The Influence Of Green Marketing

In 1975 the first workshop on Ecological Marketing was held by the American Marketing Association (AMA). The Association defines green marketing as the marketing of products that are presumed to be eco-friendly or environmentally safe. Thus green Marketing also referred to as environmental marketing consolidates a variety of activities including modification of products, changes to the production process, changes in packaging, as well as modifying advertising. Kotler & Keller (2009) in Marketing Management have discussed about the relevance of green marketing in the past few decades and the explosion of environmentally friendly products. According to Polonsky (2011) environmental marketing, more popularly known as green marketing or sustainable

Numerous attempts have been tried out to improve the ability to predict an individual’s actions and different factors have also been suggested to involve factors that can be classified as either dispositional or situational. The prediction of behaviour is directly dependent on the attitude of the consumer which is found to be associated with knowledge and personal experience they have (Davidson et al., 1985) cited in Spruyt (2007). The impact of beliefs and attitude on consumer buying habits has been studied extensively (Fazio and Zanna 1981;Ajzen 1989). Research in this area has indicated that a number of methodological issues have to be sorted out if attitudes are to be used in predicting consumer behaviour. Behaviour and attitudes have to be measured at the same correspondence level (Ajzen and Fishbein, 1977).A number of theories that have been put forth to explain the process by which attitudes predicts behaviour. According to (Ajzen and Fishbein, 1980, p. 5), theory of reasoned action, “people consider the implications of their actions before they decide to engage or not engage in a given behaviour”. In relation to the theory above consumer attitudes play an important role then it comes to developing an intention to act in certain behaviour. The model primarily argues that people engage in processing that leads to the formation of attitudes, norms and intentions

Most of these studies concentrated on determining the subjects view of the problem, its seriousness and how is differs from the numerous cultures (Dunlap, 1994). The studies concluded that some of the most common problems were air quality, sewage treatment and water quality. In recent times a lot of attention has been paid to the effect that mass media has on the audience’s perceived seriousness of environmental hazards. A study on perception of environmental risks by (Bord and O’Connor, 1997) revealed that women were more perceptible to the risks involved in global warming and other related hazardous wastes when compared to the males. Furthermore the study also found that women were more worried about the various negative impacts that global warming could have on their health