Green Marketing yields a significant change in Brand Attitude
Introduction
What is “green” marketing? Philip
Kotler defines marketing as a process of managerial and social nature, through
which individuals, or groups of persons, they obtain what they need or they
want, creating and changing with others products or value. Starting from this
definition, the class “green” assigned to marketing will mean a range of new
possibilities. To have positive circumstances, “green” can have simultaneously
more usages across the industy: ecologic, sustainable, humanitarian, equitable,
non-profit, natural, environment protection/preservation and importance of
green marketing is imposed by itself, because it can efficiently alter the
cycle content and processes based on ecology and information, especially at
technologies and applications level.
This potential contribution
places ecologic marketing in a wide array of activities designed to stop
environment degradation, to improve the life and to preserve the nature and
existence quality on Earth, which to endow the next generations. Since then,
marketeers and consumer scientists have been giving green marketing an upper
edge at all marketing activities so that they can spark the right attitude
towards their brands.
The following research paper is a
formal study on the following paper “Green Claims and Message Frames: How Green
New Products Change Brand Attitude” by Mitchell C. Olsen, Rebecca J.
Slotegraaf, & Sandeep R. Chandukala as a primary part of the Business
Research Method course (BUS 485) at Independent University Bangladesh.
Keywords: change in brand attitude, green products,
innovation, message framing, source credibility
Problem Statement
Major population of Bangladesh
believes that green marketing refers only to the promotion or advertising of
products with their environmental characteristics. Generally Sulphur Free,
Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some
of the terms consumers most often associate with green marketing.
In Bangladesh Due to lack of
statistics it is difficult to find any precise data about the impact of green
marketing concepts. However the fact is due to uneducated population in
Bangladesh most of the people in our country are not aware of the benefit of
using green products and also as because most of the time green products has an
additional cost of production in manufacturing, the price of green products is
usually a bit higher and therefore being a country with a poor population very
less people are actually willing to buy green products in Bangladesh. But
however the peoples are slowly realizing the importance of protecting the
environment and the government of Bangladesh is also slowly creating more
regulations regarding environmental protection and encouraging the peoples to
use green products. Recently the government is providing interest free loan to
local poor farmers and consumers to buy and use solar panels and other green
products. At present the government is very good initiative to make peoples
understand the usefulness of using green products and the people are slowly
understanding the impact of it. And therefore in the project we will try to
find out how green marketing concepts like New green product introduction,
Message Framing (Quantity), Message Framing (Valence),Product Type
(Virtue/Vice) Source Credibility (Environment Legitimacy), Green Source
Credibility (Brand Longevity) is currently creating an effect in the attitude
of the Brand in consumers mind.
In general green marketing is a
much broader concept, one that can be applied to consumer goods, industrial
goods and even services. According to the American Marketing Association, green
marketing is the marketing of those products that are presumed to be
environmentally safe. Green marketing is steadily growing in the recent years.
It is also known as environmental marketing and sustainable marketing, and
organic marketing. It is marketing of products that are said to be environmentally
safe. This includes many activities like variation or changes in Product,
Transforming in the Manufacturing process, Using recycled Materials, boards or
papers for packaging and different types of advertising. People are now getting
more aware about the damages that the chemicals and the industrial gases are
causing to the environment, this disturbs the natural balance. We are now using
such products that are free from chemicals, fertilizers and use natural manure
to increase the food production or preservation. That will increase the life of
the food. We are now looking and using those products that are eco friendly and
companies are also doing their best by adopting green production process. Such
products or services may be eco-friendly. It is produced and packaged in an
environmentally friendly manner.
Overall, our formal study centers
on four main questions: (1) How does the introduction of green new products
change brand attitude? (2) How do quantity and valence of green message frames
influence the relationship between GNPIs and change in brand attitude? (3) How
does source credibility moderate the relationship between GNPIs and change in
brand attitude? and (4) How does product type moderate these relationships? To
address these questions, we also incorporate into our framework brand identity–
related antecedents that we anticipate may influence a brand’s introduction of
green new products.
Green Marketing refers to the
marketing concept where the production, marketing consumption and disposal of
products and services happen in a manner that has less detrimental impact to
the environment. Consumers are more aware about the implications of global
warming, non-biodegradable solid waste, harmful impact of pollutants, etc. Both
marketers and consumers are becoming increasingly sensitive to the need for
switch into green products and services. The concept advocates the philosophy
that businesses must develop products and marketing strategies that not only
address the needs of the consumers but also safeguard the long-term interests
of the consumers as well as those of society. The green movement holds that it
is a part of the responsibility of
business organizations to ensure that they conduct their activities such
that they do minimum harm to the environment. While the shift to
"green" may appear to be expensive in the short term, it will
definitely prove to be indispensable and advantageous cost-wise too, in the
long run. This second point is important, for human consumption by its very
nature is destructive to the natural environment. So green marketing should
look at minimizing environmental harm, not necessarily eliminating it. The
obvious assumption of green marketing is that potential consumers will view a
product or services.
The negative consequences on the
environment due to companies’ and human activities have led companies to
develop eco-friendly products. The consumption of eco-friendly products and
consumers’ attitudes towards these products has led to the development of the
green marketing mix “which preserves environmental resources and at the same
time deliver value added products and services” (Datta and Ishaswini, 2011, p.
126).
Green marketing term appeared at
the end of the 1980’s. This concept has been defined by many researchers such
as Stanton and Futrell (1987), Mintu and Lozanda (1993) and Polanski (1994), (cited
in Ghost, 2010, p.83) in a broad sense it is the marketing activities which
makes possible the exchanges to satisfy consumer needs and wants by minimizing
the impact of these activities on the physical environment. According to Chen
and Chai (2010, p. 29) green marketing is defined as the activities accepted by
companies concerned about environmental problems or green problems, by
delivering the environmental sound goods and services to satisfy the society
and customers. Welford (2000, cited in Chen and Chai, 2010, p.29-30) defined
green marketing as “the process of management responsible for identifying,
anticipating and satisfying the requirements of customers and society in a
profitable and sustainable way”. Green marketing-mix elements and eco-friendly
products are designed and developed in such away that has minimum harmful
impact for the environment and can satisfy the human wants which are unlimited
with the help of natural resources .(Chitra 2007, p. 174). With the emergence
of large number of environment problem, all over the world
like Growing population, Depletion of ozone layer, Global warming,
Exhaustion of natural resources are threatening the Future of human beings.
There is a severe need to preserve and protect our planet. As we all know that
resources are limited and human wants are unlimited, for achieving the
organization’s objectives it is important for the companies to utilize the
resources in very effective without any wastage. Both the companies and
consumers are nowadays focusing on eco-friendly products and develop the
concept of Green marketing which are also known as green services and products.
There is growing interest among
the consumers in the whole world regarding protection of environment and are
changing their behavior, As a result of this green marketing products and
services has emerged and have growing market for sustainable and eco-friendly
products and services. Thus, the consumers are aware about the protection of
environment in which they live and want to gift a clean earth to their off
springs or coming generations. This rapidly results in the consumer behavior
change which comes from the green movement towards the sustainability of the
environment products, if consumers are willing to pay for green products, and then
it will replace the traditional products, considering the environment benefits;
it creates a fresh market for renewable products. Since environment protection
is at their boom it may help to emerge green marketing as a successful tool in
the market.
Purpose of the study
The purpose of the study involves ingredients through a
post-facto research where we focused on the key variables of the paper titled ‘Green
Claims and Message Frames: How Green New Products Change Brand Attitude’ as we
prepared a questionnaire based on the various independent variables in
relationship with the dependent variable and perform various statistical
analysis through SPSS software relating the dataset obtained from the
questionnaire.
The ultimate objective was to highlight as to how the
research participants answered these questions in compliance to our meticulous
research design over a very short period of time and explain our findings
through this short paper that Brand attitude does change with the introduction
of Green Products via green marketing.
Change in Brand attitude due to Perceived
Quality
Brand attitude significantly
changes with the customer’s perception of that particular brand. The Level of
brand perceived quality, based on an 5-point scale (1=Strongly disagree,
2=Disagree, 3=Neither agree, nor disagree, 4= Agree and 5= Strongly Agree.)
Change in Brand attitude with Trust
Trust factors played an important
role on the customer’s attitude towards a brand on the following 5-point scale
(1=Strongly disagree, 2=Disagree, 3=Neither agree, nor disagree, 4= Agree and
5= Strongly Agree.)
Change in Brand attitude with
Purchase consideration.
Purchase decision is the vital
touchpoint of any product or service in green marketing significantly played an
important role in the change of brand attitude on the customer’s end on a 5-point
scale (1=Strongly disagree, 2=Disagree, 3=Neither agree, nor disagree, 4= Agree
and 5= Strongly Agree.)
Brand Attitude alters with GNPI’s
As more and more green products
are introduced, repsondents were quick to recall any recent encounter with
green products and services and they were very loud with their responses on a 5-point
scale of (1=Strongly disagree, 2=Disagree, 3=Neither agree, nor disagree, 4=
Agree and 5= Strongly Agree.)
Product Type (Virtue/Vice) to
enhance the Brand attitude.
Brand attitude showed variations
when the virtue/vice products were drawn to conclusion depending on their
message framing as to long term vs short term benefits from that particular
product on a 5-point scale (1=Strongly disagree, 2=Disagree, 3=Neither agree,
nor disagree, 4= Agree and 5= Strongly Agree.)
Green Claim and Quantity affects
Brand attitude
The number of green claims had to
be under the grasp of the respondents as they were likely to discard any brands
that brought too many green claims to the table on a 5-point scale (1=Strongly
disagree, 2=Disagree, 3=Neither agree, nor disagree, 4= Agree and 5= Strongly
Agree.)
Brand Longevity affects Brand
attitude
The brands which were supported
by green marketing ideologies scored more in the brand longevity test from the
primary research paper on a 5-point scale (1=Strongly disagree, 2=Disagree,
3=Neither agree, nor disagree, 4= Agree and 5= Strongly Agree.)
Competitive Trend and Brand
Attitude:
Green Marketing has shown to give
more selling power to various products and services and thus, it is a must to
stay ahead in the competition. Thus, the respondent actively thought of the
scenario and rated their answers on a 5-point
scale (1=Strongly disagree, 2=Disagree, 3=Neither agree, nor disagree, 4= Agree
and 5= Strongly Agree.)
Literature Review
A number of research papers have
been taken into consideration when this paper was being written. But before we
dive into the details, let us discuss in brief the key concepts, i.e. the
variables that will result in a complete research and a solid literature
review.
The 21st century absorbed a great
unsolved issue of previous century – protection of the environment. Actual,
there are many warning signals because of excessive pollution and of natural
resources depletion. In spite of existent concernments in every country and
international scale, oriented for environment protection and natural resources
protection, preserving life, of ecological diversity is unanimous appreciated
that the efforts are insufficient and unequal distributed on earth. The
financial supporting of expenses for environment is dependent of economic
situation of each country, so the existent gaps between countries will profound
mark also this domain (Băndoi & Tomiţă, 2009; Vasile & Man, 2012; Dima
& Vladutescu, 2013b). Sensitized, marketing registered at the end of 1980s
a new revolution: it started to become “green”. Thus, the concernments
comparison concerning environment protection emphasizes for 1970s, respective,
1990s a wide range of transformations. The concernment beside environment
generated the green movement or ecology movement. Ecology movement appeared and
developed as a reaction to negative impact that human activities have on environment.
The activists of this movement consider that the marketing target must be the
life quality optimization; thus orientation and conception of marketing, is
extending its goal – the life quality contains not only needs and desires
satisfaction through goods and services, but also the quality of environment
conditions in which human being works and lives (Dima & Vlăduţescu, 2012d;
Vlăduțescu, 2012c; Măcriș, 2013). Environment pollution can intervene in any of
sequences of cycle: production – distribution – consumption. There are
pollutant production area, or only pollutant production technologies, logistic
processes (auto – transport) which affect environment as well an increasingly
range of pollutant goods and services (Man & Nowicka-Skowron 2012; Dima, Man
& Vlăduţescu, 2012). The action possibilities on the part of marketing,
there are least principled, in any of these sequences: technologies
improvement, orientation of consumers requests to non pollutant products,
recycling of wastes and of packages. Environment pollution has today more
drastic configurations with negative effects on air, waters, soil and subsoil.
Pollution reducing, environment protection ask high funds both for research and
for solution implementation. Symbiosis between ecology and marketing is known
as different names: ecology marketing, eco-marketing, “green” marketing. Its
responsibilities are oriented on the following factors: consumers, companies,
govern. Ecologic marketing (green) has the role to inform the consumers about
environment pollution issues severity and to educate them according to
ecological principles base (Turcuţ, 2011; Dima & Vlăduţescu, 2012b; Dima
& Vlăduţescu, 2012c). The education must emphasize the customs training and
a certain ecologic behavior of consumption, of recreation the environment
conditions, of their protection. Also, it must to persuade the citizen that
products and services performed on ecological bases are more expensive. The fee
on “green products” has to be supported also by the consumers.
This type of marketing has great
responsibilities in orientation on ecological bases. Ecologists are focusing
their actions on promotion of environment protection means, of which costs to
be included in the products price; many times they argue in favor of environment
preservation through decreasing or, even stopping the economic growth.
Generally, the issue consists of reconciliation of ecologic vision with
individual and assembly interests, of society members (Vlăduţescu, 2006a;
Vlăduţescu, 2006c). Thus, it was created the dispute: “green” marketing or
“grey” marketing? Economists, marketing people, business man forget or ignore
intentionally a range of truths, many of them with value of truism, that
concern relation between business and environment sectors.
As we progress through the
hierarchy of effects, it’s important to measure the current ideas, beliefs, and
associations that customers have toward a brand and product. Brand attitude is
both what customers think and how strongly they feel. They may be completely
familiar with your product, but may have an unfavorable — or at best, neutral —
attitude.
To measure brand attitude and its
strength, have a representative set of prospective customer’s rate how much
they agree or disagree toward a number of statements that go from general to
specific concepts, as shown.
A rating scale with 5, 7, or 11 points is common, but if
your organization uses another scale with a different set of points, use that.
In most branding studies, we should ask about brand
favorability for the product and a set of competitors. For example:
On a scale from 1 to 5, how would you describe your overall
attitude toward the following brand?
After asking general questions
about brand satisfaction, ask specific questions about characteristics associated
with the brand, product, or experience. These are typically called brand
pillars (think of pillars holding up a house). Brand pillars are the most
important attributes and principles you want to communicate through your brand.
While these differ depending on the industry and brand, they usually revolve
around the following traits:
Value: How much value customers feel for the amount of money
they spend on the products.
Quality: How well customers think a product is built,
including the type of materials and process.
Trust: Do customers feel like their data is safe, or that
the company will deliver what it says?
After participants rate their
satisfaction on brand attributes, have them also describe, in their own words,
how they arrived at their rating. This is an excellent opportunity to collect
insights both on the key drivers of satisfaction and what we can do to improve
the product attributes and brand perception. A brand affinity analysis
identifies the words customers associate with our brand and experience. These
attributes can be manipulated or neglected. It’s usually the job of the
marketing team to work on getting the right positive associations with the
brand.
To measure what terms customers associate with the brand and
product, we will use the same framework and we will ask customers which words
come to mind when they think of a product or brand.
Perceived quality can be defined
as the customer's perception of the overall quality or superiority of a product
or service with respect to its intended purpose, relative to alternatives.
Perceived quality is, first, a perception by customers. It thus differs from
several related concepts, such as:
a) Actual or objective
quality: the extent to which the product or service delivers superior service
b) Product-based quality: the
nature and quantity of ingredients, features, or services included
c) Manufacturing quality:
conformance to specification, the "zero defect" goal
Perceived quality cannot
necessarily be objectively determined, in part because it is a perception and
also because judgments about what is important to customers are involved. An
evaluation of washing machines by a Consumer Report expert may be competent and
unbiased, but it must make judgments about the relative importance of features,
cleaning action, types of clothes to be washed, and so on that may not match
those of all customers. After all, customers differ sharply in their
personalities, needs, and preferences.
Perceived quality is an
intangible, overall feeling about a brand. How-ever, it usually will be based
on underlying dimensions which include characteristics of the products to which
the brand is attached such as reliability and performance. To understand
perceived quality, the identification and measurement of the underlying
dimensions will be useful, but the perceived quality itself is a summary,
global construct.
Never before in history has the
average consumer held so much power. With social and mobile technology at our
fingertips, everyday people can voice their opinions and rally communities to
do the same.
The challenge for brands today is
determining how to use the voice of the consumer to their advantage. The best
solutions share the same core element: trust. Whether you are a
business-to-consumer (B2C), business-to-business (B2B), technology startup or
major consumer brand, you are likely struggling with the same challenges:
maximizing website rankings, generating leads, attracting new prospects,
keeping existing customers, improving brand loyalty and boosting conversion
rates. While there are countless strategies and technologies to help address
these challenges, securing your customers’ trust is an effective way to help
address all of them at once.
It may sound simple, but trust
isn’t easily won. Here are three important starting points to incorporate into
our marketing strategy:
Personalize communications. In
the age of big data, there’s no shortage of customer data and insights
available and no excuse not to personalize your marketing communications.
However, according to Return Path, marketing communications account for 70
percent of today’s spam complaints. By targeting communications to specific
customer segments, you can cater to their individual needs with information
that is highly relevant. Personalized communication makes customers feel valued
and respected and makes your business seem more approachable.
Nurture credibility. Reputation
matters, particularly in today’s peer-to-peer social economy. This is
especially true for online businesses, which rely on online reputations to
build a foundation for success. When customers can easily check the reputation
of any company with a quick Google search, and make purchasing decision based
on website rankings and customer comments, reputation management becomes paramount.
Businesses that allow open customer reviews gain immediate credibility with
prospective and existing customers. Reviews aren’t exclusive to online
businesses; online reviews live at the middle point between traditional and
digital business where customers meet sellers and talk to other customers about
their experiences.
Create fans. Ask any sports team
and they’ll tell our fan support makes all the difference. How do sports
franchises create lifelong fans? Typically, fans are made based on tradition,
community or admiration — your family has always supported a specific team,
your friends and coworkers root for the same team, or you like specific players
and the team’s ethics. Whatever the reason, the common thread among these
reasons is built loyalty. People don’t generally choose a team to support at
random; they are influenced by others’ opinions. The same is true for
businesses. By giving your customers a voice, you also give them the means to
advocate on your behalf to influence others.
Combined, this validation creates
trustworthiness, transparency and credibility for a business, which in turn
fosters long-term trust. But when it comes to trust, it’s not a one-and-done
scenario. Maintaining trust is a lifelong effort requiring consistent customer
engagement, feedback and action.
Consumers can be a cynical lot.
They want to know the companies they do business with are trustworthy, honest
and real. Very few companies offer a try-before-you-buy sales model, so
consumers must look for other sources, such as peer feedback and customer
service reputations, to help guide their decisions — or take a leap of faith.
Consider this from your
customer’s perspective. They can go to any one of countless vendors and
retailers offering the same or similar goods and services. Why should they
purchase from Business X instead of Business Y? How do they know they’ll get
good service, a high-quality product or the best price? In short, can they
trust the business to deliver what it promises?
If prospects don’t feel they can
trust your business, perhaps it’s because there’s no evidence to show the
business is trustworthy. Of course, as a marketer, you can say your business is
honest and credible, but without external validation, today’s informed
consumers aren’t buying it.
It’s no surprise purchasing
decisions rely more on community feedback than on marketing messages. While a
clever marketing campaign may generate interest, a customer’s peers hold the
key to the final buying decision. Statistics show 61 percent of customers read
reviews before making a purchase. If your business doesn’t have online reviews,
consumers have limited resources to help them make a decision.
When it comes to brand loyalty,
customer service weighs heavily in customer decisions. In fact, data from
Zendesk shows that customer service is the most important factor affecting
trust in a company. The reason is simple: actions speak louder than words.
Customers who take the time to
review a business do so with specific intent. Perhaps they want to share their
pleasure in the item they purchased. Or maybe they want an acknowledgement of
their complaint — or better yet, a personal apology and an offer to make it
right.
Businesses that collect customer
feedback are in a good position to influence customer trust in their brand.
It’s what a business chooses to do with customer feedback that really sets them
apart. Modern marketers understand the value of customer data to personalize
marketing campaigns and nurture leads. However, many overlook the value of that
customer feedback, not only for attracting prospects, but also for retaining
customers.
Collecting customer feedback is a
great first step, but to foster ongoing trust, you must act on that
information. By responding to negative feedback, you can show that you care
about your customers and are committed to improving their experience. When a
prospect reads customer reviews and sees that your company is actively engaging
with customers and addressing their complaints, he or she perceives that your
company is responsive, transparent and reliable.
Existing customers experience a
similar reaction and are more likely to purchase from that business again.
Research shows increasing customer retention by five percent can lead to a 25
percent to 95 percent increase in company profits. Considering it costs more to
acquire a new customer than to sell to an existing one, engaging with customer
reviews is an efficient and effective strategy for retaining customers.
It’s a fact that consumers are
heavily influenced by the experiences of their peers and routinely consult
customer reviews to form opinions about a business to make purchasing
decisions. By leveraging those reviews, engaging with customers and acting on
their feedback, you have the opportunity to create the most powerful brand
marketing message there is: trust.
The purchase / purchasing funnel
is a model which describes the theoretical customer journey from the moment of
first contact with your brand to the ultimate goal of a purchase.
This model is important when
marketing your business as it provides a method of understanding and tracking
the behavior of an average customer throughout the sales process. This can help
with the following:
The shape, number of stages and
duration of the process can vary depending on both the consumer and the nature
of the product, as well as many other factors. Many different versions have
been published, but the fundamental stages remain the same. A funnel shape is
used as is describes the natural loss of potential customers at each stage –
many people may be aware of a particular brand, but this does not mean they’ll
purchase the product.
The development of new products
plays a crucial role for the competitiveness of the companies, especially for
high technology companies. High technology companies work in an environment
where the product development constantly demands marketing of new products. The
marketing’s role is to communicate the latest technology advantages to the
customer in order to sell the products. This is the point of view of the
technology oriented company. This paper will point to the changed role of the
marketing function indicated by the introduction of green products. The paper
is based on a study of the learning of green products in the introduction
phase, where the focus has been on the product development process and the
launching process (Bragd, 1996, 1998). So far the main role of the marketing
has
been limited to concretize new
products’ advantages and to create markets for new products by using different
types of marketing mix approaches. Experience from the product introduction of
new products indicates a change of the administrative praxis of marketing and
unlearning as a consequence of the new technology. The study shows that product
introduction is a question of organizing different ongoing processes. The organizing
consists of several processes among others, which can be mentioned are: to concretize
the user’s need of technology and to concretize the possibilities of the
technology, to co-ordinate communication and information, to build and to
maintain relations in networks, to translate different trends to local markets,
to measure the process and to master the language and rhetoric in the process.
A green brand is one that offers
a significant eco-advantage over the incumbents and which hence appeals to those
who are willing to making green a high priority. There are strong green brands
targeting both retail consumers and also B2B customers. Whichever definition of
‘‘green’’ you follow, there is undoubtedly a significant segment of consumers
willing to favor greener products and services.
If you can offer something that
makes a significant green difference, in a way which is intuitive, supported
(and not much contested) by expert evidence ... and which also saves people
money, or is healthier, or confers status... then you are probably onto a
winner: 8-10 percent of people are up
for dark green lifestyles, e.g. composting and micro-generation; 20-40 percent
of people are up for light green changes, e.g. a smaller car, fewer flights; and
60-80 percent of people are up for no-brainers, such as turning down
thermostats to save energy and at the same time heating bills. But imagine a
much bigger swing in consumer attitudes lies ahead. One in which the social
pressure will be to be seen to be doing everything possible (as in the war
effort) from sharing lifts, to growing your own vegetables, to painting your
roof white (reflect light and hence heat). The climate news is worsening fast,
so it is a strong possibility.
Conceptual Framework
Research Questions and Hypothesis
Based on this framework, we have found
some research questions and hypothesis. They are given below as per the
guidelines provided in class:
Here, H0 means Null Hypothesis
HA means Alternate Hypothesis
1. Does the introduction of green new
products change brand attitude?
H0 – There is no
significant change in the brand attitude with the introduction of green new
products
HA – There is a
significant change in the brand attitude with the introduction of green new
products.
2. Does the quantity and valence of
green message frames influence the relationship between GNPI’s and change in
brand attitude?
H0 – The quantity and
valence of green message frames don’t influence the relationship between GNPI’s
and change in brand attitude
HA – The quantity and
valence of green message frames do influence the relationship between GNPI’s
and change in brand attitude.
3. How does source credibility
moderate the relationship between GNPIs and change in brand attitude?
H0 –Source credibility
does not moderates the relationship between GNPI’s and change in brand
attitude.
HA –Source credibility
does moderate the relashionship between GNPI’s and change in brand attitude.
4. Does product type moderate the
relationship between GNPI’s and change in brand attitude?
H0 –Product type does
not moderate the relationship between GNPI’s and change in brand attitude.
HA –Product type does
moderate the relationship between GNPI’s and change in brand attitude
5. Does CSR enable consumers to identify
with a company more readily than do conventional positioning strategies?
H0 – CSR fails consumers
to identify with a company than conventional positioning strategies
HA – CSR significantly
enables the consumers to identify with a company than conventional positioning
strategies
6. Does Brand longevity negatively
influence the relationship between GNPIs and change in brand attitude?
H0 – Brand longevity does not negatively influence the
relationship between GNPI’s and change in brand attitude
HA – Brand longevity negatively influence the relationship
between GNPI’s and change in brand attitude
7. Does the Product type moderate
source credibility effects such that vice products enhance the negative
moderating effect of brand longevity on the relationship between GNPIs and
change in brand attitude.
H0 – Product type does not enhance the negative moderating effect of brand
longevity on the relationship between GNPI’s and change in brand attitude
HA –Product type does
enhance the negative moderating effect of brand longevity between GNPIs and
change in brand attitude
8. Does a parent firm’s environmental
legitimacy positively influences the relationship between GNPIs and change in
brand attitude.
H0 – The parent firm’s environmental legitimacy negatively
influences the relationship between GNPI’s and change in brand attitude.
HA –The parent firm’s
environmental legitimacy positively influences the relationship between GNPI’s
and change in brand attitude.
9. Is green marketing an option for
major FMCG firms in Bangladesh?
H0 – Green Marketing is still a new concept for the FMCG firms in Bangladesh
HA – Green marketing has been initialized by some FMCG firms
in Bangladesh
Research design
An outline that has been formulated to explain the process
of completing an investigation. Research design consists of 8 crucial steps in
order to achieve a successful result. These are-
i.
The Time Dimension- It could be classified as cross-sectional studies.
Basically this study takes place at one point of time. It is faster, less
expensive and easier to manage. For e.g. a survey has been created to poll 50
individuals in order to extract a result from below 25 and above 25 regarding
their perception of green marketing from a brand.
ii.
Purpose of study-
The facts that I am trying to identify in my research. To determine the
relationship between green marketing and brand attitude.
iii.
The research environment-
Research environment consists of many activities like field, office setting and
out of these field setting falls under my research environment as individual’s
personal meanings, experiences and activities concerning the study related to
my purpose is achieved through the conductive surveys that will take place
where the consumption behavior after purchasing the green product has taken the
sort of effect will be determined, how environmental efforts shape customer
efforts.
iv.
Degree of research question
crystallization- The theme of the research design is
Formal study where the only motive that beholds is to achieve the answers to
the questions I have related to the business and not to develop any further
questions or hypothesis in the future. For e.g. what does a consumer thinks of
when he/she hears or sees a brand claiming to be green marketing? What do they
expect from a brand claiming green marketing?
v.
Researcher control of
variables- There are two parts one is experiment
and another one is ex post facto design. So we choose ex post facto design
because in this research, we have no control over the variables. We cannot
manipulate the variables rather they can report only what has happened or is
happening. The effect is recorded after the product is consumed.
vi.
The Topical Scope-
We have chosen Statistical study. Statistical studies are designed for breadth
rather than depth. We test the hypothesis where population characteristics are
made by the inferences from a sample‘s characteristics.
vii.
The Method of Data
Collection- 50 individuals were selected for this
study in order to gather data through questionnaires regarding introduction of
new green products from which the best possible answer would be obtained from a
series of questions that would beneficial for understanding how the brand
attitude would play its role in terms of consumers.
Primary Data: To collect
primary data we conducted survey.
Secondary Data: On the other hand we
took help from different articles, internet and Wikipedia while collecting
secondary data.
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