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The crux of green marketing: an empirical effusive study

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Author Info

  • Hasan, Dr. Syed Akif
  • Subhani, Muhammad Imtiaz
  • Osman, Ms. Amber

Abstract

No product on this planet has a nix impact on the business and environment one is surrounded by and therefore, ‘green products/brands and environmental-friendly products/brands’ is the word used to express those products/brands that work to shield and care for atmosphere/environment by preserving the free energy and/or resources, in order to effectively manage to reduce the wastes from the environment as much as possible. By the topic, it is apparent that the study is all about green marketing and especially to assess the consumer’s perception about the products and brands, which are environmental-friendly i.e. whether green marketing really impresses an individual to buy the products/brands than a product/brand, which doesn’t promote environmental-friendly positioning. This study focuses the Asian market, which is challenged by economic development and opportunity due to gain in energy prices, terrorism, environmental and climatic changes and consequences. A sufficient sample of 2000 users of green products were selected via judgmental sampling and inquired via online structured questionnaire. It was revealed by Multiple Regression test that the associate variables of Consumer’s Environmental Consciousness, which are Social Influence, Environmental Concern, and Perceived Seriousness of Environmental Problems, indeed affect an individual’s Brand Perception/Preference. While, Environmental Attitude, which is the associate variable of Environmental Attitude and Brand’s Environmental Friendly Perception does not affect Brand Preference. However, when the data was split according to gender, Environmental Concern and Brand’s Environmentally Friendly Perception affect Male, while Social Influence and Environmental Concern affect Female in their choice of green-marketed product/brand.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 35688.

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Date of creation: 2012
Date of revision:
Publication status: Published in European Journal of Social Science 3.27(2011): pp. 425-435
Handle: RePEc:pra:mprapa:35688

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Related research

Keywords: Green marketing; Environmental friendliness; Environmental consciousness; Environmental problems; Brand preference;

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References

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  1. Subhani, Muhammad Imtiaz & Osman, Ms.Amber, 2009. "A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan," MPRA Paper 21367, University Library of Munich, Germany, revised 12 Sep 2009.
  2. Webster, Frederick E, Jr, 1975. " Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, University of Chicago Press, vol. 2(3), pages 188-96, December.
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Cited by:
  1. Hasan, Dr. Syed Akif & Subhani, Muhammad Imtiaz & Osman, Mohammad, 2012. "Co-movements of consumption patterns of high and low involvement products," MPRA Paper 37659, University Library of Munich, Germany.
  2. Subhani, Muhammad Imtiaz & Hasan, Dr. Syed Akif & Osman, Ms. Amber, 2012. "Do consumers buy bread and diamond with the same attachment?," MPRA Paper 45094, University Library of Munich, Germany.

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