Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

Chockalingam Senthil Nathan () and Isreal Densingh Joshua
Additional contact information
Chockalingam Senthil Nathan: SRM University, Chennai Tamil, Nadu, India
Isreal Densingh Joshua: SRM University, Chennai Tamil, Nadu, India

Management & Marketing, 2016, vol. 11, issue 1, 355-370

Abstract: The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.

Keywords: marketing mix; eco-friendly variant; non-purchasers; eco-friendly products; green marketing; eco-friendly personal care and home care products (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/mmcks-2016-0002 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:11:y:2016:i:1:p:355-370:n:2

DOI: 10.1515/mmcks-2016-0002

Access Statistics for this article

Management & Marketing is currently edited by Alina Mihaela Dima

More articles in Management & Marketing from Sciendo
Bibliographic data for series maintained by Peter Golla ().