GREEN MAREKTING STRATGY

INTRODUCTION

The concept of green marketing originated in the late

1980s, and the awareness of customers about the
environment is more apparent in their purchasing
conduct. Individuals pay more notice to environmental
concerns that have contributed to higher demand for
green goods. The concept of green marketing has also
grown.

One of the first definitions in 1999:

The process of planning, implementing, and controlling
the development, pricing, promotion, and distribution of
products in a manner that satisfies the following three
criteria: (1) customer needs are met, (2) organizational
goals are attained, and (3) the process is compatible with
ecosystems.
OBJECTIVE OF THE
STUDY
While customer's buying habits are affected by various green marketing
campaigns and strategies that are different from one firm to another.
Various causes of opinion can serve as drivers of green actions. The purpose
of the study is to analyze the effect of green marketing on customer buying
habits and decision-making.
Objective 1: to scope out the direction and strength of the relationship
between environmental beliefs and environmental behavior, while
controlling for other key aspects.
Objective 2: to analyze significant associations between environmental
behavior, and one of the environmental factors, including education and
knowledge about the environment.
Objective 3: give a simple explanation about the connection between
environmental factors (green branding, eco-labeling, packaging, and green
advertising).
 STUDY QUESTIONS

Q1: HOW DO COMPANIES SEGMENT

THEIR MARKET BASED ON BUSINESS
CONSUMERS’ GREEN TENDENCIES?

The first step in developing a green

strategy is to gain an understanding of
whether a product's green attribute is a
suitable selling point when it comes to
the target consumer. They found 5 types
of customers (True Blue Greens,
Greenback Greens, Sprouts, Grousers,
Basic Browns)
Q2: HOW DO COMPANIES CHOOSE
THEIR GREEN MARKETING
STRATEGY?
 Q3: HOW DO COMPANIES’ CHOICES
OF GREEN MARKETING STRATEGY
INFLUENCE THEIR MARKETING MIX?

To be successful and yield long-term benefits, green

marketing must be integrated across all
organizational areas; failure to do so will increase
the likelihood that a firm's efforts will not match
consumer expectations and ultimately render the
actions ineffective from both a business and an
environmental standpoint. Implementing a green
marketing strategy gives a company a new mission.
This involves redirecting customer choices toward
choices that are environmentally compatible,
reorienting the marketing mix to include such
choices, and reorganizing the company's systems
which enables them to meet environmental
challenges.

It is possible for the conclusion
to be false after research based
on findings. Probability is often
an issue. In conclusion Inductive
market research is beneficial for
gathering information to
support your observations.
METHODOLOGY
The market research will be
based on the general knowledge.
In deductive reasoning if the
data is true then the conclusion
is definitely correct. In regard to
Inductive market demand of a product, if a Deductive
product is in demand during the
Reasoning specific period of time, then it is Reasoning
confirmed that the organization
will have higher sales of that
product at that period.
 SURVEY
Question 1
49% females out of 51% males. Ages from 18-51. Question 5
5.2%
17.2% Question 2
10.3%

Survey questions:
1. Do you know the difference between marketing and
Green marketing?
2. Do you have any idea about how green marketing is
helping our society?
Question 3
3. Do you want a better environment for a living? 24.1%
4. Will you buy products from a company who take their
participation in green marketing?
5. Do you solely believe that some human practices are
making our environment worst and causing harm? Question 4
43.1%
THANK YOU
S A W S A N A L I