THE WOMEN UNIVERSITY MULTAN

NAME: SYEDA MAHIN NADEEM

ROLL# 1

SUBJECT: STRATEGIC MARKETING

SUBMITTED TO: MAM MARIA KANWAL

Keywords

Consumer Green Awareness

Environmental Education and Awareness Programs
Media Influence
Corporate Social Responsibility (CSR)
Personal Values and Beliefs
Product Information and Labeling
Social Influence and Peer Pressure
Economic Factors

Introduction

In light of the prevalent environmental crisis and its uncertain trajectory, the crucial question
remains: are we truly conscious of the ongoing crisis? The world is rapidly evolving, with
businesses striving to capture the necessary attention. Many firms are attempting to integrate
corporate social responsibility (CSR) and environmentally friendly practices wherever possible.
However, a significant portion of these businesses is merely playing with the concept. They are
not genuinely committed to undertaking green initiatives but rather engaging in them solely to
appeal to environmentally aware customers. As we navigate this crisis, it is essential that we go
beyond superficial gestures and truly embrace sustainable actions for the betterment of our
planet.

since , Environmental awareness has become a crucial aspect in today's society. As consumers,
we have the power to make a positive impact on the environment through our choices and
actions. This is what we refer to as green awareness of the consumer or consumer green
awareness. It encompasses the understanding of how our consumption patterns and behaviors
affect the environment, and the conscious effort to make environmentally friendly choices.

Consumer green awareness plays a significant role in addressing environmental issues. When
consumers are aware of the impact their choices have on the environment, they are more likely to
make sustainable and eco-friendly decisions. This can involve opting for products that are made
from recycled materials, choosing energy-efficient appliances, or supporting companies that
prioritize environmental sustainability. By making these choices, consumers contribute to
reducing pollution, conserving resources, and mitigating climate change.

Furthermore, consumer green awareness also has the potential to drive change at a larger scale.
When consumers demand eco-friendly products and services, companies are compelled to
respond by adopting more sustainable practices. This can lead to innovation and the development
of new technologies that are more environmentally friendly. Additionally, as more consumers
prioritize sustainability, companies are incentivized to improve their environmental performance,
leading to a more sustainable economy overall.
It is essential to encourage and nurture consumer green awareness. Education plays a vital role in
increasing environmental consciousness among consumers. By providing information about the
environmental impact of different products and services, consumers can make informed
decisions that align with their values. Governments and organizations can also play a role in
promoting consumer green awareness through campaigns and initiatives that highlight the
importance of sustainability.

Objectives

● What is consumer/customer green awareness?

● What are levels of green awareness?
● What factors impact the Green awareness of consumers?
● How are firms providing Green awareness to its customers?
● Is there effective compaigns for going green?
● how many firms are taking green awareness into consideration in Pakistan?
● Which age of consumer are more green aware?
● Should the next coming generations be green aware?

Literature Review

Consumer Green Awareness

Green awareness is defined as consumer’s awareness of environment; which is associated with

the product or service they choose.(Alamsyah D P,2018). consumer green awareness has become
an essential driver that motivates companies to operate sustainability development for their
products (Gong et al., 2019). Green awareness is assessed from several behaviors including
consumer’s business, consumer’s understanding of eco-labels, consumer’s understanding of
green slogan, consumer’s knowledge of green symbol, consumer’s knowledge of company’s
green image, and consumer’s concern to environmen.(Suki N M 2013). consumer green
awareness has become an essential driver that motivates companies to operate sustainability
development for their products (Gong et al., 2019). It is stated that there are several affected
factors onconsumer green awareness, including paying attention to green advertising used.(D P
Alamsyah2021). Chitra (2007) confirms that consumers who are environmentally conscious are
willing to pay more for environmentally friendly products.

Environmental Education and Awareness Programs:

Consumers who have access to environmental education and awareness programs are more likely
to be conscious of green issues. Educational initiatives by governments, NGOs, and businesses
play a crucial role in shaping consumer attitudes.2
‘Environmental knowledge’ is a term used to mean knowledge and awareness about
environmental problems and possible solutions to those problems. An increase in knowledge
about environmental problems may raise peoples’ concern and awareness however, it does not
necessarily result in behavioral changes, (Kollmuss and Agyeman, 2002; Bamberg and Möser,
2007).
Influence of Media
Media coverage of environmental issues and sustainability practices can significantly impact
consumer awareness. Positive or negative coverage can shape public opinion and influence
purchasing decisions(kozinet,2014). it is believed that media can significantly influence
environmental concern of consumers (Rios et al., 2006). Media plays a significant role by
delivering relevant information, thereby strengthening individual and collective environmental
concern and shaping long-term environmental attitude (H’mida, 2006).
Carrete et al. (2012) questioned the role of media in influencing environmental concern and
argued that due to consumer skepticism, media may not play a significant role in shaping
environmental concern or attitude

CSR
Many firms have realized the importance of creating transparency about their social
responsibility practices (Kraft et al., 2016). Companies which participate in ecologically sound
activities provide social value to customers and stakeholders and project an image that they are
responsive to the environment while operating business transactions (Lingreen et al., 2009;
Susniene & Sargunas, 2009). Companies that adopt environmentally friendly practices and
engage in CSR initiatives often influence consumer perceptions positively. Consumers are
increasingly looking for products and services from socially responsible companies.
(Mohr,L.A,2005).

Personal values and beliefs

Going green requires a paradigm shift in green consumer behaviour (Polonsky, 1994). Research
has demonstrated relationships between personal values, attitudes, and purchase of health foods
(Homer & Kahle, 1988). Ecological affect (Chan & Lau, 2000) environmental friendly beliefs
and attitudes in most cases explained as environmental concerned (Sarigollu, 2009). Consumers'
personal values and beliefs about the environment play a crucial role in shaping their green
awareness. Those with strong environmental values are more likely to seek out and support eco-
friendly products and services.(Stern, P. C. 2000).

Product Information and Labeling

Over recent decades, eco-labeling has worked as a strategic tool to communicate the
environmental-friendly concerns of products(Clemenz, G 2010) Clear and transparent
information on product labels regarding environmental impact and sustainability can enhance
consumer green awareness. Labels such as organic, eco-friendly, and fair trade can influence
purchasing decisions.(Magnusson,2006). eco-labeling has been defined as any recognizable
symbol attached to the product or its packaging, indicating a company, or a product’s
performance orientated by the environmental friendliness(Giridhar, T. 1998)

Social Influence and Peer Pressure:

social influences: ‘individual and family behaviour is heavily influenced by socialization in the
home and neighbourhood, learned by observation’ (Goldsmith and Goldsmith 2011: 117).
According to this literature, pro-environmental behavior is increased by conformity to the norm
(Nolan et al. 2008) and is influenced by the preferences of others. Social norms and peer
pressure within social circles can impact consumer behavior. As environmental concerns become
more socially accepted, individuals may be more inclined to adopt green practices to conform to
social expectations.(Griskevicius,V,2006)

Economic Factors

Economic considerations, such as the cost of eco-friendly products compared to conventional

alternatives, can affect consumer choices. As green products become more affordable, consumer
adoption is likely to increase.(Thogersen,J 2005). Our research finds that although an increase in
consumer awareness of products’ green levels can encourage manufacturers to produce at high
green levels and increase their profits, this does not necessarily increase the retailer’s
profits(Tao, F., Zhou, Y. 2023)

Systematic Research

Title Author Keywords Objective Journal

The antecedent Doni Purnama Environmental reviewing Management
model of green Alamsyaha*, Knowledge Eco- determining Science Letters
awareness Rudy Aryantoa , Label Perceived factors from
customer Iston Dwija Quality Green green awareness
Utamaa , Lita Awareness through
Sari Maritab and environmental
Norfaridatul knowledge, eco-
Akmaliah label, and
Othman perceived quality
CUSTOMER Doni Purnama Green the study with Advances in
GREEN Alamsyah Awareness, Eco- focuses on Economics,
AWARENESS (Universitas Label, Green reviewing the Business and
AND ECO- BSI) Oda I. B. Products. impact of Management
LABEL FOR Hariyanto Introduction ecolabel to Research,
ORGANIC (Univeritas customer green
PRODUCTS Internasional awareness
Batam) Heni
Rohaeni
(Universitas BSI
Green Customer Doni Purnama Eco-Label, The study was International
Behavior: Alamsyah*, Green conducted by Journal of
Mediation Mulyani, Yogi Awareness, testing the Psychosocial
Model of Green Udjaja, Green Trust, mediation model Rehabilitation,
Purchase Norfaridatul Green Purchase of green
Akhmaliah Intention awareness and
Othman and Nik green trust in
Rahila Wan green purchase
Ibrahim intentions
through the
support of eco-
label attributes.
Green awareness Doni Purnama Eco-Label the focus of this Management
through Alamsyaha*, Environmental study was the Science Letters
environmental Norfaridatul Knowledge implication of
knowledge and Akmaliah Perceived environmental
perceived quality Othmanb, Quality Green knowledge and
Muhammed Awarene perceived quality
Hariri Bakrib, through eco-
Yogi Udjajaa label attributes
and Rudy on products in
Aryantoa controlling
customer green
awareness.
Confirmatory Doni Purnama Green review the Management
factor analysis of Alamsyah, Advertising, factors which Science Letters
green advertising Norfaridatul Green influence the
and its impact on Akmaliah Awareness, form of green
green awareness Othman, Confirmatory advertising and
Mohammed Factor Analysis their impacts on
Hariri Bakri, green awareness
Angel Natalia improvement
Adjie, Keisya
Salsabila, Didin
Syarifuddin
ANTECEDENT Doni Purnama Green examined factors ASEAN
S OF GREEN Alamsyah, Awareness, that support the Marketing
AWARENESS Hayder Green cultivation of Journal
FOR Alhadey Ahmed Advertising, green awareness
INCREASED Muhammed Green Brand among
CONSUMPTIO Attributes, customers for the
N OF ECO- Perceived Value improved
FRIENDLY of Green consumption of
PRODUCTS Initiatives, Green eco-friendly
Brand Image, products
Eco-Friendly
Products
The awareness Doni Purnama Green this study aims Management
of Alamsyaha*, Advertising to review the Science Letters
environmentally Norfaridatul Green Brand correlation
friendly Akmaliah Image Green among green
products: The Othmanb and Awareness advertising,
impact of green Hayder Alhadey Green Purchase green brand
advertising and Ahmed Intention image and
green Mohammed customer green
brand image awareness on
environment
friendly products
and their impacts
to purchase
intention.
TheImpactofGre Raja Mazhar GreenAwareness the impact of Journal of Policy
enAwarenesson Hameed1,Abdul ,GreenTrust,Gre Green Research
GreenPurchaseIn Rafae Mazhar en Awareness (GA)
tentions Raja PurchaseIntentio on Green
withMediating n Purchase
Effectof Intentions(GPI)
GreenTrust:
AConsumer
Perspective

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