<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

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

SRM University, Chennai Tamil, Nadu, India

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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...

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

Published Online: Apr 30, 2016

Page range: 355 - 370

DOI: https://doi.org/10.1515/mmcks-2016-0002

Keywords
marketing mix, eco-friendly variant, non-purchasers, eco-friendly products, green marketing, eco-friendly personal care and home care products

© 2016 Senthil Nathan Chockalingam et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Apr 30, 2016

Page range: 355 - 370

DOI: https://doi.org/10.1515/mmcks-2016-0002

Keywordsmarketing mix, eco-friendly variant, non-purchasers, eco-friendly products, green marketing, eco-friendly personal care and home care products

© 2016 Senthil Nathan Chockalingam et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing mix, eco-friendly variant, non-purchasers, eco-friendly products, green marketing, eco-friendly personal care and home care products