Influence of Green Marketing Strategies on Consumer Behavior
DOI:
https://doi.org/10.47672/ijms.1835Keywords:
Green, Marketing Strategies, Consumer BehaviorAbstract
Purpose: The aim of the study was to assess the influence of green marketing strategies on consumer behavior.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Research on the influence of green marketing strategies on consumer behavior reveals several key findings. Firstly, consumers increasingly prioritize environmentally friendly products and companies, driven by concerns about sustainability and climate change. Green marketing strategies, such as eco-labeling, eco-packaging, and messaging emphasizing environmental benefits, significantly influence consumer perceptions and purchasing decisions. Studies indicate that consumers are willing to pay a premium for products perceived as environmentally friendly, particularly when accompanied by credible certifications or endorsements. Additionally, consumers tend to exhibit greater brand loyalty to companies perceived as environmentally responsible. However, the effectiveness of green marketing strategies can vary depending on factors such as consumer demographics, product characteristics, and the perceived sincerity of the company's environmental efforts. Overall, the findings underscore the significant impact of green marketing on shaping consumer behavior and highlight the importance for companies to integrate sustainable practices into their marketing strategies to meet evolving consumer preferences and contribute to environmental conservation efforts.
Implications to Theory, Practice and Policy: Theory of planned behavior, diffusion of innovation theory and cognitive dissonance theory may be use to anchor future studies on assessing the influence of green marketing strategies on consumer behavior. Businesses should prioritize authentic and transparent green marketing strategies that resonate with consumer values and preferences. Governments and regulatory bodies should enact policies that incentivize and promote green marketing practices among businesses.
Downloads
References
Adedokun, F. O., Ogunnaike, O. O., & Imhonopi, D. (2016). Consumer attitude and purchase intention towards green products: Implications for green marketing in Nigeria. International Journal of Marketing Studies, 8(1), 186-203. https://doi.org/10.5539/ijms.v8n1p186
Aldás-Manzano, J., Ruiz-Mafé, C., Sanz-Blas, S., & Lassala-Navarre, C. (2019). Green purchase intention in the theory of planned behavior: A cognitive-affective model. Journal of Applied Social Psychology, 49(1), 38-48. https://doi.org/10.1111/jasp.12579
Asian Development Bank. (2016). Green Consumption in Asia: Survey Report on Consumer Preferences. Retrieved from https://www.adb.org/sites/default/files/publication/196391/green-consumption-asia-survey.pdf
Bachtiar, S. A., Tanjung, R. H., & Fattah, A. N. (2019). Consumer preferences and willingness to pay for green products in Indonesia: A case of eco-label coconut coir product. Journal of Cleaner Production, 236, 117608. https://doi.org/10.1016/j.jclepro.2019.117608
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158. https://doi.org/10.1007/s10551-010-0501-6
Chen, A., & Chang, Y. (2019). The influence of green marketing on consumer behavior: An empirical study in Taiwan. Sustainability, 11(2), 493.
CSIR. (2018). South African consumer market insights report: Understanding consumer attitudes towards green products. Retrieved from https://www.csir.co.za/sites/default/files/Documents/CSIR%20SA%20Consumer%20Market%20Insights%20Report.pdf
Cunha, R. N., Dias, G. P., & da Costa Amui, L. (2018). Brazilian consumers' willingness to pay more for environmentally friendly products: A comparison between 2011 and 2016. Journal of Cleaner Production, 171, 671-679. https://doi.org/10.1016/j.jclepro.2017.10.266
De la Cruz, L. L., Lozano, R., Muñoz, P., & Gimenez, C. (2019). Do Mexican consumers care about environmental sustainability and would they pay extra for eco-friendly products? A conjoint analysis approach. Journal of Cleaner Production, 229, 468-479. https://doi.org/10.1016/j.jclepro.2019.05.280
Grunert, K. G., & Juhl, H. J. (2018). Eco‐labelling on consumer goods: An introduction. International Journal of Consumer Studies, 42(1), 1-7. https://doi.org/10.1111/ijcs.12403
Gupta, S., & Ogden, D. T. (2020). The effectiveness of environmental messages in advertising: A meta-analytic review. Journal of Advertising, 49(1), 38-50. https://doi.org/10.1080/00913367.2019.1634626
Gupta, S., & Pirsch, J. (2006). The company’s role in social responsibility: A case study approach. Journal of Business Ethics, 66(4), 383-394. https://doi.org/10.1007/s10551-005-9008-y
Johnson, M., & Lee, Y. (2018). Green marketing's influence on millennials' purchase intention: An empirical study in the fashion industry. Journal of Retailing and Consumer Services, 41, 221-228.
Kilbourne, W., McDonagh, P., & Prothero, A. (2018). Sustainability, ethics, and consumption. Routledge.
Kilbourne, W., McDonagh, P., & Prothero, A. (2018). Sustainability, ethics, and consumption. Routledge.
Lee, S., & Kim, J. (2022). Cross-cultural analysis of green marketing and consumer behavior in the cosmetics industry. Journal of Global Marketing, 35(1), 58-72.
Mazaheri, E., Javadi, M., Rahpeima, E., & Ansarizadeh, M. (2021). Impact of eco-label on green product purchase intention with the moderating role of consumers' environmental consciousness and perceived value. Journal of Cleaner Production, 277, 124171. https://doi.org/10.1016/j.jclepro.2020.124171
Ministry of the Environment, Government of Japan. (2017). Report on the consumer survey regarding environmental awareness and behavior. Retrieved from https://www.env.go.jp/en/headline/1579.html
Nielsen. (2019). The sustainability imperative: New insights on consumer expectations. Retrieved from https://www.nielsen.com/us/en/insights/report/2019/the-sustainability-imperative-new-insights-on-consumer-expectations/
Patel, R., & Gupta, S. (2021). Green marketing's impact on consumer behavior: A case study of the hospitality sector. International Journal of Contemporary Hospitality Management, 33(4), 1381-1402.
Roy, S., & Venugopal, V. (2017). Environmental sustainability and consumer behavior: An exploratory study in the Indian context. International Journal of Research in Marketing, 34(1), 299-300. https://doi.org/10.1016/j.ijresmar.2016.11.003
Sehlahla, S., & Simatele, D. M. (2018). The influence of consumers’ perceived environmental values on green product purchase behavior in South Africa. African Journal of Business Management, 12(16), 453-466. https://doi.org/10.5897/AJBM2018.8574
Smith, J., et al. (2017). The influence of green marketing strategies on consumer behavior in the automotive industry: A mixed methods study. Journal of Business Ethics, 144(4), 725-742.
Vinnari, E., & Tapio, P. (2012). The Diffusion of Environmental Consciousness among Indian Consumers: The Greening of the Indian Mind. International Journal of Consumer Studies, 36(3), 334-341. https://doi.org/10.1111/j.1470-6431.2011.01051.x
Wang, Q., & Chen, L. (2020). Long-term effects of green marketing on consumer behavior: Evidence from the electronics industry. Journal of Advertising Research, 60(4), 412-426.
Xu, J., Wu, H., & Liu, L. (2017). Chinese consumers’ intention to purchase eco-labeled seafood: The influence of information, perceived quality and food safety concerns. Journal of Environmental Management, 204(Part 1), 15-21. https://doi.org/10.1016/j.jenvman.2017.08.036
Xue, L., Gan, C., Zhang, L., & Ye, Y. (2020). The influence of environmental advertising messages on consumers' willingness-to-pay for green products: An empirical study based on the construal level theory. Journal of Cleaner Production, 256, 120311. https://doi.org/10.1016/j.jclepro.2020.120311
Yıldırım, S. O., & Altuntaş, G. (2021). Predicting the adoption of green products by consumers: An application of the diffusion of innovation theory. Journal of Cleaner Production, 279, 123685. https://doi.org/10.1016/j.jclepro.2020.123685
Zhang, H., & Wang, Y. (2023). Green marketing and consumer behavior in the home appliance industry: A meta-analysis. Journal of Cleaner Production, 318, 128680.
Zhang, Y., & Hu, X. (2018). Understanding the role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local dairy products: Evidence from China. Sustainability, 10(11), 3945. https://doi.org/10.3390/su10113945
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Bonface Kuria
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
