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Investigating the ‘Greenness’ of Young Consumers

A Study on the Influence of Environmental Concern, Exposure to Green Marketing and Green Scepticism on Green Purchase Decisions

Written by D. Julia, M. Natasha & N. Elina

Paper category

Bachelor Thesis


Business Administration>Communication & Media




Bachelorarbeit: Green marketing The rise of environmental issues and consumers' demand for environmental awareness have led to an increase in the use of green marketing. In the early stages, green marketing was used to attract attention to more environmentally friendly products, but its purpose has now been transformed into a more socially responsible behavior (Awad, 2011). Nevertheless, the company continues to increase its efforts to target green consumers (Mishra & Sharma, 2014). Green advertising continues to increase substantially; by 2011, its presence has tripled in three years, and it has increased tenfold compared to the previous two decades (Delmas & Burbano, 2011). Groening, Sarkis, and Zhu (2018) defined green marketing as "... an action aimed at all consumers, and includes a wide range of marketing activities (including plans, processes, production, promotion, and personnel), aimed at showing the company’s products The goal of minimizing the impact of services and services on the environment" (p. 1850). Although green marketing does have the general characteristics of advertising: informing, selling and persuading, people believe that the main goal of green marketing is to create awareness, curiosity and interest in green brands and products (Finisterra do Paço & Reis 2012; Maheshwari, 2014; Raba and Wahid, 2011). Rahbar and Wahid (2011) and Maheshwari (2014) pointed out that with a broad understanding of the environment and green products, consumers can make more informed purchasing decisions. In addition, Akehurst et al. (2012) claimed that future green marketing communications should come from emphasizing the green characteristics of products, rather than educating consumers on general environmental issues. Kumar and Ghodeswar (2015) also consider the importance of considering the environmental issues of green consumers themselves in relation to the green marketing efforts being implemented in order to clearly highlight their benefits and encourage green buying decisions. Pranee (2010) has previously demonstrated the need for transparency and authenticity in environmental declarations because they are derived from sustainability policies and government regulations. In a study conducted by Pickett-Baker and Ozaki (2008), green marketing did not show strong participation in green products. On the contrary, consumers claimed that the marketing of green products did not make them feel involved. Even if consumers who can be classified as "green" are more open to the exposure of green marketing, they must be cautious not to oversell and use information that may confuse consumers and make them suspicious (Finisterra do Paço & Reis, 2012) ). 2.2.1 Greenwashing Greenwashing can be understood as misleading and deceptive marketing with false and vague environmental statements, used to attract more customers and gain a competitive advantage (Carlson, Grove and Kanun, 1993). It has been found that it has a negative impact on consumers' trust in the brand, so the brand's environmental protection efforts are becoming more and more suspicious (Raska & Shaw, 2012). The extensive use of green bleaching in marketing makes it difficult for consumers to make educated and informed green buying decisions (Zhang, Li, Cao, and Huang, 2018). Raska and Shaw (2012) found that although green bleaching increases green suspicion, in the long run, it may also harm consumers' personal attempts to become more environmentally friendly and responsible in their daily lives. 2.3 Green suspects that the current increase in green marketing has caused consumers to confuse some statements in advertising (Elhajjar and Dekhili, 2015). The use of terms such as "environmentally friendly" and "biodegradable" that have no agreed meanings has led to this confusion. Therefore, consumers' struggle to discover the “environmental truth” leads them to doubt green marketing (Finisterra do Paço & Reis, 2012). Green skepticism is considered to be a phenomenon in which consumers are skeptical of green products, and it has been found to be negatively correlated with green purchase decisions (Leonidou & Skarmeas, 2017). The possible suspicion of green advertising can be seen as a performance of avoiding risks when buying green products. In addition, it can be argued that there is a correlation between consumers' loss of confidence in environmental claims made by companies and consumers' purchasing decisions and general environmental behaviors (Laroche et al., 2001). In addition, Ottman, Stafford, and Hartman (2006) concluded that consumers’ increased suspicion of green may be due to their inability to verify the environmental and consumer value of green products. Some researchers have previously labeled skepticism as a characteristic of a person (Skarmeas & Leonidou, 2013), while others regard it more as a consumer state that may be affected by circumstances and external factors, not just It is the consumer's own personal traits (Patel, Gadhavi and Shukla, 2017). Therefore, it is difficult to determine the general perception that consumers are skeptical of green marketing. Finisterra do Paço and Reis (2012) believe that the way consumers respond to green products may vary depending on the current environment and circumstances. Albayrak, Aksoy, and Caber (2013) stated that skepticism has been found to have a negative impact on the advertisements they see. When consumers are skeptical of the company's environmental claims. Read Less