eco-friendly means
the products who have ability to recycle after using, that dont harm natural recourses or
packaging in reducing the negative environmental impact (Elkington and Makower, 19988;
Wasik 1996). Consumers are more interested in every day habits and impact on environment
conscious products. Consumers are also interested in green products and also want to
purchase the eco-friendly products (Martain and Simintiras 1995). The consumers mean who
know about the environment problems (Soonthonsami, 2007). Consumers organized lobby
not to purchase that products that are harmful to environment and also promoted the ecofriendly products (Fergus, 1991). This is general concept between the researcher and
environmental activists; if consumers purchase eco-friendly products or these products
contain a recyclable facility the consumer the significant contribute to improving
environmental quality (Abdul Muhmim, 2007). Today environmentalism has become
important issue in organization (brown 1996: kalafatis et al.1999). Most of the consumers

are interesting in green products and purchasing that kind of product (kalafatis et al 1999).
Most of the studies indicate that more aware about environment to result that purchasing eco
friendly product (kalafatis et al 1999, laroch et al 2001, manoktola and juhari 2007). Many
of the researchers studied that how we create and benefits of consumer favorable behavioral
intentions (Bowen and shoemaker, numkung and jang 2007: zeithamal et al: 1996). Intentions
have included strategy and services from a organization and also pay premium prices for its
product. (Han and back inpress, namkung and jangi 2007).