PRESENTED BY: SYED MOHAMMED KARIM 310SM1008 1

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 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 consumer’s actual purchasing behavior to buy environmental friendly products.  Consumer’s behavior- vary in different culture and demographic context.  This research- whether green marketing tools affect consumer’s purchase behavior. 3

 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??? 4

 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. 5

 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 consumer’s values and translate these values into the purchase of green products. 6

 H1: A significant and positive relationship exists between green marketing tools and customer’s actual purchase behavior.  H1a: Eco-label and customer’s actual purchase behavior.  H1b: Eco-brand and customer’s actual purchase behavior.  H1c: Environmental advertisement and customer’s actual purchase behavior. 7

 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 consumer’s actual purchase behavior.  Dependent variable of the study: actual purchase behavior. 8

 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. 9

 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.  Respondent’s 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. 10

 Limited to consumers of Penang (Malaysia).  Conducted on general eco-brands.  No comparison between eco-branded & non eco-branded products. 11

 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. 12

 Francisco J. Montoro Rios(2006) “ Improving attitudes toward brands with environmental associations: an experimental approach” Journal of Consumer Marketing, Volume 23 · Number 1 · 26–33  Raska, David (2011) “ Exploring the effect of a brand’s pro- environment behavior on consumer’s 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,

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