top of page

Consumer Behaviour in Green Marketing

​

​

The primary causes of environmental deterioration are the economy's rapid growth and global patterns of consumer demand and behaviour. Going green is a notion that was born as a result of these problems and the need to safeguard our environment.

Green marketing constitutes of the words Green and Marketing which is self-explanatory individually. However, green marketing refers to the promotion of eco-friendly goods and services. The idea of "green marketing" covers a wide variety of actions, including altering the product and changing production, packaging, and advertising procedures while getting rid of any practises that have a negative impact on the environment. Green marketing refers to all efforts made to satisfy customer needs and demands while causing the least amount of irreparable harm to the environment as possible.

Marketing is done to persuade customers and raise their awareness of the goods. These consumers can first be separated into three groups. The first category includes those who are aware of green products and actively purchase them. The second category includes people who wish to purchase green items but do not currently do so, while the third category includes people who don't care about it. Price, culture, education, law, knowledge, and economics might be considered as the main influences on their behaviour.

The earth is a worry for the average person. This is because they are aware of how Newton's third law operates — ‘For every action, there is an equal and opposite reaction’ in environment. Although the majority of respondents assert that they are aware of green items but, their knowledge of these products appears to be limited, and they were unsure of the precise products that make up the list of green products. The company's green marketing effort and suggestions provided by staff members at the point of sale have an impact on consumers' decision-making.

The marketers must thus come up with a successful plan for teaching consumers about green products and advertising them.

People who are very aware about environmental issues are more likely to purchase eco-friendly goods. It highlights three crucial facets of customer choice. The first is their purchasing behaviour, which demonstrates how they feel and intend to treat the environment. Consumer purchasing behaviour is influenced by their attitudes and awareness of environmental issues. When a customer chooses a green product, there should be many immediate personal advantages for the customer as well as several long-term environmental advantages. The second, and most crucial, factor is the desire to spend. Customers frequently choose not to buy green items due to their high price, but if they are priced similarly to conventional goods, they will buy them. Additionally, if the buyer finds that the product's green advertising was deceptive or that false claims had been made about the product being green, their intentions to buy green products will change.

Customer satisfaction, which emphasises product quality, is the final factor. In addition to forming customer loyalty and influencing future purchase decisions, client pleasure with a product also helps the brand gain favourable word-of-mouth publicity. When one is pleased with the quality of the goods, one will also have an impact on the purchasing decisions of other customers. Therefore, it is evident that having knowledge of ecological issues is a strong predictor of behaviour that is ecologically friendly, and research indicates that people who have a high level of environmental awareness are more likely to pay a premium for environmentally friendly products. Additionally, demographic considerations have no impact on how people buy green products. The likelihood that a buyer will make a purchase is influenced by how satisfied they are with the product.

Therefore, businesses need to put more effort into enhancing the quality of green products and offering them at competitive costs. The two most significant barriers to and motivators against customers considering buying green products are their high price and poor quality. Therefore, efforts are needed to increase public awareness of the environmental advantages of green products, and advertisers should employ infomercials to do so.

bottom of page