Consumer's perception of green marketing strategies.

Abstract

This study aims to investigate consumer’s perception of the various green marketing strategies adopted by companies and their perception of the ecological image of the company. The green marketing strategies identified are green innovation, greening and green alliance. This quantitative study uses a deductive research approach to test the relationship between the variables. Using self-administered online surveys, our data collection was done through quota sampling. A total of 386 respondents were surveyed of which responses by 362 were used as they were ensured to be reliable and valid.

Our findings showed that consumer’s perception of green product innovation strategy and green alliance strategy are positively correlated to their perception of the ecological image of the company whereas consumer’s perception of greening of organizational process is negatively correlated. Consumer’s perception of green product innovation strategy contributes the maximum to the prediction of consumer’s perception of the ecological image of the company. Furthermore, there is a strong influence of the positive ecological image of the company on consumer’s ecological behavioral intention.

This research can prove useful to various companies across industries in the implementation of green strategies. Limitations of this study include time constraints and non-response error. Further researches can improve on such limitations to obtain a better understanding of the entire phenomenon.