Consumer Behavior and Practices towards Green Marketing of Food Enterprises

Abstract

There are human activities that cause problems and affect other living beings negatively. One of these problems is environmental issues like depletion of resources, challenges with electricity, usage of toxic agents, pollution, and waste because of consumption. These aforementioned environmental problems have started to come to society’s concern with the natural environment; businesses have begun to modify their ways in an attempt to address these. A few developments have been integrated to address such issues. That's why green marketing and concepts emerged. Some businesses have been quick to accept concepts and have integrated concerns into all organizational activities. The changes awaken the business world and consumers regarding the responsibilities towards the environment. Consumers are now sensible to these and result preferably environment-friendly products or services. By this, it indicates that consumers are increasingly concerned and are changing their behavior. That means there is a growing market for sustainable and socially responsible products and services. In return for this behavior of the consumers, companies have started to form their marketing strategies so as to appeal to increasing awareness of this environment-friendliness named green marketing. Enterprises adopt green policies in their organizations and marketing mix, which are pricing, promotion, product, and places - distribution activities. Strategies targeting not only making a profit for the day but also for long-term profitability and environmentally friendly sustainability have started to become agendas of the companies. It holds the view that marketing which is a part of the business, not only has to satisfy customers in particular but also has to take into account the interests of society in general. This study will be conducted in order to determine what specific elements are involved with people’s choosing habits and what components do have an impact and effect on them choosing one rather than the other. It further highlights the consumer perception and awareness of green marketing in food enterprises to see how consumer behaviors are influenced and impacted by these practices. The study discusses the market for food enterprises to be utilized more within consumers that have pro-environmental preferences.