Eco-Friendly Marketing: The Market Potential For Sustainably Managed Wooden Products - Home & Office Furniture, In Indian Scenario
Keywords:
Green Marketing, Forest Sustainability, Marketing Planning, Timber Markets, Marketing Research, Ethics, Environment-friendly, Wooden Products, FurnitureAbstract
ABSTRACT
The purpose of this paper is to study the possibility of promoting wooden furniture for houses and offices, coming from sustainable managed forests, in order to support Indian enterprises and the Institutions of the Indian wooden furniture for houses and offices involved by applying effective green marketing methods. This research design is based on a prototype structured questionnaire, according to objective of the research, 55 responses were collected from Indian wooden furniture stores for houses and offices, enterprises in 2012. The questionnaires were analyzed with the statistical program SPSS, using descriptive statistics and correlation analysis. The main aim was the investigation of use, knowledge and promotion of wooden furniture for houses and offices that emanates from forests that are under sustainable management, and thus planning the green marketing of these products. The Indian enterprises of the wooden furniture for houses and offices expressed a great concern for the protection of forests. Majority strongly supports the certification of a sustainable management of Indian forests. The enterprises believe that the movement of green buildings moves with a slow pace and forecast that eco consumers are prone to offer an additional of around 6% on price in order to buy wooden furniture for houses and offices. A high percent of most Institutions of Education promote that they use wooden furniture for houses, hostels and offices, and propose their image building through newspapers, magazines, Internet portals, websites, etc of high approach. This research study discusses reflections and forecasts on the growth of this new market of wooden furniture for houses and offices. It offers valuable insights on the market of wooden furniture for houses and offices, and also future developments in the coming years, which can support both enterprises and the institutions involved in strategy forming and decision making, to surmount an important share of the market of eco consumers. The study also proposes an effective method of eco marketing applications.
References
Abdul Wahid, N., Rahbar, E., and Shyan, T.S. "Factors Influencing the Green Purchase Behavior of Penang Environmental Volunteer", International Business Management, Volume 5, Number 1, Pages 38-49,
Alwitt, L.F. and Pitts, R.E., "Predicting Purchase Intentions for an Environmentally Sensitive Product", Journal of Consumer Psychology, Volume 5, Number 1, Pages 49-64, 1996.
American Marketing Association. www.Marketingpower.com Arbuthrnot, J. and Lingg, S., "A Comparison of French and American Environmental Behaviors, Knowledge, and Attitudes", International Journal of Psychology, Volume 10, Pages 275-281, 1975.
Chen, Yu-Shan., "The Positive Effect of Green Intellectual Capitol on Competitive Advantages of Firms", Journal of Business Ethics, Volume 77, Number 3, Pages 271-286, 2008. Choen, M. R., "Environmental Information versus Environmental Attitudes", Journal of Environmental Education, Volume 3, Number 2, Pages 5-8, 1973.
D'souza, Clare., Mehdi, Taghian., Peter, Lamb., and Roman, Peretiatko. "Green Decisions: Demographic and Consumer Understanding of Environmental Labels", International Journal of Consumer Studies, Volume 31, Number 4, Pages 371-376, 2007.Environmental Leader, LOHAS Forum Attracts Fortune 500 Companies, June 22, accessed August 29, 2011; www.environmentalleader.com/2009/06/22/greenforum
attracts-fortune-500- companies/
Ewing, G., "Altruistic, Egoistic, and Normative Effects on Curbside Recycling", Environment and Behavior, Volume 33, Number 6, Pages 737- 764, 2001.
Fitzpatrick, T.B.JR. and Byers, E., "The New Greening of America", Strategic Publications Series, Number 202, Cambridge, M.A: Cambridge Reports/ Research International, 1990.
Gurau, C. and Ranchhod, A., "International Green Marketing: a Comparative Study of British and Romanian Firms", International Marketing Review, Volume 22, Number 5, Pages 574-561, 2005.
Hanas, J., A world gone green: environmental awareness has not only yipped in the media; it's hit corporate boardrooms as well, Advertising Age, 8 June, 2007; www.adage.com/ecomarketing/article?article id=117113
Hartman, P., Kuitunen, M. and Tynys, S., "Green Value Added", Marketing Intelligence and Planning, Volume 24, Number 7, Pages 673-680, 2006. 11. Haytko, Diana L. and Matulich, Erika., "Green Advertising and
Environmentally Responsible Consumer Behavior: Linkages Examined", Journal of Management and Marketing Research, Volume 7, Number 1, Pages 2-11, 2008.
Hoyer, W. D. and Mac Innis, D., Consumer Behavior, Houghton Miffin, Boston, MA.F, 2004. Datta, Sarjo K., "Pro-environmental Concern Influencing Green Buying: A study on Indian Consumers", International Journal of Business and Management, Volume 6, Number 6, Pages 124-
, 2011.
Johri, L.M. and Sahasakmontri, K., "Green Marketing of cosmetics and Toiletries in Thailand", Journal of Consumer Marketing, Volume 15, Number 3, Pages 265-281, 1998.
Kilbourne, William E., "Green Marketing: A Theoretical Perspective", Journal of Marketing Management, Volume 14, Pages 641-655, 1998. 15. King, S., "Has marketing failed, or was it never really tried?", Journal of Marketing, Volume 1, Pages 119, 1985. Kotchen, M. and Reiling, S., "Environmental Attitudes, Motivations and Contingent Valuation of Nonuse Values: a Case Study Involving Endangered Species", Ecological Economics, Volume 32, Number 1, Pages 93-107, 2000.
Kotler, Philip., "Reinventing Marketing to Manage the Environmental Imperative", Journal of Marketing, Volume 75, Pages 132-135, 2011. 17. LaPier, Richard T., "Attitudes and Actions", Social Forces, Volume 13, Pages 230-237, 1934.
Lee, Kaman., "Opportunities for Green Marketing: Young Consumer", Marketing Intelligence and Planning, Volume 26, Number 6, Pages 573- 586, 2008.
Lee, Kaman., "Gender Differences in Hong Kong Adolescent Consumers' Green Purchasing Behavior", Journal of Consumer Marketing, Volume 26, Number 2, Pages 87-96, 2009. Ling, Li Y., "Effect of Collectivist Orientation and Ecological Attitude on Actual Environmental: the Moderating Role of Consumer Demographics and Product Involvement", Journal of International Consumer Marketing, Volume 9, Number 4, Pages 31-35, 1997. Masri, Rania. "Environmental Challenges in Indian". In Jabbra, J.G. and Jabbra,N.W. (Eds.), Challenging Environmental Issues: Middle Eastern Perspective, Pages 73-114, Linden, New York, Koln: Brill, 1997.
Mostafa, M.M., "Gender Differences in Egyptian Consumer's Green Purchase Behavior: the Effects of Environmental Knowledge, Concern and Attitude", International Journal of Consumer Studies, Volume 31 Number 3, Pages 220-229, 2007.
Ottman, J. A., Next generation green marketing: beyond billboards, J. Ottman Consulting, Inc, 2007; www.greenmarketing.com/articles/next generation slm2.pdf,
Ottman, J. A., Stafford, E .R., and Hartman, C. L., "Avoiding Green marketing Myopia : Ways to Improve Consumer Appeal for Environmentally Preferable Products", Environment, Volume 48, Number 5, Pages 22-36, 2006. Peattie, K. and Crane, A., "Green Marketing Legend, Myth, Farce or Prophesy?", Qualitative Market Research: An International Journal, Volume 8, Number 4, 357-370, 2005.
Pickett-Backer, J. and Ozaki, R., "Pro-environmental Products: Marketing Influence on Consumer Purchase Decision". Journal of Consumer Marketing, Volume 25, Number 6, Pages 281-293, 2008.
Roberts, J. A. and Bacon, D. R., "Exploring the Subtle Relationship between Environmental Concern and Ecologically Conscious Consumer Behavior", Journal of Business Research, Volume 40, Pages 79-89, 1997.
Schrum, L. j., McCarty, J.A., and Lowrey, T.M., "Buyer Characteristics of the Green Consumer and Their Implications for Advertising Tool", Journal of Advertising, Volume 24, Number 2, Pages 71-81, 1995.
Scultz, P., "New Environmental Theories: Empathizing with Nature: The Effects of Perspective Taking on Concern for Environmental Issues", Volume 56, Number 3, Pages 391-406, 2000.Scott, Walter. G., An Introduction to Sustainable Marketing, in EticaPubblica, Finanza, Globalizzazione. Milan: Medusa, 2005.Smith, Toby., The Myth of Green Marketing: Tending Our Goats at the Edge of Apocalypse, University of Toronto Press, Toronto, 1998.
Straughan, Ruber D. and James. Roberts A., "Environmental Segmentation Alternatives: a Look at Green Consumer's Behavior in the New Millennium", Journal of Consumer Marketing, Volume 16, Number 6, Pages 558-575, 1999.
Strong, C., "Features Contributing to the Growth of Ethical Consumerism: a Preliminary Investigation, Marketing Intelligence and Planning, Volume 14, Number 5, Pages 5-13, 1996.
Van Liere, K. and Dunlap, R., "The Social Bases of Environmental Concern: A review of Hypotheses, Explanations and Empirical Evidence". Public Opinion Quarterly., Volume 44, Number 2, Pages 181-197, 1980.Vermillion, Leslie J. and Peart, J., "Green Marketing: Making Sense of the Situation", Proceeding of the Academy of Marketing Studies, Volume 15, Number 1, Pages 68-72, 2010. Wicker, A., "Attitudes vs. Action: The Relationship between Verbal and Covert Behavior Responses to Attitude Objects", Journal of Social Issues, Volume 25, Pages 41-78, 1971.Wong, V., Turner, W., and Stoneman, P., "Marketing Strategies and Market Prospects for Environmentally Friendly Consumer Products", British Journal of Management, Volume 7, Number 3, Pages 263-281, 1996.Yeung, Stephen., "Teaching Approaches in Geography and Student's Environmental Attitudes", The Environmentalist, Volume 24, Number2, Pages 101-117, 2004.
Yuhong, T. and Shaoping, J., "Research on the Combinatorial Innovation of Word-of-mouth Spreading Marketing Based on the perspective of Green Marketing", International Conference of Future Information Technology and Management Engineering , Volume 2, Pages 538-541, 2010.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Trinity Journal of Management, IT & Media (TJMITM)
This work is licensed under a Creative Commons Attribution 4.0 International License.
