CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Over the past few decades, concern about the environment has become a significant public issue. A sharp rise in environmentalism, which is a movement that began as a process of protecting the consumers against unethical marketing practices, has emerged in the United State and Western Europe in the 1970s and as a result of the increased level of environmental awareness, this leads to a positive change within consumers‟ behaviour towards environmentally related products. This change contributed to the start of the green revolution to prevent further environmental damages (Purohit, 2012).
Although, environmental issues influence all human activities, as society
becomes more concerned with the natural environment, businesses have begun to
modify their behaviour in an attempt to address this society‟s new concerns.
Some businesses have been quick to accept concepts like environmental
management systems and waste minimization, and have integrated environmental
issues into all organizational activities. Afterward, due to increased social
and political pressure, organizations have moved beyond these concepts to
recycling, alternative packaging, redesigning of products, and alternative
products. Since 1990s, environmental concern has become one of the most
important issues. Both in United States and Europe, businesses have discovered
that in future, consumers are more likely to be environmentally conscious when
making their purchase decisions (Teng & Weai, 2014).
One business area where environmental issues have received a great deal of discussion in the popular and professional press is green marketing, in return to consumers concern and attitudes for the environment, companies make their marketing strategies to appeal consumers environmental concern. This marketing strategy, named as green marketing, have caused companies to adopt green policies in their marketing activities (Suplico, 2009). Forever living product company is incorporating societal environmental concern into their marketing strategy by offering environmental friendly products.
Forever Living Product Company (FLP) is considered as one of the companies that aim at improving environmentalism and also increase individual satisfaction. The green marketing concept advocates that businesses/business organizations must develop products and marketing strategies, that are not only address the needs of the consumers, but also safeguard the long-term interests of those consumers as well as those of society at large. Most business organizations are often accused of making products and packaging as well as using manufacturing processes that damage the environment. The green movement holds that it is a part of the responsibility of business organizations to ensure that they conduct their activities in such a way that they do minimum harm to the environment and the consumers (Chan, 2012).
While consumers attempt to shift to green life style may appear to be more expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run and also green based products are higher in quality in terms of energy saving, performance, convenience, safety etc. Green products offer consumers with the benefits of healthier, more fulfilled lives and power to make the world a better place, in terms of the environment. Production of green products will result to better environment as a result of reduced air and water pollution, waste energy depletion, depletion of natural resources (Azizan & Suki,2013).
DOWNLOAD COMPLETE PROJECT MATERIALS
GREEN MARKETING AWARENESS AND CONSUMERS’ PURCHASE DECISION OF FOREVER LIVING PRODUCTS IN ZARIA
