Understanding the Consumer’s Green Behavior and Attitude

Green marketing communications starts with strategy such as a value proposition. It also supports the unique organizational value with the messaging, outreach and processing feedback from the field. By doing those things business can build connections and better relationships in the market place.

When businesses see how their selling power is an opportunity to make an impact of environment to the consumer, companies do good initiatives. Companies use environment as makeup by name. By that consumers will think that every product which contains environment information is totally a green product. However, positively impacting the environment is not the only dynamic. Consumers purchase decision and understanding is most important.

Consumer behavior is an action that direct involved to get things, consumptions and to use those things. Consumers prefer environment friendly products over other kind of products. And there were times that they are ready to pay a little extra money just for such green products. According to data analysis green behavior is based on the characteristic of consumers, social factors and psychological factors. This represents the decision of someone to buy, habit and recycle the goods which are not used. Most people are buying goods without putting green as consideration.

As the times goes by many green products has been released by the market which make the consumers confuse. For the reason of that, researcher released a study to enlighten the people. Green is identified by three attributes. These are green, environmentally sustainable and eco-friendly. As defined, green product is perceived merely as marketing jargon. Green is used to promote positive environmental images of the production source. An example of this is eco-labeled. On the other hand, environmentally sustainable according to the paper is a location specific term and those environmental issues were important only in communities where there are environmental problems. While eco-friendly is not environmentally harmful. Product is eco-friendly products or products that in their planning and process which have less impact to the environment, even in production process, distribution and consumption.

By allowing consumers to see and be a part of how brands can go beyond the products, companies are having more chance. When consumers meet the products at purchasing point of consumption they have the opportunity to have an awareness regarding the product.