Green Marketing Consumer Behaviour

By same eerier In particular, this trend NAS major and complex implications on the technological strategy of a company and on its product innovations. Even though it is increased echo-awareness of Sir Lankan customers during the past few decades, there are some barriers to the diffusions of more ecologically oriented consumption and production styles. Therefore, companies are increasingly recognizing the importance of green marketing concepts.

The purpose of study was to investigate the consumer attitudes and perceptions towards echo- friendly products in FMC sector and their willingness to pay on green products. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the three districts in western province such as Colombo, Salutary, and Kampala. 160 respondents were selected for the survey and respondents were asked to answer the prepared questionnaire.

The questionnaire was designed to obtain the consumers attitudes and perception regarding echo-friendly FMC products under four value added areas such as product designing, packaging, place and promotion that lead towards the motivation of consumption. The secondary data were collected from relevant Journals, books and other published data. The study revealed that the green products have substantial awareness among Sir Lankan customers and they are willing to pay something more on green products. The majority of customers considered that package is most important element of such products.

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The researchers have recommended some marketing strategies to meet changing mind set of customers towards the green products. Key words- Green products, FMC, Attitudes, Echo awareness, value addition INTRODUCTION Whole World is identifying the need of the Green Marketing, Environmental Marketing and Ecological marketing which gives the same meaning to the research area. Although environmental issues influence on all most all activities in our day today lives, there were only few academic disciplines have discussed green issues in Sir Lankan market context.

Especially from Sir Lankan business discipline, FMC sector is a considerably large sector in the economy which has to open their eyes on echo friendliness. As society becomes more complex with the environmental pollution and unethical business practices, now both consumers and business organizations are concerned with the natural environment. So businesses have begun to modify heir behavior in an attempt to address this society's "new" concerns . The FMC sector is one of growing industry that concern about the green marketing issues.

Most of marketing practitioners are using green elements as powerful marketing tools. In this context, this study focus on examine the consumer attractiveness towards green products of FMC sector. Environmental sustainability is a matter which can not be ignored, so business organizations have to recognize the competitive advantages and business opportunities to be gained from green marketing although it may cost to the organization. Consumers also have to largely aware of the usefulness of adapting to the green products.

Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. (Michael Jay Polygons, 1994). Today, marketing parishioners tot FMC sector in Sir Lankan use environment trendy packaging and modify the products to minimize the environment pollution. However there is a big argument among the marketing philosophers regarding attractiveness of green product to customers in developing country like Sir Lankan. With this background, the researchers have made attention on attractiveness of green marketing strategies in Sir Lankan.

The Main objective of the study is, investigate the consumer attractiveness towards echo- friendly products in FMC sector and their impact of purchasing decision. ; To evaluate consumer attitudes and perception regarding echo-friendly FMC products under four value-added areas such as product, package, place and promotion that lead towards the motivation of consumption.  While green marketing came into prominence in the late asses and early asses, it was first discussed much earlier. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975.

The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing" (Henning and Skinner AAA). Since that time a number of other books on the topic have been published (Codington 1993, and Ottoman 1993). Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. (Polygons, 1994) World-wide evidence indicates people are concerned about the environment and are changing their behavior accordingly.

As a result there is a growing market for sustainable and socially responsible products and services. (Environmental protection agency -2000) Green consumerism is often discussed as a form of 'pro-social' consumer behavior (Wiener and Dossier, 1991). It may be viewed as a specific type of socially conscious (Anderson, 1988) or socially responsible (Anti, 1984) consumer behavior that involves an 'environmentalist' (Schoolhouse, 1991) perspective and may thus be called 'environmentally concerned consumption' (Henning, 1976).

A classic definition (Henning, 1976) describes environmentally concerned consumers. Business organizations tend to concern about environments issues due to several reasons such as environmental pressure, governmental pressure, competitive pressure, cost or profit issues (Environmental protection agency -2000) Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Polygons,1994) and terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing.. Polygons,1994) While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services (Roberts and Bacon, 1997). Hopes for green products also have been hurt by the perception that such products are of lower quality or don't really deliver on their environmental promises.

And yet the news isn't all bad, as the growing number of people willing to pay a premium for green products - from organic foods to energy-efficient appliances - attests. (Dugout's et al. 2004)Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction tot these needs and wants occurs, Witt minimal detrimental impact on the natural environment. Green marketing has not lived up to the hopes and dreams of many managers and activists.

Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal, those "other things" are rarely equal in the minds of consumers. Hackett, 2000) They must always keep in mind that consumers are unlikely to compromise on traditional product attributes, such as convenience, availability, price, quality and performance. It's even more important to realize, however, that there is no single green-marketing strategy that is right for every company. Brother and McDonald, 1992)

Despite the increasing echo- awareness in contemporary market economies, it is generally recognized that there are still considerable barriers to the diffusion of more ecologically oriented consumption styles. In lay discourse as well as in much of consumer research, these arises are usually attributed to the motivational and practical complexity of green consumption (Hackett, 2000). Increased use of Green Marketing is depending on five possible reasons. Polygons Bibb) ; Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives [Keller 1987, Shearer 1990] ; Organizations believe they have a moral obligation to be more socially responsible [Davis 1992, Keller 1987,] ; Governmental bodies are forcing firms to become more responsible [Davis 1992]; ; Competitors' environmental activities pressure firms to change their environmental marketing Cost factors associated with waste disposal, or reductions activities [Davis 1992] in material usage forces firms to modify their behavior.

Moreover, environmentally responsible behavior usually involves difficult motivational conflicts, arising from the fundamental incompatibility of environmental protection-related collective goals and individual consumers' personal or self- interested benefits and the resulting free-rider problem (Wiener and Dossier, 1991) Public policymakers will continue to develop more efficient ways to regulate waste and pollution, and scientists will continue to gather information about the environmental risks from various substances or practices.

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