Consumer Perception on Green Marketing

Consumer Perception on Green Marketing

It is now accepted that the environment is more than just a passing fad. Surveys and opinion polls around the world have shown that environmental issues sit high on the public agenda; a 1991 opinion poll showed that 85 per cent of the citizens of the industrialized world believe that the environment is the number one public issue (Carson and Moulden, 1991). Some environmental problems have been linked to individual consumption. Indeed, 30-40 per cent of environmental degradation is brought about by the consumption activities of private households. As a result of the public realization that its consumption activities lead to environmental problems, some consumers are translating their environmental concern into actively purchasing green products.

.

Numerous surveys carried out in the developing and developed worlds show high levels of environmental concern among the majority of the population, measured in various ways. Many have investigated the level of knowledge regarding environmental issues, as the cognitive component of environmental attitudes; others have addressed more emotional variables, and some have concentrated on behavioural intentions.

In developing awareness of a green product, companies attempt to augment consumer knowledge of the product and its environmental attributes in the hope of bringing about purchase behaviour. However, the exact nature of the relationship between environmental knowledge and environmentally sensitive behaviour is still to be established.

Nevertheless, there are certain factors that may influence consumer's perception and purchase intentions of green products. These factors include:

• Corporate Perception

• Product labels and packaging

• Customer's past experience

• Product's price and quality

Corporate Perception

Consumer's perception of the firm's corporate strategies toward environmental issues is expected to contribute to the formation of the overall perception about green products. It reflects corporate reputation by way of being socially responsible and responsive to environmental concerns and the extent to which this perception influences the consumer's intention to purchase green products. The issue of environmental protection is no longer a contentious issues and is now a recognized and accepted corporate strategy by the most competitive and successful multinational corporations. Continued consumer's attitude to safeguard the environment has made "greening" an important issue for managers and marketers. Concern for environment protection has given rise to the notion that consumer purchases

...