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Creating consumer awareness of green products through the 6Ps of societal marketing

Author

Listed:
  • Ayanda Deliwe

    (Nelson Mandela University: Faculty of Business and Economic Sciences, South Africa. Author-2-Name: Norman Kutama Author-2-Workplace-Name: Nelson Mandela University, University Way, Summerstrand, 6019, Port Elizabeth, South Africa Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - This research paper aims to use the 6Ps of societal marketing to investigate consumer awareness of green products in Polokwane, South Africa. The aim of this paper was to create consumer awareness of green products using the 6Ps of societal marketing. The main objectives of this study included conducting a literature review on the 6Ps of societal marketing, empirically investigating the consumer awareness of green products using the 6Ps of societal marketing, and providing recommendations to businesses on how they can improve the awareness of green products. Methodology/Technique - A quantitative approach was followed in this study, where the empirical investigation was carried out using a self-administered questionnaire. Primary data were collected from 410 respondents to understand their awareness of green products. Findings – The 6Ps of societal marketing were used to construct a questionnaire distributed online using different social media platforms. The findings indicate consumers' experiences with green products relative to the 6Ps of societal marketing. There is a concern that some consumers are unaware of green products and that green products are not easily accessible and are expensive. Novelty - The study makes practical recommendations to marketers on how they can improve the awareness of green products while considering the concept of societal marketing. Type of Paper: Empirical "

Suggested Citation

  • Ayanda Deliwe, 2022. "Creating consumer awareness of green products through the 6Ps of societal marketing," GATR Journals jmmr308, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr308
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    References listed on IDEAS

    as
    1. Alvi, Mohsin, 2016. "A Manual for Selecting Sampling Techniques in Research," MPRA Paper 70218, University Library of Munich, Germany.
    2. Peter Ansu-Mensah, 2021. "Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective," Future Business Journal, Springer, vol. 7(1), pages 1-13, December.
    3. Khalid Suidan Al Badi, 2018. "The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman," SAGE Open, , vol. 8(3), pages 21582440188, September.
    4. Shao, Shuai & Yang, Lili, 2014. "Natural resource dependence, human capital accumulation, and economic growth: A combined explanation for the resource curse and the resource blessing," Energy Policy, Elsevier, vol. 74(C), pages 632-642.
    5. Muhammad Salman Shabbir & Mohammed Ali Bait Ali Sulaiman & Nabil Hasan Al-Kumaim & Arshad Mahmood & Mazhar Abbas, 2020. "Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE," Sustainability, MDPI, vol. 12(21), pages 1-13, October.
    6. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    7. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer awareness; green products; societal marketing; 6Ps.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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