Consumer Behaviour Towards Green Products: Marketing Strategies

This report explores consumer behavior regarding green products and suggests marketing strategies to align with the green market trend. It emphasizes strengthening marketing communication, promoting transparency in operations, encouraging responsible consumption, and focusing on primary benefits. The analysis includes examples of companies like Panasonic, Nokia, Toms of Maine, The Body Shop, Coca-Cola, and Clorox, illustrating how they have adapted sustainable practices. Furthermore, the report addresses the threat of energy exhaustion and highlights the growing market for electric cars. The study references various sources and Statista data to support its recommendations for businesses aiming to enhance their sustainability and market position.

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.