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ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING

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DOI: 10.48047/ecb/2023.12.9.217

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ROLE OF GREEN MARKETING APPROACHES IN CONSUMER BUYING BEHAVIOUR

Section A-Research paper

ROLE OF GREEN MARKETING APPROACHES IN

CONSUMER BUYING BEHAVIOUR
Devi, Dr. G. Anitha Kumari, Dr. Deepa Manokaran

Research Scholar
Vels Institute of Science Technology and Advanced Studies, Pallavaram
Chennai - 600 117, TN, India
deviresearch2021@gmail.com
Associate Professor
School of Management Studies
Vels Institute of Science Technology and Advanced Studies, Pallavaram
Chennai - 600 117, TN, India
anitha.sms@velsuniv.ac.in
Assistant Professor
Department of Management
Saveetha Engineering College
Chennai - 602 105, TN, India
deepam@saveetha.ac.in, dr.deepamano@gmail.com

Abstract
Green concept and green marketing had a remarkable development throughout the past many
years, and it had a critical effect on availability and climate internationally. The review brings out
green item purchasing conduct among buyers. The principal objective of this study is to realize the
respondents purchasing conduct to obtain the green item and to distinguish the degree of
information about green items and their impact. Green marketing ideas have arisen because of
associations' advantage in climate. These stars understood that their endurance and progression lie
in the coordination between their advantage and the advantages of buyers and society. Green
promoting incorporates an expansive scope of exercises like item adjustment, change in the
creation cycle, alteration in publicizing, and change in packaging. This study proposes that green
methodologies can be utilized as a brand-promoting methodology to improve client buy aims. The
investigation likewise discovered that green showcasing could assist brands with accomplishing,
what's more, keeping up with brand value. This exploration investigates the connection between
the multi-faceted green showcasing approaches to improve the buy goal of green items; the

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production of an overwhelming business sector brand was one of its essential targets. Consumers
with different age and occupation were surveyed to know the factors that determines the role of
green marketing approaches and its impact on consumer buying behavior. The study concludes
that there is a significant impact of green marketing approaches on consumer buying behavior.

KEYWORDS- Green Marketing, Consumer, Buying Behaviour, Development, Climate,

Packaging, Brands

DOI: 10.48047/ecb/2023.12.9.217

INTRODUCTION

Natural worries have turned into a wellspring of worry for clients and organizations around the
world, inciting the improvement of green products. Thus, sponsors need to address green products
as protected and earth practical. The force of showcasing has turned into a certain power as a
change specialist and for adjusting government strategies for green business.

Promoting assumes a fundamental part in influencing organization deals, further developing

execution, and developing pieces of the pie; in any case, the aftereffects of past investigations on
green promoting procedures proposed diminishing sales and order as far as portions of the overall
industry (Kumar and Ghodeswar, 2015). Conventional examiners have been more centered around
convincing clients to be all the more ecologically cognizant. Consequently, green promoting
covers a wide assortment of thoughts, including the assistance and production of significant worth
that meets the longing, what's more, requests from customers (Yazdanpanah and Forouzani, 2015).
Conventional researchers have been more worried about convincing individuals to embrace more
green manageable ways of behaving. Green promoting is a work to save and foster long-haul
associations with accomplices like the climate, culture, and clients (Szabo et al., 2021).
Subsequently, selling green labor and products is a supportable instrument that impacts society's
support of the natural activity. This harmless to the ecosystem approach has produced the idea of
green promoting, a groundbreaking thought beginning in the last 50% of the twentieth 100 years
(Shabbir et al., 2020). Green advertising exercises incorporate the creation, separation, estimating,
and advancement of items and administrations that meet the natural requirements of the shopper

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(D’Souza et al., 2015). As per Chen and Chang, these green advertising endeavors further develop
the buying goals of shoppers. Natural mindfulness has turned into a huge issue in scholastic
examination and is of worldwide concern. The green issue has helped customer conduct since the
1970s (Jaiswal and Kant, 2018). This move caused an extraordinary surprise in customers' view
of the rising worry about safeguarding and expecting future harm to the world. Green advertising
is a work to reduce these upsetting ecological results by adding different green idea courses
through planning and delivering eco-accommodating items and administrations (Esteves et al.,
2017). As of late, buyer familiarity with maintainable utilization has become progressively
significant to green showcasing, as ecological debasement stays a test to the world's populace
(Song et al., 2019). At first, a green customer faces a few hindrances that compel purchasers'
acquisition of the green item, for example, evaluating and looking for the required item inside a
sensible cost and an absence of mindfulness about green brands (Zahid et al., 2018). Agreeing,
explicit green advertising can perceive labor and products that are for quite some time laid out as
harmless to the ecosystem to upgrade shopper conduct (Cerri et al., 2018). An expansion in
advertisers' discernment that "it is a moving undertaking to incorporate the green idea into client
minds" leads, at last, to the acquisition of green brand items (Yadav and Pathak, 2016). Utilizing
an evolvable or natural name on products has turned into a famous pattern in green showcasing
and is a significant wellspring of clients' information (Paul et al., 2016). Across all areas of
businesses, customers like the companies that follow sustainable business practices (Srivastav and
Mittal, 2021).

LITERATURE OF REVIEW

Mahesh, and Gomathi (2016) The fundamental reason for the review was to survey the
connection between factors intended for natural cognizance and buy and protection ways of
behaving of shoppers to acquire green items. Because of the endeavors of public authority and
associations, individuals have begun to think green. They have brought green items into their
thought set. Consequently, it is a decent sign for organizations to recognize the buy inclinations
shift of customers and underwrite this to market their items and administrations. With the
expanding consciousness of purchasers about natural issues, organizations, families, and state-run
administrations progressively need to purchase green items. Accordingly, firms need to carry out
systems to lessen the effect of natural effects of their items and administrations. The outcomes

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showed that this example's generally ecological cognizance decidedly affects green buying choices
(Prakash and Pathak, 2017).

(Kumar et al., 2017) Numerous limits should be considered in this review. In the first place, the
review is zeroing in on green showcasing and buy expectations. The issue relates to more
observational grounded experiences that are expected to test the reasonable variables that
determine the hole between the apparent greenness of item food and genuine greenness. The
Natural issues in Sudan are developing quickly. The rising financial turn of events, fast
development of the populace, and development of ventures in Sudan are overwhelming the
climate, foundation, and the nation's normal assets (Kumar et al., 2018). Modern contamination,
soil disintegration, deforestation, quick industrialization, urbanization, and land debasement are
deteriorating issues. Ecological contamination is quite possibly the most difficult issue confronting
mankind and other life structures on our planet today.

(Taufique et al., 2016) This study broadens the current writing on natural maintainability.
Agreeing with the discoveries of this review, customers are affected by green advertising
components, which assist them with turning out to be all the more ecologically cognizant and
increment their longing to purchase green items. The effect of green trust on buyers' buy aims has
been illustrated, demonstrating that green trust usefully affects customers' buy expectations.
Besides, green showcasing credits made a critical and good difference in green trust, suggesting
that green advertising ascribes (green brand information, demeanor, and natural information) are
the genuine mechanism of correspondence for green items (Wang et al., 2017). The examination
considered green advertising elements' (green image information, disposition, and information)
critical and beneficial outcomes on buy aims.

Osman et al., (2016) Consequently from the examination which did in this review, we can
presume that individuals have mindfulness about eco-accommodating items and they show an
uplifting perspective towards green promoting and green items. Yet, we ought to attempt to build
the mindfulness level to another degree. And that implies a wide assortment of eco-
accommodating items is accessible today. However, the clients' mindfulness level is restricted to
natural vegetables furthermore, consumable things. Cost is the quality that shoppers ponder while
making a green buying choice. Customers are less inclined to buy green items on the off chance

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that they are more costly. So endeavors ought to make to decrease the cost of eco-accommodating
items. Steady endeavors ought to be taken by Government, NGOs, Instructive organizations,
Business houses, and society at an enormous to make mindfulness among the buyers to advance
eco-accommodating purchasing conduct.

Anbukarasi et al., (2017) As industrialization has occurred with a quick turn of events and
progress of innovation, the requirements of individuals have been expanded. Because of this, we
are confronting the consumption of our standard assets which thus is influencing our current
circumstances. To protect the climate, clients are changing to green items and organizations are
bringing out eco-accommodating items. The Techniques organizations need to zero in on the green
market division by running a commercial with imaginative green items with their generally
existing items in a chosen green market portion. They need to take a gander at the planning of the
item in such a manner that it causes no adverse consequence on the climate. The green situating of
the item, advancement, bundling, and operations should be taken care of with legitimate
methodologies.

Heo and Muralidharan (2016) It very well may be recommended that the costs of green items
ought to be kept at a prudent level so that even a typical pay worker can likewise manage the cost
of them. Environmental publicizing ought to be finished in such a manner as not to camouflage
the purchasers about the idea of green. The organizations engaged with "greenwashing" ought to
be rebuffed to give a message to the customers that they can depend on the cases of the green
organizations as the "phony green organizations" are taken into question. The advertisers likewise
need to zero in on the segment profile of their buyers. The vast majority of advertisers don‟t
consider it imperative while making green showcasing techniques.

Asif et al., (2018) As the developing worry of natural issues started to shape, society and the public
authority have begun to know about these issues and start to make changes to contain the adverse
consequences of these issues. Green showcasing and item improvement have been considered the
most effective ways forward for a business to have the option to adjust to new decisions from the
public authority and to have the option to follow the way of behaving of buyers from field
concentrates to the needs and needs. The organizations accepted that the thoughts of green
showcasing, for example, carrying out a green inventory network, green items configuration,

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bundling, estimating, and advancement are gainful to society and the climate; consequently, it has
taken need over traditional promoting drives.

Magnier et al., (2015) A few promoting implications are seen in this review. First and foremost,
it has given a few bits of knowledge on the fitting devices utilized concerning upgrading green
showcasing endeavors by business associations. As shown in the discoveries, the customers were
more worried about the item bundling and the viability of green notice. Consequently, more
endeavors ought to be centered around recognizing exact and alluring bundling ideas in drawing
in shoppers to purchase green items. Likewise, a compelling notice strategy means quite a bit to
spreading more consciousness of green items to the purchasers. Such endeavors ought to be upheld
by the public authority of every country trying to illuminate its residents about eco item benefits
and its market accessibility, and consequently guaranteeing proceeded protection of the common
habitat. A few restrictions were noticed. Albeit this study has likewise given surviving writing on
green advertising ascribes and buy conduct, it very well may be possibly imitated for future
examinations inside various exploration settings.

Kong et al., (2016) Eco-Marking is additionally one of the significant variables that decidedly and
altogether influence client buy aim. Eco-Marking is considered a center instrument that gives data
and information about green items. The majority of the marks in green items are given various
logos that show the general advantages of the actual item. The client's aim to purchase green items
relies upon the data shown on names, which pass the natural message on to clients. One of the
significant issues that should be zeroed in on is the segment calculation estimating eco-marking.
For example, instructive foundation and age are significant middle persons for eco-names since
they can separate the green clients. Green promoting, then again, additionally emphatically
influences the client's goal to buy. This is because of the appealing and intelligent promotions that
make mindfulness among the clients. This variable is a strong instrument for clients given the
capacity to impact the attitude of the local area.

Birch et al., (2018) The purchaser is requesting new eco-esteem market contributions by judging
the contributions in light of various components, for example, the item includes, including quality,
beginning, taste, cost, pressing, marking, execution, solidness, administration, or any natural
highlights that could fulfill their need. Hence, close to the development of mindfulness on

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ecological worries around the world, the center advantage is to lay out the harmless to the
ecosystem conduct of customers, which, thusly, fills in as a motivation to support the harmless to
the ecosystem conduct of makers. Measurable theory tests have shown that there are direct sure
relationships for every one of the (five) speculations. Strikingly, the information uncovered doubt
of respondents in the advertising exercises of makers. In this way, homegrown makers of non-
cocktails must be cautious with their advancements and also, ought to coordinate natural rules
inside their essential preparation and genuinely impart their endeavors while meaning to convey
new eco-esteem market contributions.

OBJECTIVE

1. To know the factors that determines the role of green marketing approaches in consumer
buying behavior.
2. To know the impact of green marketing approaches on consumer buying behavior.

METHODOLOGY

Consumers with different age and occupation were surveyed to know the factors that determines
the role of green marketing approaches and its impact on consumer buying behavior. Sample size
for present study is 223 and the collection of primary data was done through purposive sampling
method. Survey was conducted with the help of a structured questionnaire and “exploratory factor
analysis” and “multiple regression analysis” were used for data analysis.

FINDINGS

Basic details of the respondent are shown in the table below in which it is found that 57.9% of the
respondents are male and rest 42.1% of the them are female. 31.8% of them are below 35 years of
age, 41.7% of 35-45 years and rest 26.5% are above 45 years of age. 27.8% are graduation and
below, 26.5% are postgraduation and above, 30.0% holds professional degree and rest 15.7% are
with other educational qualification. 19.3% of the respondents self-employed, 25.1% are in
business sector, 16.2% are salaried, 21.5% are housewife and rest 17.5% are in some other
occupational sector.

Table 1 Basic Details

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Variable Respondent Percentage

Gender
Male 129 57.9
Female 94 42.1
Total 223 100
Age
Below 35 yrs 71 31.8
35-45 yrs 93 41.7
Above 45 yrs 59 26.5
Total 223 100
Education
Graduation and below 62 27.8
Postgraduation and above 59 26.5
Professional degree 67 30.0
Others 35 15.7
Total 223 100
Occupation
Self employed 43 19.3
Business 56 25.1
Salaried 37 16.6
House wife 48 21.5
Others 39 17.5
Total 223 100

“Factor Analysis”

“Table 2 KMO and Bartlett's Test”

“Kaiser-Meyer-Olkin Measure of Sampling

.890
Adequacy”

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“Approx. Chi-Square” 3259.656

“Bartlett's Test of
“df” 136
Sphericity”
“Sig.” .000

“Kaiser-Meyer-Olkin Measure of Sampling Adequacy” value is .890 in above table.

“Table 3 Total Variance Explained”

“Rotation Sums of Squared

“Initial Eigenvalues”
Loadings”
“Component”
“% Of Cumulative “% Of Cumulative
“Total” “Total”
Variance” % Variance” %
1 8.043 47.309 47.309 3.654 21.494 21.494
2 2.183 12.838 60.147 3.386 19.915 41.410
3 1.658 9.751 69.898 3.081 18.124 59.534
4 1.289 7.583 77.481 3.051 17.948 77.481
5 .696 4.094 81.576
6 .557 3.276 84.852
7 .511 3.005 87.857
8 .371 2.182 90.039
9 .329 1.935 91.974
10 .265 1.561 93.535
11 .265 1.556 95.091
12 .217 1.279 96.370
13 .195 1.148 97.518
14 .166 .976 98.493
15 .102 .601 99.094
16 .083 .487 99.581
17 .071 .419 100.000

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It is found from “Total Variance Explained table that all the 4 factors explain total 77% of the
variance. The 1st Factor explains 21.494% of the variance followed by the 2nd Factor with
19.915%, 3rd Factor having 18.124% and 4th factor explains 17.948% of variance.”

“Figure 1 Scree Plot”

Figure 1 is the graphical presentation of the Eigen values obtained from the Table 3 “Total
Variance Explained.” The figure shows an elbow at 4 components. Hence portrays that total 4
Factors have been extracted.

Table 4 “Rotated Component Matrix”

S. Factor Factor
Statements
No. Loading Reliability
Green Packaging and Eco-Brand .900
1. I always buy the products with green packaging .888
2. I prefer brands that promote green products .877
3. I am well informed and aware of Eco-brands .776
4. Eco-brands influence my behavior of green consumption .716

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5. I am inclined towards green packaging and eco-brands .700

Eco-labelling .954
6. I see environmental-friendly product label before purchase .847
Biodegradable, sustainable and recyclable labels influence my
7. .836
buying behavior
8. Products with eco labelling encourage me to buy these products .824
9. Eco-labelling helps me to contribute towards safe environment .812
Environmental Advertisements .887
Efficient green marketing encourages me to pay more for green
10. .857
products
Eco-friendly advertisements make me aware about green
11. .848
products
Environmental advertisements help to me segregate green
12. .846
products from others
My buying behavior is influenced by reliable green
13. .675
advertisements
Environment friendly image .873
14. Eco-friendly brand image influences my purchase intentions .870
15. Eco-friendly innovations raise the brand image .843
16. Environment friendly image increases trust among consumers .842
Consumer behavior towards green products develops eco-
17. .678
friendly image

Factor Development

Green Packaging and Eco-Brand is the first factor which includes the variables like I always buy
the products with green packaging, I prefer brands that promote green products, I am well informed
and aware of Eco-brands, Eco-brands influence my behavior of green consumption and I am
inclined towards green packaging and eco-brands. The second factor is named as Eco-labelling
and its associated variables are I see environmental-friendly product label before purchase,

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Biodegradable, sustainable and recyclable labels influence my buying behavior, Products with eco
labelling encourage me to buy these products and Eco-labelling helps me to contribute towards
safe environment. Environmental Advertisements is third factor which consist of variables like
Efficient green marketing encourages me to pay more for green products, Eco-friendly
advertisements make me aware about green products, Environmental advertisements help to me
segregate green products from others and My buying behavior is influenced by reliable green
advertisements. Fourth and the last factor is Environment friendly image which includes the
variables like Eco-friendly brand image influences my purchase intentions, Eco-friendly
innovations raise the brand image, Environment friendly image increases trust among consumers
and Consumer behavior towards green products develops eco-friendly image. The reliability of
green packaging and eco-brand is 0.900, eco-labelling has 0.954, environmental advertising is
0.887 and environmental-friendly image is showing factor reliability as 0.873.

“Table 5 Reliability Statistics”

“Cronbach's Alpha” “N of Items”

.927 17

It is found from table 5 that there is total 17 items that includes all the variables related to green
marketing and consumer behavior along with total reliability which is 0.927.

“Regression Analysis”
“Table 6 Model Summary”

“Std. Error
“R “Adjusted R
“Model” “R” of the
Square” Square”
Estimate”
1 .746a .557 .549 .57338
a. Predictors: (Constant), Green Packaging and Eco-Brand,
Eco-labelling, Environmental Advertisements and
Environment friendly image

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In this study, to measure the impact of Green Packaging and Eco-Brand, Eco-labelling,
Environmental Advertisements and Environment friendly image on “Overall, consumer buying
behavior”, multiple regressions were applied in which R Square value 0.557.

Table 7 “ANOVA”

“Sum of “Mean
“Model” “df” “F” “Sig.”
Squares” Square”
Regression 89.997 4 22.499 68.436 .000b
Residual 71.671 218 .329
Total 161.668 222
DV: Overall, consumer buying behavior
b. Predictors: (Constant), Green Packaging and Eco-Brand, Eco-labelling,
Environmental Advertisements and Environment friendly image

Table above shows that the significance value is less than 0.05 (0.000), which reflects that one of
more of the IDVs significantly influences the DV.

Table 8 “Coefficients”

“Unstandardized “Standardized
Coefficients” Coefficients”
“Model” “t” “Sig.”
“Std.
“B” “Beta”
Error”
(Constant) 3.785 .038 98.571 .000
Green Packaging and Eco-Brand .096 .038 .113 2.500 .013
Eco-labelling .119 .038 .139 3.091 .002
Environmental Advertisement .100 .038 .117 2.594 .010
Environmental-friendly image .610 .038 .715 15.850 .000
DV: Overall, consumer buying behavior

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Table 8 shows that all the factors Green Packaging and Eco-Brand, Eco-labelling, Environmental
Advertisements and Environment friendly image has significant impact on “Overall, consumer
buying behavior”.

CONCLUSION

The review recommends that advertisers should come out with new and creative ways of changing
the buyer's impression of green promotion. For occurrence, in an issue of the cost, green items
ought to be profited to the buyers at a much lower cost to draw in a customer base. At the hour of
information assortment, the majority of the answered conveyed that, they feel that green items are
generally overrated, which is valid in the majority of the cases yet what might be said about natural
items? Those are however modest and well-known among provincial customers. For expanding
utilization of the green item, the advertiser ought to bring down the cost level. We should attempt
to spur their client toward green showcasing by various mindfulness programs and give data about
the green items and their natural advantage.

It is found in the study that Green Packaging and Eco-Brand, Eco-labelling, Environmental
Advertisements and Environment friendly image are the factors that determines the role of green
marketing approaches in consumer buying behavior. The study concludes that there is a significant
impact of green marketing approaches on consumer buying behavior.

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