The Effect of Green Marketing on Lebanese Consumer Behavior in Retail Market (Published)
Green marketing is appreciated for being the marketing of products that are presumed to be environmentally safe. This new concept which aims to modify and improve the behavior of consumers is widely discussed these days with a primary purpose of environmental protection. The intention of this study was to investigate the relationship between consumer’s behavior and the associated environmental problems and green marketing challenges. Data analysis produced from a consumer survey in Lebanon testing the socio demographic and the external factors affecting the customer behavior, demonstrated a high level of awareness toward the importance of protecting the environment and its resources, additionally, it showed a great responsibility from the part of the Lebanese consumers who expressed their willingness to behave in a responsible manner through their involvement in ecological actions.
Keywords: Green Marketing, Lebanese consumer behavior, Retail market
GREEN MARKETING AND ITS IMPACT (Published)
Green marketing, also known as Environmental marketing or Ecological marketing, includes all the marketing activities of the firm, starting from conceiving the product idea to the actual sale of the product, which are designed with the objective to either create a positive impact or reduce the negative impact of its products on the environment. This is done in order to cash in on growing customers’ concern about environmental degradation. Simply stated, green marketing sells the idea of relatively superior environmental characteristics of a company’s product and service offerings.
Keywords: Competitive Advantage, Green Marketing, Social Responsibility
Investors Behaviour towards Green Marketing (Environmental Friendly) Activities of Firms in Pakistan (Published)
This paper aims to find that whether investors’ demographics have an impact on their investment preferences? Also whether Pakistani investor’s green marketing preferences have an impact on their company related preferences. Factor Analysis, AHP, ANOVA and Regression analysis are applied. The findings suggest that Green marketing practices are becoming one of the most important parts of businesses all over the world. Same is the case with businesses in Pakistan. Like all other practices, green marketing practices also need to incur cost to be performed. Thus companies have to justify these costs with its returns. One of the major groups of stakeholders’ is the investors of company, whose primary focus is upon the financial gains and losses of business. In most of the countries, investors are optimistic about green marketing practices and they respond positively for such practices. Results show that investors’ investment preferences vary with their varying demographics. Green marketing concerns become more important when they become more educated and when they grow old. It is also found that investors who prefer green concerns not only prefer firm’s image and its environmental performance but they also give importance to the financial performance of the company. Pakistani investors are dedicated towards their environment and they prefer to invest in those companies that are environmental friendly.
Keywords: Company Related Preferences, Demographics, Green Marketing, Investors