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Journal ArticleDOI

Green Marketing: A Study of Consumers' Attitude towards Environment Friendly Products

20 Sep 2012-Asian Social Science (Canadian Center of Science and Education (CCSE))-Vol. 8, Iss: 12, pp 117-126
TL;DR: In this article, the authors introduce the concept of green marketing and look into the various ways in which the different consumer attributes are related to the green marketing, a conceptual framework is presented and the information is analyzed on the basis of the framework.
Abstract: Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of green marketing. A conceptual framework is presented and the information is analyzed on the basis of the framework.

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Citations
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Journal ArticleDOI
TL;DR: In this paper, several cooperation contracts within a green product supply chain and investigate their environmental performance are investigated. But, the authors do not consider the impact of the cooperation on the overall supply chain performance.
Abstract: Environmental sustainability has become an important metric for assessing the success of supply chain management. We study several cooperation contracts within a green product supply chain and investigate their environmental performance. Stakeholders’ environmental responsibilities are considered in a two-echelon supply chain in which consumers are environmentally conscious, a manufacturer designs and produces a green product, and a retailer promotes the green product in its marketplace through green marketing. This problem is analyzed and modeled under three contracts in order of increasing cooperation level: price-only, green-marketing cost-sharing, and two-part tariff contracts. The analytical results show that cooperation among partners can help the supply chain achieve environmental improvements. Cooperating contracts are valuable in practice because consumers are now paying more attention to sustainability and have become more environmentally conscious. A counterintuitive but interesting result is that cooperation may not always profitably benefit all partners; manufacturing becomes more profitable when the manufacturer shares the green-marketing cost with the retailer, whereas the retailer is worse off under the cost-sharing contract than under the price-only contract. This result is more significant when consumers’ green awareness increases. The results on social-welfare performance show that the supply chain’s social welfare increases with the increase of the supply chain’s cooperation level.

426 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined the effects of green HRM practices (green recruitment and selection, green training and development, green performance management and appraisal, green reward and compensation, and green empowerment) on employee's proenvironmental behavior.
Abstract: Success of organizational initiatives for environmental sustainability hinges upon employees' proenvironmental behaviors. One of the contemporary important challenges faced by HR professionals is to ensure proper integration of environmental sustainability into human resource policies. The green human resource management (green HRM) has emerged from organizations engaging in practices related to protection of environment and maintaining ecological balance. The aim of this study is to examine the effects of green HRM practices (green recruitment and selection, green training and development, green performance management and appraisal, green reward and compensation, and green empowerment) on employee's proenvironmental behavior. Moreover, this study is going to test the mediating effect of proenvironmental psychological capital and the moderating effect of environmental knowledge on green HRM practices–proenvironmental behavior. Data from 347 employees working in coal generating, power industry, food, chemical, and pharmaceutical industries were collected. Results revealed that green HRM practices positively affected employee's proenvironmental behavior, and proenvironmental psychological capital mediated this link. Employee's environmental knowledge moderated the effect of green HRM practices on proenvironmental behavior.

340 citations

Journal ArticleDOI
TL;DR: In this paper, a survey was conducted to determine the motivational factors that influence green purchasing intention and simultaneously assess the moderator roles of the premium price and demographic characteristics, given that consumers' degree of greenness varies.

306 citations

Journal ArticleDOI
TL;DR: In this article, a survey targeting individuals who have consumed green products was performed in the largest city in Southern Brazil, and a causal structural equation model was created to evaluate the drivers that promote green consumption.

241 citations

Journal ArticleDOI
TL;DR: In this paper, a structured questionnaire was submitted to a representative sample of Italian households to assess the willingness of consumers to be actively involved in closed loops aiming at reducing food waste, where consumers are involved by returning their organic food waste to retailers in exchange for discounts on the purchase of animal products.
Abstract: The current linear system of production and consumption is unsustainable. In the food sector, despite the fact that valuable natural resources are intensively used to produce and distribute food products, little is done to upcycle residues generated along the supply chain. Circular economy strategies are crucial for restructuring the take-make-dispose model through the active participation of all actors of supply chains. However, little is known about consumers’ willingness to participate in circular economy. A structured questionnaire was submitted to a representative sample of Italian households to assess the willingness of consumers to be actively involved in closed loops aiming at reducing food waste. Consumers are involved by returning their organic food waste to retailers in exchange for discounts on the purchase of animal products. The organic food waste returned enters in the production process of animal products. A choice experiment was designed to analyse alternative programs. Two scenarios were presented: one with a traditional technology (composting), and a second one with a radically innovative technology (insects as feed). Preferences and trade-offs, in monetary terms, among attributes were computed. Results depict a comprehensive portrait of the potential participation of consumers to closed loops inspired by the principles of circular economy.

210 citations

References
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Book
17 Mar 1980
TL;DR: In this paper, the author explains "theory and reasoned action" model and then applies the model to various cases in attitude courses, such as self-defense and self-care.
Abstract: Core text in attitude courses. Explains "theory and reasoned action" model and then applies the model to various cases.

26,683 citations


"Green Marketing: A Study of Consume..." refers background or methods in this paper

  • ...If one were to consider the Theory of Reasoned Action (Ajzen and Fishbein, 1980) into account then it can be postulated that marketers of green products change their method of evaluation of consumer attitude and intention to understand exactly what consumers really want....

    [...]

  • ...According to (Ajzen and Fishbein, 1980, p. 5), theory of reasoned action, “people consider the implications of their actions before they decide to engage or not engage in a given behavior”....

    [...]

Book
30 Oct 1996
TL;DR: How to use this book Guided tour Preface Contributors The nature of business and management research and structure of this book and the research topic are explained.
Abstract: How to use this book Guided tour Preface Contributors 1 The nature of business and management research and structure of this book 2 Formulating and clarifying the research topic 3 Critically reviewing the literature 4 Understanding research philosophies and approaches 5 Formulating the research design 6 Negotiating access and research ethics 7 Selecting samples 8 Using secondary data 9 Collecting primary data through observation 10 Collecting primary data using semi-structured, in-depth and group interviews 11 Collecting primary data using questionnaires 12 Analysing quantitative data 13 Analysing qualitative data 14 Writing and presenting your project report Appendices Glossary Index

19,739 citations

Book
01 Jan 1973

9,362 citations


"Green Marketing: A Study of Consume..." refers background in this paper

  • ...Consumer behaviour towards pro-environmental marketing The formation of attitude and action is found to be dependents on the development of values (Rokeach, 1973) however the impact these may have on behaviour in a real life condition....

    [...]

  • ...The formation of attitude and action is found to be dependents on the development of values (Rokeach, 1973) however the impact these may have on behaviour in a real life condition....

    [...]

Journal ArticleDOI

7,878 citations

Journal ArticleDOI
TL;DR: In this article, a review of available empirical research supports the contention that strong attitude-behavior relations can be obtained only under high correspondence between at least the target and action elements of the attitudinal and behavioral entities.
Abstract: Research on the relation between attitude and behavior is examined in light of the correspondence between attitudinal and behavioral entities. Such entities are defined by their target, action, context, and time elements. A review of available empirical research supports the contention that strong attitude-behavior relations dre obtained only under high correspondence between at least the target and action elements of the attitudinal and behavioral entities. This conclusion is compared with the rather pessimistic assessment of the utility of the attitude concept found in much contemporary social psychological literature.

6,756 citations


"Green Marketing: A Study of Consume..." refers background in this paper

  • ...According to (Ajzen and Fishbein, 1977), behavior and attitudes have to be measured at the same correspondence level....

    [...]