What is Green Marketing Green marketing came about in the early 1990s to incorporate environmentally sound changes in a broad

way. Some of these changes included product modification, changing the production process, packaging changes and advertising. There are many ways to define what Green marketing is, Environmental Marketing and Ecological Marketing are very similar as Green marketing. Green marketing can be defined as selling products and/or services based on their environmental benefits, or marketing products that are presumed environmentally safe. Such a product of service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way (Singh and Kushwaha, 2010). Green marketing called Ecological marketing and Environmental Marketing is comprised of activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment (Singh and Kushwaha, 2010). This paper will discuss the importance of Green marketing. Uncover why the GO Green is perceived much better than companies that are not eco-friendly and dont consider the environment. Then we will examine some problems with green marketing, and how the Green movement can present problems for companies. Next we will look at the consumers response in respect to green marketing, covering why consumers make the purchases based on attitudes , costs and their personal concern with environmental issues. In conclusion we will re-visit the idea of green marketing and if it does indeed play an important role, and if Green marketing has a positive response from the consumer, if so, what does the future hold. Importance of Green marketing

With all the technological breakthroughs that can be seen on a Global scale, it is safe to say that we are are living in a age where anything is possible. The problem with these high tech breakthroughs is caused by the use of multiple hazardous materials that is fueling this global expansion of the rapidly changing product lines which is significantly depleting natural resources (Qader and Zainuddin 2011). Our society is becoming aware of the fact that we only have one earth, and we are using up its resources as a result, consumers taking small steps to help save and preserve the environment. The term is called sustainability, www.dictionary.com describes this as, the quality of not being harmful to the environment or depleting natural resources. It seems that all consumers both individual and industrial are becoming more concerned and aware about the natural environment. A poll showed that a large majority of U.S. citizens have some type of interest in saving the environment, with public concern growing faster than any other issue (Qader and Zainuddin 2011). Preeti Singh talks about five reasons why firms are increasing their usage of Green marketing. The first reason is that organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives. These objectives may include having a competitive advantage over firms marketing non-environmentally responsible alternatives. Xerox introduced a high quality recycled photocopier in an attempt to satisfy the demands of firms for less environmentally harmful products (Qader, Zainuddin 2011). Another firms are starting to implement the use of green marketing is based on the belief that they have a moral obligation to be more socially responsible. Singh talks about why companys take up green marketing, he discusses two views: 1) They can use the fact that they are environmentally responsible as a marketing tool; 2) they can become responsible without promoting eco-friendly products. The third reason is based on governmental bodies forcing firms to become more responsible. Government

regulations are focusing around protecting consumers from false or misleading statements. This will help provide consumers and the general public with the ability to make more informed decisions based on the product they choose to help benefit the environment and as a consumer from a environmental point of view. Another reason zeros in on how competitors environmental activities pressure other firms to change their environmental marketing strategies or if they don't have one implement one. This can help develop what the consumers attitudes are towards an ecofriendly company that focuses on preserving the natural environment compared to their competitors. The final reason is based on the cost factors associated with waste disposal, or reductions in material usage that forces firms to modify their behavior. Singh and Kushwaha once again brings up two ways for firms to look at a cost or profit issue that may affect environmental marketing activities: 1) A firm develops a technology for reducing waste and sells it to other firms; 2) A waste recycling or removal industry develops. For example, firms that clean the oil in large industrial condensers increase the life of those condensers, removing the need for replacing the oil, as well as the need to dispose of the waste oil, which helps reduce operating costs and generate revenue for those cleaning the oil (Singh and Kushwaha, 2010). Green marketing strategies To gain and Gage consumer's response to green marketing, there are many different strategies that firms use. These marketing strategies include a Marketing Audit, A Development of a marketing plan outlining strategies with the Four Ps, an Implement the marketing tactics, and then conclude it with a results evaluation. (Singh and Kushwaha, 2010) The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. The Four Ps of green marketing consist of Product, Price, Place and Promotion, (which is similar to a majority of marketing plans). Within the product segment, companys who want to

exploit green market should either focus on two attributes. The first would be identifying customers environmental needs and develop products to address these needs. The second includes developing environmentally responsible products to have less impact than competitors (Singh and Kushwaha, 2010). Eco-friendly products are starting increase and broaden in variety on the market. The main products are those made from recycled goods or reused such as packaging, efficiency, or green labels and organic products. For example, QuikN Tuff housing materials are made from recycled broccoli boxes (Singh and Kushwaha, 2010). Another example that was used included McDonalds and how they changed their packaging from polystyrene clamshells to paper. Efficient products help preserve water, energy, and gasoline and save money. In addition, efficient products also help reduce environmental impact, as well as operating costs. Many consumers are prepared to pay a premium for organic products, which offer promise of quality. For example, organic butchers promote the added qualities such as taste and tenderness (Singh and Kushwaha, 2010). The next sector of the Four Ps is price. Price is a critical element of the marketing mix and most customers are prepared to pay a premium if there is a perception of additional product value. Value may be improved performance, function, design, visual appeal or taste (Singh and Kushwaha, 2010). The third sector of the Four Ps is place. It is very vital to know when and where to place a certain product to have a significant interest from the customer. Singh and Kushwaha believe that very few customers go out of their way to buy green products merely for the sake of it. Also, marketers looking to successfully introduce new green products should, in most cases, position them broadly in the market place so they are not just appealing to a small green niche market. Moreover, the location must be consistent with the image which a company wants to project along with differentiating from its competitors. To achieve such an action, in-store promotions and appealing visual displays can facilitate and emphasize the environmental benefits along with others.

Promotion concludes the Four Ps. Promoting product and services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions. When implementing marketing strategies for green marketing, the Four Ps will give a consistent measure of how to perform such tactics in a detailed manner. At the end of every strategy that was developed and performed, a result will become a guide of what improvements can be made to help benefit the long term effects of green marketing. In short, not only have companys started to adapt to green alternatives, but strategies have become a major factor as well. Problems with Green Marketing There are a tons of issues that companies must deal with before using green marketing. One of the main problems is that firms using green marketing must ensure that there are truthful 100% and due not confuse or mislead the consumer or public that also includes other firms. Also these companies must stay within the regulations of laws dealing with environmental marketing (Singh and Kushwaha, 2010). According to Singh and Kushwaha, green marketing claims of a firm must: State the evirionmental benefits, State and explain its characteristics, explain benefits, explain differences, take into consideration the negative aspects. Not following these guidelines can prove to be a big barrier of entry into Go Green world. This can result in a company having a bad reputation, giving actually false information to the consumer and public, and doing more harm than help. Sing and Kushwaha also described other challenges: People that are not aware of Green products, going green requires lots of research which is costly, green products need renewable and recyclable material which also is costly. For a company to be successful in the green efforts they must take into consideration all these aspects.

Consumer's Response to Green Marketing

It seems a big issue with green marketing is the cost, we uncovered that in the problems section. Cost is a big issue considering the current economic conditions, but to consumers that doesnt always mean they wont buy eco-friendly products because they cost more. The business review (2010, p136) stats this about consumer's thoughts on going green, While consumers currently cost conscious and attracted to real value and savings in a product, they
want green to be obvious and easy. Despite the economic downturn, many consumers are interested 111 purchasing green products from companies that they perceive to be environmentally responsible. As indicated by the survey, "Consumers are challenged in their green purchasing by what they view as higher pricing, confusing labeling, and lack of sufficient information. At the same time, they place high value on companies that are "environmentally conscious," ranking that attribute fourth after Offers good value,' 'trustworthiness,' and "cares about its customer' (Perm Shoen Berland, 2009, July)."

In addition, a survey released by the Consumer Electronic Association in December 2008 found that 74 percent of consumers say companies should do more to protect the environment (2008, as cited in Okada and Mais, 2010). A study by Okada and Mais examined 79 graduating college seniors involving two sessions, four weeks apart. Half of the participants in the study were asked to present some reasons why consumers would prefer purchasing green products rather than nongreen products which placed them in a positive framing condition. The other half was asked to present some reasons why consumers would avoid purchasing non-green products rather than comparable green products which placed them in a negative framing condition. Furthermore, they were given the choice of purchasing a Honda Civic LX: a gas-only model and a hybrid model. According to the study, the gas-only Honda cost $16,000 with an estimated fuel cost of $2,300 where the hybrid model cost $21,000 with an estimated fuel cost of $1,500. Of the 79 participants, 47 (59.5%) chose the hybrid Civic and 32 (40.5%) chose the gas-only Civic. This study compares two comparable products that exist in the market, one green and one non-green. The results suggest

that the green premium is influenced by the framing of the green product. Moreover, focusing on the advantages of the green product is relatively more effective in increasing the green premium for those who are more environmentally conscious, and focusing on the disadvantages of the nongreen product is relatively more effective in increasing the green premium for those who are less environmentally conscious (Okada and Mais, 2010). If consumers are willing to pay more for green products, and/or to buy from green companies, then it would be economically rational for companies to internalize the costs of cleaning to position themselves as green (Okada and Mais, 2010). Media Impact on Green Electronics Most researchers agree that media have played a major role in the widespread dissemination of environmental concern (1997, as cited in Qader and Zainuddin 2011). The amount and type of media coverage of environmental disasters and conflicts has helped transform many specific problems into a major public issue (Qader and Zainuddin, 2011). In a sample developed by Qader and Zainuddin states that media exposure has a significant positive influence on the consumers purchase intentions. The population for this sample consisted of full time university lecturers from University Sains Malaysia which has been considered the second older university. The independent variable was media exposure where as the dependent variable was purchase intention. The population for this sample included 898 full time staff, but only handing out 200 questionnaires with 170 being completed properly. Respondents exposure levels by type of media ranged as followed: 88.2% were exposed to newspaper articles, 87.1% were exposed to local news stories, 58.5% were exposed to the radio and 57.1% were exposed to billboards. These percentages were considered rather low in terms of exposure. The study shows that (2011):

11.2% of the lecturers are not exposed to newspaper articles on environmental issues where 52.9% are exposed to newspapers articles on environmental issues, 1 to 5 times in a threemonth period. 11.8% of lecturers have not seen local news stories on environmental issues, while 53.5% have seen local news stories on environmental issues 1 to 5 times in a three-month period. 40.6% have not heard radio advertisements on environmental issues, while 37.1% hears a radio advertisement only 1 to 5 times in a three-month period. 42.4% of lecturers do not remember seeing billboards, and 16.5% of lecturers do remember seeing a billboard on the environment 1 to 5 times in a period of three months.

Overall, the study shed some light on the problem of pollution, which is caused by the consumption of high-tech electronic products and disposal of these products at the end of the products life cycle (Qader and Zainuddin, 2011). In addition, the theory of planned behavior supported the findings of this study for media exposure, and purchase intention which is related to the motivation part of the theory which includes information about a behavior, leads to motivation to perform a behavior (Qader and Zainuddin, 2011). According to Qader and Zainuddin, media exposure had a significant influence on purchase intention and increasing the dose of media will optimize consumer awareness towards environmental problems as a result in the study (2011). Influence of Norms and Attitudes There are four general categories of determinants of environmentally significant consumer behaviors: attitudinal factors, personal capabilities, habits or routines, and contextual forces (2000, as cited in Jansson, 2011). In addition, researchers have focused primarily on attitudinal factors due to their usefulness in explaining green consumer behavior across contexts and segments of the population. The value-belief-norm theory highlights that the relationship between fundamental values and actual behavior is mediated by personal moral norms (2000, as cited in Jansson, 2011). Insinuating when individuals become aware of an environmental problem and form beliefs of consequences of action, a personal moral obligation is formed. Furthermore, it has been found that personal norms have a positive effect on the use of environmentally friendly travel modes,

purchases of low involvement green products, and willingness to pay higher prices for proenvironmental food (Jansson, 2011). A study that Jansson conducted contributed to the understanding of green consumer behavior and consumer adoption of innovations in several ways. First, the study demonstrates that norms such as social and personal can act as drivers of adoption of high involvement durables such as a car (Jansson, 2011). In addition, the study contributes in showing that the adoption of innovations marketed as environmentally friendly in part can be attributed to consumer novelty seeking. Lastly, Jansson states that the study contributes in showing that perceived innovation characteristics are important factors in adoption decision also for eco-innovations. Conclusion In examining the consumer response to the green marketing industry, a few areas are extremely important. First, in observing the importance of green marketing, it is evident that companies are starting to adapt to eco-friendly products that preserve natural resources or have less of an impact damaging the natural environment. This will lead to the conclusion that green marketing will be a key area of concern for companies in years to come, and understanding the consumer response to this form of marketing will be vital. Next, understanding how to develop certain strategies for green marketing and regulations that exist to protect consumers and the natural environment is important as well. If green marketing campaigns are able to discover what leads consumers to become more aware this form of promotion, they are far more likely to lead successful campaigns. Green marketing is a field that has holds important implications for the future. Green product development is more than just creating products that are environmentally friendly, it is about how systematic change in society that includes consumers, producers, and the general

commercial structure within which they negotiate (Singh and Kushwaha, 2010). Studying the consumer response to this field will help increase the effectiveness of these campaigns in coming years. In addition, performing green marketing can be very costly and face a variety of setback for some firms. Although eco-friendly products are beneficial to the natural environment in the long run, it can have a huge consequence on expenses (renewable material, technology, and treatments) in short. Ultimately green marketing requires that consumers want a cleaner environment and are willing to pay for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention (Singh and Kushwaha, 2010).

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