文献信息:
文献标题： Influence of green Marketing on Consumer Behavior: A Realistic Study on Bangladesh (绿营销对消费者行为的影响：基于孟加拉 的实证研究)
国外作者： ASMS Rahman， A Barua， R Hoque， R Zahir
文献出处：《Global Journal of Management & Business Research》，2017 , 17 (1):9-16
字数统计：英文2167单词，12085字符；中文3697汉字
外文文献：
Influence of green Marketing on Consumer Behavior:
A Realistic Study on Bangladesh
Abstract This study aims at looking into consumer perception towards green values created by the green marketing efforts by the promoters and its impact on their purchasing behavior o
f eco - friendly sustainable products. This study also highlights the resolution of the efforts set by marketers in promoting green brand awareness in the consumer' s mind relative to the non-green products. It further highlights the consumer perception and the impact of green marketing communication to see how consumers are influenced to opt for green products. The study includes the result of a consumer product and green marketing survey using a questionnaire devised by the authors on the basis of several types of research carried in the field. This study holds that despite there is a lot of scope in Bangladeshi market for green products to be utilized more within consumer groups that have pro -environmental preferences, green product marketing communication isn ’ t revealing enough to consumers. The study urges that the greater use of marketing and brands to promote and sell products that are environmentally favorable and function effectively.
Keywords: consumer behavior, green marketing, green products.
I.Introduction
Now environmental awareness has not merely become a global interest, as well as a dema
nding issue in academic research. The green issue has fostered a positive change in the behavior of consumers since 1970s (Linda F. Alwitt, 1996). This change has induced a significant upset in the perceptual experience of consumers with a rising concern for the preservation and prevention of any further damage to the environment. Admittedly green marketing is an effort to reduce these disturbing impacts on our environment through installing a new course of green concept through designing, producing, packaging, labeling and consuming products that are eco-friendly.
Companies often applies different strategical approaches toward different parts of the industry to gain competitive advantages via repositioning consumer perception through innovative green products (Elham Rahbar, 2011). In past few years, the concept of green marketing has only been highlighted over the packaging and labeling of product and incentive strategies. An assessment should be carried out to know about how different organizations are putting their effort in green activities.
Purchase decision making process of a consumer usually consists of five stages: the felt n
eed of a benefit, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. In this process of consumer purchase decision, several factors like social, cultural, psychological, behavioral, marketing mix and situations, all effect at some point.
Both parties, the organizations and consumers have a responsibility toward environmental issues and they participate in the process by delivering and purchasing of green products. Here, the fact should be noted that environmental commitment and participation in green activities are two separate issues, both the organizations and consumer has a vital role to play here, but consumer decision is the most crucial because they motivate producers to deliver green products (Suplico, 2009). It is a common sense that consumers won’ t buy such product that is harmful to human health, environment, plants, animals and any natural resources (Lee, 2008).
Learning these facts might play an influential role in the change of consumer purchasing behavior and create a positive perception toward environmentally friendly products. Conse
quently, research is important in particular geographical, sociological, situational and time settings (Elham Rahbar, 2011).
Several studies have investigated the change in the consumer, s perception, where people are caring about the environment will demonstrate their concerns through different behaviors, such as avoidance of buying a product because it is potentially harmful (Suchard & Polonsky, 1991).
II.A review of the research literature
Though several researchers have given different definitions of green marketing from different perspectives, according to the AMA, there are 3 ways to define green Marketing (Prakash, 2002):
values翻译
a)Retailing Definition: The marketing of products that are presumed to be environmentally safe (Prakash, 2002).
b)Socially Marketing Definition: The development and marketing of products designed to im
prove the physical environmental condition by preserving it from further damage (Prakash, 2002).
c)Environmental Definition: The organizational effort to develop, promote, package and restore products in a way which supports ecological concerns (Prakash, 2002).
The concept of green marketing has been developed over the time, can be divided into different eras with very definite characteristics of changing demands on the basis of environmental requirements.
The very first era lasted till the early 1970s, namely ecological green marketing era, really focused on external problems of the environment (e.g. Air & water pollution). The second era took off in the late 80s, namely, green environmental marketing era infused several new concepts with the past focused area, such as developing clean technology, ensuring sustainability, looking out for a consumer and trying to attain competitive advantage etc. (Peattie & Crane, 2005).

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