2012
DOI: 10.1108/20425961211221615
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Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius

Abstract: Purpose -The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available. Design/methodology/approach -This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical re… Show more

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Cited by 101 publications
(122 citation statements)
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References 68 publications
(78 reference statements)
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“…This implies that there needs to be greater education on environmental matters. The results were in line with the findings of Juwaheer et al (2012) who found a fairly positive correlation between customers' preference for green advertisements and their green purchase intentions.…”
Section: Contemporary Management Research 178supporting
confidence: 82%
See 1 more Smart Citation
“…This implies that there needs to be greater education on environmental matters. The results were in line with the findings of Juwaheer et al (2012) who found a fairly positive correlation between customers' preference for green advertisements and their green purchase intentions.…”
Section: Contemporary Management Research 178supporting
confidence: 82%
“…Providing consumers with evidence of tangible benefits of eco-friendly FMCGs should go a long way in terms of gaining their trust. This confirms the findings of Juwaheer et al (2012) who argue that marketers need to ensure the effectiveness of green advertising in order to encourage customers' greener purchasing patterns by ensuring that the information in the green advertisements is accurate. Once green products are not perceived to cater to a niche and are instead targeted at the mainstream and viewed as the "new normal," manufacturers will be able to secure a larger market share (Rettie, Burchell, & Barnham, 2014).…”
Section: Contemporary Management Research 178supporting
confidence: 77%
“…This has led them to act conscientiously and buy goods which cause no harm to the environment (Elahi and Yaghoubi, 2012). In other words, environmental issues and preserving the environment are among the criteria that people consider when purchasing goods and services (Juwaheer et al, 2012). As it has been shown in many studies, consumers are willing to pay more for green products (Newton et al, 1981).…”
Section: Introductionmentioning
confidence: 99%
“…Besides, increased temperature has direct impact on purchase intention, but it does not affect the attitude to brand purchasing. Juwaheer et al (2012) analyzed the impact of green marketing strategies on consumers purchasing pattern. Research findings indicated that in this regard environmental concerns of consumers are high.…”
Section: Experimental Literature Of Researchmentioning
confidence: 99%
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