4.4 Price Has Negative Relationship with Green Buying Behavior of Millennials in Jakarta
Nowadays, due to the increase of number of people who are concerned about the environmental problems, the public willingness to purchase green products is also predicted to elevate (Kim & Choi, 2005, p. 592). However, the findings show there is another reason that lowering interest of Millennials in Jakarta to buy green product, which is the price of these products. Price is the imperative elements to attract Millennials to buy green products (Emgin & Turk, 2004, as cited in Boeztepe, 2012, p.10-11), since not all the Millennials have stability in finance. They might ignore the positive impact on environment if they purchase environmentally friendly products.
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It showed that there is a reason behind why there are only a few product lines of green products that are sold in the market. The high level of price of the green product itself is becoming the reason of why the green products cannot sell well in the market. This shows that there is a relationship between the price of green product and green purchasing behavior, which is negative relationship. After all, that negative relationship indicates that the lower price of green products, the more Millennials are willing to purchase these …show more content…
However, Millennials in Jakarta perceived green products as the expensive and premium products, which influence the majority not to buy green product for daily uses. Besides all those perception, Millennials still a favorable target market due to their desire to buy green product. Under those circumstances, the marketers could persuade Millennials to have green buying behavior by changing their brand positioning and strategies as well as lower the price of the products.
From the explanation above, the purpose of this research study is accomplished by examining several factors influencing of green buying behavior, to have better knowledge and perception towards green buying behavior, and to assess the most influential factor affecting green buying behavior.
There are two considerable outlooks for the future research concerning green buying behavior. First, examine more respondents in greater area to achieve broader findings. Then, utilize more variables as the dependent variable to have a better influential effect toward green buying
Even though this problem is there from the very beginning of industrialization, it had till the beginning of this century gone unrecognized, or at least had appeared unimportant. However, with the growing concern of global warming and the fact that various governments are working hard to lay out a framework for the climate change, the consumers are getting conscious of the well-being of their environment which
Each person has the power to influence the world. David Brodwin (2015) in the article “Unsustainable America” describes the situation of American consumers toward sustainability compared with other consumers from other countries that are interested about this issue. Thus, Brodwin explains the reactions of the people in some countries about the sustainably produced. In fact the article has interesting points with cataleptic and objective tones, but the author has biased through the benefit for America.
In February of 2017 Kia Motors America released “Hero’s Journey”, a Super Bowl advertisement for their new eco-friendly hybrid, Niro. The commercial features Melissa McCarthy’s attempts to save the environment with humorous consequences. Through her failures, the audience learns that being an “eco-warrior” doesn’t have to be so challenging. The ad is emphasizing the need for conservation efforts but is also depicting solutions in a way that is fun and light-hearted. By using comedic satire, appeals to logos and pathos, and a consideration of problems and solutions, Kia Motors America convinces its audience that our need for instant gratification is easily achievable by purchasing their new eco-friendly Niro.
Shoppers are willing to pay a higher price for locally produced food, seeing it as more sustainable, trustworthy, and with higher nutritional
Do consumers tend to change their purchasing habits due to changes in the price of gasoline? In our excel report we were reviewing the gas prices and demand from PADD 1, the Petroleum Administration for Defense District 1. This district is on the east coast and is one of the largest in the nation. It is broken into three separate categories.
The growing concerns of consumers about sustainable products and services lead to legislative amendments and to new products and services that follow the regulations or have a pre-emptive role (Slavova, 2014). The purpose of legislation is to protect the consumers by set prices for consumer goods. Therefore, there will be better quality products, more choice and innovation, all of that is for consumers own benefits. Consumerism influences people’s characters causing poverty.
On the other hand, many brands which are really going green get accused of greenwashing by consumers. That discourages companies to publicly share their green initiatives (Hopkins, 2009). Many researchers (Shen et al, 2012) believe that sustainability serves as an efficient way to engage and captivate shoppers. However, in the UK for instance, while 30% of the consumers claim to be very implicated in ethical and sustainable issues, they still find difficulties buying sustainable products because they can not afford it for instance or because they are just not used to buy clothing from “green brands”. 1.1 Research questions and objectives Only few researches have been conducted regarding consumers’ perspectives on ethical and sustainability problems in the fashion industry and on the effect it has on their buying comportment.
Clorox has an excellent opportunity right now to bring their products to a whole other generation. Right now the average consumer for Clorox is about 35 and older because it is generally something people who clean their houses use. However with the new “Green Works” products being produced by Clorox they have the chance to get consumers younger than 35 introduced to their brand. This creates a problem for Clorox, not because getting the younger crowd into the product, but because they have not launched a new product in so many years that they need to catch up with current marketing techniques.
The consumers now demand for the products which are environmentally safe and having high packaging. Firms can be protect the natural environment demand by the public. In the United State about 20 million people are supporting environmental groups. The regulations from the federal and state governments are changing rapidly and becoming more complex. Most of the consumers, distributors, suppliers, and investors are closing business with environmentally weak firms.
Furthermore, it is noted that customers, particularly from developed nations like UK, France and Italy are more and more concerned about their health and the report on individual health expenditure over the last decade by OECD (2011) has confirmed that. The report shows that customers are becoming more inquisitive in the type, nature, origin and the processing method of materials in which, apparel and clothing firms uses in producing their product. Thus, demanding for transparency and accountability. Consequently, many customers have gone green and they are persistently advocating for sustainable and ethical activities of firms (Johansson, 2010; Pookulangara
As described above, the main purpose for the article written by both authors is to introduce and makes further discussion and argument on how sustainable marketing create values and importance in the consumers perception and its society. According to this article, the writer argues that there is a new era which is emerging and he is referring to this era as Marketing 3.0 (Jones, Peter, et al. 125). In this era, marketing is a value driven process where people are not viewed as target consumers based on demographic factors. Instead, they are considered as intelligent and thoughtful partners who have emotions, spiritual values and feelings.
Consumerism intrudes with the workings of society by overthrowing the standard judgment wish for an adequate supply of life 's necessities, a steady family and solid associations with a manufactured continuous journey for things and the purchasing power with little respect for the genuine utility of the item purchased. In today’s World World, there is a high level of consumption which has been described as a major threat on sustainability. Even though consumerism has positive effects like motivating people to work harder in order to improve their social status and well being, it has adverse effects on the environment and the social aspect of life. Consumerism, according to the new Oxford English dictionary, means the preocccupation of society with the acquisition of consumer goods. Sustainablity, on the other hand, according to the ‘brudtland report’ was broadly defined as Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.
When clients learn that they use environmentally friendly resources, this will show them that they not only care about the environment, but also that they are a responsible company. This improved brand image will lead to an increase in sales, furthering their company’s profits. Price Because they are introducing their product as a new market, they will use price skimming strategy.
Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”.
Introduction At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products.