The document discusses green marketing from a research perspective and provides an overview of green marketing concepts including the stakeholders, top green brands in India, key takeaways from green marketing, the green market size in the US, and proposes a research perspective on the effect of an octagonal green marketing mix model on LOHAS and LOVOS consumer segments. It also outlines a proposed methodology and timeline for a research study on green marketing.
Fa –lun da fa law wheel great day - li hongzhi by selvarasu a mutharasu
8 gm mix2segment_green marketing guide by selvarasu a mutharasu
1. Green Marketing Guide
A Research Perspective
By
Selvarasu a. Mutharasu
Professor
Annamalai University
2. Green Marketing Guide
— Research perspectives
— Educating Green Marketing
— Consulting Green Marketing
3. Green Marketing [GM]
— A strategic marketing technique
— To gain maximum business performance using
— Green products
— Green brands
— Green consumers
— Greening supply chain
— Demand-supply integration
4. Stakeholder of GM
— green ranking
— green brand survey
— green confidence index
— green score
— green brand reputation score
— green marketing educational programme and
— green certification professional
5. India : Top 10 Green brands
1. Amul
2. Dabur
3. Infosys
4. Taj hotels
5. Britannia
6. Suzlon
7. Hindustan Unilever
8. Wipro
9. Maruti
10. Godrej Consumer Products
6.
7.
8. Take away from GM
— Voluntary and mandatory labels has become country specific
— A syllabus for green marketing education
— A multi-pronged research proposal
— Newness in green marketing practices
— Green hosting
— Green politics
— Energy stars
9. Green Market Size in US for LOHAS
PERSONAL HEALTH GREEN BUILDING ECO TOURISM
$117 billion $100 billion $42 billion
Natural, organic products, Home certification Eco-tourism travel
Nutritional products Energy Star appliances Eco-adventure travel
Integrative health care Sustainable flooring
Dietary supplements Renewable energy systems
Mind body spirit products Wood alternatives
ALTERNATIVE NATURAL LIFESTYLES ALTERNATIVE
TRANSPORTATION $10 billion ENERGY
$20 billion Indoor & outdoor furnishings $1 billion
Hybrid vehicles Organic cleaning supplies Renewable energy
Biodiesel fuel Compact fluorescent lights credits
Car sharing programs Social change philanthropy Green pricing
Apparel
10. Raw is Green
Raw Bhagalpur silk, linen and cotton-linen
blends; the golden yarns were made of silk
wastes that he further hand-knitted for a
spectacular effect.
12. Black is Green
— Black is internal
— Green is External
— Green Marketing is Planetary Marketing
— Geology has been renamed as Earth Science
— Green Marketing can also be named as ‘Earth Marketing’ or
‘Planetary Marketing’
14. GM - Research
— Awareness is more among consumers
— Mandate of business is known to people
— Is part of Sustainable marketing practices
— Consumer decides to reward green products
— Green residential development
— Knowingly Greenwashing [exploitation] starts
— Green Certification [Minimum 70% Green]
— Green Scores & Green Brand Scores
15. Who is a Green Consumer?
— A target customer of greenness
— whose consumption patterns focused on the preservation of
resources;
— Willingness to limit
— the amount of resources consumed;
— materials that endanger the environment, and
— avoid using products that endanger the health of consumers
By Peattie, 2001
16. Lifestyle and Greenness
— Lifestyle of consumer has been oriented to their
— Plan
— Work
— Fashion
— Recreation and
— price
By [Wen-Lan Wang, 2012]
17. Green product’s advertising
— perceived quality
— consumer’s willingness to pay
— information seeking and
— suspicion
Dimensions reported to understand consumer’s perception
towards decisiveness
By [Saurabh Battacharya, 2011].
18.
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29.
30.
31. Green Confidence Index (GCI)
— A monthly measure of
— Responsibility
— Information and
— Purchasing
— in American marketplace to
— reveal tracking & flagging of market place perception,
— future changing intentions of consumers and
— evolving green economy
[Greenbiz.com, visited January 2013].
32. Green Brands and Green Halos
— with poor green practices but strong green halos that colour
peoples’ perception and vice-versa
[Newsweek, visited on January 21, 2013]
33. Green products call for eco-friendly
— where cost of production and price goes up
— affordability of consumers
— usage of green marketing concept in the travel and tourism
industry
— the term is popular as
— ‘zero carbon/
— carbon neutral’
[Al Bawaba Ltd., 2011]
34. GE’s Ecomagination
— Multimillion dollar campaign for greenpeace
— 17 products with measurable environmental performance
advantages,
— Lexan film that replaces conventional paint
— Harmony water-conserving washing machines
— the new fuel-efficient GEnx jet engine and
— GE's Evolution locomotive,
— a 208-ton, 4,400hp workhorse that burns 3% less fuel and puts
out 40% less pollution than its immediate predecessor
[Fisher Daniel, 2005]
35. Socially responsible marketing
• Emphasised distinguishing interest in green
marketing orientation among different
stakeholders of business
[Pranee Chitakornkijsil, 2012].
36. Demand – Supply integration [DSI]
— Giving greenness to gain consumer’s perception
— supply chain ability
— green campaign and green marketing for competitive edge in
business performance
[Jon F. Kirchoff et al., 2011]
37. Green marketing tools
— Eco-label & Eco-brands
— Environmental advertisements
— energy conservation
— agricultural products
— Degradable
— non-toxic plastic packaging material
— hazardous metal-free electrical and electronic equipment
— biodegradable cleaning agents and recycled paper
[Elham Rahbar and Nabsiah Abdul Wahid, 2011]
38. Eco-brands
— Emotional benefits
— A feeling of well-being
— auto-expression benefits
— the socially visible consumption
— nature-related benefits are reported
— The eco-image gain green feel toward
— eco-image of country
— manufacturer and
— products.
39. Eco-brands
— papers and plastics from
— recycled materials, soy, corn plastic, stone, hemp, or organic
cotton- all of which are sustainable materials drives green marketing
efforts realistic.
— In printing the marketing materials
— recycled paper for direct mails and publishing marketing pamphlet,
brochure on line in place of print are resounding change in
marketing with alternative forms to promote green marketing in
action[
[Sebor, Jesica, 2007]
40. The certification of sustainably
— forest and timber wood strategically has been strongly
supported by green consumers and their willingness to pay
positively for certified product in Greece
6%
plus
[Ioannis Papadopoulos et al., 2010].
41. The depth of greenness
— Lean green (product)
— Defensive green (product & promotion)
— Shade green (product, price & promotion) and
— Extreme green (product, price, place & promotion).
[Chun-Shuo Chen, & Long-Yi Lin., 2011]
42. America’s Federal Trade commission
— Reasons for revision of green guide in carbon offset and
renewable energy certificate (REC)
— claiming single attribute
— lack of proof
— vague claims
— claims irrelevant to product
— true claims but distract product’s true problem
— claiming certificate by independent authority
[Bergeson Lynn L., 2008]
43. Compostable Packaging
— Greening of the packaging has been done by
reducing from muti-layer to few layers and
replacing the rigid polyethylene film by
sustainable flexible films like polylactic acid that
are degradable, decomposable and renewable
[Lecki, Molly, 2008] .
44. Green Monkey
A Super Premium Brand
— A niche-in-niche organic baby food and packaging company
in New Zealand
— claimed that 100 percent organic is much more reliable than
95 percent organic food.
— The truth of success is
— in the processing of food and
— a highly traceable product with advanced thermal processing
— gives an official 12-months shelf-life with a pouch system for
superior flavour and freshness as an innovator than a manufacturer
[Baker, Glenn, 2010].
46. 8Mix2Segment
Green Marketing Model
— Sustainable marketing and sustainable
advertising of octagonal green marketing mix has
direct effect on LOHAS and indirect effect on
LOVOS consumer segment towards
remanufactured, recycle, reuse and household
composting both greenness and green washing for
green branding.
47. LOHAS ~ LOVOS
— Lifestyles of Health & Sustainability; upscale and well-
educated population segment)
— Lifestyle of Voluntary Simplicity
— LOHAS 17 %; Naturalites (19%), Drifters (19%),
Conventional (26%) and Unconcerned (19%)
[NMI’s 2007 LOHAS consumer segmentation model]
48. The octagonal green marketing mix
— The offering in the form of eco-product (protect & liquidate
environmental damages),
— Price (little higher)
— Place (ecological packaging & regional source),
— Promotion (CP certificate & ISO14000)
— Plus
— Social marketing drivers 4Ps....
49. The octagonal green marketing mix
Social marketing drivers 4Ps....
Publics (external & internal; policy makers and gatekeepers
& approval and implementers),
partnership (associating groups)
policy (change in directives & media advocacy programs)
Purse strings (cost & funding).
50. Green marketing offerings
- products and services
— Organic and locally grown food
— Organic and natural personal care products
— Hybrid and electric cars as well as city bicycles
— Green and sustainable building
— Sustainable or ecotourism
— Energy efficient electronics/appliances
— Socially responsible investing
— Natural household products (paper goods and cleaning products)
— complementary alternative and preventive medicine (Naturopathy, Chinese
medicine, etc.)
— Fair trade products
— Literature in the mind/body/soul, holistic health, and
— New age genres.
[NMI]
51. Propositions
— Green Marketing Mix components has positive direct effect on the LOHAS
consumer segment as a part of both sustainable marketing and sustainable
advertising towards remanufactured, recycle, reuse, and household composting
products
— Green Marketing Mix components has positive indirect effect on the LOVOS
consumer segment as a part of both sustainable marketing and sustainable
advertising towards remanufactured, recycle, reuse, and household composting
products
52.
53. Task Name
Definition phase
Kick off meeting
Establish feasibility
Finalization of work plan
1st pre-test meeting for green marketing
perception measuring scale items
1st Interim report and models
Stage 1 (Measuring Tool selection)
Listing of consumers
Listing of measuring tool for GM perception
Listing of measuring tool for Consumer Segment
LOHAS & LOVOS
Short listing of measuring tool for Green
Marketing [Green Consumer Segment- Green
Branding Value]
Stage 2 (Qualitative assessment of Consumers)
Listing of Green Products/Brands photograph
Listing of Green Service/Brands photograph
Participation and selection of photographs by
Consumers – LOHAS, LOVOS &Other segments
Final report stage 1
Stage 3 - hosting of survey instrument/
questionnaire on surveymonkey.com
Mediation and facilitation in administering and
filling up of questionnaires by consumers - Area
1, 2,3 & 4
Final report stage 2
Stage 4 - Compilation of Data and report writing on stage 2
Editing and coding of data - Area 1, 2, 3 & 4
Final report stage 3
Stage 5 Final Research Project Management
54. Task Name Quarter 1 Quarter 2 Quarter 3 Quarter 4
M M2 M3 M4 M M6 M7 M8 M M10 M11 M12
Definition phase 1 5 9
Kick off meeting
Establish feasibility
Finalization of work plan
1st pre-test meeting for
green marketing
perception measuring
scale items
1st Interim report and
models
Stage 1 (Measuring Tool
selection)
Listing of consumers
Listing of measuring tool
for GM perception
Listing of measuring tool
for Consumer Segment
LOHAS & LOVOS
Short listing of measuring
tool for Green
Marketing [Green
Consumer Segment- Green
Branding Value]
Stage 2 (Qualitative
assessment of Consumers)
Listing of Green
Products/Brands photograph
Listing of Green
Service/Brands photograph
Participation and selection
of photographs by
Consumers – LOHAS,
LOVOS &Other segments
Final report stage 1
Stage 3 - hosting of survey
instrument/
questionnaire on
surveymonkey.com
Mediation and facilitation
in administering and
filling up of questionnaires
by consumers - Area
1, 2,3 & 4
Final report stage 2
Stage 4 - Compilation of
Data and report writing on
stage 2
Editing and coding of
data - Area 1, 2, 3 & 4
Final report stage 3
Stage 5 Final Research
Project Management
55. Stage Colour Code Duration Dependency
0 Green 2Months
1 Blue 3Months Stage 0
2 Purple 3Months Stage 1
3 Red 3Months Stage 2
4 Yellow 4Months Stage 3
5 Light Blue 1Month Stage 4
56. Methodology
— An exploratory qualitative study
— Three pronged approach in the data collection
— Initial stage of research - content analysis for conclusive
evidence -Green identity in the advertising messages in
the media
— The second stage – identifying LOHAS and LOVOS
customers using PET & ZMET
— The third stage – Remanufactured, reuse, recycle
59. Green Products
Green Wood alternatives 1.32 .802
Std.
Product/Service Mean Deviation Eco-tourism travel 1.17 .805
Natural product 1.76 .639 Eco-adventure travel .93 .845
Organic products .93 .775 Hybrid vehicles 1.15 .744
Nutritional products 1.36 .756 Biodiesel fuel 1.11 .779
Health care product 1.33 .751 Car sharing programs .93 .828
Dietary supplements 1.04 .759 Indoor furnishing 1.21 .804
Mind body spirit Outdoor furnishings 1.33 .732
.94 .837
products Organic cleaning supplies 1.11 .832
Home certification 1.01 .831 Compact fluorescent lights .96 .846
Energy Star appliances 1.04 .813 Social change philanthropy 1.19 .781
Sustainable flooring .74 .750 Apparel 1.18 .828
Renewable energy Renewable energy credits 1.01 .813
1.10 .858
systems Green pricing 1.24 .957
60. Pre-Test Results -1
sustainable Remanufactured Reuse Recycle Household
composing
marketing 13.9 16.7 23.6
22.3
Greenness of Yes No No Missing
products 41.7% 19.4% idea 25.3%
15.3%
Use of green 37.5 20.8% 18.1% 23.6%
colour and
false message
misguide me
61. Pre-Test Results -2
Octagonal Mix I II III IV V VI VII VIII IX X
Buy eco-products/green 15.3 11.1 15.3 4.2 6.9 5.6 2.8 1.4 8.3 5.6
products/organic
product
Don’t mind to pay little 5.6 20.8 11.1 4.2 8.3 1.4 2.8 8.3 5.6 8.3
extra price
product sourced from 6.9 9.7 18.1 8.3 11.1 2.8 2.8 5.6 4.2 6.9
local/regional
marketplace
Bio/decomposable 8.3 6.9 9.7 13.9 6.9 11.1 5.6 5.6 4.2 4.2
packaged products 15.3 8.3 6.9 4.2 11.1 5.6 9.7 6.9 4.2 4.2
Eco-
label/mark/certification
Government approved 12.5 12.5 4.2 6.9 9.7 11.1 2.8 2.8 12.5 1.4
seal
Companies associating 12.5 6.9 6.9 12.5 6.9 13.9 2.8 4.2 9.7
environment issues
Don’t buy 8.3 6.9 5.6 9.7 6.9 11.1 5.6 12.5 1.4 8.3
products/brands
reported in the media
negatively
Cost conscious/financing 9.7 15.3 12.5 2.8 4.2 1.4 11.1 - 5.6 13.9
62.
63. Number of consumer durables in the household use * Educational level of Chief Earning person in the family
Crosstabulation
Educational level of Chief Earning person in the family
5th to 9th
std Diploma SSLC/HSC UG/PG Professional Total
Number of consumer 1 Count 1 2 4 2 0 9
durables in the % of Total 1.4% 2.8% 5.6% 2.8% .0% 12.5%
household use 2 Count 0 1 0 0 0 1
% of Total .0% 1.4% .0% .0% .0% 1.4%
3 Count 0 0 3 1 0 4
% of Total .0% .0% 4.2% 1.4% .0% 5.6%
4 Count 1 2 1 3 1 8
% of Total 1.4% 2.8% 1.4% 4.2% 1.4% 11.1%
5 Count 0 1 7 2 1 11
% of Total .0% 1.4% 9.7% 2.8% 1.4% 15.3%
6 Count 1 0 0 7 1 9
% of Total 1.4% .0% .0% 9.7% 1.4% 12.5%
7 Count 0 1 1 3 1 6
% of Total .0% 1.4% 1.4% 4.2% 1.4% 8.3%
8 Count 0 2 4 7 1 14
% of Total .0% 2.8% 5.6% 9.7% 1.4% 19.4%
9 Count 0 1 2 2 2 7
% of Total .0% 1.4% 2.8% 2.8% 2.8% 9.7%
10 Count 0 1 0 1 1 3
% of Total .0% 1.4% .0% 1.4% 1.4% 4.2%
Total Count 3 11 22 28 8 72
% of Total 4.2% 15.3% 30.6% 38.9% 11.1% 100.0%
69. Green Marketing Texts
— “Esty and Winston’s Green to Gold
— Ottman’s Green Marketing.
— Mintu and Lozada (1993) trace the greening of marketing
education back to the 1970s
— Bridges and Wilhelm (2008) added an invaluable reference for the
course.
— Other prime sources for lecturing on specific topics included
Fuller (1999) and edited volumes by Charter and Polonsky (1999)
and Galea (2004).”
70. Course Content
Green Marketing Management
— Environmental Marketing
— Ecological Marketing
— Green Marketing
— Sustainable Marketing
— Sustainable Advertising
— Responsible Consumer
— Greening Tools and Techniques
— Research Methods for Green Marketing review
— Green Marketing Myopia
71. Syllabus – Green Marketing
— Unit – I Introduction to Green Marketing
— Unit – II Sustainable Marketing
— Unit – III Green Product, Green Brands and Green
Pricing
— Unit – IV Greening of Merchandise and
Environmental message
— Unit –V Greenwashing and Green consumers
72. Assignments
— Short assignment comparing pricing of two brands or
versions (one “regular” one “green”) of the same product
category (of the student’s choosing) - Green alternative
— Longer projects included the semester-long (which included
clothing, cosmetics and sports stadiums, among others), and
an analysis of an advertising campaign for a “green” product,
service, or idea.
73. Consulting Green Marketing
— The household composting by natural mill
— Conserving water in cleaning clothing
— Consumer education in resource utilization
— The vegetarian and non-vegetarian centred green marketing
— Chemicals preservatives
— The packaging materials in its proportion of multiple layers
74. Consulting Green Marketing
— The degree of greenness to 100 percent is again a criterion in
the food items especially to make consumers hassle free.
— Green branding and green advertising
— Bureau of Indian Standards [BIS] extends its support to
standardisation and labelling
75. Consulting Green Marketing
— Green brand building with greenness identity and image.
— Green rank survey
— Green brand ranking
— Green score for companies and green certification
76. Consulting Green Marketing
— Biodegradable & Compostable
— Fair Trade
— Renewable Energy
— Organic
— Wood and Paper Products
— Energy Efficiency
— The reasonable cost for the green seal
77. Conclusion
— Green marketing is a form of niche marketing
— In fact a niche-in-niche marketing
— For greenness and organic food market
78. Conclusion
— It is also considered by almost all corporate either in the
form of sense and simple orientation of greening or in the
form of greenwashing
79. Conclusion
— The emerging market segments in the value of health,
sustainability, simplicity etc. are an attraction for value and
business performance.
— Sustainability marketing and sustainability advertising raise
responsible consumers on one side and users of
remanufactured, reuse and recycled products on the other
side.
80. Conclusion
— The uses of household composting natural mills have gained
importance and its acceptance in the market is noticed.
— The need for consumer research in the lines of 8GM-
Mix2Segment Green Marketing
— Need for consumer education and
— Consulting is the take away from green marketing initiatives
81. Green Marketing - Lyric
LOHAS,LOVOS Consumers Green seal, green label voluntary
hit Octagonal Green Marketing Mix green label mandatory gain green confidence
protect/liquidate environmental damage green index green score green reputation
best-packaging for little high price Natural Nutritional dietary mind body spirit
organic with marking(promoting) green seals Energy star Wood alternatives (Green building)
approvals associating group prevent media advocacy Ecotourism travel, Ecotourism adventure, hybrid
its the purse string energy
Green marketing is ecological gain car sharing, Natural lifestyle for organic, renewable
Green marketing is environment gain energy
Greenwashing drain Green marketing Green pricing for responsible consumer
Green marketing gain greenness green education, green certification
Remanufacture gain greenness Green marketing is sustainable development
Reuse gain greenness Green brands is everything
Recycle gain greenness Green branding is everywhere
Green brand is everything LOHAS,LOVOS Consumers
Green branding is everywhere hit Octagonal Green Marketing Mix
protect/liquidate environmental damage