PRESENTED BY: SYED MOHAMMED KARIM 310SM1008

Concern about environment-public issue. Positive change within consumer's behavior. Green revolution-prevent further damage. Green marketing tools-eco-label, eco-brand, environmental advertisement. Switch consumers actual purchasing behavior to buy environmental friendly products. Consumers behavior- vary in different culture and demographic context. This research- whether green marketing tools affect consumers purchase behavior.
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Three stages of green marketing. Green marketing focuses on the efficiency of cognitive persuasion strategies. Green marketing as actions intended to replace current needs and wants with minimal harmful impact on our environment. Eco-labels- provide information, add value. Relationship between eco-label & consumer behavior???

Eco-brand is a name, symbol or design of products that are harmless to the environment. Consumers will aspire to buy eco-friendly alternatives for products. Green brands perform same and better. Motivating factor: emotional brand benefits. Environmental advertisements: techniques for introducing products. Objective: influence consumers purchase behavior & direct their attention to the positive consequences.
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Environmental advertising contains three elements: statement of corporate concern for the environment. the way the corporation has changed its procedures. specific environmental actions in which the corporation is involved. Environmental advertisements help to form consumers values and translate these values into the purchase of green products.
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H1: A significant and positive relationship exists between green marketing tools and customers actual purchase behavior. H1a: Eco-label and customers actual purchase behavior. H1b: Eco-brand and customers actual purchase behavior. H1c: Environmental advertisement and customers actual purchase behavior.
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Respondents were individual consumers in Penang. Above 18 years old, structured questionnaire, 250 respondents. Questionnaire: five sections. Demographic characteristics of respondents. Perception towards environmental advertising. Perception of eco-label. Impact of eco-brand on consumers actual purchase behavior. Dependent variable of the study: actual purchase behavior.
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One more dimension to green marketing tools was added (trust in eco-label and eco-brand). Eco-brand and trust to eco-label and eco-brand: positively and significantly associated with actual purchase behavior. Effect of eco-label and environmental advertisement on actual purchase behavior: not significant.

Eco-branded products: commercially successful due to its positive public image. Growth in brand loyalty. Eco-label: no significant impact. Environmental advertisement enhances knowledge on green products, no influence on purchase behavior. Reason: low credibility. Respondents trust in eco-label and eco-brand: positive effect. Lack of critical efforts by marketers and producers to develop the trust in eco-label and eco-brand.
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Limited to consumers of Penang (Malaysia). Conducted on general eco-brands. No comparison between eco-branded & non eco-branded products.

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In India, environment no longer just a CSR activity. Critical for brand image. Many successful campaigns of green advertising. Ex: Idea, Havells, IRCTC etc. Some successful green brands. Ex: Himalaya. Eco-labels: IT industry. Large youth population: more chances of making impact. Stringent rules to differentiate between green & non-green brands.

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Francisco J. Montoro Rios(2006) Improving attitudes toward brands with environmental associations: an experimental approach Journal of Consumer Marketing, Volume 23 Number 1 2633 Raska, David (2011) Exploring the effect of a brands proenvironment behavior on consumers attitude towards similar behaviors Proceedings of ASBBS, Volume 18 Number 1 Florence Benoit-Moreau(2011) Building brand equity with environmental communication: an empirical investigation in France EuroMed Journal of Business Vol. 6 No. 1, 100-116

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