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

H_Ameans 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

H_A – 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

H_A – 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.

H_A –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.

H_A –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

H_A – 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

H_A – 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

H_A –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.

H_A –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

H_A – 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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Green Marketing yields a significant change in Brand Attitude