[雙語翻譯]市場營銷外文翻譯—綠色營銷對消費者行為的影響基于孟加拉的實證研究（原文）

1、© 2017. A S M Saifur Rahman, Adita Barua, Rajidul Hoque & MD Rifat Zahir. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http

2、://creativecommons.org/licenses/by- nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Influence of Green Marketing on Consumer Behav

3、ior: A Realistic Study on Bangladesh By A S M Saifur Rahman, Adita Barua, Rajidul Hoque & MD Rifat Zahir Coxs Bazar International University Abstract- This study aims at looking into consumer perception towards gr

4、een values created by the green marketing efforts by the promoters and its impact on their purchasing behavior of eco-friendly sustainable products. This study also highlights the resolution of the efforts set by markete

5、rs in promoting green brand awareness in the consumer’s mind relative to the non-green products. It further highlights the consumer perception and the impact of green marketing communication to see how consumers are inf

6、luenced to opt for green products. The study includes the result of a consumer product and green marketing survey using a questionnaire devised by the authors on the basis of several types of research carried in the fiel

7、d. This study holds that despite there is a lot of scope in Bangladeshi market for green products to be utilized more within consumer groups that have pro-environmental preferences, green product marketing communication

8、 isn’t revealing enough to consumers. The study urges that the greater use of marketing and brands to promote and sell products that are environmentally favorable and function effectively. Keywords: consumer behavior, g

9、reen marketing, green products. GJMBR-E Classification: JEL Code: M31 InfluenceofGreenMarketingonConsumerBehaviorARealisticStudyonBangladesh Strictly as per the compliance and regulations of:Global Journal of Management

10、 and Business Research: EMarketingVolume 17 Issue 1 Version 1.0 Year 2017 Type: Double Blind Peer Reviewed International Research JournalPublisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 09

11、75-5853psychographic characteristics, geographic characteristics of the consumers and that might be the solution to preserving the environment (Granzin & Olsen, 1991). After assessing the factors that are influ

12、encing, studies shows that the psychological and social factors have a more persuasive influence on consumer's behavior than demographic factors (Pickett, Kangun, & Grove, 1995). Besides, Pickett et al. (1995

13、) also admitted in their study that people display distinctive behavior if these factors are influenced anyway and will help in developing strategies for green marketing. Marketers must focus on environmental awa

14、reness in organizations and develop strategic green marketing activities and promote those activities in order to gain new footing. This will draw the consumers have a new perception toward the product (Mendleson, 1

15、994). Today, many companies are pursuing their effort to preserve the environment by delivering products that are environment-friendly. For this purpose, products and producing process has become greener as they rea

16、lized that going green and profits aren't contradictory to each other (Hart, 1997, p. 67). Green marketing is providing an opportunity to be innovative in a way that will assist them to make profits and contribut

17、e toward the green planet (Grant, 2007, p. 10). Though business often causes damage to the environment in several ways, whether it is directly or indirectly, now there is a raising phenomenon of recognizing e

18、nvironmental friendly sustainable operations. Especially MNCs (Multinational Companies), possesses enough resources to put green activities in motion, they should come forward (Tjärnemo, 2001, p. 29). To put

19、 it in a simple term, marketing refers to “working in the market“, in order to deliver the benefits that will meet the needs of consumers at large. But the term green marketing is not all about satisfying consumer ne

20、eds or improving the living standard, it's about preserving the ecosystem, it's about defending against ecological damages we already caused by industrial advancement (Polonsky, 2011). Recently, green marketi

21、ng gained a significant coverage within the world-wide media. It seems that both the personal and organizational buyers are becoming more and more aware of environmental sustainability and showing interest to conser

22、ve it (Elham Rahbar, 2011).In 1976, a workshop organized by the AMA (American Marketing Association) namely “A Guide to Ecological Marketing“, tried to gather a bunch of specialists to appraise the impact of marketing

23、 on the environment (Kinoti, 2011). At this workshop, green marketing was defined as “the study of the positive and negative aspects of marketing activities on pollution, energy depletion, and non-energy resource dep

24、letion“ (Delafrooz, Taleghani, & Nouri, 2014). Though several researchers have given different definitions of green marketing from different perspectives, according to the AMA, there are 3 ways to define Gr

25、een Marketing (Prakash, 2002): a) Retailing Definition: The marketing of products that are presumed to be environmentally safe (Prakash, 2002). b) Socially Marketing Definition: The development and marketing of produc

26、ts designed to improve the physical environmental condition by preserving it from further damage (Prakash, 2002). c) Environmental Definition: The organizational effort to develop, promote, package and restore product

27、s in a way which supports ecological concerns (Prakash, 2002). The concept of green marketing has been developed over the time, can be divided into different eras with very definite characteristics of changing

28、 demands on the basis of environmental requirements. The very first era lasted till the early 1970s, namely ecological green marketing era, really focused on external problems of the environment (e.g. Air & water

29、 pollution). The second era took off in the late 80s, namely, green environmental marketing era infused several new concepts with the past focused area, such as developing clean technology, ensuring sustainability,

30、looking out for a consumer and trying to attain competitive advantage etc. (Peattie & Crane, 2005). The core difference between first and second eras was that the first era was focused on the effectiveness of the

31、 industries on the environment, but the second era included all services and manufacturing methods under environmental marketing (Peattie & Crane, 2005). The third era, sustainable green marketing, concentrated

32、on empowering strict rules of the state, which the second era couldn't continue. Since then, a sustainable development in the arena of marketing made a great influence over the economy (Delafrooz, Taleghani, &a

33、mp; Nouri, 2014). For instance, the “environmental technology” created by the Toyota was not just because of law enforced them to do so, but also due to the demand from a unified product line for the next genera

34、tion cars like electric–combustion hybrids (Delafrooz, Taleghani, & Nouri, 2014). In that respect are several tools being used for the green marketing purpose. Knowledge about these green marketing tools (e.g. e

35、co-label, eco-brand, environmental advertisement) will help to establish an easier perception toward green product attributes and features. Moreover, it'll help to consumers to identify and purchase the green pro

36、ducts. Use of such policy tools influences the consumer perception and conduct in purchasing green products (Elham Rahbar, 2011). In accordance with Hartmann and Ibáñez (2006), usually, the intensity l

37、evel of cognitive 10Global Journal of Management and Business Research Volume XVII Issue I Version I Year( ) 2017© 2017 Global Journals Inc. (US) 1EInfluence of Green Marketing on Consumer Behavior: A Rea