From Concern to Consumption Influencing the Purchase Behavior of Green Consumers

In: Business and Management

Submitted By junpang
Words 1148
Pages 5
From concern to consumption
Influencing the purchase behavior of green consumers

ndustrial pollution is widely blamed for many environmental problems. Awareness of such issues has risen dramatically over recent years. As a result, concern for the environment now occupies a prominent place in public consciousness. Most business organizations realize this and fully accept the need to conduct their affairs in a socially responsible manner. Environmental welfare is a major part of this obligation. Compliance is a must.

I

Opportunity knocks
But demand for green solutions also presents firms with a rich source of opportunity. Smart operators will be alert to this. Developing products that benefit rather than harm the environment can prove a highly lucrative exercise. An ability to create such products is not sufficient though. Companies need to get the message across too. Knowledge about product eco-friendliness remains limited among many consumer groups, making it vital that firms and marketers provide information which is accurate and reliable. Anything short of this increases consumer skepticism and damages trust. The prospect of purchase would then seem a million miles away. Is product greenness enough to tempt the consumer? Invariably not. In fact, the environmental performance of their purchase is often way down the list of priorities. People still attach greater merit to such as value for money, quality and performance reliability. Few are prepared to compromise. There’s nothing wrong with marketers placing strong emphasis on the green qualities of their merchandise. However, those who ignore other important attributes do so at their peril. The key is getting the balance right. Persuading individuals to ditch their customary behavior and buy green is a challenging task. Less scrupulous companies don’t aid the cause. Such operators are prone to make exaggerated…...

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