Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius

Abstract

Purpose -The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available. Design/methodology/approach -This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis. Findings -The findings provide some interesting clues regarding customers' perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental-friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers' purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco-labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius. Practical implications -The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers. Originality/value -Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs

“…This implies that there needs to be greater education on environmental matters. The results were in line with the findings of Juwaheer et al (2012) who found a fairly positive correlation between customers' preference for green advertisements and their green purchase intentions.…”

“…Providing consumers with evidence of tangible benefits of eco-friendly FMCGs should go a long way in terms of gaining their trust. This confirms the findings of Juwaheer et al (2012) who argue that marketers need to ensure the effectiveness of green advertising in order to encourage customers' greener purchasing patterns by ensuring that the information in the green advertisements is accurate. Once green products are not perceived to cater to a niche and are instead targeted at the mainstream and viewed as the "new normal," manufacturers will be able to secure a larger market share (Rettie, Burchell, & Barnham, 2014).…”

Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products

“…This has led them to act conscientiously and buy goods which cause no harm to the environment (Elahi and Yaghoubi, 2012). In other words, environmental issues and preserving the environment are among the criteria that people consider when purchasing goods and services (Juwaheer et al, 2012). As it has been shown in many studies, consumers are willing to pay more for green products (Newton et al, 1981).…”

“…Besides, increased temperature has direct impact on purchase intention, but it does not affect the attitude to brand purchasing. Juwaheer et al (2012) analyzed the impact of green marketing strategies on consumers purchasing pattern. Research findings indicated that in this regard environmental concerns of consumers are high.…”

“…This change in consumer behavior has helped the beginning of green revolution meant to avoid further harm to the environment (Juwaheer et al, 2012). Thus, the issue of preserving our environment has caused consumers to rethink their choice of products and for the protection of the environment, many consumers are ready to pay higher prices for products that comply with environmental standards (Newton et al, 2015).…”