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Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

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  • Chockalingam Senthil Nathan

    (SRM University, Chennai Tamil, Nadu, India)

  • Isreal Densingh Joshua

    (SRM University, Chennai Tamil, Nadu, India)

Abstract

The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.

Suggested Citation

  • Chockalingam Senthil Nathan & Isreal Densingh Joshua, 2016. "Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India," Management & Marketing, Sciendo, vol. 11(1), pages 355-370, April.
    • Handle: RePEc:vrs:manmar:v:11:y:2016:i:1:p:355-370:n:2
    DOI: 10.1515/cks-2016-0002
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    References listed on IDEAS

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    1. Zimmer, Mary R. & Stafford, Thomas F. & Stafford, Marla Royne, 1994. "Green issues: Dimensions of environmental concern," Journal of Business Research, Elsevier, vol. 30(1), pages 63-74, May.
    2. Carmen Valor, 2008. "Can Consumers Buy Responsibly? Analysis and Solutions for Market Failures," Journal of Consumer Policy, Springer, vol. 31(3), pages 315-326, September.
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