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

• Authors: Senthil Nathan Chockalingam , Densingh Joshua Isreal
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

marketing mix; eco-friendly variant; non-purchasers; eco-friendly products; green marketing; eco-friendly personal care and home care products

• Publisher: Sciendo
• Journal: Management & Marketing
• Year: 2016
• Volume: 11
• Issue: 1
• Pages: 355-370

Dates

published

2016-04-01

online

2016-04-30

Contributors

author

Senthil Nathan Chockalingam

• SRM University, Chennai Tamil, Nadu, India

author

Densingh Joshua Isreal

• SRM University, Chennai Tamil, Nadu, India

References

• Prothero, A. (1990), “Green Consumerism and the Societal Marketing Concept: Marketing Strategies for the 1990’s”, Journal of Marketing Management, Vol. 6, No. 2, pp. 87-103.
• Todd, A.M. (2004), ”The Aesthetic turn in green marketing”, Ethics and the Environment Fall, Vol. 9, No. 2, pp. 86-102.
• Mayank, B. and Amit, J. (2013), ”Green marketing - A Study of consumer preferences and perceptions in India”, Electronic Green Journal, Vol. 1, No. 36, pp. 1-19.
• Census India (2011) available at (Accessed on February 20, 2013).
• Census India (2011) (Accessed on February 20, 2013)
• D’Souza, C, Taghian, M. and Khosla, R. (2007), “Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 15, No. 2, pp. 69 – 78.
• Darrin, D. and Smith, C. (2002),”Being green”, Global Cosmetic Industry, Vol. 170, No. 9, pp. 33-46.
• Durmazm, Y. and Zengin, S. (2011), “A Theoretical Approach To Concept of Green Marketing”, Interdisciplinary Journal Of Contemporary Research In Business, Vol. 3, No. 2, pp. 1808-1814.
• Rahbar, E. and Wahid, N.A. (2011), “Investigation of green marketing tools’ effect on consumers’ purchase behavior”, Emerald Group Publishing Limited, Business Strategy Series, Vol. 12, No. 2, pp. 73-83.
• Godelnik, available at (Accessed on February 20, 2013).
• Hartmann, P. and Ibáñez, V.A. (2006), ‘‘Green value added’’, Marketing Intelligence & Planning, Vol. 24, No. 7, pp. 673-80.
• Horne, R.E. (2009), “Limits to Labels: Role of eco-label in the assessment of product sustainability and routes to sustainable consumption”, International Journal of consumer studies, Vol. 33, No. 2, pp. 175-182.
• Lee, K. (2008), “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26, No. 6, pp. 573-586.
• Ottman, J. (1999), “Green Marketing: Opportunity for Innovation”, Electyronic Green Journal, Vol. 1, No. 10, pp. 1-3.
• Johri, L.M. and Sahasakmontri, K. (1998), “Green marketing of cosmetics and toiletries in Thailand”, Journal of Consumer Marketing, Vol. 15 No. 3, pp. 265-281.[Crossref]
• Pickett-Baker, J. and Ozaki, R. (2008),” Pro-environmental products: Marketing Influence on consumer purchase decision”, Journal of Consumer Marketing, Vol. 25, No. 5, pp. 281-293.[Crossref]
• Peart, J. (2010), “Green Marketing: Making Sense of the Situation”, Proceedings of The Academy of Marketing Studies, Vol. 15, No. 1, pp. 27-68.
• Lee, K. (2008), “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26, No. 6, pp. 573-586.
• Smith, K.T. (2010), ”An examination of marketing techniques that influence Millennials’ perceptions of whether a product is environmentally friendly”, Journal of Strategic Marketing, Vol. 18, No. 6, pp. 437-450.
• Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001), “Targeting consumers who are willing to pay more for environmentally friendly products”, Journal of Consumer Marketing, Vol. 18, No. 6, pp. 503-520.[Crossref]
• Essoussi, L.H. and Linton, D.J. (2010), ”New or recycled products: how much are consumers willing to pay?”, Journal of Consumer Marketing, Vol. 27, No. 5, pp. 458-468.[Crossref]
• Formichelli, L. (2007), “Organics Buyers: Going for the Greens”, Target Marketing, Vol. 30, No. 5, p. 62.
• Maslow, A. (1967), ”Metamotivation”, The Humanist, May-June, pp. 82-84.
• Jeffries, N. (2007), “Green Convergence”, Global Cosmetic Industry, Vol. 175, No. 6, pp. 36-44.
• Malhotra, N. and Dash, S. (2011), Marketing Research: An Applied orientation, Pearson Education, New Jersey.
• National Geographic, Greendex, available at (Accessed on February 20, 2013).
• Newman, K. (2006) ”A Sustaining Natural Growth”, Global Cosmetic Industry, Vol. 174, No. 4, pp. 32-36.
• Coleman, L.J., Bahnan, N., Kelkar, M. and Curry, N. (2011), ” Walking The Walk: How The Theory Of Reasoned Action Explains Adult And Student Intentions to go Green”, Journal of Applied Business Research, Vol. 27, No. 3, pp. 101-107.
• NOAA National Climatic Data Center, State of the Climate: “Global Analysis for Annual 2011”, available at (Accessed on April 5, 2014).
• Polonsky M.J. (1994), “An Introduction to Green Marketing”, Electronic Green Journal UCLA Library, Vol. 1, No. 2, pp. 1-10.
• Shrum, L.J., McCarty, J.A. and Lowrey, T.M. (1995), “Buyer Characteristics of the Green Consumer and their Implications for Advertising Strategy” Journal of Advertising Vol. 24, No. 2, pp. 71-82.
• Sireesha, M. (2006), ”The Body Shop”, Green Marketing (ICFAI), Chapter 11, First Edition, (pp 173).
• Rao, S. (2014), “Green Marketing and Its Impact on Sustainable Development” International Journal of Innovative Technology & Adaptive Management (IJITAM), Vol. 1, No. 5, pp. 39-45.
• Suresh, K. (2006), ”Green Marketing Concepts and Cases”, First Edition, ICFAI University Press.
• Teisl, M.F. and Roe, B. (2005), Evaluating the factors that impact the effectiveness of eco-labeling programmes, environment, information and consumer behaviour, Cheltenham, Elgar.
• Uberoi, N.K. (2003), Environmental Management, Excel Books, New Delhi.
• Sekaran, U. (2003), Research Methodology for business: A Skill building approach, John Wiley & Sons Inc, Southern Illinois.
• Valor, C. (2008), “Can consumers buy responsibly? Analysis and solutions for market failures”, Journal of Consumer Policy, Vol. 31, No. 3, pp. 315-326.[Crossref]
• Vasudha, A. (2006), Green & Black’s, Green Marketing (ICFAI), Chapter 14, First Edition.
• Zimmer, M., Stafford, T., and Stafford, M. (1994), “Green issues: Dimensions of environmental concern”, Journal of Business Research, Vol. 30, No. 1, pp. 63-74.[Crossref]
• Hasana, Z. and Alib, N.A. (2015), “The impact of green marketing strategy on the firm’s performance in Malaysia”, Elsevier Procedia - Social and Behavioral Sciences, Vol. 172, No. 2, pp. 463-470.

Identifiers

DOI

10.1515/mmcks-2016-0002