Also in the future if companies consider the long term benefits and not only short term benefits green marketing could work. As seen in the research and multiple articles more and more consumers are looking for green products. In long term a business may benefit from going green, and using a green marketing method. Regarding green marketing now, until the economy changes, businesses will not focus on joining the Green movement. Although business may start making smaller changes to begin the
(Angrisano, 2012 page 25) also supported green buildings, “As early as 1993, in an extensive evaluation of companies is UK and Europe, Hodgkinson (1993) notes that businesses increasingly want their flagship buildings to present an image of environmental friendliness in terms of energy efficiency, the use of building materials, and the impact on the wider environment.” Companies can also have a good relationship with the environment by constructing efficient buildings that are environmental friendly. This will also contribute to their economy since the building will not cost too much on the long-term
Considerably, parents resort to natural products because based on the information disseminated through media, these products are healthier compared to products which contain chemicals that can be considered harmful in certain instances. They also buy products which are environmentally friendly. Priya (2013) calls them green consumers because they are mindful of the many environmental issues and obligations. Also, this type of consumers is supportive to environmental causes to the extent that they are willing to switch allegiance from one product to another even if it means that they have to spend more money (Priya, 2013). This is what happens in the case of green consumers and The Honest Company.
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.
Chapter 3 3.1 Brand The brand is and has been defined in many different ways over the years Depending on the perspective from which the brand is perceived. The brand is linked to the identification of a product and the differentiation from its competitors, through the use of a certain name, logo, design or other visual signs and symbols. The American Marketing Association has defined the brand has name, term, sign, symbol or design. Or a combination of them which is intended to identify the goods or services of one seller for a group of sellers and to differentiate them from those of competitors. 3.2 ASPECTS OF BRAND 3.2.1 Brand architecture Brand architecture is the structure that organizes the brand portfolio.
It is noted in many countries few customers have a strong preference towards imported products or brands as they perceive it to be superior to the domestic brands. In the contemporary consumer communities, consumers buy a brand not only for their need but also to symbolize their identity (Belk 1988). Some consumers usually are engaged in strengthening their identities, and the main reason for their purchase is the symbolic quality of a product (Solomon, 1983). The products are used as a language symbol in social groups (Lannon and Cooper, 1983). Thus brands can serve as a channel that speaks a consumer’s status, aspiration and identity.
But still this could work in the service of a supply chain manager if a stakeholder is inflexible about eco-friendly practices Change: Sudden implementing green supply chains can be diminished the employees running the supply chain are adverse to change. For example, If Employees, they’ve been using paper purchasing processes and they’re only comfortable faxing invoices between departments. Although the firm can easily save money by installing an e-procurement software to reduce paper waste and the firm cannot easily continue with e-procurement software, increase purchase tracking because employees can be intimidated by change. In additionally there are tons of issues and hurdles to discuss regarding implementing a green supply chain management strategy In Green Marketing the Business and Environment should be equally balanced to for an effective eco-friendly products. 1.1 Hurdles in the process of going green : ROI (Return on Investment) Changing Transportation Modes Green Initiatives should clear the 3 main Hurdles, such
In this junction, following activities can be taken create brand awareness. • Shopping mall branding: There are a good numbers of shopping malls in cities where target customers regularly visit for various purposes in particular in the food court areas. Branding area 1. Sign boards inside the