Consumer Behaviour towards Green Products - A Green Marketing approach

This presentation discusses consumer behaviour towards green products and the importance of adopting a green marketing approach. It highlights factors to consider before recommending strategies, such as the shift in consumer values towards social responsibility and environmental awareness. The presentation recommends strengthening marketing communication, targeting school children for awareness campaigns, implementing electronic waste management initiatives, promoting transparency in operations, encouraging responsible consumption, focusing on the primary benefits of green products, and following Federal Trade Commission guides. Case studies of companies like Panasonic, Nokia, The Body Shop, Clorox, and Tesla are provided to illustrate the effectiveness of these strategies.

Consumer Behaviour towards Green
Products
A Green Marketing approach

Factors must be remembered before recommending strategies
Consumers were price sensitive but the present
generation is more concerned about the value and
company’s social responsibility (CSR)
A business must maintain social and environmentally
sustainable guidelines to become acceptable among
present generation
The consumers have become aware of environmental
issues more than the previous decade, which
affected their choice (Kreiger et al. 2014)
Customers have transformed towards organic and
recycled foods, beauty products, shoes and dresses

Recommendation of marketing strategies to adapt green market trend
Strengthening the marketing
communication
Marketing communication plays a major role
in maintaining the efficacy of the operations
that are undertaken by the businesses.
According to Isaksson and Huge-Brodin
(2013), strengthening the marketing
communication channels will be helping the
organization in establishing direct contact
with the key stakeholders of the business,
which will support the smooth functioning of
the same.

Recommendation of marketing strategies to
adapt green market trend
Panasonic is targeting
school children to spread
awareness against
environmental issues. as
described in (Panasonic.com,
2019), it serves the sector of
environment sustainability
along with business
sustainability. The campaign
has helped the organization
in enhancing the marketing
operations by 2.8%. The sales
volume of the organization
was enhanced to 70.9bn
USD.
This graph shows the increased
market share of Panasonic over the
years after adapting sustainable
business practice (Statista.com
2019).

Recommendation of marketing strategies to
adapt green market trend
According to (Nokia.com,
2019), Nokia initiated an
electronic waste management
and recycling campaign
which encouraged customers
to dispose old, broken
electronic accessories and
gadgets to the recycle bin at
dealers place or Nokia care
centres. As stated in Kreiger
et al. (2014), such operations
helps an organization in
stabilizing the marketing
operations through induction
of sustainability values.
Although, Nokia has initiated waste management campaign they
lost their market share due to incapability of identifying
customer preferences and lack of innovation (Statista.com,
2019).

Recommendation of marketing strategies to
adapt green market trend
Transparency in the operations
The transparency of the operations will be
helping the organizations in strengthening
the brand image, which will be helping the
same in upholding the customer loyalty.
The transparency of the operations will be
helping the organization in maintaining the
smooth functioning of the same as per the
needs of the business.

Recommendation of marketing strategies to
adapt green market trend
Transparency in the
operations
Toms of Maine
decided to share their
position by being a
part of multinational
conglomerate,
Colgate-Palmolive to
ensure sustainability
of their business.
Toms of Maine has created a positive impact over targeted
customer base after collaborating with Colgate-Palmolive
(Statista.com, 2019).

Recommendation of marketing strategies to
adapt green market trend
Promotion of responsible consumption
Promoting the responsible consumption of
the non- renewable resources will be helping
the organizations in marketing the
sustainable products in the market more
efficiently
It has been researched that more than 57% of
the products are targeted to consumers who
facilitate hedonic consumption

Recommendation of marketing strategies to
adapt green market trend
Promotion of responsible
consumption
The promotion of responsible
consumption campaigns will be
helping the organization in making
the target audience aware of the
needs of responsible consumption.
Following the path of (Nea.gov.sg,
2019) Zain’s e-waste programme,
which is a voluntary approach which
has been made to deliver
opportunities of disposing old and
broken mobile phones in a
responsible way.
According to (Thebodyshop.com,
2019) The Body Shop has banned
animal testing while manufacturing
products.
The graph represents revenue of The Body Shop during the
year 2018 (Statista.com 2019).

Recommendation of marketing strategies to
adapt green market trend
Focus on primary benefits
The organizations might also take steps to
arrange different campaigns in order to make
their target audience aware of the different
benefits that the same would acquire through
the utilization of the green products or
services.

Recommendation of marketing strategies to
adapt green market trend
The collaboration of Coca-
Cola and honest tea is
based on the transformed
consumer behaviour
towards consumptions of
health tonics and fruit
juice. Coca-Cola decided to
diversify their products
through the collaboration
with Honest Tea for
promoting social
sustainability concerns of
the same (Bezawada and
Pauwels 2013)
This graph represents the revenue obtained by Coca-Cola after opting for a
sustainable practice (Statista.com 2019).

Recommendation of marketing
strategies to adapt green market trend
Federal Trade Commission guides
As stated in Bezawada and Pauwels(2013 ),the
promotion of the Federal Trade Commission
guides and the implementation of the same in the
marketing operations of the organic business will
be helping the organizations in upholding the
efficacy of marketing their products or services to
the target customers.

Recommendation of marketing strategies to
adapt green market trend
Clorox has acquired
Burt’s Bees’ as the
company has brought
about innovative
formulas for making
environment friendly
packaging to the
organic grooming
products for men,
women and babies. Income and profitability of Clorox have increased over
the years (Statista.com 2019).

Response against the threat of energy exhaustion
Acknowledging the
nature of exhaustion of
natural resources as
described in Muposhi
and Dhurup (2016),
Reva Electric Car and
co. is developing a
market for electronic
cars for such customer
base and at the same
time addressing the
future market demand.
This graph shows the increased sale of electric cars in recent times.
This represents transformed consumer behaviour towards green
consumption (Statista.com 2019)

Response against the threat of energy
exhaustion
Energy efficient cars are launched by Tesla,
California as well within Luxury segment
(Tesla.com, 2019). According to (Statista.com,
2019), the awareness of the sustainability
needs of the environment has helped the
organization in making a sales growth by
6.2%.

Reference
Bezawada, R. and Pauwels, K., 2013. What is special about marketing
organic products? How organic assortment, price, and promotions
drive retailer performance. Journal of Marketing, 77(1), pp.31-51.
Isaksson, K. and Huge-Brodin, M., 2013. Understanding efficiencies
behind logistics service providers' green offerings. Management
Research Review, 36(3), pp.216-238.
Kreiger, M.A., Mulder, M.L., Glover, A.G. and Pearce, J.M., 2014. Life
cycle analysis of distributed recycling of post-consumer high density
polyethylene for 3-D printing filament. Journal of Cleaner
Production, 70, pp.90-96.
Muposhi, A. and Dhurup, M., 2016. A qualitative inquiry of
generation Y consumers' selection attributes in the case of organic
products. The International Business & Economics Research Journal
(Online), 15(1), p.1.

References
Nokia.com (2019). Nokia phones | Nokia phones. [online] Nokia.com. Available
at: https://www.nokia.com/phones/en_in/e-waste [Accessed 3 Jan. 2019].
Tesla.com (2019). Electric Cars, Solar Panels & Clean Energy Storage | Tesla.
[online] Tesla.com. Available at: https://www.tesla.com/ [Accessed 3 Jan. 2019].
Nea.gov.sg (2019). E-Waste Management. [online] Nea.gov.sg. Available at:
https://www.nea.gov.sg/our-services/waste-management/3r-programmes-and-
resources/e-waste-management [Accessed 3 Jan. 2019].
Panasonic.com (2019). Panasonic kids school for Developing the Next
Generation - Corporate Citizenship Activities - Sustainability - About Us -
Panasonic. [online] Panasonic.com. Available at:
https://www.panasonic.com/global/corporate/sustainability/citizenship/
education.html [Accessed 3 Jan. 2019].
Thebodyshop.com (2019). Cruelty Free and Forever Against Animal Testing |
The Body Shop®. [online] Thebodyshop.com. Available at:
https://www.thebodyshop.com/en-gb/about-us/against-animal-testing [Accessed
3 Jan. 2019].

References
Statista.com (2019). Coca Cola - revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- coca cola / [Accessed 2 Jan. 2019].
Statista.com (2019). Nokia - waste management 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/ waste management -of-Nokia/ [Accessed 2 Jan. 2019].
Statista.com (2019). Panasonic - revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of-panasonic/ [Accessed 2 Jan. 2019].
Statista.com (2019). Reva Electric Cars - revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- reva electric cars / [Accessed 2 Jan. 2019].
Statista.com (2019). Tesla - revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- tesla / [Accessed 2 Jan. 2019].
Statista.com (2019). Toms of Maine - revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- toms of maine / [Accessed 2 Jan. 2019].
Statista.com (2019). The Body Shop- revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- the body shop/ [Accessed 2 Jan. 2019].
Statista.com (2019). Clorox- revenue 2018 | Statistic. [online] Statista. Available at:
https://www.statista.com/statistics/310115/revenue-of- clorox/ [Accessed 2 Jan. 2019].