Environmental Marketing Awareness and Consumer Purchase Behaviour: A Survey of Food and Beverage Products in Nigeria

Literature Review: Concept Of Green Marketing

A “Green” business activity (green marketing) can be seen as any business endeavor that is done in a way so that it has either constrained negative environmental influence or it directly influence the natural environment in some manner. The main aim of environmental marketing is to “meet the needs of the present without compromising the capability of future generations to meet their needs”. Green marketing is the marketing of products that are presumed to be environmentally safe; it involves development and promotion of products and services that satisfy customer’s desire and need for quality, performance, affordable pricing and convenience, without having a detrimental input on the environment. Chartterjee (2009) conceptualises green marketing as a holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfil stakeholder needs, for a reasonable reward, that does not adversely affect human or natural environmental well-being. Polonsky (1994) asserts that green marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Green marketing can be defined as the effort by a company to design, promote, price and distribute products in a manner which promotes environmental protection (Polansky, 2011). Green marketing is very essential for the sustainability of an organization these days (Unruh & Ettenson, 2010).