Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Consumer Perception towards Effectiveness of Green Communication Strategies: An Exploratory Study


Affiliations
1 Department of Management, I.K. Gujral Punjab Technical University, Kapurthala, India
2 Department of Business Management, Guru Nanak Dev University, Gurdaspur, India
     

   Subscribe/Renew Journal


Organizations worldwide are focusing on developing green marketing strategies with a specific focus on communicating the ecological safety component of green products to the consumers and thereby creating awareness regarding the benefits of green products in the society. Effectiveness of green communication strategies lies in their ability to ensure the ecological safety of the product. The present study was carried out to investigate consumers' perception regarding effectiveness of green communication strategies used by the companies for promoting green products. For this purpose, the present study considered four communication strategies viz. 'Advertisements using Green Themes', 'Self Explanatory Labels', Educational Campaigns' and 'Certifications'. Educational Campaigns were perceived as the most effective green marketing strategy. The study also explored major factors affecting effectiveness of the green communication strategies.


Keywords

Green Marketing, Green Communication Strategies, Green Advertisements, Environmental Labels, Educational Campaigns.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Akehurst, G., Afonso, C., & Goncalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50 (5), 972-988.

  • Alston, K., & Prince Roberts, J. (1999). Partners in new product development: SC Johnson and the alliance for environmental innovation. Corporate Environmental Strategy, 6 (2), 110-128.

  • Banyte, J., Brazioniene, L., & Gadeikiene, A. (2010a). Expression of green marketing developing the conception of corporate social responsibility. Engineering Economics, 21 (5), 550-560.

  • Bjorner, T., Hansen, L., & Russell, C. S. (2004). Environmental labelling and consumer's choice- an empirical analysis of the effect of the Nordic Swan. Journal of Environmental Economics and Management, 47 (3), 411-434.

  • Carrete, L., Castano, R., Felix, R., Centeno, E., & Gonzalez, E. (2012). Green consumer behaviour in an emerging economy: Confusion, credibility, and compatibility. Journal of Consumer Marketing, 29 (7), 470-481.

  • de Boer, J. (2003). Sustainability Labelling Schemes: The logic of their claims and their functions for stakeholders. Business Strategy and the Environment, 12 (4), 254-264.

  • do Paco, A. M., & Raposo, M. L. (2010). Green consumer market segmentation: Empirical findings from portugal. International Journal of Consumer Studies, 34, 429-436.

  • do Paco, A. M., Raposo, M. L., & Filho, W. L. (2009). Identifying the green consumer: A segmentation study. Journal of Targeting, Measurement and Analysis for Marketing, 17 (1), 17-25.

  • Doyle, J. (1992). Hold the applause: A case study of corporate environmentalism. The Ecologist, 22 (3), 84-90.

  • Ginsberg, J. M., & Bloom, P. N. (2004, Fall). Choosing the right green marketing strategy. MIT Sloan Management Review , 46 (1), 79-84.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. Upper Saddle River: Prentice Hall.

  • Han, H., Hsu, L. T., & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviours, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management, 28 (4), 519-528.

  • Hartmann, P., & Ibanez, V. A. (2010). Beyond savanna: An evolutionary and environmental psychology approach to behavioural effects of nature scenery in green advertising. Journal of Environmental Psychology, 30 (1), 119-128.

  • Horne, R. E. (2009). Limits to labels: The role of eco-labels in the assesssment of product sustainability and routes to sustainable consumption. International Journal of Consumer Studies, 33 (2), 175-182.

  • Hussain, S. S. (2000). Green consumerism and ecolabelling: A strategic behavioural model. Journal of Agricultural Economics, 51 (1), 77-89.

  • Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5 (2), 187-205.

  • Johri, L. M., & Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15 (3), 265-281.

  • Karna, J., Hansen, E., Juslin, H., & Seppala, J. (2002). Green marketing of softwood lumber in Western North America and Nordic Europe. Forest Products Journal, 52 (5), 34-40.

  • Keegan, W. J., Moriarty, S. E., & Duncan, T. R. (1995). Marketing. Englewood Cliffs: NJ: Prentice Hall.

  • Lampe, M., & Gazda, G. M. (1995). Green marketing in Europe and the United States: An evolving business and society interface. International Business Review, 4 (3), 295-312.

  • Liere, C., & Thidell, A. (2005). Product -related environmental information to guide consumer purchases- a review and analysis of research on perceptions, understanding and use among Nordic consumers. Journal of Cleaner Production, 13 (10-11), 1061-1070.

  • Manaktola, K., & Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19 (5), 364-377.

  • McDonagh, P., & Clark, A. (1995). Corporate communications about sustainability: Turning clever companies into enlightened companies. Greener Management International, 11, 49-62.

  • Meffert, H., & Kirchgeorg, M. (1994). Green Marketing. In Companion Encyclopedia of Marketing. London: Routledge.

  • Mehta, P., & Chahal, H.S. (2014). Consumer Behaviour towards Green Products in Urban Punjab. Guru Nanak Dev University, Department of Commerce and Management. http://hdl/handle.net/10603/100617.

  • Minton, A.P., & Rose, R.L. (1997). The effects of environmental concern on environmentally friendly consumer behaviour: An exploratory study. Journal of Business Research, 40 (1), 37-48.

  • Mostafa, M. M. (2007a). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology and Marketing, 24 (5), 445-473.

  • Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment, 48 (5), 22-36.

  • Peattie, K. (1995). Environmental marketing management: Meeting the Green challenge. London:Pitman Publishing.

  • Peattie, K., & Charter, M. (1997). Green marketing. In P. McDonagh., & A. Prothero, Green Management (pp. 388-412). London: The Dryden Press.

  • Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8 (4), 357-370.

  • Peattie, K., & Ratnayaka, M. (1992). Responding to the green movement. Journal of Industrial Management, 21 (2), 103-110.

  • Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25 (5), 281-293.

  • Polonsky, M. (1994). An introduction to green marketing. Electronic Green Journal, 1 (2), 1-11.

  • Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of Business & Industrial Marketing, 10 (3), 29-46.

  • Prothero, A., Peattie, K. & McDonagh, P. (1997). Communicating greener strategies: A study of on-pack information. Business Strategy and the Environment, 6 (2), 74-82.

  • Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behaviour. Business Strategy Series, 12 (2), 73-83.

  • Ramanauskiene, J. (2008). Marketingas: Organizaciju Marketingo Strategijos ir Modeliai. Kaunas: VSI Spalvu Kraite.

  • Rex, E., & Baumann, H. (2007). Beyond ecolabels: What green marketing can learn from conventional marketing. Journal of Cleaner Production, 15 (6), 567-576.

  • Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C. R. (2008). Consumer perceptions of organic foods in Bangkok, Thailand. Food Policy, 33 (2), 112-121.

  • Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations green. Long Range Planning, 23 (6), 10-16.

  • Vlosky, R. P, Ozanne, L.K, Fontenot, R.J. (1999). A conceptual model of us consumer willingness -to-pay for eco-friendly wood product. Journal of Consumer Marketing, 16 (2), 122-136.

  • Zhu, B. (2013). The impact of green advertising on consumer purchase intention of green products. World Review of Business Research, 3 (3), 72-80.


Abstract Views: 399

PDF Views: 1




  • Consumer Perception towards Effectiveness of Green Communication Strategies: An Exploratory Study

Abstract Views: 399  |  PDF Views: 1

Authors

Pooja Mehta
Department of Management, I.K. Gujral Punjab Technical University, Kapurthala, India
Harpreet Singh Chahal
Department of Business Management, Guru Nanak Dev University, Gurdaspur, India

Abstract


Organizations worldwide are focusing on developing green marketing strategies with a specific focus on communicating the ecological safety component of green products to the consumers and thereby creating awareness regarding the benefits of green products in the society. Effectiveness of green communication strategies lies in their ability to ensure the ecological safety of the product. The present study was carried out to investigate consumers' perception regarding effectiveness of green communication strategies used by the companies for promoting green products. For this purpose, the present study considered four communication strategies viz. 'Advertisements using Green Themes', 'Self Explanatory Labels', Educational Campaigns' and 'Certifications'. Educational Campaigns were perceived as the most effective green marketing strategy. The study also explored major factors affecting effectiveness of the green communication strategies.


Keywords


Green Marketing, Green Communication Strategies, Green Advertisements, Environmental Labels, Educational Campaigns.

References