substantially to the increase in consumers knowledge on environmental matters

Substantially to the increase in consumers knowledge

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substantially to the increase in consumers’ knowledge on environmental matters. Some consumers also seem to be suspicious of the Janus face discourses of governments from industrialized countries and their multinational enterprises, which promise progress but deliver social inequalities and environmental degradation (Eden and Lenway, 2001). This issue presents an opportunity to shift communication strategy towards a more Green consumer behavior in an emerging economy Lorena Carrete, Raquel Castan ˜o, Reto Felix, Edgar Centeno and Eva Gonza ´lez Journal of Consumer Marketing Volume 29 · Number 7 · 2012 · 470–481 477
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effective approach. Consumer packaged goods companies, retailers, and the government need to collaborate to explain the practical benefits of green products and improve packaging and labels in order to facilitate comprehension and avoid consumer confusion. It is also evident that there is a need to develop transparent industry standards and certification processes. Hence, institutions and businesses should try to establish trustful relationships and thus allow marketers of green products to build a congruent message to attract consumers. Another persistent theme that emerged in our study was price sensibility, especially in the case of families from lower classes. Our results confirm that low income families cannot afford to buy environmentally friendly products if these are significantly more expensive than their “conventional” counterparts. This finding is congruent with the results from previous studies conducted in emerging markets, such as China and India (Chan, 1999; Chan and Lau, 2000; Manaktola and Jauhari, 2007). Concerning ecologically-friendly (green) products, organizations face a two-fold challenge. On the one hand, marketers may offer the middle and higher social classes in emerging economies green consumer products that have a higher price because of specific benefits, such as containing less toxic substances. These companies should concentrate their positioning efforts on the positive effects of these benefits and create brand differentiation in eco-friendly segments of the market that are willing to pay higher prices for these types of products (Laroche et al. , 2001). On the other hand, in the low-income segments of the market, the challenge is to provide affordable eco-friendly alternatives that can lead to family savings. This may be achieved through focusing on products with low-cost manufacturing processes that utilize recyclable or reused materials instead of original materials, dropping middlemen of raw materials supplies (some middlemen dramatically increase the cost of products), and selling directly to clients via agents instead of using cost- ineffective retailers. Another aspect that appears to inhibit green consumer behavior in Mexico and similar emerging countries relates to modernity. Green practices have not been around for a long time in these regions and technological, social, and economic changes have led consumers to adopt new products that reflect progress and modernity, although these products are, in the majority of cases, not environmentally friendly. This
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  • Spring '13
  • Dr.NguyenPhan
  • Environmentalism, The Land, Journal of Consumer Marketing, green consumer behavior, Raquel Castan Reto Felix, Lorena Carrete

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