Green Marketing Environment

1.1.1 Green Marketing

According to American Marketing Association (AMA), green marketing also known as ecological marketing which is focused on environmental safety by putting effort to restructure the marketing activities to ensure design, produce, promote, package, distribute and improve product’s function or quality in a way that assumed to be environmentally safe that can minimize the negative impact to the environment (Yazdanifard, 2011). This statement agreed by Polonsky. Polonsky added that green marketing is marketing activities that conducted to satisfy human needs and wants without brings harm or negative impact to the environment in order to promote environmental protection (Polonsky M. J., 2011). Peattie and Charter defined green

According to a survey from Gallup organization in 2009, 20% of European interviewees think that buying environmentally friendly product has the greatest impact on solving environmental problem rather than just minimizing waste and recycling (authors, 2009). Nowadays, many consumer are aware of the environmental issues and realized the importance of being responsible in protect the environment. Therefore, many consumers are looking for consumption of green product to protect the environment and they are willing to pay more for green product. Consumer tends to be more responsible in order to preserve the environment by changing their buying and consumption behavior. The demand for green product has gradually increases in marketplace. Many firms are utilizing these green opportunities by develop green product as their corporate responsibility and to satisfy the needs of environmental conscious consumer to fulfill their environmental responsibility (Liu,

Green consumer believes that his or her action such as purchase or consume green product is likely to make a difference and has impact in protecting environment. According to Elkington, green consumer is the one that avoid any product that may harm any living organism, causes corrosion to the environment during process of manufacturing or usage, and involves unethical testing of product on animals or human (Elkington, 1994). While, Leonidou defined green consumer as individual that have interest on product that is organic, recyclable, energy efficient or have biodegradable packaging (Leonidou, 2010). Vernekar and Wadhwa agree with Leonidou’s viewpoint. They also define the green consumer as a person who has environmentally-friendly behaviors or purchases green products (Vernekar, 2011). Integrating the viewpoints from above researchers, it can be concluded that green consumer is the consumer that will consider about the environmental impacts that resulted from their consumption pattern and tend to change their buying and consumption behavior to reduce the environmental