Analysis of Green Consumption and Consumer Behavior in Marketing

This report delves into the evolving landscape of green consumption and its profound impact on consumer behavior. It examines the shift in consumer attitudes towards environmental concerns, leading to a growing preference for green products and sustainable lifestyles. The report defines green consumption and highlights its various facets, including product modifications, changes in production processes, and eco-friendly packaging and advertising. It emphasizes the significance of green marketing as a promotional strategy to enhance customer awareness and drive the demand for environmentally friendly goods. Furthermore, it explores the characteristics of green consumption, such as purchase choices, product usage, and post-use practices. The report also analyzes the influence of gender on green consumption patterns, revealing insights into how societal identities and values shape consumer behavior. Finally, it provides a comprehensive overview of the subject matter, including the influence of prevention and promotion types of consumers.

Consumer behaviour

Consumer behaviour 1
The increased awareness of the several environmental problems has caused a shift in the
attitude of customers about life. There is a change in the attitude of the customers and they
have moved towards a green lifestyle. People now days are actively involved in reducing
their impact on the environment which is made possible by the green consumption. The
products which are presumed to be environmentally safe are known as green products and the
consumption of such products is called green consumption. There is an extensive range of the
green products comprises modifying the products, making changes in the production
procedure, packaging along with modifying advertising or eradicating activity which impacts
the environment in an adverse manner. The earth is facing so many environmental issues so
it is authoritative for the organizations to produce environmentally friendly products. The
green marketing has occurred as popular promotional strategy owned to enhance customer
consciousness and concerns.
The green marketing is the effort made by the company to protect the environment. It is
designed to promote products which can reduce the negative impact made on the
environment by the humankind activities. The green consumption leads manufacturers to
produce goods which can have a positive impact on the environment. The green consumption
is the vital component of market research which initiates with enhanced media exposure and
density on the organisations to reflect eco-friendly behaviour. The growth in green
consumption is has promoted over the years by the adoption of the packaged product. It is
also an opportunity for the enterprises to invent the industrial world which was ever seen. The
green consumption is concerned with sustainable development and sustainable consumer
behaviour. The green consumption is attuned with the environment safety in the present and
the coming years. it is all about the accountability of the consumers for addressing the
environmental problem by the adoption of the environmental friendly behaviours like usage
of the organic products, clean and renewable energy. The concerning manufacturers also like
to produce goods with negligible or almost no impact (Moser, 2015).
This new idea of consumption has been advanced in the 60s and early 70s. The population
has an advanced constant growth of the economy by the green brands. The green
consumption behaviour has attained majorly three characteristics:
 Purchase choice, product usage and post use, domestic management and collective
and customer activism behaviour indicating some degree of environment concerning
inspiration.

Consumer behaviour 2
 Purchase and usage of the products with less or negligible environmental impacts like
bio gradable products, reprocessed or condensed packaging along with the low energy
use.
 The usage of the organic product made with such procedures so that it offers energy-
saving thereafter by the action of recycling. Subsequently, green consumption is
identified as the consumption of the products or services which are apparent to have a
positive impact on the environment (Paul, Modi, and Patel, 2016).
The green consumption is identified to be an ethical act which is not inspired by only
personal needs but by the safeguarding of welfare of the whole society. An individual doing
green consumption takes into account the environmental significances of private
consumption. The green consumers are more conscious about their usage as they are
professed to use goods without doing any kind of wastage. It has been deliberated that green
products are more expensive than non-green products. It is quite different to find organic
goods and the persons consuming green goods are not widespread. The values are considered
to influence elements of consumption. As per the green behaviour, two types of persons are
renowned.
 Prevention type consumers who feel an ethical duty towards a greener lifestyle.
 Promotion type customers are concentrated on their ambitions and dreams. They do
not robustly sense the pressure of rapidly adjusting their behaviour in the path of
becoming more environments friendly (Yang, Lu, Zhu, and Su, 2015).
This report also finds the impact of gender on green consumption. The females are
deliberated to have a greater level of sustainable consumption as compared to the male
contestants. Although when social identity is prominent, male participants increase their
sustainable consumption goals to the same level as females. This research has also identified
two more types of people. One is self-transcendent values such as the woman who is willing
to involve in sustainable consumption. Other one identified as self-enhanced values such as
men, who are less interested in green behaviour (Kim, Yun, Lee, and Ko, 2016). The green
consumption for men has been identified as a way to strengthen their social image, revealing
that they care about the environment, in spite of women who are essentially significant.

Consumer behaviour 3
References
Kim, Y., Yun, S., Lee, J. and Ko, E., 2016. How consumer knowledge shapes green
consumption: An empirical study on voluntary carbon offsetting. International Journal of
Advertising, 35(1), pp.23-41.
Moser, A.K., 2015. Thinking green, buying green? Drivers of pro-environmental purchasing
behavior. Journal of Consumer Marketing, 32(3), pp.167-175.
Paul, J., Modi, A. and Patel, J., 2016. Predicting green product consumption using theory of
planned behavior and reasoned action. Journal of retailing and consumer services, 29,
pp.123-134.
Yang, D., Lu, Y., Zhu, W. and Su, C., 2015. Going green: How different advertising appeals
impact green consumption behavior. Journal of Business Research, 68(12), pp.2663-2675.