I C U

GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING
SYSTEM IN BANGLADESH : PROBLEMS AND PROSPECTS
SUBMITTED
TO
International Culture University
This dissertation is submitted to INTERNAYIONAL CULTURE
UNIVERSITY in Partial fulfillment for the requirement of
the degree of DOCTOR OF PHILOSOPHY
SUBMITTED BY:
MOHAMMAD MOHIBUR RAHAMAN KHAN
REGISTRATION NO: 130020
DEPARTMENT OF CULTURE AND ECOLOGY
UNDER THE FACULTY OF CULTURE AND SOCIAL STUDIES
International Culture University
22 OCTOBER 2016
1
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING
SYSTEM IN BANGLADESH : PROBLEMS AND PROSPECTS
SUBMITTED
TO
International Culture University
SUBMITTED
BY
MOHAMMAD MOHIBUR RAHAMAN KHAN
REGISTRATION NO: 130020
DEPARTMENT OF CULTURE AND ECOLOGY
UNDER THE FACULTY OF CULTURE AND SOCIAL STUDIES
22 OCTOBER 2016
2
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING
SYSTEM IN BANGLADESH : PROBLEMS AND PROSPECTS
This dissertation is submitted to INTERNAYIONAL CULTURE UNIVERSITY in
Partial fulfillment of the requirement of the degree of DOCTOR OF PHILOSOPHY
Chair
Prof. Dr. Sultan Muhammad Razzak
Principal Supervisor
Dr. Zaharaby Ripon
Co- Supervisors
Dr. Afroja Parvin
Dr. A.K.M Zakir Hossain
Dr. Shaleha Kader
Submitted By
Mohammad Mohibur Rahaman Khan
Registration No: 130020
DEPARTMENT OF CULTURE AND ECOLOGY
UNDER THE FACULTY OF CULTURE AND SOCIAL STUDIES
International Culture University
Date of Submission: 22 October 2016
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CERTIFICATE
I have the pleasure in certifying that this dissertation entitled Green Product
Consumption Attitude and Marketing System in Bangladesh: Problems and
Prospects submitted by Mohammad Mohibur Rahaman khan in partial fulfillment
for the requirements of the degree of Doctor of Philosophy, Department of
Culture and Ecology Under the Faculty of Culture and Social Studies in
INTERNATIONAL CULTURE UNIVERSITY
after examination by an evaluation
board, whereas it has been considered as acceptable dissertation. I believe that this
research work is an original one and it has not been submitted elsewhere for any
degree.
I wish him a bright future and every success in life.
PROF. DR. SULTAN MUHAMMAD RAZZAK
PRESIDENT
International Culture University
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
DECLARATION OF CREATIVETY
I hereby declare that the thesis entitled Green Product Consumption Attitude and
Marketing System in Bangladesh: Problems and Prospects is my own work and to
the best of my knowledge it contains no materials previously research or written by
another person or substantial proportions of material which have been accepted for
the award of any other degree or diploma in any university or any other educational
institution. All references in the thesis have been acknowledged with humble
manner.
MOHAMMAD MOHIBUR RAHAMAN KHAN
REGISTRATION NO: 130020
DEPARTMENT OF CULTURE AND ECOLOGY
UNDER THE FACULTY OF CULTURE AND SOCIAL STUDIES
International Culture University
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
DEDICATION
TO
My Father Late Mohammad Lalu Miah
My Mother Moshammad Halima Begum
My Wife Rabeya Akhter Khatun
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
PREFACE AND ACKNOWLEDGEMENT
The world Civilization is going ahead by dint of the discovery and invention of
science. The perseverance of the Scientists and Researcher played a great role for
the welfare of the society. But scientific development has some demerits also. Some
of the adverse affects are global warmization and air pollution which has a very
adverse affect for human life and health.
Global temperature i.e. decaying ozone layer has made a big problem for which
weather has been changed. So, it has become burning issue now-a-days.
Deforestation, soil erosion and earth quake are found often. Cyclones, Typhoon,
Tidal flood are creating lots of problem for the dwelling of the people. Nature is now
adverse for the living of the human being. The toxic element of food is more
harmful and world food shortage for the human health.
Western world is now giving more attention to the organic food than the normal
toxic food. So, now-a-days, research for the organic food is getting great
importance. In the other hand, pollution free air is a demand of the day. So, green
product, organic product, green building, green banking etc are the demand of the
present situation. The researches for all these are going on all over the world. It is
true that the under developed countries are not so conscious than the developed
world.
Bangladesh is growing nation. Being the inhabitant of the present world the people
of Bangladesh are also the victim of pollution. Not only polluted air but also they are
taking toxic food as there is no alternative. Because, the production of organic food
and its research is very negligent. To protect environment pollution green
revolution is very scanty in our country. We are also behind regarding this education
and research. But it is a dire necessity to protect the environmental pollution and
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
make plan for sustainable development for production of green products. But, there
is no step has been taken by the state or by any organization. The research in this
field is nit remarkable. So, I have chosen this field for my present research work.
Above all, I praise the almighty Allah for providing me this opportunity and granting
me the capability to proceed successfully. At the end of my research I would like to
thank all those people who made this thesis possible and that were an
unforgettable experience for me.
First of all, I would like to express my deepest gratitude to my esteemed promoter,
Dr. Zaharanaby Ripon, for his excellent guidance, caring, patience, and providing me
with an excellent atmosphere for doing research, and let me experience the
research of freshwater mussels in the field and practical issues beyond the
textbooks, patiently corrected my writing and internet data collection support for
my research.
I want to express my deep special thanks goes to my esteemed co-promoter Prof.
Dr. Sultan Muhammad Razzak, chairperson of International Culture University who
was willing to participate in my final PhD study at the last moment, for the trust, the
insightful discussion, warm encouragement, critical comments, offering valuable
advice, for your support during the whole period of the study, helping me to
develop my background in green product, environmental friendly product, and
ecology product and especially for his patience and thoughtful guidance during the
writing process and correction of the research.
I acknowledge to Dr. Afroja Parvin for her excellent technical advice and for the
systematic guidance and great effort and straight cut teaching and her idealistic
supports to make this thesis possible.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Dr. A.K.M Zakir Hossain delivered his sage advice, insightful criticisms, and
patient encouragement aided the writing of this research in innumerable
ways. I would also like to thank Dr. Shaleha Kader; her steadfast support of
this research is greatly needed and deeply appreciated.
First and foremost, I would like to thank my wife Rabeya Akhter Khatun for standing
beside me throughout my career and writing this research. She has been my
inspiration and motivation for continuing to improve my knowledge and move my
career forward. She is my rock, and I dedicate this research to her.
Thanks to my family for having the patience with me for having taking yet another
challenge which decreases the amount of time I can spend with them, special Mrs.
Halima Begum, my mother, who has taken a big part of that sacrifice, and also Late.
Mr. Abdul Hamid Khan, Lalu Miah, my father, rests in peace, forged my personality
and share credit on every goal which I have been achieved.
Thanks to all my friends Mr. Ismail, Mr. Nazmul, Mr. Firuz, Mr. Sha Alom, Mr.
Moinuddin, Mr. Kalam, Mr. Azad, Mr. Kanon, Mr. Khukon, Mr. Didar for sharing my
happiness when starting this research and following with encouragement when it
seemed too difficult to be completed. I would have probably given up without their
support and example on what to do when you really want something.
Speaking of encouragement, I must mention that Mr. Ahsan Habib khan, Mr. Ali
Hossan Bhuyan, Mr. Firuz alom, Mr. Jahirul Islam Mukul all of my office colleagues
of après for providing excellent support and advice and co-operation, all of their
efforts helped to make this research complete and I couldn’t have done it without
their moral support .
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
My uncle Mr. yunus Miah, my first teacher, insisting that I should share part of
what I have learned on this research, He is a great person and I can only be grateful
to him.
Through my present research I would like to convey a green massage for
considering the comparatively more production and uses of green product for the
betterment of nature and as well as good health of the whole nation. I also invite
honorable researchers and related personnel to accelerate the movement in
regarding green product.
Mohammad Mohibur Rahman Khan
Saturday, October 22, 2016
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CONTANTS
Page No.
1-4
PREFACE AND ACKNOWLEDGEMENT
EXECUTIVE SUMMERY
10-12
CHAPTER -I
INTRODUCTION
TITLE OF THE RESEARCH
RATIONAL OF THE RESEARCH
OBJECTIVE OF THE RESEARCH
BACKGROUND OF THE RESEARCH
13-13
13-13
14-14
14-21
CHAPTER –II
LITERATURE REVIEW
GREEN PRODUCT
GREEN PRODUCT AND CONSUMER
GREEN PRODUCT AND ITS MARKETING
GREEN PRODUCT AND ECOLOGY
GREEN PRODUCT AND ACADEMY RESEARCH
CHAPTER -III
METHODOLOGY
PRIMARY SOURCE OF DATA
SECONDARY SOURCE OF DATA
SCOPE AND LIMITATIONS OF THE RESEARCH
CHAPTER - IV
RESULT AND DISCUSSION
QUESTIONNAIRE FOR CCONSUMER AND
QUESTIONNAIRE FOR BANKING SECTOR
QUESTIONNAIRE FOR BUILDING SECTOR
QUESTIONNAIRE FOR MANUFACTURER
QUESTIONNAIRE FOR CERTIFIER S
CHAPTER - V
CONCLUSION AND RECOMMENDATIONS
CONCLUSION
ANNEXURE -I
ANNEXURE –II
ANNEXURE –III
ANNEXURE- IV
ANNEXURE- V
ANNEXURE- VI
BIBLIOGRAPHY
11
25-25
25-37
37-42
42-50
50-57
57-58
65-65
65-69
69-69
69-70
72
72-88
89-97
97-109
109-114
114-117
123-126
127-127
128-130
131-133
134-134
135-135
136-137
138-138
141-144
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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TABLE – 01
TABLE – 02
TABLE – 03
TABLE – 04
TABLE – 05
TABLE – 06
TABLE – 07
TABLE – 08
TABLE – 09
TABLE – 10
TABLE – 11
TABLE – 12
TABLE – 13
TABLE – 14
TABLE – 15
TABLE – 16
TABLE – 17
TABLE – 18
TABLE – 19
TABLE – 20
LIST OF TABLE
Green Products definitions times in the academic
literature.
Some examples of Green product definition in the
industrial.
Descriptive analysis of Green house-cleaning
products Definition (Consumer perception)
Auction items (willingness to pay for Green Products
VS Ecological Value System)
Deferent concepts on Eco-labels of the respondents.
Deferent opinion in regarding the cost of a green
product which affects the purchases decision of
respondents.
Deferent opinions of the respondent in regarding
signify the green product as green.
The option of the most important factor that
prevents customers from buying green product.
The option of the respondents in regarding
problems to identify and to buy green product.
The main characters of online and offline banking
The status of environmental certification of
different Manufacturing companies
Communicative approaches and creating awareness
for the customer about green product
Reason for higher manufacturing cost of the green
product than regular product
Awareness approaches amongst customer about
the green product
Exporting condition and status of different company
for green product
The inception of the certified companies.
The categories of certified companies
The special criteria for the certification of green
product
The cost of certified green products compare with
the non-certified similar product.
The mode of help for the higher price of
certification of manufactures.
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31
34
55
84
84
86
87
90
94
114
116
117
117
118
118
119
119
119
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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FIGURE – 01
FIGURE – 02
FIGURE – 03
FIGURE – 04
FIGURE – 05
FIGURE – 06
FIGURE – 07
FIGURE – 08
FIGURE – 09
FIGURE – 10
FIGURE – 11
FIGURE – 12
FIGURE – 13
FIGURE – 14
FIGURE – 15
FIGURE – 16
FIGURE – 17
FIGURE – 18
FIGURE – 19
FIGURE – 20
FIGURE – 21
FIGURE – 22
FIGURE – 23
FIGURE – 24
FIGURE – 25
FIGURE – 26
LIST OF FIGURE
The concept on green product of the respondents.
The concept on green product of the male respondents.
The concept on green product of the female respondents.
The Concept of Organic product of the respondents.
The concept of organic product of the male respondents.
The concept of organic product of the female respondents
The concept of Green Building of the respondents.
The concept of Green Building of the male respondents
The concept of Green Building of the female respondents
The concept of green Banking of the respondents
The concept of green Banking of the male respondents
The concept of green Banking of the female respondents
The Concept of consumer to consume green product of
the respondents.
Respondents opinion on Green Product or Eco-Friendly
Products.
Concept of the respondents about green banking.
Dealing status of the respondents with green banking
Dealing status of the respondents that online banking is
green banking.
Status of the most important factors that presents from
dealing with green banking.
The concepts of the respondents for better
communication and Spreading awareness about green
banking
Different options of the respondents for optimization of
Environmental pollution.
The opinion of the respondents regarding future of green
banking In Bangladesh.
The opinion of the respondents about green building.
The explanation of the respondents about LEED
The opinion of the respondents about green building
The option of the respondents about building code
Restriction.
The opinion of the respondents for better materials of
green building.
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7576
76
77
78
78
79
80
80
81
82
83
84
91
92
92
95
96
97
98
99
100
102
105
106
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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FIGURE – 27 The opinion of the respondents on the beneficial aspects 108
FIGURE – 28
FIGURE – 29
FIGURE – 30
FIGURE – 31
FIGURE – 32
FIGURE – 33
of Green building.
The most important factor that prevent users from green
building.
The most important factor that prevent users from green
Building.
The opinion of the respondents regarding future of green
Building in Bangladesh
Different opinions of the respondents about green product
The opinion of the respondents regarding future of green
Building in Bangladesh
The factor that prevents customers from buying green
product
LIST OF BOXES
BOX-01
BOX-02
BOX-03
The proposed Principles of Organic Agriculture.
Environmental Justice and ecological justice
Certified and non-certified organic farming
14
1109
110
111
113
114
114
Page
56
57
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
EXECUTIVE SUMMARY
Bangladesh as a developing country need to prevent pollution and preserve its
natural
resources. Environmental attitudes constitute a significant part of
environmental consciousness.
Therefore, The Present research empirically
investigates the attitude of Bangladeshi consumers towards the environment in
general. For this purpose a survey was developed and administered in the capital
city Dhaka of Bangladesh.
The present research made an attempt to understand the factor that influences
environment conscious behavior for green products. The finding of the study would
help government to better understand consumers' environment conscious
behavior, for developing effective environmental policies required to reinforce
green purchase. Moreover, companies will have insight about how to profile
green
consumers
in
Bangladesh,
to develop effective messages that will
functionally and emotionally appeal to their target customers. Some of the
consumers as well as general people have positive concern about green product or
eco-friendly product whereas rest of the people have negative or less concern
about green or eco-friendly products. The negative opinion of the respondent
indicates the lack of knowledge or concept about green or eco-friendly product
which makes the reason is that the use of green products is limited present
Bangladesh.
The demographic differences have been observed in respect of the concept of green
product or eco-friendly product. Men have been used to live completely greenery
life style than women. On the other hand, women have had more likely than men to
purchase environmentally friendly housekeeping products (56% vs. 36%). The
female respondents have had more unfamiliar with the organic food or organic
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
product than the male respondents, where it is also remarkable that different age
groups have also had different attention to organic product.
The cost of a green products has been affected the purchase decision of the
respondents whereas a total of 73% of the respondents had affected a bit and 27%
of the respondents had affected a lot in considering the cost of a green product
which affected purchase decision of the respondents.
The most important factor that prevents customers from buying green products
were as awareness on green products is low, green products are not easily available
in the market, green products are expensive one cannot be sure if the green
products may not be of good quality where the respondents gave their opinion 33%,
24%, 21%, 12%, and 10%, respectively in this regards. The observed opinions of
male and female respondents were similar in all options which indicate that both of
the categories of respondents have had to some platform to utilize green products.
Different problems have been identified from the present research in regard to buy
green products, whereas some options have also been observed. The observed
options were as quality not sure, lack of certifications beyond buying capacity,
unavailability of product, high price etc.
The Banking sector of Bangladesh is not absolutely sure about the characteristics of
green banking. The commercial banks of Bangladesh have some involvement in
regarding green Banking. On the other hand, Green banking activities have not been
completely visualized from the answers and opinions of the respondents. The
reason is that some limitations and problems are exhausting for green banking in
Bangladesh. But the scope of practicing green banking is a vital phenomenon for the
banking sector in Bangladesh
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
The green building concept is very new in the present context of Bangladesh. From
the present research work it has been observed that the cost involvement for the
construction of green building is higher than the cost requirement for traditional
buildings. The present research probes that the green buildings is a sophisticated
approaches which many prevents uses to adapt the opportunity of green building.
The green manufacturers are very limited in number in Bangladesh while some
companies have made efforts to introduce green products to the market. The
effects are still of an early stage and have to be systematically expanded cover more
of the manufacturing sector. From the present research it has been observed that
better communication and awareness about eco-friendly product should have to be
increased for the expansion of the manufacturers regarding green product.
Finally some suggestions should be consider for producing green product as well as
its marketing system whereas research should be made classifying the green
products in different sections, viz. green building, green banking, organic food etc.
Proper steps to be taken by the government and the environmental institutions for
the production and uses of green products whereas much more attention should be
given on further development of green product. If is also necessary to set up rules
for production of green products and for marketing the same.
There should a committee or association for fixing the price of the green products
and there should be a government agency to monitor it, so that the consumers may
get green products easily at a reasonable price.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CHAPTER –I
INTRODUCTION
1. Title of the Research
Green Product Consumption Attitude and Marketing
System in Bangladesh : Problems and Prospects
2. Rationale of the Research
Green products in the world, especially among the people of the twentyfirst century have generated some interest. One the other hand, at
present every country is concerned about its environment and finds it
essential to product the environment from harmful emission of gases,
industrial waste and those entire products that are adversely affect our
environment. The main objective is to develop consciousness in people
about green marketing and to encourage them to optimistically respond
toward ecological products, and to inform them about environmental
issues. For this reason, in content of Bangladesh, we have to give
attention on the attitude of the people about consuming green product
as well as marketing systems of green products. In a true sense, the green
business is trending topic for advanced or development country, but for
emerging or developing countries should be researched.
It is well known that green marketing is the green marketing actives on
green products to influence consumer, includes the activities on green
products, the advertisement and promotion, the marketing channel,
pricing green product. Research have found that the consumer attitude
and their opinion regarding green product and ecological product for
environment friendly conscious and social responsible manner.
On the other hand, consumer attitude is the attitude toward green
products including likeness, prefer, positive thinking and follow good
ideas from others. In the present research, problems and prospect of
consumer attitude as well as green marketing system in Bangladesh will
be considered.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
3. Objective of the Research
a. To observe the socio-economic and demographic status of the
people in respect of green product.
b. To explore and understand awareness and attitude of
consumer towards green products.
c. To observe the status of green product producing and
marketing system in Bangladesh.
d. To explore the attitude of consumers towards green marketing
initiatives by various companies in Bangladesh.
4. Background of the Research
Over the last decade environmentalism has emerged to be a vital aspect
due to increasing issues related to acid rains, depletion of the ozone
layer, and degradation of the land and many more pressing
environmental issues. This resulted in increase in consumer concern with
regards for to restoration of ecological balance by presenting demands
for eco-friendly products in countries around the world Doyle (1992),
Vandermerwe and Oliff (1990) and Mintel (1991) stated that the growth
of green marketing research dates back to1980s when there was
emergence of concept of green marketing. Early literature indicates
green marketing to be an approach which indicated signs of shift in
consumer attention to green product. At that time green marketing
research concentrated on the shift in consumer consumption of green
products. There was a great deal of empirical research carried out to
identify interest among consumers in using and purchasing green
products.1
Researchers have found that Eltayeb at.al. (2010) in recent times the
environment has emerged as a hot issue for societies, governments, in
addition to business organizations. Its significance originates from
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
escalating environmental degradation such as solid wastes, ozone
depletion, global warming, and air pollution. It is observed that different
activities of business organizations like sourcing, manufacturing, logistics,
and marketing have a negative impact on the environment and also
considered to be the source of most of the environmental
problems.2
Arbuthnot (1999) stated that around the world, there is interest enlarging
in environment issues, the interest and impact amount of this concern on
behaviors of consumer purchasing cannot be the same. In fact, all
cultures face the similar issue or face them in the similar manner when
the issues are same.3
Where Hofsted (1985) stated that have high environmental issues,
consumers can show the issues in a different manner and have
purchasing behaviors different rather than consumers in less
environmentally focused countries.4
Michael Jay Polonsky (1994) observed that Environmental issues
influence all human activities; few academic disciplines have integrated
green issues into their literature. This is especially true for marketing. As
society becomes more concerned with the natural environment,
businesses have begun to modify their behavior in an attempt to address
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. Some evidence of this is the development of
journals such as "Business Strategy and the Environment" and "Greener
Management International," which are specifically designed to
disseminate research relating to business' environmental behavior. One
business area where environmental issues have received a great deal of
discussion in the popular and professional press is marketing. Terms like
"Green Marketing" and "Environmental Marketing" appear frequently in
the popular press. Many governments around the world have become so
concerned about green marketing activities that they have attempted to
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
regulate them. Companies and organizations are today in a business
environment which became more committed to environmental issues.5
R. Philip Kotler (2013) stated that the negative impact of human activities
over environment is a matter of concern today. Governments all over the
world making efforts to minimize human impact on environment, today
our society is more concerned with the natural environment.
Understanding the society's new concerns businesses have begun to
modify their behavior and have integrated environmental issues into
organizational activities. Academic disciplines have integrated green
issues in their literature. This is true with marketing subject too, and the
terms like "Green Marketing" and "Environmental Marketing are included
in syllabus. Governments all over the world have become so concerned
about green marketing that they have attempted to regulate them.
Green marketing definitions can be a little confusing, since green
marketing can refer to anything from greening product development to
the actual advertising campaign itself. Going by alternative names such as
sustainable marketing, environmental marketing, green advertising, eco
marketing, organic marketing, all of which point to similar concepts
though perhaps in a more specific fashion, green marketing is essentially
a way to brand your marketing message in order to capture more of the
market by appealing to people’s desire to choose products and services
that are better for the environment. There are many environmental
issues impacted by the production of goods and rendering of services,
and therefore there are also many ways a company can market their ecofriendly offerings. Green marketing can appeal to a wide variety of these
issues: an item can save water, reduce greenhouse gas emissions, cut
toxic pollution, clean indoor air, and/or be easily recyclable. When put
side by side with the competition, the more environmental marketing
claims your product or service can make, the more likely it is the
consumer will select it, provided the price point isn’t too much higher
than the alternative.6
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Bragd (1996) observed that the development of new products plays a
crucial role for the competitiveness of the companies, especially for high
technology companies. High technology companies work in an
environment where the product development constantly demands
marketing of new products. The marketing’s role is to communicate the
latest technology advantages to the customer in order to sell the
products. This is the point of view of the technology oriented company.
This paper will point to the changed role of the marketing function
indicated by the introduction of green products. The paper is based on a
study of the learning of green products in the introduction phase, where
the focus has been on the product development process and the
launching process.7
So far the main role of the marketing has been limited to concretize new
products’ advantages and to create markets for new products by using
different types of marketing mix approaches. Experience from the
product introduction of new products indicates a change of the
administrative praxis of marketing and unlearning as a consequence of
the new technology. The study shows that product introduction is a
question of organizing different ongoing processes. The organizing
consists of several processes among others which can be mentioned are:
to concretize the user’s need of technology and to concretize the
possibilities of the technology, to co-ordinate communication and
information, to build and to maintain relations in networks, to translate
different trends to local markets, to measure the process and to master
the language and rhetoric in the process. It is in the introduction phase
that new products potential of becoming success products comes clear
state basic books in marketing. Sales can be categorized as low since the
product is new and not tested. It takes time for a product to gain market
acceptance. Therefore it is difficult to design and to master product
launch strategies in practice. Also there is a lack of relevant literature,
which deals with strategy formulation theoretically.
22
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Annica Bragd at. al. (1998) has conducted an Overview and can pinpoint
five problems in the existing literature of product launch. Firstly, there is
no consensus in the literature regarding what kind of decisions are
included in a product launch strategy. There is an emphasis to look on
certain factors such as timing as a determinant of different strategies,
Secondly; it is hard to just discuss the launch strategy as the only
determinant of success. Other factors do inflict as determinants of
success. Thirdly, the effect of a certain launch strategy is difficult to
isolate from other effects. Four, in order to follow the effect of a launch
strategy in the long run, comprehensive data is needed to measure sales
and other product launches during the same time. Fifth, current analysis
techniques are not enough sophisticated to study complex relations
between different products launch decisions, market factors and results.
The first part of the paper deals with presenting some of the processes as
an illustration of the multiple organizing in the marketing function. The
second part will discuss environmental considerations such as green
marketing in the marketing literature.8
Dr. Prasad Modak at.al (2014) stated that this changing pattern clearly
indicates that the changing consumption pattern will drive the consumer
goods market in the future. There is a shift in preferences for products
and willingness to pay for such products. This rapid change in the
consumption pattern has expectedly resulted in growth of industrial
production and manufacturing. The manufacturing technology adopted
by most of the conventional industries has placed a heavy load on
environment especially through intensive resource and energy use, as is
evident in natural resource depletion (fossil fuel, minerals, and
timber), water, air and land contamination, health hazards and
degradation of natural eco-systems. With high proportion fossil fuel
as the main source of industrial energy and major air polluting
industries growing, industrial sources have contributed to a relatively
high share in air pollution. Large quantities of industrial and hazardous
wastes brought about by expansion of chemical based industry have
23
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
compounded the wastes management
environmental health implications.9
problem
with
serious
Around the world, there is interest enlarging in environment issues, the
interest and impact amount of this concern on behaviors of consumer
purchasing cannot be the same. In fact, all cultures face the similar issue
or face them in the similar manner when the issues are same A I Chikaji
at.al (1999) observed in another statement mentioned that individuals
from different cultures process information differently. Hofsted (1985)
stated that In the countries that have high environmental issues,
consumers can show the issues in a different manner and have
purchasing behaviors different rather than consumers in less
environmentally focused countries.10
Sentot Suciarto at.al (2015) said that Green marketing is the green
marketing activities on green products to influence consumer, includes
the activities on green product, the advertisement and promotion, the
marketing channel, pricing green product. Consumer attitude is the
attitude toward green products, including likeness, prefer, positive
thinking, and follow good ideas from others. Purchase Intention is the
consumer willingness to buy on green products, including intend,
willingness, plan, somewhat to buy, recommend to others.11
When firms attempt to become socially responsible, they may face the
risk that the environmentally responsible action of today will be found to
be harmful in the future. Take for example the aerosol industry which has
switched from CFCs (chlorofluorocarbons) to HFCs (hydro fluorocarbons)
only to be told HFCs are also a greenhouse gas. Some firms now use DME
(dimethyl ether) as an aerosol propellant, which may also harm the ozone
layer Debits (1989). Given the limited scientific knowledge at any point in
time, it may be impossible for a firm to be certain they have made the
correct environmental decision. This may explain why some firms, like
Coca-Cola and Walt Disney World, are becoming socially responsible
without publicizing the point. They may be protecting themselves from
24
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
potential future negative backlash; if it is determined they made the
wrong decision in the past. Many firms are beginning to realize that they
are members of the wider community and therefore must behave in an
environmentally responsible fashion. This translates into firms that
believe they must achieve environmental objectives as well as profit
related objectives. This results in environmental issues being integrated
into the firm's corporate culture. Firms in this situation can take two
perspectives; 1) they can use the fact that they are environmentally
responsible as a marketing tool; or 2) they can become responsible
without promoting this fact. An example of a firm that does not promote
its environmental initiatives is Coca-Cola. They have invested large sums
of money in various recycling activities, as well as having modified their
packaging to minimize its environmental impact. While being concerned
about the environment, Coke has not used this concern as a marketing
tool. Thus many consumers may not realize that Coke is a very
environmentally committed organization. Another firm who is very
environmentally responsible but does not promote this fact, at least
outside the organization, is Walt Disney World (WDW). WDW has an
extensive waste management program and infrastructure in place, yet
these facilities are not highlighted in their general tourist promotional
activities (Murphy 1985).12
Annica Bragd (1998) stated that opinion the development of new
products plays a crucial role for the competitiveness of the companies,
especially for high technology companies. High technology companies
work in an environment where the product development constantly
demands marketing of new products. The marketing’s role is to
communicate the latest technology advantages to the customer in order
to sell the products. This is the point of view of the technology oriented
company.13
Dr. Prasad Modak et.al (2014) stated that the Indian consumers,
particularly the middle class consumers, over the last two decades
have become environmentally more conscious. This has been reflected
25
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
in various surveys. The 2012 Greened 4 survey reflected that Indian
consumers are choosing to buy environmentally friendly products but it
also found that amongst the 17 countries surveyed, the Indian consumers
have the highest percentage of respondents who are skeptical of green
products. The Government of India recognizes the environmental
concerns arising as a result of the economic growth. The 12th five year
plan, which is the centralized and integrated national economic
program, recognizes the fact that the issue of environmental
sustainability cannot be ignored. Sustainability of economic development
itself crucially hinges on the protection of environment. The preventive
strategies have been considered important for abatement of pollution.
Preventive strategies like minimization of the waste in production of
products and goods to public disclosure of information on polluting
activities have been reflected in the planning document as elements
which can create pressure in the market to manufacture environmentfriendly products.
However the Government approach of environmental protection has
been mostly through the legislative route. Such approach has now been
recognized to be imitative rather than preventive.14
D.S.Rohini Samarasinghe (2012) observed that today many companies
are trying to practice green marketing while consumers are motivating to
change their consumption patterns in order to reduce environmental
harm. Research indicates that the environment has had an explicit
impact on consumer behavior according to their environmental
awareness, knowledge and beliefs have become effective contributor to
identify target markets and motivate consumers to engage in green
purchasing behavior.15
In recent times, the environment has emerged as a hot issue for societies,
governments, in addition to business organizations. Its significance
originates from escalating environmental degradation such as solid
wastes, ozone depletion, global warming, and air pollution. It is observed
that different activities of business organizations like sourcing,
26
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
manufacturing, logistics, and marketing have a negative impact on the
environment and also considered to be the source of most of the
environmental problems Eltayeb at.al (2010) observed that though
environmental destruction has always been part of the human story. All
through time, people's health, both on the individual and the community
level have been affected through environmental problems.16
Today, the natural environment is an important arena for economy and
competition. Ecological issues regarding energy, natural resources,
pollution, and waste offer both competitive opportunities and
constraints. They are changing the competitive landscape in several
industries Shrivastava (2007) stated that With the raise of the
environmental awareness, some non-environmental organizations
implemented a green communication about products or services without
green attributes RodríguezIbeas (2006) stated that These organizations
are realizing green washing.17
Over the last decade environmentalism has emerged to be a vital aspect
due to increasing issues related to acid rains, depletion of the ozone
layer, and degradation of the land and many more pressing
environmental issues. This resulted in increase in consumer concern with
regards to restoration of ecological balance by presenting demands for
eco friendly products in countries around the world.
Doyle (1992), Vandermerwe and Oliff (1990) stated that the growth of
green marketing research dates back to1980s when there was
emergence of concept of green marketing. Early literature indicates
green marketing to be an approach which indicated signs of shift in
consumer attention to green product. At that time green marketing
research concentrated on the shift in consumer consumption of green
products. There was a great deal of empirical research carried out to
identify interest among consumers in using and purchasing green
products.18
27
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
From the above discussion on green product or eco-friendly products, it is
clear that the present research work has been undertaken the as
considering the problems and prospects of green product marketing
systems in Bangladesh.
28
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Works Cited
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Doyle 1992; Vandermerwe and Oliff (1990). Mintel (1991) air
quality science inc 2211 newmarket.
Eltayeb, Zailani & Jayaraman, K, (2010) the federal trade
commission.
Arbuthnot (1999) www.aqs.com
Where Hofsted, (1985) www. Green product and
ecology.com
Michael Jay Polonsky (1994) an Introduction to Green
Marketing, Electronic Green Journal.
R. PHILIP KOTLER (2011-2013) by Internet 22.04.2016 at
10.30 AM and Dr Ankush Sharma blog administrator,
Priyamvada Khatri by Internet 21.04.2016 at 11 AM And
Professor Theodore Lev
Annica Bragd, (1996, 1998). Green product marketing system
and packaging.
Ibid
Dr. Prasad Modak, et.al (2014) communicating green
products to consumers in India to promote Sustainable
Consumption and Production, A study based on the
consumer perception Green products in India.
A I Chikaji, Meisam Karami, Nur Naha Abu Mansor, M A
Ndaliman And A U Alkali (2002) Green product, green
consumers and green marketing in Malaysia.
Sentot Suciarto A., Wen-Shai Hung, Shu-Hsun Ho, and
Posmaria S.Sitohang (2015) International Journal of
Humanities and Management Sciences (IJHMS) Volume 3,
Issue 4 (2015).
Murphy (1985) America marketing association, Marketing
news.
Annica Bragd, (1996, 1998). Green product marketing system
and packaging.
29
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
14.
15.
16.
17.
18.
Dr. Prasad Modak, et.al (2014) communicating green
products to consumers in India to promote Sustainable
Consumption and Production, A study based on the
consumer perception Green products in India.
D.S.Rohini Samarasinghe (April 2012) A Green Segmentation:
Identifying the Green Consumer Demographic Profiles in Sri
Lanka.
Eltayeb, Zailani & Jayaraman, K, (2010) the federal trade
commission.
Shrivastava (2007) www. Introduction of green products and
management.
Doyle 1992; Vandermerwe and Oliff (1990). Mintel (1991) air
quality science inc 2211 newmarket.
30
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CHAPTER - II
LITERATURE REVIEW
The present research demands a great deal of literature review because
of its unfamiliar presence in the mass people, even in the researchers as
well as academicians. On the other hand, the present literature review is
one of the methodological tools of the research which represented as the
secondary source of the study. As considering different criteria as well as
the components of the green product, the present literature review was
segmented as following.
A. Green Product
B. Green Product and Consumer
C. Green Product and Its Marketing
D. Green Product and Ecology
E. Green Product and Academy Research
A. Green Product
To understand about green product, the present segment may be
visualized as definition of green product and the characteristics of green
product.
Definition of green product
To be recognized green product different definitions were given by the
researchers, academicians and other related personnel. Some as these
definitions were cited belowThe products those are manufactured through technology and that
caused no environmental hazards are called green products. 1.
31
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Before we get started with how to identify a green product, we have to
understand what the definition of a green product is the terms “green” or
“sustainable” often refer to products, services or practices that allow for
economic development while conserving for future generations. We
prefer to describe a green product as one that has less of an
environmental impact or is less detrimental to human health than the
traditional product equivalent. While on the topic of defining a green
product, you must realize that almost no product will ever be 100%
“green,” since all product development will have some impact on the
surrounding environment.2.
Green is one of the newest product classifications to arise, but is also one
of the most difficult thing to apply. The question of what constitutes a
green product is almost as intractable as the question of what constitutes
a green consumer. However, we can define a product or service as
‘green’ when its environmental and societal performance, in production,
use and disposal, is significantly improved and improving in comparison
to conventional or competitive product offerings.3.
As with most marketing and advertising jargon, the term “green” can be
defined in many ways- its definition tweaked to support a particular
message or point of view. In recent the general consensus is that “green”
refers, in some way, to environmentally-preferable attributes of a
product, service, and/or technology, there is no single, universal
definition of the term. 4.
The term 'green' has nothing to do with color, but the choice of name is
appropriate because green is a color that is often associated with nature.
Green products are considered kinder to the environment than nongreen goods, in one way or another. The term is widely used and it
doesn't take much for a product to be called green, so it can cover a wide
range of consumer goods.
32
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
A product is considered earth-friendly if it is biodegradable, meaning that
it will pose no threat to the earth and environment, when it is released to
the air, water or earth while in use or when disposed of these types of
products usually decompose much quicker in a landfill, than similar items
that are not biodegradable. Biodegradable household cleaners, soaps,
dish and dishwasher detergents and laundry soaps are just a few
examples of this type of green product.5.
These definitions above were collected from different sources. No doubt,
these definitions are not quite sufficient because green product is a vast
topic and thought. So, the definition of green product was design and
express by many people in many times. On the other hand the
researchers and academicians were projected their opinion and though in
different angel from the point of view, the definition of green product in
the academic literature was given below in Table 1: 6
Table 1: Green Products definitions types in the academic literature.
Year Author(s)
Definition
Products whose functions or ideas deal with the
2009 Liu and Wu
2009
Albino, Balice
and Dangelico
2009
Wagner
2008
Triebswetter
and
Wackerbauer
process of material retrieval, production, sales,
utilization and waste treatment available for
recycling, reduced pollution and energy saving.
Product designed to minimize its environmental
impacts during its whole life-cycle. In particular,
nonrenewable resource use is minimized, toxic
materials are avoided and renewable resource use
takes place in accordance with their rate of
replenishment.
Environmental innovations: measures of relevant
actors (firms, private households), which: (i) develop
new ideas, behavior, products and processes, apply
or introduce them, and; (ii) contribute to a
reduction of environmental burdens.
Environmental
innovations:
techno-economic,
organizational, social and institutional changes
33
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
2008
2008
2007
2007
2006
2006
2005
2005
leading to an improved quality of the environment.
Pickett-Baker
Defining environmentally sustainable products is
and Ozak
complex. In a strict sense, there is no such thing as a
truly sustainable or green product, as all products
we buy, own, use and discard in our everyday lives
will have negative environmental impacts at some
stage in their life cycles.
Eerola and
Organic food: Its production has a reduced
Huhtala
environmental impact but organic food products are
often thought of as having different consumptive
characteristics than conventional ones.
D'Souza,
One that has to represent a significant achievement
Taghian and
in reducing environmental impact; they may also
Khosla
have to incorporate strategies of recycling, recycled
content, reduced packaging or using less toxic
materials.
Chen
Green
product
development
addresses
environmental issues through product design and
innovation.
Hartmann and
Green product attributes may be environmentally
Apaolaza Ibanez sound production processes, responsible product
uses, or product elimination, which consumers
compare with those possessed by competing
conventional products.
Chen, Lai and
Green innovation: hardware or software innovation
Wen
that is related to green products or processes,
including the innovation in technologies that are
involved in energy-saving, pollution-prevention,
waste recycling, green product designs, or corporate
environment.
Parthasarathy,
Eco-efficiency: estimates (or metrics) which provide
Hart, Jamro and early recognition and systematic detection of
Mine
economic and environmental opportunities and
risks in existing and future business activities.
Wee and Quazi Being green is defined by 2 basic goals: reducing
waste and maximizing resource efficiency.
34
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
2005
2005
2005
2004
2003
2003
2003
2003
2003
Ferraro, Uchida
and Conrad
Impure public good consisting of a private good
(e.g., rainforest honey) bundled with a jointly
produced public good (e.g., biodiversity protection).
Kleindorfer,
Sustainable Operation Management: set of skills and
Singhal and Van concepts that allow a company to structure and
Wassenhove
manage its business process to obtain competitive
returns on its capital assets without sacrificing the
legitimate needs of internal and external
stakeholders.
Gurau and
Ecological product: product that was manufactured
Ranchhod
using toxic-free ingredients and environmentallyfriendly procedures, and who is certified as such by
a recognized organization, such as SKAL in the
Netherlands; BIOKONTROL in Hungary; INAC, OKOGARANTI or QCLI in Germany.
Huang, Gumley, IMAPP broadcasting products can provide
Strabala, Li et al. immediate information to government, educational,
commercial, and research sector users in areas such
as severe weather monitoring, forest fire detection,
fisheries management, weather forecasting, aviation
safety, and ice forecasts.
Eichner and
Green designing: when producers explicitly
Pethig
incorporate environmental and recycling issues into
their product design and manufacturing decisions.
Osada
One that contributes to environmental protection or
preservation.
Pujari, Wright
‘‘Design for-environment’’, defined as ‘‘a practice by
and Peattie
which environmental considerations are integrated
into
product and process engineering design procedures
Tanner and Kast Green food: one that fosters changes in the food
chain, such as changes in production, trade
practices, or consumption, are crucial steps in the
quest for sustainable development.
Magerholm
Eco-efficiency: product or service value per
environmental influence (Eco efficiency indicator =
35
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
2002
2001
2001
Janssen and
Jager
Dosi and
Moretto
Mebratu
2000
Stafford,
Polonsky and
Hartman
2000
1997
Anonymous
Roarty
1997
1996
1995
1994
Marron
Chan
Schuhwerk and
Lefkoff-Hagius
Davis
1993
1991
Berman
Webe
1990
Schorsch
1977
Harmon
1975
Herberger Jr.
economic performance indicator/environmental
performance indicator).
Products with an alternative design such that less
physical resources are required during its life cycle.
With environmental attributes
Environmental procurement: systematically building
environmental considerations into your day-to-day
procurement decision-making and operations.
Green alliances seek common ground among
ecological, social and commercial interests,
encouraging enviropreneurship.
Products those are environmentally benign.
Greening business: moving away from damaging the
environment and moving towards products that are
sustainable.
Environmentally superior.
Environmentally friendly.
Less harmful to the environment.
Environmentally friendly or ecologically safe: Not
harmful to or is beneficial to the environment.
Environmentally sound product.
Products claiming to be environmentally friendly
and biodegradable.
Those that: 1) are grown organically, 2) are made of
degradable materials, 3) contain little
or no phosphates, or 4) are not tested on animals.
Environmental product costs: costs involved in
minimizing a product's adverse impact on the
environment resulting from extraction of its raw
material, production, consumption and disposal.
Ecology appeal: among the product's characteristics
its viability with the environment is recognizable,
understandable and marketable.
36
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
The definition of green product varies according to the domain of the
study. Within the literature, not only the type of product studied is never
the same, but the definitions themselves concentrate on different
elements such as environmental impacts (e.g., Albino, Balice and
Dangelico, 2009); preliminary production aspects (e.g., Eichner and
Pethig, 2006) or life-cycle's elements (e.g., Pickett-Baker and Ozaki,
2008). Furthermore, there is no consensus on the terminology used for
the concept as some authors refer to "green innovations"(e.g., Chen, Lai
and Wen, 2006) while some others refer to "eco-efficiency product" (e.g.,
Parthasarathy et al., 2005; Magerholm, 2003), "environmentally product"
(e.g., Pickett-Baker and Ozaki, 2008), "environmental innovation" (e.g.,
Triebswetter and
Wackerbauer, 2008; Wagner, 2000) or "green product" (e.g., Chen, 2008;
Hartmann and Ibanez, 2006). This obvious diversity of terms may indicate
that finding a universal meaning for the concept of green product is a
strenuous task. 7
In terms of academic literature the concept is manipulated in many
different manners “ecological product”, “Environmentally friendly
product “, “green product” “green initiatives” etc. On the other hand,
Ottman (1998) wrote, in the industrial perspective, it seems that the
definition or the legislation surrounding a green household cleaning
product does not really exist in the industrial perspective. 8
There are some definitions of green product denoted as industrial
perception, Researchers as selected many identification, definitions of
the green- product concept from the industrial literature and notable
definition of green household cleaning products which were projected in
Table 2. 9
Table 2: Some examples of green product definition in the industrial
perception. 10
Source
Denomination
Definition
www.etiquette.ca
Responsible
In order to be considered
Canadian social
product
responsible, a product must
37
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
enterprise
Ecological
product
(housecleaning
product)
stand out with at least one of the
four Following criteria: respect of
the
environment,
social
economy, firm with a social
vocation, respectful towards
employees. Respect of the
environment:
(a)
Biological
product (rejecting the smallest
amount of toxic matter in the
environment); (b) Eco-efficient
product
(optimization
of
recyclable
resources
or
renewable energy sources); (c)
Product with an entire lifecycle
paired to basic environmental
concerns; (d) Product with a
lifecycle
which
contributes
directly and voluntarily to
ecosystem
regeneration.
Biodegradable product accepted
by an official label in 30 days.
Product that comes in a
recyclable wrapper (or box).
Product which does not evacuate
strong OVC (organic volatile
composites).
www.humanvillage.com Green product Product conceived for it to be the
Consumer and
least
harmful
for
the
enterprise association
environment.
Product
with
planned auto recycling. Product
which is identifiable due to an
official logo. Product that must
respect the “3 R”: reduce, reuse
and recycle
38
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
www.consoGlobe.be
Online store
Green product Officially
labeled
biological
product. From eco conception or
socially responsible. From fair
trade and labeled. Product
permitted
energy
savings.
Recyclable
product
(ecomaterials). Natural product: not
tested on animals. Non polluting
and healthy product
www.leportailbio.com
Ecological
Product that is non-toxic for the
Online store
product
environment.
Biodegradable
(housecleaning product. Product made of
product)
bottomless resources (no fossils,
no minerals). Product not
containing any chemical organic
components (from the oil
industry). Product that is plant
based with clean and renewable
resources. Product made with
essential oils.
www.aboneobio.com
Ecological
Product made with washing plant
Online store
product
bases.
Efficient
product.
Biodegradable product. Product
which
preserves
resources.
Product not tested on animals.
Product that may contain natural
allergens.
Converting
Magazine Green
Use or promote sustainable
(Industrial review) (July initiatives
materials.
Have
"green"
2008, vol. 6, number 7,
credentials.
p. 22)
Better manage waste and/or
work
with
recyclable,
compostable or biodegradable
materials wherever possible.
39
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
MCI (Magazine Circuit Green produce Non-toxic
product.
Industrial review)
Biodegradable product. Product
ecologically inclined (if only the
product does not contain any
NPE
Product
that
uses
biotechnologies.
Parenting (June 2007, Housecleaning Biodegradable;
plant-based;
vol. 1, number 5, p.30) product
hypoallergenic;
formulated
without dye or synthetic
fragrance; nonflammable; does
not contain chorine, phosphate,
petroleum, ammonia, acids,
alkalized solvents, nitrates, or
borates
www.biocoop.frBiocoop Housecleaning Product without petroleum(Bio store network)
product
derivatives, without phosphates,
without
non
biodegradable
sequestrating agents, with no
dye or scent, with no modified
enzymes, without brighteners.
Grail Research-Monitor Green product Made of recyclable or re-usable
Group
(Bio
store
material/packaging.
Energynetwork)
efficient/uses renewable sources
of energy. Non-toxic in nature.
Contributes less to greenhouse
gas emissions. Has received
green certification. Requires less
water for manufacturing/use.
Manufactured/marketed by a
socially responsible company.
Grown or manufactured locally.
Not tested on animals. Freerange/produced from animals
that are allowed to roam freely.
40
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
There are some important distinctions between the academic and
industrial perspectives. First, in the academic literature, the topic of
certification only appears in one of the 35 definitions identified in
academic literature whereas in the industrial literature certification
granted by an official entity is a sine qua non condition in defining a
green product. Second, the notion of animal protection appears many
times in the industrial perspective, in the sense that a green product
should not have been tested on animals. Third, in the industrial
perspective, a green product is generally a product that must respect the
"3 R" ("reduce", "reuse", and "recycle").Green product characteristic
Promotion of green technology and green products is necessary for
conservation of natural resources and sustainable development. A
product or service may be environmental friendly in it or produced or
packaged in an environmentally friendly way. 11
The definition of a green product in terms of consumer perspective has
also been projected in Table. 3
Table -3: Descriptive analysis of green house-cleaning products
definition (Consumer Perception) 12
Rank According to you, what is a green housecleaning product? Mean
(Evaluate, on a scale of 1 to 7, 1 = strongly disagree and 7
= strongly agree)
Standard
error
1
2
3
4
5
6
7
8
9
1215
123
1315
1301
144
1314
1572
1556
1712
Biodegradable product
Product non-toxic for nature
Product with minor impact on the environment
Product safe for the planet
Product which preserves natural resources
Product made of recyclable content
Product with no phosphate
Product with no ammonia
Product non toxic towards health
41
6.13
6.11
6.09
6.09
5.81
5.76
5.78
5.56
5.52
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Energy saving product
Product without petroleum-derivatives
Product which uses less water to make
Product made with natural or organic ingredients
Biological product
Product made by a socially responsible enterprise
Product not tested on animals
Product with no modified enzymes
Fair trade product
Product with no dye or scent
Product certified by an independent entity
Product made locally
Hypoallergenic product
Product certified by the manufacturer
5.52
5.49
5.24
5.17
5.03
5.94
5.08
4.66
4.06
4.47
4.46
4.39
4.33
3.91
1530
1569
1804
1623
1704
1657
1917
1716
177
1.879
1.806
1.903
1.923
2.508
From the above table it has been indicated that for consumers, a green
household cleaning product is mainly a "biodegradable product" (6.13 on
7), "non-toxic for nature" (6.11), "with minor impact on the environment"
(6.09) and "safe for the planet" (6.09). For consumers, a green household
cleaning product, thus, possesses attributes linked to 2 of the "3 R"
("reduce" and "reuse"). On the opposite, elements associated with
certification, a sine qua non condition in defining a GP in the industrial
perspective; do not seem to be important for consumers to define the
green nature of a product. In fact, the items "Product certified by an
independent entity" (4.46) and "Product certified by the manufacturer"
(3.91) are some of the lowest scores (20thand 23rdranks on 23 items).
The item “Product not tested on animals" is also not paramount in
defining a green product. 13
Characteristic of Green Product
The green products have some special features or characteristic based on
its different definitions. The academicians, the researchers and related
personal were observed some characteristic of green product. Whereas
42
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
the list of these characteristic are not very short, some of these
characteristic are given below:
Mohammad Shamsuddoha has projected some importance
characteristics of green product. These characteristics are
A dual focus on environmental and societal performance, performing
well on only one dimension is unlikely to create a credible green
strategy.
A continuous improvement orientation. Since what constructs ‘green’
is constantly changing, it requires improvement to be a continuous
process rather than a single event.
A use of both competitor offering and past products as a yardstick for
Comparison: A company could still become green while lagging behind
Competitors in terms of eco-performance, therefore, providing it could
demonstrate
significant
and
continuous
eco-performance
improvement.
An emphasis on significant change. This means significant in the eyes
of Consumers and other stakeholders. In this way it becomes a
question of marketing retailers instead of marketing images.14.
Promotion of green technology and green products is necessary for
conservation of natural resources and sustainable development. The
researcher have define green products as following measures
Products those are originally grown,
Products those are recyclable, reusable and biodegradable,
Products with natural ingredients,
Products containing recycled contents, non-toxic chemical,
Products contenting under approved chemical,
Products that do not harm or pollute the environment,
Products that will not be tested on animals,
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Products that have eco-friendly packaging i.e. reusable, refillable
containers etc.
Products qualities that will protect the environment,
Products replaced artificial ingredients with natural ingredients.
Products not contain highly toxic compounds and not contribute to
highly toxic by-products during the manufacturing process.
Products be obtained from local resources and manufactures
Products employ sustainable harvesting practices if wood or biobased.
Products easily reused either whole or through disassembly.
Products are made using natural and renewable resources.
Products energy efficient, durable and often have low maintenance
requirements.
Products are ozone-friendly or ozone safe.
Product has 10 percent less waste than a previous product.
Not in aerosol cans
Are not petroleum based or petrochemical compounds
Produce minimal or no irritation to skin, eyes, respiratory system (VOC
levels less than 10 % by weight when diluted for use)
Avoid unnecessary dyes and fragrances
Are not corrosive or highly flammable 14.
B. GREEN PRODUCT AND CONSUMER
There is a co-relation between green product and green consumer. But
related properties or parameters are not completely available in the
present situation. Now a day around the world some researchers and
academicians have final out different attributers of green product and
green consumer. For the present research, we would like to focus on the
flowing objects:
a. Green Consumers
b. The Environmentally Conscious consumers.
c. Social Conscious Consumers.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Green Consumers:
There is no distinct feature of green consumers. For this reason different
researchers and academicians tried to define green consumer flowed by
their liking and thought. Some of these definition or characteristic of
green consumers go as follows:
Shamdasani at al. (1993) stated that, the green consumer is generally
defined as one who adopts environmentally friendly behaviors and/or
who purchases green products over the standard alternatives. Green
consumers are more internally-controlled as they believe that an
individual consumer can be effective in environmental protection. Thus,
they feel that the job of environmental protection should not be left to
the government, businessman, environmentalists and scientists only;
they as consumers can also play a part. They are also less dogmatic and
more open-minded or tolerant toward new products and ideas. Their
open-mindedness helps them to accept green products and behaviors,
more readily.15
Krause (1993) found that consumers were becoming more concerned
about their everyday habits and the impact on the environment. 16.
Soonthonsmai, (2007) observed that consumers who are aware of and
interested in environmental issues are called green consumers17
Fergus (1991) stated that, green consumers usually organized petitions
boycotted manufacturers and retailers and actively promoted the
preservation of the planet. 18
Attman (1992) reported the consumers accepted green products when
their primary need for performance, quality, convenience, and
affordability were met, and when they understood how a green product
could help to solve environmental problems. The knowledge gap on the
uses and values of green products prevents consumers committing
themselves to any purchase decision. 19
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Researchers have found that green consumerism makes a balance
between the expectations of consumer behavior and businesses profit
motives. Points to be noted as following:
Markets don’t wait for slow movers. Businesses that innovate and
respond quickly to consumer demands survive best.
Everyone has a part to play, at various levels of administration,
manufacturing and use.
A consumer has to realize that he/ she not just buys “a” product, but
everything that went into its production, and everything that will
happen in the future as a result of that product.
All products have an environmental impact, be it small. The idea is to
reduce it to the minimum. 20.
These findings above are not enough as to understand the definition of
green consumers as well as their attitude towards green product. For this
season consumer attitude should be observed on conscious of
environment and social aspect.
The Environmentally Conscious consumer
The consumers may be willing to purchase the environmentally friendly
products within certain constraints. However, huge price differentials and
inconveniences associated with environmentally friendly products may
deter consumers in buying them.21
Schlossberg (1990) and Fisher (1990) observed that the environment has
become a critical issue that is influencing how products are developed,
marketed, and disposed of. Previous research has shown that 84% of
consumers expressed concern on issues related to the environment and
some consumers are changing their consumptive and purchasing
behaviors because of their concern.22, 23
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Research indicates that environmental concern is related but not
necessary correlated with consumption behavior. Balderjahn (1988)
found that an individual’s attitude towards environmental problems has a
positive effect on one's attitude towards environmentally conscious
living. This suggests that individuals who are genuinely concerned about
environmental problems are likely to take measures to prevent further
environmental deterioration. Additionally, Balderjahn found that they
were having a positive attitude toward the environment and tending to
purchase environmentally friendly products.24 Crosby et al. (1981) also
found such a positive relationship.25
Antil (1984) found a positive relationship between environmental
knowledge and pro-environmental attitudes. In other words, socially
responsible consumers have more knowledge about environmental
related issues and are likely to demonstrate positive attitudes toward the
environment.26
Many studies found that people engage in environmental behavior as a
result of their desire to solve environmental problem, to become role
models Hallin (1995). 27 In this respect there is a belief that they can help
to preserve the environment which was observed by McCarty and Shrum
(2001).28
Consumers in general will purchase products and services with a mix of
attributes including environmental attributes that maximizes their utility.
However, not all consumers are willing to pay a higher price for green
products. This implies that consumers derive greater utility from the price
and quality attributes rather than environmental attributes alone. 29
Wessells at. al. (1999) reported that environmental attributes of a
product are more difficult for a consumer to assess compared to other
easily observable product attributes.30 On the other hand, report by the
Massachusetts Department of Environmental Protection (2002) also
suggests that the difficulty in identifying and locating green products is
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
one of the barriers to green product purchases. One way to overcome
this issue is to utilize eco-labeling (or green labeling) programs to provide
the customers with information while at the same time addressing
environmental issues.31 An eco-label is a voluntary claim that a product
has fewer impacts on the environment with either production or
consumption of that product which was observed by Blend and van
Ravenswaay (1999).32
Previous studies have also used demographic, socioeconomic, cultural,
personality variables and a host of psycho/socio factors such as alienation
and attitudes, to identify the environmentally conscious consumer
Balderjahn (1988) and Antil (1984). While the results are ambiguous, the
environmentally conscious consumer tends to be better educated, higher
earned, and possessor of higher socio-economic status, and politically
liberal minded people who are concerned about the environment
Balderjahn (1988).33, 34
From the above discussion it is revealed that there is a close relation
between consumer and green product in respect of environment.
Social Conscious Consumer
Socially conscious consumers use their purchasing power to try and
improve the world around them. Their decisions are based on whether a
product's positioning on issues, such as the environment or method of
production, aligns with their values, perceptions or knowledge. They can
act on their consciences in positive or negative ways, either buying a
product that meets their beliefs or boycotting a product or company that
doesn't meet their standards. Any Internet search will result in many
examples of support for the socially responsible consumption theme
from media reports, blogs, research papers, economic studies and nongovernment organizations. Surveys and interviews with consumers from
around the world report that individuals rely significantly on their social
values and belief structure when making purchasing decisions. While this
demonstrates a definite change in attitude, actual buying patterns in the
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
marketplace indicate that the percentage of consumers acting on their
beliefs is smaller than what is reported, generally keeping socially
conscious products in niche categories.35
Webster (1975) observed that a socially conscious customer feel strongly
that he/she can do something about pollution and tries to consider
the social impact of his/her buying behavior. One type of
environmentally conscious behavior is environmental consumerism
(green buying)-purchasing and consuming products that are benign
toward the environment. Some examples of these products are
household items manufactured with postconsumer plastics or paper,
recyclable or reusable packaging, energy -efficient light bulbs, and
detergents
containing
ingredients
that
are biodegradable,
nonpolluting, and free from synthetic dyes or perfumes.36
Tina Mainieri et al (2010) found that ecologically safe products are just a
few of the many currently available items that can facilitate the longterm goal of protecting and preserving our natural habitat.
37
According to Wiener and Sukhdial (1990), one of the main reasons
that stop individuals from engaging in ecologically favorable actions is
their perceived level of self-involvement toward the protection of the
environment”. As the authors point out, many individuals may have high
ecological concern, but feel that the preservation of the environment is
the responsibility of the government and/or big corporations. We might
expect this attitude to impact the willingness of consumers to spend
more for environmentally friendly products.38
The Cooperative Bank's Ethical Consumerism Report for 2010 found that
spending on products classified by industry as "ethical food and drink" in
the United Kingdom increased by 27% in the previous two years to reach
8% of all food and drink sales. Fair trade food sales increased by 64% to
£749 million, and sales of Freedom Food certified products more than
tripled, from £28 million to £122 million. Organic foods, however,
declined by 14% to £1.7 million.39 S. Sarumathi (2014) stated that
Consumers who feel man must live in balance with nature choose
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
products that create less pollution, make efforts to recycle, limit their
use of products made from scarce resources, and, in general,
attempt to make ecologically correct decisions about the products
they buy. These behaviors do not suggest the consumer is not using a
product all together, but instead is choosing products and activities that
will have less impact on the environment. This is consistent with the
desire to preserve the balance of nature and fear for the results of not
remaining in balance captured in the factor.40
Social conscious consumer are generally aware of green issues as well as
they have to optimize the pollution of nature in respect of environment
and green products.
C. GREEN PRODUCT AND MARKETING
Mrs.B.Chitra (2015) stated that the concept of green marketing has been
around at least since the first Earth Day in 1970. But the idea did not
catch on until the 1980s, when rising public interest in the environment
led to a demand for greener products and services. Manufacturers
responded to public interest by labelling hundreds of new products
“environmentally friendly”—making claims that products were
biodegradable, compostable, energy efficient, or the like. In spite of its
growing popularity, the green marketing movement faced serious
setbacks in the late 1980s because many industries made false claims
about their products and services. A common mantra in green marketing
is that if we want the masses to buy our product, we want to focus on
messaging more traditional attributes such as price, quality or service. A
product’s “greenness” is likely secondary for many mainstream
consumers. For green marketers then, the Holy Grail may be to offer a
product that is competitive on dimensions both traditional and ecofriendly. This would result in the greatest number of products sold and
greatest impact on the environment. As such, the green product paradox
presents quite the challenge for a marketer. For individual companies,
such products can be both profitable and socially responsible. It is only by
looking at the forest from the trees and perhaps a little into the future
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
does it become apparent that, in aggregate, such products may,
paradoxically, have a negative impact.41
Green Marketing is a phenomenon which has developed particular
importance in the modern market. Green marketing is a way to use
the environmental benefits of a product or service to promote
sales. Many consumers will choose products that do not damage the
environment over less environmentally friendly products, even if they
cost more. With green marketing, advertisers focus on environmental
benefits to sell products such as biodegradable diapers, energy-efficient
light bulbs, and environmentally safe detergents..42
According to the American Marketing Association, green marketing is the
marketing of products that are presumed to be environmentally safe.
Thus green marketing incorporates a broad range of activities, including
product modification, changes to the production process, packaging
changes, as well as modifying advertising.43
The green marketing has evolved over a period of time. According to
Peattie (2001), the evolution of green marketing has three phases. First
phase was termed as “Ecological” green marketing, and during this
period all marketing activities were concerned to help environment
problems and provide remedies for environmental problems. Second
phase was “Environmental” green marketing and the focus shifted on
clean technology that involved designing of innovative new products,
which take care of pollution and waste issues. Third phase was
“Sustainable” green marketing. It came into prominence in the late 1990s
and early 2000.44
Major R. Rajasekaran and N. Gnanapandithan (2015) stated that now this
is the right time to select “Green product” globally. It will come with
drastic change in the world of business if all nations will make strict roles
because green product is essential to save world from pollution. From the
business point of view because a clever marketer is one who not only
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
convinces the consumer, but also involves the consumer in the product.
Green product should not be considered as just one more approach to
marketing, but has to be pursued with much greater vigor, as it has an
environmental and social dimension to it. With the threat of global
warming looming large, it is extremely important that green product
becomes the norm rather than an exception or just a fad. The green
product and its important started creating an awareness and helps for
the sustainable development, which is the required for the future
generation.45
Lakhmi Vermuri (2008) has discussed multifaceted views on Green Marketing
its new hopes and challenges in the current scenario. The authors have tried
to establish the’ cause -effect relationships of ‘Green Marketing’ at a
global level.46
Asceem Prakash (2002) has tried to co-relate the phenomenon of ‘Green
–Marketing’ with public policy and managerial strategy to get some of
desired results of ‘Ecological Viability ‘at the ‘cost-effective’ rates of ‘ecofriendly’ products. He discusses the ‘Green-Marketing’ as ‘supreme
greening products’ as well as ‘greening firms.47 Toby M. Smith (1998)
have examined the myth of ‘Green Marketing’ by giving his analytical
views on the notion ‘Green Marketing’ meaning thereby, the situation,
when the influencing factors which has led to some of ‘fallacious views’
on the concept of ‘Green Marketing’ in this context. 47
Martin Charter and Michal Jay Polonsky (1999) have put forwarded the
analytical view point on’ Global perspective’ on ‘Green marketing
practices’ in the changing scenario. They have mentioned some of
feasible points which operate behind the process of ‘Green Marketing’ in
the present changing scenario.49 Speer Tibbett (1977) has highlighted
some of factors which affect the growth and development of ‘Green
Marketing’ since 1970s period, initiated by some of manufacturers and
52
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
market researchers of this period. It was the “take off stage” and
subsequently the notion of ‘Green marketing’ caught momentum.48
Same factors have by highlighted by John Grant (1977) who has
presented this notion in the form of his ‘manifesto’ among his
contemporaries.52 In the recent past Am in Asadsllahi (2011) has
discussed the role of green marketing in the recycling of electronics
waste.49
Mrs.B.Chitra (2015) found that deferent aspect of green marketing as
why green marketing? Benefit of green marketing, adoption of green
marketing, green marketing mix etc.50
Mrs B. Chitra (2015) practical that Green Marketing for as resources is
limited and human wants are unlimited, it is important for the marketers
to utilize the resources efficiently without waste as well as to achieve the
organization’s objective. So green marketing is inevitable. There is
growing interest among the consumers all over the world regarding
protection of environment. Worldwide evidence indicates people are
concerned about the environment and are changing their behavior. As a
result of this, green marketing has emerged which speaks for growing
market for sustainable and socially responsible products and services.51
In case of benefits of green marketing Mrs B.Chitra addressed the
companies to develop new and improved products and services with
environment inputs in mind, To give themselves access to new markets
and to increase their profit sustainability. They enjoy a competitive
advantage over the companies which are not concerned for the
environment.52
Adopting of green marketing basically feature on five basic reasons for
which a marketer should go for the adoption of green marketing. These
are –
1. Opportunities or competitive advantage
2. Corporate social responsibilities (CSR)
3. Government pressure
4. Competitive pressure
5. Cost or profit issues 53
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Major R. Rajasekaran and N. Gnanapandithan (2013) whereas decided
the parameters of green product and its marketing, whereas some
principles of green marketing were observed by them. They stated that
many global players in diverse business were successfully implementing
green product marketing practices. We have 4 P’s called product, price,
place and promotion in marketing. Companies which embark on green
marketing should adopt the following principles in their path towards in
green.
1. Adopt virgin green technology process so as to reduce
environmental impact.
2. Establish a management and control system that will lead to the
adherence of stringent environmental safety norms.
3. Using more environment friendly raw materials at the production
stage itself.
4. Exploring possibility of recycle of the used products, so that it can
be used to offer similar other benefits with less wages.54
The principles above were best stopped on 4 p’s in the previous
marketing phenomena but the now the day is over. At present, the way
of marketing has been changed where as 4 p’s become as 6 p’s Dr. Ogenis
Brilhante and Julia M. Skinner (2015) were design 6 p’s (or 6 pillar) of
marketing system. They said that it used the 4 p’s that is product.
1. Green Product (green products and services)
2. Green Place (home or market)
3. Green Price (how much to sell) in the product)
4. Green Promotion (how to draw attention or interest in the product)
5. Green People (Market chain actors that is farmers, traders,
processors and consumers)
6. Green Process (process refers to the procedures or processes that
are developed to ensure the customer has a positive and
memorable experience when purchasing and/or using your product
or service).55
General market strategies were also adopted by the researchers in case
of green marketing system Dr. Ogenis Brilhante and Julia M. Skinner
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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(2015) was presented two example of typical SWOTs analysis one for a
company have already adopted green marketing strategies and the other
for an SME which are as follows:
Example of SWOT analysis Matrix of an enterprise having adopted a
green marketing strategy
1.
a.
b.
c.
STRENGTHS
Energy Saving
Quality image
Better working conditions
3.
a.
b.
c.
2. WEAKNESSES
a. “Green” strategies are high cost
investments and may be no
liquidity for adopting them.
b. Certain green strategies have a
long-term projection to the
enterprises profit.
OPPORTUNITIES
4.
Better enterprise Image
a.
Increase of green sales
Gain new consumers and
increase market share
d. Gain profitability (Increased
profitability)
b.
e. Possibility of third person
funding.
THREATS
The
international
financial
instability generates a need to
reduce the cost of products –
possibility of green products
reduce of sales
Local markets must follow the
green
international
trends
otherwise will be isolated and
lose share of the consumers
c. The implementation of green
marketing strategies must be
accurate otherwise through
media a possible mistake can be
widely spread.
SWOT analysis matrix of an SME
STRENGTHS
WEAKNESSES
1. Can be more flexible on decision1. The competitors with better
making.
turnover, profitability, market
2. Flexible working practices
share and knowhow, have
55
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
3. Product its products domestically
and can control its quality most
essentially.
2.
4. Can be more flexible on pricing
policy
3.
greater ability of adopting
“green” strategies
The competitors have better
distribution networks
Bigger enterprise can spend more
on communication, advertising
and promotion strategies
OPPORTUNITIES
With respective investment on1.
Green strategies an SME could
gain a competitive advantage
The company merged with
another increases the number of
potential customers
2.
An SME could exploit easier and
better the dynamic of innovative
ideas
An SME can focus on niche
markets
THREATS
Foreign
competitors
can
construct a new facility of the
latest technology with radical
elements of innovation in the
country – the EIP’s headquarters
Declining trend on market size
1.
2.
3.
4.
EU Ecomarket project 56
Dr. Ogenis Brilhante and Julia M. Skinner (2015) observed different
phenomena one promoting and marketing green products and services.
On this point of view they also developed some models of green
marketing. Where as they design model III as follows:
I.
Selecting a Target Market
In the selection of a target market a firm needs to consider which
potential customers (segments) it should attempt to serve and the
resources needed to do it successfully. The fit between the potential
market and the firm’s objectives as well as its competitive position
(strengths and weaknesses) with respect to the competition must be
assessed. Very importantly, the firm has to estimate the likely financial
returns associated with the potential markets.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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II. Market Segmentation
To determine which potential customers to serve, firms make use of
market segmentation. This technique aggregates customers into
groups, making them homogeneous within a group and
heterogeneous across groups. Different segments usually have different
needs and expectations and, as such, may require different versions of
the same product, may be willing to pay different prices for it, may buy in
different places and may be reached by different media. Segmentation
can be conducted on the basis of several criteria, including: demographics
(age, income, gender, occupation, etc.), psychographics (personality and
lifestyle characteristics), geography (urban- rural, regional, national, etc.),
usage (user vs. non-user, light, medium or heavy user, etc.), or multiple
combinations of these. Typically, marketers select one or more customer
segments they intend to target and select those that
score high on the following two dimensions: 1) the segment is
large, growing, makes frequent purchases, is not price sensitive (i.e. is
willing to pay high prices) and 2) the firm has the resources and
capabilities to compete for a share of the market and serve the
target customers better than the competition and in a profitable way.
III. Product/Service Positioning
An equally important part of a firm’s marketing strategy is to determine
how it wants its customers in each of the potential segments to view its
product/service. This is usually formalized in a “positioning statement”.
Defining the positioning statement is of great importance to the firm
because, once this is done, it is easier to determine the marketing
mix (product, price, placement/distribution and promotion) the firm
needs to use in each potential market segment to accomplish the
desired positioning, Typically the positioning statement starts with the
name of the product/service, followed by the single most important
claim the firm wants to make about it, followed by how it compares to
competitors’ products/services and ending with some argument on how
the product/service and its benefits are supported. 57
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Mrs.B.Chitra addresses some tips for successful green marketing whereas
as she makes sure that the marketer takes these three essential steps:
I.
Prove your claims
Today’s shoppers are willing to dig deeper to get the real facts by
examining
consumer
reports,
reviews,
testimonials
and
recommendations, as well as certification seals, labels and ingredient
lists. All the marketing efforts, from the website to sales tools, public
relations placements and social networking, must go the extra mile to
provide verification of the green claims.
II.
Get pricing right
While many green shoppers are willing to pay extra price to do the right
thing, the majority say price is very important in their purchase decisions.
Consumers want quality products that are good for them and for the
environment at a price that they can afford. Teen’s ages 13 to 17 are the
most price-conscious green shoppers, according to a survey from
Generate Insight, an entertainment branding company. When rock
bottom pricing is unachievable, great value can still add up to sales.
III.
Offer personal benefits
Saving the planet is a big promise and a meaningful to many consumers.
But it will have more teeth if it relates that claim to a personal benefit,
such as improving one’s health or saving money. For example, food that’s
organically grown means that fewer pesticides and herbicides that will
damage the environment are used an invaluable benefit. Yet the essential
bottom line for many organic food shoppers is the assurance that fewer
harmful chemicals will find their way into the bodies of their children and
families.58
General Product as well as its marketing system is growing on day by day
for the crying need of people and saving nature. For this research,
different researches have been done by the researchers in respect of
green product and marketing. So the above literature review is not
enough, but is a sketch of green product and it’s only a concept of
marketing phenomena.
58
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
D. GREEN PRODUCT AND ECOLOGY
Green product is such kind of product which is completely related with
the ecology as well as the environment. On the other hand, one depends
on another. Green product is an eco-friendly product as it positively
addresses the ecology. Some aspects of ecology and green product are
listed belows:
The noun ecology describes the environment as it connects to living
things, or the branch of biology that studies that environment.
Philip Kotler (2011-2013) addresses the Ecology is the scientific analysis
and of interaction among organisms and their environment. It is an
interdisciplinary field that includes biology and earth science. Ecology
includes the study of interactions organisms having with each other
organism and with a biotic component of their environment.59
According to the American Ecological Society Association, Ecology as the
study of the relationships between living organisms including humans,
and their physical environment, it seeks to understand the vital
connections between plants and animals and the world around them.
Ecology also provides information about the benefits of ecosystems and
how we can use Earth’s resources in ways that leave the environment
healthy for future generations.60
The Garman Zoologist Ernst Haecked (2006) coined the word ecology
almost 150 years ago, and it should come as no surprise – his being a
serious scientist and all- that he combined a couple of Greek words to do
it Oikos means “habitation on” and ology means “the study of” So
ecology stated off as the study of when things live. More and more,
though, the word is used interchangeably with environment.59
Ecology was originally defined in the mid-19th century, when biology was
a vastly different discipline than it is today. The original definition is from
Ernst Haeckel, who defined ecology as the study of the relationship of
organisms with their environment. In the intervening century and a half,
59
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
other definitions of ecology have been proposed to reflect growth of the
discipline, to found new specialties, or to mark out disciplinary territory.61
High price group (1927) stated that In case of green products, the high
price group attaches more importance to the self-transcendence values.
The persons with this attitude give higher marks to environmental and
individual benefits coming from green products. They are willing to pay
premium for environmentally friendly products. The low price group to a
greater extent assumes values that are characteristic for the selfenhancement system. This group gave higher marks to the need for
achievements and power. The group is therefore motivated by individual
benefits, not social interests.62
According to Mackenzie (1990), the terms ecological friendly and
green product, uncommon until recent times, have reached high
proportions and connotations, particularly for those involved in the
production process. Because this is considered to be a relatively new
area, few studies bear the definition of "green consumer”. Within this
approach, that although the phrase "sustainable development" has
different meanings and generates different standpoints, deep inside,
its concept is presented as an attempt to combine questions about
socio-economic and ecological issues.63
Niggli, U. at. al. (2008) stated that consumers attributed positive
characteristics to organic foods and they perceived them as healthy,
tasty, authentic, local, highly diverse, fresh, minimally processed, natural,
free of undesirable residues and safe. Several meta-studies confirm not
all but many of these quality claims. Health claims, however, are
generally only poorly substantiated by scientific research, mainly because
intervention and cohort studies are very expensive.64
Martin and Simintiras (1992) and Krause (1995) observed that Consumers
have become more concerned regarding their ordinary habits and their
impact on the natural environment, the consequence of this fact being
60
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
that more and more consumers transform their concerns in actually
purchase green products. Consumers show a greater willingness to
purchase from firms with a reputation for environment safety.65
Niggli, U. at. al. (2008b) found that the ecological and environmental
strengths of organic agriculture are to be found: i) reduced pollution
(nitrates, pesticides), ii) improved biological and physical qualities of soils
and iii) strongly increased diversity at landscape, farm, field, species and
genome level. Furthermore, organic farming systems are likely to be
better able to cope with climate change, as they are more resilient and
have inherent techniques which reduce greenhouse gas.66
European Commission (2004) addresses that the socio-economic
situation of organic agriculture is inconsistent, therefore, state direct
payments are vital for organic farms in order to compensate for the fact
that, in organic farming, negative environmental and social costs are
externalized to a lesser degree. Organic farming combines similar or
higher incomes with the creation of higher employment, as it contributes
to rural economic development through value adding activities such as
direct marketing, local processing of specialties and tourism.67
Tanase Laura Daniela and Roșca Mihai Ioan (2007) stated that In view of
marketing, organic products have been defined by many authors
from different perspectives. At first she appeared in the 70
marketing term ecological products were seen as products that
accompanied the ecological behavior. They were simple consumer
products and the way the consumer does not affect the environment.68
Peattie (1995) observed that points out "the theory is that consumers
who are knowledgeable about environmental problems, will be
motivated towards green consumer behavior. To establish the links in the
research effort between environmental knowledge and behavior is not an
easy task. The main difficulty is to clarify the adequate content of
environmental knowledge. A possible approach to capture the essence of
61
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
it might focus on research points such as: the degree and the depth of
information a person holds on certain, global environmental problems,
the sources of such information, the perceived importance of these
problems and the information about possible actions a person can adopt
in favors of the environmental protection.69
Dispoto (1977) addressed The results of the studies conducted showed
that the knowledge about ecology, environment and pollution was the
main predictor of the environmental behavior, but they found a tenuous
relationship between the two variables. These results also suggest
that environmental education and planned conservation may be the
basis for changes related to the behavior of individuals.70
The consumers have to pay more attention as well or ecological product
than that of conventional product. A comparison between conventional
and ecological product, are stated below in table- 4.
Table 4: Auction Items (Willingness to Pay for Green Products vs
Ecological Value System) 71
Traditional product or
Ecological product
Conventional
A1: Sweet red wine originating A2: Rich, barreled chardonnay
from hot South Italy. It is not as with a distinct personality. A
strong and heavy as liqueur single vineyard rich in calcium
wines. The vineyards are over 30 carbonate is located in a cool
years old. Intensive aroma of area of the Pacific. Grapes are
forest fruits and strawberries. picked by hand. The aging
After a short fermentation process lasts 11 months in
process, the wine ages in a tun. barrels made of French oak. A
Thanks to the balanced flavor, it strong bouquet of citruses with a
maintains crispness.
touch of caramel. A well
balanced, intense, long-lasting
taste.
B1: Ladies sweater made of thick, B2: Product made of ecological
62
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
heavy wool. The pattern matches
plain trousers
and skirts.
Fashionable cut and fit. Sizes
from S to L
C1: Cream effectively conditions
and protects dry skin. It is fastabsorbing and does not leave an
oily layer. Contains she butter
and beneficial active substances:
pantheon and beeswax.
wool produced in accordance
with restrictive regulations. It
originates from sheep pastured
on natural grazing lands. A
fashionable ornament around the
neck.
C1: Hand cream with Echinacea
and Grape seed oil.
Fast
absorbing, after use the skin
remains smooth and elastic. A
pomegranate
essence
strengthens and moisturizes the
Skin. Grape seed oil has
regenerating properties. 100% of
Ingredients are all-natural. Free
of artificial dyes and aromas.
Source: Agnieszka Leszczyńska
The related organization or authorization designed some proposed
principles of organic agriculture. Which are given the Box 1 72
Box 1. The proposed Principles of Organic Agriculture
The hitherto "Principal Aims of Organic Production and Processing"
are being rewritten by IFOAM as the "Principles of Organic
Agriculture" (Luttikholt, 2004). These are the proposed principles as
of June 2005:
Principle of health
Organic Agriculture should sustain and enhance the health of soil,
plant, animal and human as one and indivisible.
Principle of ecology
Organic Agriculture should be based on living ecological systems and
cycles, work with them, emulate them and help sustain them.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Principle of fairness
Organic Agriculture should build on relationships that ensure
fairness with regard to the common environment and life
opportunities.
Principle of care
Organic Agriculture should be managed in a precautionary and
responsible manner to protect the health and well-being of current
and future generations and the environment.
The proposed principles have been presented and discussed at
several occasions in and outside the organic movement in 2004-2005
and there have been a comprehensive hearing process with IFOAM
membership and other stakeholders. In September 2005 the IFOAM
general assembly will vote on the principles.. 71
Low and Glesson (1998) observed that coined the term “ecological
justice” which broadens the scope of environmental justice to include the
justice of the relations between humans and the rest of the natural world
and between present and future generations Box 2. 73
Box 2. Environmental justice and ecological justice
"Environmental justice is about the fair distribution of good and bad
environments to humans. Ecological justice is about fair distribution
of environments among all the inhabitants of the planet. To speak of
"environmental" or "ecological" justice means to recognize the
values that an environment has for all creatures. An environment is
comprised not only of people, but also nonhuman nature in all its
abundance and diversity: animals and plants, landscapes and
ecologies. An environment is not divisible like property but is
fundamentally shared."
Low and Gleeson, 1998: blurb [emphasis added]
This quote illustrates the difference between environmental and
64
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
ecological justice. Note, though, that the reference to distribution
only is expanded below to include recognition and participation as
well. 72
According to Hugo F. Alroe and John Byrne and Leigh Glover (2005) there
are different ways in which the organic movement can implement the
idea of ecological justice in relation to organic population and organic
trade. This section discusses how the pervious consideration can be put
into practice and provides a background for a closer investigation of
these issues. Three main ways are described, the ways of certified and
non-certified organic agriculture as an alternative example for
agriculture, research and society.
Box 3: Certified and non-certified organic farming. 74
Box 3.Certified and "non-certified" organic farming
When assessing the potential benefits and problems of the global
development of organic agriculture in relation to the principle of
ecological justice, there is a need to distinguish between certified
and non-certified organic farming (in line with Scialabba and Hattam,
2002). Certified organic productions compete with conventional
products in regional and global markets, even though the organic
production levels are usually lower than conventional, based on
consumer preferences and premium prices. "Noncertified organic
farming", on the other hand, is a term for farming systems that are
based on principles and practices similar to "branded" organic
agriculture, but which are targeted at local consumption based on
close relations and not at the distant sale of certified products.73
65
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
E. GREEN PRODUCT AND ACADEMIC RESEARCH
The green product is a vital issue for now a day to optimize the
environment pollution as well as to maintain the ecological balance. On
the other hand, a green product, especially organic food i.e. organic
agriculture has been considered for the researchers and academicians as
to develop different techniques for producing organic food as green
product. For this reason the researchers and academicians are willing to
focus on researching new arena of green products.
Ashwani K. Gupta (2013) empathies on his research about further
findings of green product whereas he stated that the research and
development expenses should be increased as it will bring some new
innovative and better ways to generate, communicate and deliver green
product and service. 75
On the other hand, another investigation on the topic, environmental
friendly wins: a consumer segmentation study by Eugenio pomarici and
Mario Amato and Riccrdo Vecchio (2015) they expressed the limitation
which indicates the need for future research. They stated that limitation
of current research should faster new studies in particular; future
research should try to bypass the intrinsic problems of the attitudebehavior gap adapting non hypothetical and incentive compatible
method as real-choice experiments or experimental auctions to elicit true
consumer values for environmental-friendly information attached to
wines. And organic research agenda proves the need of research in the
field of green product. 76
Niggli U. at al. (2008) observed on the topic Food, Fairness and Ecology:
An organic research agenda for a sustainable future about the need of
academic or disciplinary research. In their observation, they stated The
European Union Group of the International Federation of Organic
Agriculture. 77
66
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Movements (IFOAM EU Group) and the International Society of Organic
Agriculture Research (ISOFAR) are developing a strategic research agenda
focusing on ecological intensification, on sustainable rural regions, on
high quality food for healthy nutrition and on ethical values of people visà-vis technology development in food production. The strategic research
agenda invites farmers, processors, traders, NGOs and scientists to
debate on how practice and science should co-operate on future
innovation. The final goal of the debate is a widely supported technology
platform for organic agriculture and beyond. This research agenda
indicates the academic demand for further findings or research. 78
First D. (2009) empathies on environment and in relation to the
enhancement of research stated Pressures from environmental
organizations, competition between firms and academic discussions
are factors that have contributed to the emergence of environmental
awareness from 1980, especially due to climate change, droughts and
other events resulting from global warming. 79
The discussion above visualized a pen picture of green product, green
marketing, ecology and other related aspects of green products which
may have created on opportunity to investigate the present study as the
secondary sources of the research.
67
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
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72
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CHAPTER –III
METHODOLOGY
The mixed methodology was used (both quantitative and qualitative) to achieve the
objectives of the study to examine awareness and attitude of consumer towards
green products including the status of green products producing as well as
marketing systems in Bangladesh. For the primary sources of information
investigation has adopted survey method. The secondary sources of data were
collected from internet, survey report, research paper, various books, news paper,
university web site and various library books etc. A non-experimental, description
and quantitative research design was employed in the current research. For this
research, two types of sources were considered including their scope and
limitations which are as follows1. Primary source of data
2. Secondary source of data
3. Scope and limitations of the study
1. Primary source of data
The primary data collection was included as preparation of questionnaire, selection
of respondents and sampling population of the study, training procedure for
investigators data collection, one to one questionnaire method, focus group
discussion method, data compilation and analysis procedures, statistical techniques
applied. The following steps were taken for primary source of data collection.
1.1 Area of the study
The study location or site was selected as considering as considering the availability
of the organization as well as the respondents related with the objectives of the
research. On the other hand, the study was selected as also considering the working
advantage of the investigator. For this reason the present study was conducted in
the Dhaka City Corporation (The North and The South) of Bangladesh.
The present study was conducted in the Dhaka City Corporation of Bangladesh.
1.2 Selection of the Respondent and Sample Size of the Study
For the present study respondents and sample size were varied due to the nature of
the categories of the respondents and research subject or mater. As considering the
sample size 41 for common user, 11 for banking sector, 11 for building sector were
taken as the respondents of the study.
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1.3 Preparation of the questionnaires
Necessary questionnaires were prepared as considering the objective of the study
where questionnaires were tested though focus group discussion procedure
primarily. The nature of the research problem as well as the different
segmentations of the respondents 05 types of questionnaire was prepared. The
number questions were varied in relation with the nature of the problems and
prospect for the objective of the study. The designed questionnaire from different
categories of respondents were as follows
I. Questionnaire for Banking sector (Annexure -II)
II. Questionnaire for Building Sector (Annexure - III)
III. Questionnaire for Manufacturers (Annexure - IV)
IV. Questionnaire for Certifiers (Annexure - V)
All the questionnaires were developed in two processes whereas a pre-test
questionnaire was developed on the basis of the nature of the study from each
segment of the respondents and detailed through the workshop procedure. The
questionnaires were completed and finalized after field testing.
1.4 Training and orientation of the research assistants
Three research assistants were appointed for the present study purpose or field
survey. They were engaged during the total period of survey. Three days of
orientation and training program was organized for survey as well data collection
procedure, questionnaire preparation, field test, focuses group discussion and
finalization of the questionnaire.
1.5 Period of the study
The present study was carried out during the period from January 2014 to October
2016. During this period of time, focus group discussion, questionnaire preparation,
sampling and selection of respondents, interviewing, data collection and processing
etc were done perfectly as following by the research methodology. The secondary
data were also collected as well as reviewed during in this time.
1.6 Survey, Data collection and Compilation
Necessary data was collected though interview method with the supplied
questionnaires to the related and selected respondents of the study. After the
completion of the data collection, all the filled up questionnaires were processed
and compilated for analysis. The compilation data were properly analyzed following
with the proper statistical method.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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1.7 Data analysis and use of statistical method
The Compilated data was analyzed followed by proper statistical method. Analysis
of the responses received from groups and organization were done separately. To
validate the findings of the interviews, panelist from Bangladesh at the
International Culture University
were given copies of the report whereas they
were in the interpretation of the data as well as they were also involved in the
revision of the reports.
1.8 Data collection
Two steps were followed in the procedure of data collection whereas the
procedures are as follows;
i.
One to one questionnaire method:
The primary data was collected though direct communication of the
respondents whereas one to one questionnaire method was followed for
interviews. The researcher previously communicated with the selected
respondents over telephone and after then they supplied them structured
questionnaire for interview.
ii.
Focus Group Discussion Method
The focus group study was conducted to collect primary data from
different focus groups were included 10 students from different college
and university, 5 teachers and 10 consumers of green product, 5
manufacturers, 5 bankers, 5 building related persons. The present
researcher along with other 3 investigators or data collectors involved in
focus group discussion procedures whereas discussions were continued
according with the related options of the categories of focus group.
From this discussion, sufficient information was gathered in relation with the global
job market as well as the learning English language status at present. Moreover a
good deal of ideas and opportunities were observed during the discussion
procedure for the betterment of the future. On the other hand, sufficient
knowledge and assumptions were gathered for the preparation of questionnaire.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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1.9 Nature Sample for the study
For the purpose of research 11 banks, 10 Building, 10 Manufacturer, 9 certified
companies were selected. These organizations are:
I. Bank Asia Ltd.
II. Mutual Trust Bank Ltd.
III. Uttara Bank Ltd
IV. Southeast Bank Ltd
V. Export import Bank of Bangladesh Ltd
VI. Suvasttu Development Ltd.
VII. Adept Consultants Ltd.
VIII. Volume Zero Architects Ltd.
IX. Spacescape Architechs Ltd.
X. Neofarmation Architects Ltd.
XI. Office and Home Solutions Ltd.
XII. Synthesis Architecture Ltd.
XIII. 4 Walls Architects Ltd.
XIV. United Consultant Ltd.
XV. Shinepukur Holdings Ltd.
XVI. Icon Architects Ltd.
XVII. Bengal Group of Industries Ltd.
XVIII. Keya Group of Industries Ltd.
XIX. Prince Group of company
XX. Square Pharmaceuticals Ltd.
XXI. Babylon Group
XXII. Standard Group
XXIII. Majumder Group
XXIV. Dekko Group
XXV. Knit Concern Group
XXVI. Padma Group
XXVII. BCSIR
XXVIII. BSTI
XXIX. Rajuk
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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All the organizations are situated in Dhaka City Corporation. On the basis of the
objectives of the study 06 segments were decided which were as the student,
teachers, guardians, top management are working in national and international
organization. Here it is noted that the population of the study denoted as were
stayed in Dhaka City Corporation of Bangladesh from where questionnaire was filed
up by the researcher.
The population for the studies consisted of 40 students, 5 teachers, 5 guardians, 10
Bankers, 10 developers, 10 companies, and 9 certifiers. From the above said
organizations where as the entire population for the study was 150 in number.
2 Secondary source of data
Different characteristics and related information on green product were completed
from previous studies and researches in chapter-II (Literature Review) related
survey, research paper, and website and research document of different related
library or organization. In the same procedure, green product and its marketing
systems, Environmental factors including other related aspects of green product
were also searched and accumulated in the same chapter for the fulfillment of
necessary information which is needed for the present study.
3 Scope and Limitations of the study
Green Marketing incorporates a broad range of activities, including modification of
products, changes to the production process, to packaging as well as modifying
advertising campaign.
In this research green marketing may also reflects a new arena for the existing
green product in Bangladesh. If is well known that environmental among society,
governments and industry due to negative environmental developments. The
present research may find out that the manufacturing of environmentally friendly
products is crucial in order to minimize the use of virgin resources. This can be
achieved by studying the life cycle of the product from its design stage to its
retirement stage and incorporating this information into engineering design and
production which may be created a new direction though this research work.
The banks should play a pro-active role to take environmental and ecological
aspects as part of their lending principle which would force industries to go for
mandated investment for environmental management, use of appropriate
technologies and management systems. Banks are responsible corporate citizens.
Banks belive that every small “GREEN” step taken today would go a long way in
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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building a greener future anf that each one of them can work towards to better
global environment, “Go Green” is an organization wide initiative that moving
banks, their processes and their customer to cost efficient automated channels to
built awareness and consciences of environment, nation and society on the other
hand, green building issue is also a promising environmental mitigation tools for the
citizen of the country as well as global arena. In this present research banking and
building sector may produce a new and approaches for greening the future in
Bangladesh.
The manufacturers or producer of green product, consumer, certifier, green product
marketing system and related other aspect of green product have been considered
for the present and as well as may address the environment for the betterment of
Bangladesh.
Despite significant efforts of the research, none of the research works are
completed with full degree of perfection because of the limitations existing in the
process that restrict the scope to a certain degree (Pat 2006),1 In this regard, this
research methodology also has some serious limitations that are critical for
maintaining is scope. The key limitations of this research works are mentioned
under the following points with a specific description of each.
The structured self-administrated was used so there was a possibility of
reporting false information. However every effort was made to motivated
responders to provide true information.
Sample size is always a limitation for any survey. To achieve the maximum
number of responses the approach of retail intercept surveys was carried out.
This approach also is expected to bring in diversity amongst the survey
respondents. However, there could be limitations in terms of the
characteristics of the sample.
The research did not identify the green products, as a result the respondents:
response might vary for different categories of green products. Future
research should address this issue by considering focused green products.
In this research study, the data collection is done from a large sample size
including the participants from different cultural backgrounds. For the
purpose of answering the research question, to have a timely data collection
this size of sample is very much a crucial task. Along with this, to make
aligned data interpretation from the diverse views of participants is also a
very critical issue in this study.
Furthermore, in this research work statistical methods have been applied for
data an analysis purpose which is a very significant process. In order to reach
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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an accruable result from these methods, there is a need for keen
concentration and focus on analyzing the data, otherwise, it might have
deviations from the results of the research to some extent (Pat, 2006)2
The study was limited to the Dhaka City Corporation. So we need to
generalize the findings with caution. For this reasons we believe that the
reapplication of this research, in a broader context that encompasses a
consumers from other city corporations as well as the whole country will
largely contribute to the information reported in this study.
Works Cited
1. Pat, C (2006) the research students Guide to Success, New York McGraw-Hill
Education.
2. ibid
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CHAPTER –IV
RESULTS AND DISCUSSION
This chapter is design as presenting the results of the present study whereas
discussion of the results should be presented here in accordance with the
correlation between the respondents answer base on results and discussion of the
subject matter. Here it is noted that the categories of the question were segmented
as follows:
A.
B.
C.
D.
E.
Questionnaire for Consumer and user
Questionnaire for Banking sector
Questionnaire for Building sector
Questionnaire for Manufacturers
Questionnaire for Certifiers
For the present research, the above categories of questionnaire were filling up
followed by the proper research methodology. All the respondents were answered
related questions with cordially and properly. So, the results of the present research
were visualized with proper discussions which are presented below.
Results and Discussion on Consumer and User
Consumer and user are the main beneficiaries of green product, for this reason, the
present researcher has given more attention about the study on consumer and
user. A total of 41 respondents were interview on the structure questionnaires
whereas 32 respondents were male and 9 respondents were female. Among the
respondents there were observed different age group occupations and education
etc. The result and discussion on consumer and user are stated below flowed by
the respondent’s opinion and answers though supplied questionnaires respectively.
The (Annexure II) question 1 for the respondents on the concept of green product or
eco-friendly product whereas 76% of the respondent had given their positive
opinion on green product or eco-friendly product, On the other hand, 24% of the
respondents had no concept or idea on green products or eco-friendly product. The
results of the respondents are stated below in figure-018.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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24%
Yes -
76%
No -
Figure - 01: The concept on green product of the respondents.
On the basis of the sex of the respondents was also analyzed separately. The
positive concept of male respondents was 81% whereas the negative concepts of
the respondents were 19%. On the other hand positive concept of the female
respondents was 56% whereas the negative concepts of the respondents were 44%.
The results of the respondents were observed in figure-02 and 03.
19%
Yes
No
81%
Figure: - 02: The concept on green product of the male respondents.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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44%
56%
56%
Yes
No
Figure -03: The concept on green product of the female respondents.
On the above results the demographic different were observed in respect of the
concept of green product or eco-friendly product. The researchers have also found
the demographic different in this regards. The researchers observed the gender
influence eco - behaviors whereas stated that more men then woman identify
themselves as living a most or completely green lifestyle (42% vs. 36%). However,
women are more likely than men to purchase environmentally friendly
housekeeping products (56% vs. 36%). The observations have come from the
Stanford social innovation review. But our on respondents are Bangladeshi whereas
they only given their concepts on green product or eco-friendly product. Hence the
interesting fact is that the demographic attitude of the present respondents was
more or less similar comparison with the previous study.1
The (Annexure II) question 2 for the respondents was the concept of organic product
or organic food whereas 71% of the respondents were expressed that positive
response and 29% of the respondents were expressed that negative response in this
regard. The results of the respondents are projected in figure- 04.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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29
12
Yes
No
Figure-04: The Concept of Organic product of the respondents.
On the basis of the sex the concept of the respondents was also analyzed
separately. The positive concept of male respondents was 78% whereas the
negative concepts of the respondents were 22%. On the other hand positive
concept of the female respondents was 44% whereas the negative concepts of the
respondents were 56%. The results of the respondents are observed in figure-07
and 08.
25
7
Yes
No
Figure:-05: The concept of organic product of the male respondents.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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44%
Yes
56%
No
Figure -06: The concept of organic product of the female respondents
The above the result indicates that the most of the respondents were familiar with
the organic product or organic food. Here it is noted that the female respondents
were more unfamiliar with the organic food or organic product than the male
respondents, On the other hand, it is also remarkable that deferent age groups have
also deferent attention on organic product. The researchers observed that
consumer beyond 40 years aspire for organic products (as health and other social
aspects become important) as compared to the younger consumer who is more
environment conscious and finds it fashionable to be called as a green person.2
The (Annexure II) question 3 for the respondents was the concept of green building
whereas 59% of the respondents gave their opinion that positive responds and 41%
of the respondents gave their opinion that negative response in this regard. The
results of the respondents are projected in figure-07.
24
17
Yes
No
Figure – 07: The concept of Green Building of the respondents.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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On the basis of the sex the concept of the respondents was also analyzed
separately. The positive concept of male respondents was 54% whereas the
negative concepts of the respondents were 46%. On the other hand positive
concept of the female respondents was 44% whereas the negative concepts of the
respondents were 56%. The results of the respondents are observed in figure-08
and 09. (Annexure II)
20
12
Yes
No
Figure: -08- The concept of Green Building of the male respondents
56%
44%
56%
Yes
No
Figure – 09: The concept of Green Building of the female respondents
The green building is a new arena for Bangladesh as considering the developing
country in the world. The develop countries have been done some researches in
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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terms of green buildings whereas the concept of green building now is not a new
concept for those countries. They defined that the tern “green Building” is widely
used as a response to sustainability concern in the building industries. However, it is
rarely researched the term “green building” is widely used as a response to
sustainability concerns in the building industry. However, it is rarely researched,
how building occupants, and the general public perceive green buildings. One of the
ways to do so is to introduce the positive aspects of these buildings to a chosen
audience and research how those aspects are ranked by the subjects when
evaluating green buildings.3
Nowadays the green buildings has been recognized as an industrial aspect Mariasiu
(2013) states that human industrial activity has unfortunately not remained
without consequences to the environment, health and social society. One of the
major activities of humans is the creation of a built environment. Building green is a
response to the environmental, economic, and social consequences of the
construction activities.4
A Green Bank is an ethical bank, a socially responsible bank and a sustainable bank.
Green Banking is providing innovative green products and support activities that are
not hazardous to the environment and help conserve the environment. The third
question for the respondents was the concept of green building whereas 46% of the
respondents gave their opinion that positive responds and 54% of the respondents
gave their opinion that negative response in this regard. The results of the
respondents are projected in figure-010. (Annexure II)
23
22
22
21
20
19
19
18
17
Yes
No
Figure: - 010: The concept of green banking of the respondents
On the basis of the sex the concept of the respondents was also analyzed
separately.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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The positive concept of male respondents was 44% whereas the negative concepts
of the respondents were 56%. On the other hand positive concept of the female
respondents was 56% whereas the negative concepts of the respondents were 44%.
The results of the respondents are observed in figure-011 and 012 (Annexure II)
No
Yes
0
5
10
15
20
Figure: - 011: The concept of green Banking of the male respondents
44%
Yes
56%
No
Figure: - 012: The concept of green banking of the female respondents
Fayez Ahmad, Nurul Mohammad Zayed and Md. Ashraf Harun (2013) stated that
Green banking is the term used by banks to make them much more
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responsible to the environment. The term green banking means developing
inclusive banking strategies which will ensure sustainable economic development.5
The concept of green banking is related with the online banking. Dr. AL. Malliga and
K. Revathy (2016) observed that green banking is emerging concept for
environment sustainability it means promoting environment friendly practices for
sustainable growth and reduces the carbon footprint from the banking industry.
Using online banking instead of branch banking, paying bills online instead of
mailing them, opening online bank account are now added advance to the banking
technology or contributing the environment sustainability.6
Md. Amirul Islam and Md. Kamruzzaman (2013) observed that Green Banking is a
modern concept of the banking business through considering the corporate social
responsibility (CSR) as well as environmental issue. Nowadays, it is the most
acceptable and popular practices of the green banking by banks because leads to
competition of globally. On an average, bank is allocated Tk.2 billion for green
banking in 2012. The concept of green Banking is relatively new in Bangladesh and
yet to get momentum, but in the developing countries it is passing through a
mature stage.7
Above the results and discussion indicates that green banking was a new concept
for the related respondents in the contents for Bangladesh.
The respondents have had deferent concept on eco level which are given in the
table-006 (Annexure II)
Option
Frequently Per. % Man Per. % Woman Per. %
(Total)
(Total)
Yes, I would buy green 12
29%
17
52%
2
22%
products
I would prefer green 21
51%
11
33%
4
45%
products over other
products
No, I would not 8
20
5
15
3
33%
consider
greenness
while making my
Buying decision
Total
41
100% 32
100% 9
100%
Table: 006: Different concepts on Eco-labels of the respondents.
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A total of 29% of the respondents would like to buy green products whereas 52% of
the respondents were male and 22% of the respondents were female consumers.
On the other hand, a total of 51% respondents would like to prefer green products
over the other products whereas 33% of the respondents were male and 45% of the
respondent’s female consumers. A minimum number of respondents (22%) would
not consider greenness while making buying decision whereas 15% of the
respondent’s male and 33% of the respondents were female users.
The results above have a vital indication of the users about green products as
considering the eco-labeling products which may increase the interest and
awareness of the users. The researchers stated that environmental certification or
labeling programs attempt to increase consumer awareness and knowledge of
environmental issues. Marketers use eco-labels to convey information about a
product's environmental benefits and to differentiate among competing products.
The Eco-labeling is a voluntary method of environmental performance certification
and labeling on the whole world. An Eco-label is a label that identifies total
environmental preference of a product or service in a specific category based on life
cycle assessment. The label comes from a growing concern for environmental
protection by governments, businesses and the public. 8
The above results and discussion proved that the users have an idea on eco-labels
products whereas male consumers are more concusses about green products as
well as environment then the female consumers.
The cost of a green products has been affected the purchase decision of the
respondents which have been projected in the table-002 whereas a t0tal of 73% of
the respondents had affected a bit and 27% of the respondents had affected a lot in
considering the cost of a green product which affected purchase decision of the
respondents. On the other hand, male and female consumers have had a deferent
in making decision of purchase green products (007) (Annexure II)
Option
Frequently Per. % Man Per. % Woman Per. %
(Total)
(Total)
A bit
30
73%
24
75%
6
67%
A lot
11
27%
8
25%
3
33%
Total
41
100% 32
100% 9
100%
Table: 007: Different opinion in regarding the cost of a green product which reflects
the purchases decision of respondents.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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The price is the main factor to buy a product whereas the consumers like to buy the
product. Mrs. B. Chitra (2004) stated that Price is a critical and important factor of
green marketing mix. Most consumers will be prepared to pay an additional value
if there is a perception of extra product value. This value may be due to
improved performance, function, design, visual appeal, or taste. Green
marketing should take all these facts into consideration while charging a premium
price. 9
Webster (1975) found that the socially conscious customer feels strongly that
he/she can do something about pollution and tries to consider the social impact of
his/her buying behavior. A green consumer can be identified to be one who avoids
any product which may harm damage to any living organism, cause deterioration of
the environment during process of manufacturing or during process of usage,
consume a large amount of non renewable energy and involve unethical testing on
animals or human subjects.10
The above results and discussion reveal that the cost of green product is being
affected by different parameters in regarding purchase decision of the consumers.
In the question no. 7(Annexure II) the respondents had have some options as the
following terms which were used for a products signify that the product is green are
projected in the table-008.
Option
Frequently
(Total)
1.Non-toxic
11
2.Organic/ locally grown 11
3.Biodegradable
3
4.Recycled
7
5.Any Other, Please 10
state
Total
41
Table: 008: different opinions of the
product as green.
Per. %
(Total)
26%
26%
7%
17%
24%
Man
Per. % Woman Per. %
8
8
3
6
8
24%
24%
9
18
24
3
2
1
1
2
34%
22%
11%
11%
22%
100% 32
100% 9
100%
respondent in regarding signify the green
The results of the respondents as denoting non-toxic, organic/locally grown,
Biodegradable, Recycled and any other which were 26%, 26%, 7%, 17% and 24% are
respectivelyThe categories of option of the respondents in regarding non-toxic and
organic/locally grown was same (26%) whereas option of any other was the second
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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highest (24%), this results indicates that the respondents had have option than the
green product.
On the other hand, recycles and biodegradable option were comparatively low
which may be caused due to the unfamiliar aspect of green product or organic
product.
Kaul at. al. (2003) stated that organic product is more dependent on the
environment than conventional agriculture, because the production is based a close
cooperation with natural ecological systems and processes, it has fewer
technological remedies available to counteract depletion and malfunctions of these
systems, and there is a special focus on maintaining the local resources for
production such as soil fertility. What we nay call “ecological commons” therefore
have a special importance in organic agriculture. Nature plays a key role in the
provision and reproduction of ecological commons whereas public goods (or public
commons), such as roads, libraries and systems of justice, are produced by human
actors. This distinction is important to keep in mind in relation to organic agriculture
because the provisions by nature tend to be overlooked in policy analyses directed
towards the challenges of globalization. 11
Major R. Rajasekaran and N. Gnanapandithan (2013) observed that Organic/green
product has the potential to produce sufficient food of high quality. Green
marketing is also deals closely with issue of industrial ecology and environment
sustainable such as extended producers of liability, life-cycle analysis, material
use, resource flows, and eco-efficiency. Generally terms like phosphate free,
recyclable, ozone friendly and environmental friendly are some of the concepts
that the consumers most often are associate with green product or organic
product.12
The above results and discussion indicates that the option of green product in
regarding the concern of environment is the vital factor for the consumption of
green product or organic product.
In the question number 8 (Annexure II) the most important factor that prevents
customers from buying green products were as awareness on green products is low,
green products are not easily available in the market, green products are expensive,
one cannot be sure if the green products are really green and green products may
not be of good quality where the respondents gave their opinion 33%, 24%, 21%,
12% and 10% respectively in these regards. The observed opinions of male and
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female respondents were similar in all options (Table-009) which indicates that both
of the categories of respondents had have same platform to utilize green products.
Option
Frequently Per. % Man Per. % Woman Per. %
(Total)
(Total)
1. Awareness on green 14
33%
11
34%
3
34%
products is low
2. Green products are 10
24%
7
22%
2
22%
not easily available in
the market
3.Green products are 9
21
7
22%
2
22%
expensive
4. One cannot be sure if 5
12
4
13%
1
10%
the green products are
really green
5. Green products may 4
10
3
9%
1
10%
not be of good quality
Total
41
100% 32
100% 9
100%
Table: 009: The option of the most important factor that prevents customers from
buying green product.
Udo (2007) stated that due to the complexity in understanding consumer behavior,
a number of studies tried to identify the determinants of behavior in the products
of green purchases, as well as the profile of the green consumer.13
Here it is noted that price is the main factor for purchasing green products.
Anderson and Hansen (2004) and Miller and Layton (2001) observed that
consumers are price sensitive toward green products and the price attribute will
affect consumers purchasing decision toward green products. In order to satisfy
environmentally friendly consumers, a green product must also be priced
competitively with alternatives. Thus price consciousness (pc) is hypothesized to
negatively affect consumers’ decision to purchase green products. 14
The researcher question 9 in this study sought to identify the deference to consume
green product whereas Me, The Environment, Not sure, the society and all of the
above were taken as the options. The respondents gave their opinion in this regard
which are projected in figure -013 (Annexure II)
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14
14
12
9
10
8
8
5
6
5
4
2
0
Me
The
Environment
Not Sure
The Society
All of the
above
Figure - 013: The Concept of consumer to consume green product of the
respondents.
From the option of the respondents the option like the environment was the higher
(14) whereas the option like all of the choice which means that the consumption of
green product have a positive attitude in the users.
An I Chikaji, Meisan Karami, Nur Naha Abu Mansor, M. A Ndaliman and A U Alkali
(2015) stated that green products are responses to focus for the environment.
Because green products are very new for Malaysian business therefore, there are
few studies about green consumers, green marketing, and green product in
Malaysia. Costs are still a main impediment for buyers’ ability to buy green products
in developing countries, and also cats play a large part role in decision making for
shopping. 15
The green products make difference due to different aspect of marketing and
consumption of the product. The fact is proved from the previous works or
observation of the researchers.
Faizan Zafar Sheikh, Ashfaq Ahmed Miza, Anam Aftab and Bilal Asgar (2014) stated
that a research was conducted on green behavior of customers with sample of 41
respondents and question were asked them about their green products preferences
so the result showed that brand and gender difference are not good in model to
make prediction about the green behavior of customer but quality has highly
positive and significant relationship with green behavior and purchase decision of
the customer while price is also important factor while making a green purchase
decision some of the people are willing to pay more price but the quality should be
good or least equal to the non-green products and sometime quality is more
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important for some customer but the customer will like to buy good is they are
properly advertised and if customer is property informed them it will be easy for
companies to sell out the products because of the customer intimacy and customer
will be satisfied to have goods which are of good quality and reasonable price, no
gender difference is involved. 16
Behind the uses of green product many aspects of life style are linked which is the
outcome of deference previous observation. Nihan MUTLU (2007) stated that due
to the various explanations of “Consumer behavior” that means consumers
activities which can be analyzed by qualitative and qualitative methods. Successes
of marketing strategies pass though not only changing of this behavior of the
consumers but also affect and cognition. Although a person likes a product it can be
possible that s/he does not purchase it. Consumer environment is the surroundings
and out side effects. All consumers are exposed to social pressure, culture, family,
personal influence and situation effects.
In the question No. 10 (Annexure II) the respondents had have find out deferent
problems has to identify as well as buy green products. The option were as quality
not sure, lack of certifications, beyond buying capacity, unavailability of product,
high price and all of the above whereas the options with the problems were ranged
10 to 25 which are projected in the table no. 010
Option
Frequently Per. % Man Per. % Woman Per. %
(Total)
(Total)
1. Quality not sure
6
15%
11
17%
1
10%
2. Lack of certifications
5
12%
7
13%
1
10%
3.
Beyond
buying 4
10%
7
10%
1
10%
capacity
4.
Unavailability
of 9
23%
4
23%
2
20%
product
5. High price
6
15%
3
10%
3
30%
6. All of the above
10
25%
8
27%
2
20%
Total
41
100% 32
100% 9
100%
Table: 010: The option of the respondents in regarding problems to identify and to
buy green product.
Ottman (1992) reported that consumers accepted green products when their
primary need for performance, quality, convenience, and affordability were met
and when they understood how a green product could help to solve environmental
problems.18
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Christopher Gan at. al. (2008) stated that higher price has a negative effect on the
probability of consumers purchasing green products. Consumers are less likely to
purchase green products is the products are more expensive. 19
The researcher found that the attitudes of the consumers are not varied with the
high price but also varied due to unfamiliar brand. The previous researchers have
also observed that unfamiliar brand also has a significant negative effect on the
probability of consumers purchasing green products. Consumers are less likely to
purchase green products if it is not from a bran that they are familiar with this
finding is consistent with previous studies. 20
On the other hand, researchers also found that the high prices of green product are
not probability consumer to buy the green product. Aysel Boztepe (2012) observed
that for today’s consumer, price difference in environment-friendly products has
disappeared to be a negative factor now and promotion has become important for
consumers. When companies take these into consideration and determine
marketing strategies accordingly, they can reach their goals by considering needs
and demands of the consumers and by responding them in the most appropriate
way. 21
Like Dunlap, Van Liere, Mertig, and Jone (2000) and Kaplan (2000) reported that
though, a lot of people are aware of and be concerned about environmental issue,
this is not always reflects in behavior. So this study may ply its crucial role in the
sense to explicate the gap between consumers reported intentions and their actual
buying behavior, as according to study findings that there are many customers who
have positive and high intention to purchase green products but due to higher
prices and poorer quality as compare to non-green products, they do not buy them.
Hence, along with environmental aspects manufacturers should consider the price
and quality of green products to attract these consumers. 22
The above results and discussion indicate that different problems are being
observed to identify and to buy green products. The unavailability of the green
products is a major factor in current situation of Bangladesh. On the other hand,
quality, lack of certificates, beyond buying capacity and high price are the various
aspects to consumer green products.
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Results and Discussion on Green Banking
Green Banking as well as Green Product is a new concept for Bangladesh. For this
reason, the conception of the respondents was somehow limited in relation with
the supply questionnaire whereas nine questions were asked for Green Banking
sector, for this portion of the research respondents were given their concern and
opinion about Green Banking.
The designed question was on hearing about “Green Product” or “Eco- friendly
Product” whereas 82% respondents were given their positive opinion. On the other
hand, 18% respondents were given their negative opinion. The results of the
respondents were presented below in PIE chart- 014 (Annexure III)
18%
Yes
No
82%
Figure-014: Respondents opinion on “Green Product” or “Eco-Friendly
Products”.
From the question no.1 it is revealed that the most of respondent were concern
about green product or Eco-friendly product which indicates the previous
conception of green of the respondents. On the other hand, the negative opinion of
the respondent indicates the lack of knowledge or concept about green or Ecofriendly product. Here the reason is that the use of green product is limited in
present Bangladesh.
In the global context, the concept to green product is not absolutely new. Many
scientist and researchers have had different opinion as explain about
Motavalli (2011) stated that, the term “Green” has nothing to do with color, but the
choice of name is appropriate because green is a color that is often associated with
nature. Green products are considered kinder to the environment those non-green
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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goods, in one way or another. A product is considered earth-friendly if it is
biodegradable, meaning that it will pose no threat to the earth and environment,
when it is released to the air, water or earth while in use or when disposed of. 23
From the Wikipedia, we can know that Eco terms referring to goods and services,
laws, guideline and policies that inflict reduced, minimal, or no harm upon
ecosystems or the environment.
According to the question on green banking, most of the respondents have given
their opinion in fever of green banking whereas only 1 respondent have had no
concept on green banking (Figure-015) (Annexure III)
12
10
8
10
6
4
2
0
1
No
Yes
Figure - 015: Concept of the respondents about green banking.
Considering the conception of the respondent it is reveal that the green banking
going to be somehow popular in Bangladesh.
M. Zubair Hossain, Mahjabeen Ahmed, Nabila Nisha (2016) stated that, Bangladesh
Bank was established under Bangladesh Bank Act 1972 and it serves as the
government’s tool to regulate the schedule banks. It has the sole authority to
formulate and implement policies and guidelines in order to monitor, control and
regulate the banking sector. Bangladesh Bank Governor argued that all need to
change mindset about environmental issues for making a better future through
greening financial transactions (Star 2010). To save our planet it is the time to take
initiative for green banking. 24
The awareness of the respondents about green banking indicates the involvement
and practices of green banking is being continued in the commercial banking sector
in Bangladesh. A relevant study also indicates these positive states of green
Banking. The researchers observed that the adaption ad implementation of green
banking practices by the commercial banks in Bangladesh is yet to reach a
satisfactory level. 25
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From the question like as dealing with green banking have had different options of
the respondents whereas internet (37%), paperless ( 18%), green financing (27%),
free carbon footprint (18%) were observed as the dealing charactaristis of their
banking operation in favour of green banking. The observed charactaristis are given
in figure-016 (Annexure III)
18%
Internet
37%
Paperless
Green Financing
27%
18%
Free carbon foot
print
Figure- 016 :Dealing status of the respondents with green banking
The above charactaristis of green banking are the common factors which are being
practisced in Bangladesh.
Dr. Sarita Bahl (2012) express her exprerience in favour of the role of green banking
in sustainable growth whereas green baking product coverage includes:
Green moragages, green loans, green credit cards, green saving accounts, green
checking accounts, green CDS, green money market accounts, mobile
banking,online banking. 26
Ravi Meena (2013) stated that green banking refers to the banking business
conducted in such areas and in such a manner that help the overall reduction of
external carbon emission and internal carbon footprint. To aid the reduction of
external carbon emission, banks should finance green technology and pollution
reducing projects. Although, banking is never considered a pollution industry, the
present scale of banking operations have considerably increased the carbon
footprint of banks due to their massive use of energy, high paper wastage, lack of
green buildings, etc. Therefore, banks should adapt technology, process and
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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products which result in substantial reduction of their carbon footprint as well as
develop a sustainable business. 27
The opinions of the respondents were almost similar as well as related with the
previous researchers.
Banking characteristics like as online and offline were asked in the question No. 4
where as the respondents were given their opinions which are complicated in the
table-010 (Annexure III)
Online Banking








Offline Banking
 Hard copy
 Without Internet
 Impact on Environment
 Physical Existence
 Fixed Time
 Without Telecommunications
 Visible Money is Encourage
 Transport are most
Table-010: The main characteristics of online and offline banking
E-mail
Internet
Environment friendly
Without Existence
Any time Banking
Telecommunication Banking
Virtual Money is discourage
Without Transport
Dr. Sarita Bahl (2012) stated that online savings account and mobile banking is the
easiest way that you can do your part to bank green and help the environment.
Green banking includes setting up direct deposit to receive your paychecks,
receiving electronic statements from your bank and by paying bill online. All of
these steps can drastically reduce amount of paper produced by your bank. Online
banking and mobile banking are also highly effective ways to keep track of your
finances and to avoid late payment fees. 28
On the other hand, she also stated in favor of paperless statements that sending our
bank statement by mail is a big waste of paper. Signing up for online banking at
most banks includes an option for customers to receive their statements
electronically through a secure log- in. copy of banking records and statements can
then be stored electronically instead of in a filing cabinet. Receiving statements
electronically also reduces the chance of identity theft. 29
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Garu Prasad (2015) observed the impacted of green banking in branches whereas
the flowing responses were obtained less paperwork, increased efficiency, low cost,
increase in service and social responsibility of the bank is fulfilled, walking are less,
increase in the number of transactions.30 Above the discussion indicates that the
green banking practices in Bangladesh is going on.
It is well known that online banking is a green banking. But in the present study the
related respondents were given their different opinion in favor of online banking.
Some of them said that online banking is partially green (2) whereas other said that
online banking is completely green (2). The rest of the respondents said that online
Banking is paperless banking (7). The opinion or status of the respondents is given in
Figure-017 below (Annexure III)
8
7
6
5
4
3
2
1
0
Paperless Banking
Partial Green
Completely Green
Figure-017: Dealing status of the respondents that online banking is green banking.
Indian banking systems is being avoided paper work for green banking Dr. Sarita
Bahl (2012) stated that paperless banking almost all banks in India are computerized
or operate on a core banking solution. Thus there is ample scope for the banks to
adopt paperless or less paper for office correspondence, audit, reporting etc. these
banks can switch over to electronic correspondence and reporting thereby
controlling deforestation. 31
On the other hand, paperless banking is a green banking which was also observed
by Ravi Meena (2013) she stated that, sending out bank statement by mail is a big
waste of paper. Signing up for online banking at most banks includes an option for
customers to receive their statements electronically through a secure log- in. copy
of banking records and statements can then be stored electronically instead of in a
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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filing cabinet. Receiving statements electronically also reduces the chance of
identity theft. 32
From the present observation it is revel that our banking sector is not absolutely
sure about the characteristics of green banking. Because some of the respondents
expressed their opinion in favor of online banking whereas the said that online
banking is partial green banking.
The most important factor that presents customers from dealing with green banking
have had 3 factors i.e. Not use to, New concept and not aware which were
indicated by the related respondents. These statuses of the factors are given below
in Figure-018 (Annexure III)
6
5
4
3
2
1
0
Not use to
New Concempt
Not aware
Figure-018: Status of the most important factors that presents from dealing with
green banking.
The solution for better communication and spreading awareness about green
banking were answered by the respondents as denoting T.V add (55%), Seminar
(18%) and online add (27%) which are given below in Figure-019 (Annexure III)
27%
18%
T. V Add
55%
Seminar
101
Online Add
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Figure- 019: The concepts of the respondents for better communication and
Spreading awareness about green banking
The opinion of the respondents in favor of the solution for better communication
and spreading awareness about green banking was the high for television
advertisement whereas the lowest option was observed for seminar. On the other
hand, online advertisement was half of the Television advertisement.
The optimizations of the environmental pollution in regarding green banking, 3
options were given which are as paper save (3), save the tree (2) and save
environment (6). The options are given below in the Figure- 020. (Annexure III)
6
5
4
3
2
1
0
Paper Save
Save the tree
Save Environment
Figure- 020: Different options of the respondents for optimization of environmental
pollution.
The researchers have been focused on the optimization of environment pollution in
relation with green banking.
Guru Prasad Rao (2015) stated that green banking is a new phenomenon which is
creating a buzz in the financial world. It is a form of banking taking into account
the social and environmental impacts and its main motive is to protect and
preserve environment. Though it is a new phenomenon, some countries have
adopted it successfully in their day to day financial activities.33
DR. Sarita Bahl (2012) also stated that, Green Banking refers to the banking
business conducted in selected area and technique that helps the overall
reduction of external carbon emission and internal carbon footprint. T o aid the
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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reduction of external carbon emission, bank should finance green technology and
pollution reducing projects. Green finance as a part of Green Banking makes
great contribution to the transition to resource-efficient and low carbon
industries i.e. Green industry and green economy in general. Green banking is a
component of the global initiative by a group of stakeholders to save
environment.34
Ravi Meena (2013) observed that the banking sector can play an intermediary
role between economic development and environmental protection, for
promoting environmentally sustainable and socially responsible investment,
banking of this kind can be termed as “Green Banking”. Green Banking refers
to the banking business conducted in selected area and manner that helps the
overall reduction of external carbon emission and internal carbon footprint. To
aid the reduction of external carbon emission, bank should finance green
technology and pollution reducing projects. Green finance as a part of Green
Banking makes great contribution to the transition to resource efficient and
low carbon industries i.e. Green industry and green economy in general, Green
banking is a component of the global initiative by a group of stakeholders to
save environment.35
K. Sudhalakhmi and De. K. M. Chinnadorai (2014) observed in their research green
banking avoids as much paper work as possible and rely on online electronic
transactions for processing so that we get green credit cards and green
mortgages. Less paperwork means less cutting of trees. It also involves creating
awareness to banking business people about environmental and social
responsibility enabling them to do an environmental friendly business practice.
Green banks adopt and implement environmental standards for lending, which is
really a proactive idea that would enable eco-friendly business practices which
would benefit future generations. When a loan is granted, the interest of that loan
is comparatively less with normal banks because green banks give more importance
to environmental friendly factors - ecological gains.36
On the above discussion it is visualized that there is a positive correlation between
green banking and optimization of environmental pollution.
The respondents’ opinion regarding future of green banking in Bangladesh was
hopeful whereas bright (55%), positive (18%) and popular (27%) attitude were
observed. The phenomenon of the future green banking is cited below in figure021. (Annexure III)
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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27%
Bright
Positive
55%
Popular
18%
Figure- 021: The opinion of the respondents regarding future of green banking in
Bangladesh.
The above results and discussion for the sector of green banking indicates the
involvement of the commercial banks of Bangladesh in this regards. On the other
hand, it was also observed that green banking activities are not completely
visualized from the answers and opinion of the respondents in regarding with the
supplied questionnaire, for this reason we can say that some limitation and
problems are exhausting for green banking in Bangladesh. But the scope of
practicing green banking is a vital phenomenon for the banking sector in Bangladesh
Results and Discussion on Green Building
The concept of green building a new arena in the field of architectural world. But
the subject is not much more popular with the scientists as well as with the mass
community. The modern world becoming change and gradually developing in all
sources of materialistic aspect for creating the better living condition of human
being in the planet of the earth. The green building is such kind of architectural
design and construction. It is very simple and plane concern that most of our
Bangladeshi people are not aware of green building. For this reason, the supplied
questionnaire for the respondents in regarding green buildings become somehow
difficult as well as unfamiliar as to provide the proper answer or opinion. For the
segment of green building 10 question were supplied the related respondents. The
answers and opinions of the respondents are stated below respectively.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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The meaning of green Buildings was asked for the question no. 1 whereas the
question replied the meaning of green buildings in different ways such as
environmental friendly buildings (7), Environment friendly design (3), Natural
environment (1). The answers of the respondents are projected in the Figure-022
below. (Annexure IV)
8
7
6
Environmental
Friendly Building
5
4
Environmental
Friendly Design
3
2
Natural
Environment
1
0
1
2
3
Figure- 022: The opinion of the respondents about green building.
The above opinions have meaning adjutants in the previous researches and
publication Elaine Ng L.M (2013) stated that the expression green building and
sustainable building are often used interchangeably, though these terms can have
different meanings too. Green buildings can be expected to consume less energy
and thus consequently generate lower CO2 emissions. 37
The Natural green buildings research agenda (2008) described that green building
has developed as a holistic and practical answer to the environmental and health
burdens of the built environment. Green buildings depended on the continuous
improvement of building process, technologies and performance to minimize
negative environmental or health impact, and contribute to environment
restoration and sustainable resource management. 38
Usman Aminu and M. F. Khamidi(2012) observed that green a building is a practice
that uses designs and materials to make efficient use of natural resources,
safeguard occupant health and enhance employee productivity, and reduce waste
materials, pollution and environmental degradation. Buildings make this happen by
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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reducing energy and water consumption as well as by using recycled or perhaps
recyclable materials that are non-toxic and possess low toxic emissions. The building
surroundings have a substantial impact on the environment. 39
The above results and discussions reveal that the green buildings are environmental
friendly and its design whereas the building is the property of natural environment.
Supplied questionnaire to the respondents on the meaning of LEED (Leadership in
energy and environmental design) has minimum response whereas the maximum
respondents (90%), where explained only the abbreviation of LEED and one (10%)
respondent was abstained themselves from the answer. The results of the
respondents are presented below in Figure Pie chat 023. (Annexure IV)
100%
98%
96%
94%
No Answer
92%
Only Abbreviation
90%
88%
86%
1
2
Figure- 023: The explanation of the respondents about LEED
The above explanation or answer indicates that the subject of LEED (Leadership in
energy and environmental design), is a new approaches for our respondents so no
explain observed from the related respondents. But the LEED for green building is
not absolute a new approach in the global aspect in respect of green buildings. On
this aspect some researchers have been done as well as some organizations have
been formed.
U.S green building council (1999) stated that the LEED green building rating system
(LEED) is a program that provides third verification of green buildings. The LEED
rating systems address both a wide variety of buildings types, including commercial
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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buildings, homes, neighborhoods retail, healthcare, and schools, as well as every
phase of the building lifecycle including design, construction, operations and
maintenance. Projects may earn one of four levels of LEED certification (certified,
silver, Gold or Platinum) by achieving a given number of point- based credits within
the rating system.40
Fowler and Rauch (2006) observed that several assessment rating systems are used
throughout the building industry to evaluate designs, however, in the North
American market LEED is the most dominant system and is being adapted to
worldwide markets. 41
Pearce et.al. (2005) stated that LEED has also shown to be a commonly referenced
metric within many exiting U S. policies. 41
The historical approval for the formation of LEED is the outcome of several years
whereas the involvements of any persons have been observed in this regards. The
historical and development phenomenon of LEED is given below- development of
LEED began in 1993, spearheaded by Natural Resources Defense Council (NRDC)
senior scientist Robert K. Watson. As founding chairman of the LEED steering
committee, Watson led a broad- based consensus process which included nonprofit organization, government agencies, architects, engineers, developers,
builders, product manufacturers and other industry leaders until 2006. The LEED
initiative was supported by a strong USGBC board of directors, chaired by Steven
winter from 1999 to 2003, and very active staff, including Nigel Howard. At that
time, USGBC’s current senior vice president of LEED, Scot Horst, became chair of the
LEED Steering Committee before joining USGBC staff. Early LEED committee
members also included USGBC co-founder milke italiano, architects Bill Reed and
Sandy mendle, builder Gerard Heiber and My ron kibbe and engineer Richard
Boume. As interest in LEED grew, in 1996, engineers Tom Paladino and Lynn Barker
co- chaired the newly formed LEED technical committee. Beginning with its launch
in 2000, LEED has grown from one rating system for new construction to a
comprehensive system of nine interrelated rating systems covering all aspects of
the development and construction process. Since its inception, LEED has grown
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from six volunteers on one committee to more than 200 volunteers on nearly 20
committee and nearly 200 professional staff. 42
Green building, cost involving is high than the traditional one which was mentioned
in the supplied questioning no. 3. (Annexure IV) All of the respondents gave their
opinion in favor of higher cost involvement for green building than that of the
traditional buildings. Many researchers have been proved this fact in the field of
cost requirement for the design and construction of green buildings.
Lucuik (2005) observed that several industries reports have attempted to address
the question of the costs of incorporating sustainable design features into projects.
In a report for the CaGBC in 2005, it was concluded that green buildings cost more
than conventional buildings to design and construct, largely due to the design time
and the implementation of non-standard materials and systems. The increase in
capital costs are, however, overshadowed by operational benefits and occupancy
benefits. 44
Anthony F. Cupido, Brian W. Beetz, Ashish Pujari and Samir Chidiac (2015) were
conducted a research on cost analysis of green buildings. They reported that several
respondents, who participated in the follow- up interviews and have been in their
roles as facility professionals for more than a decade, acknowledged that the cost of
providing sustainable design features into their new buildings has been offset by
improved operating costs since the late 1980’s. These costs not only included
energy costs but maintenance costs well.45
From another study Davis Langdon in 2007 in Australia found that the cost of
constructing sustainable buildings under the green star certification tends to match
or only slightly exceed those of comparable non-green buildings. The research
indicated that the initial impact on construction costs is the region of 3-5 percent
for a 5 star solution, and a 5 percent plus for a 6 star non-ionic design solution. 46
The above results and discussion indicated that the cost involvement for the
construction of green building is higher than the cost requirement for traditional
buildings.
Different option of the respondents in relation with the green aspect of green
buildings show customers not used to (2 %), Customer are not available (1), No
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restriction (3), all resource are not available (1), Spaces are not available (1), and
cost is high (3). This has been presented in Figure-024 (Annexure IV)
3.5
3
2.5
2
1.5
1
0.5
0
Customer Customers
No
All
Spaces are Cost is High
not use to
are not
restriction resources
not
available
are not
available
available
Figure- 024: The opinion of the respondents about green building
The above category of options indicates that the construction and users of green
building is a complex phenomenon. For this recent green building is not absolutely
popular in the global aspect. On the other hand the fact is a little bit matter of
concern in Bangladesh. We have been heard about green buildings but we are not
going to built green building in all aspects of environmental concern. To adopt this
nobel technology we have to be creating new approaches for the betterment of the
future.
The question based on the building codes restriction in the use of green materials
have had a complex answer from related respondents whereas 90% of the
respondents expressed their opinion against existing building code restriction. On
the other hand only 10% of the respondents gave their opinion in favor of existing
building code restriction. The opinion of respondents are given below in Figure- 025
(Annexure IV)
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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9%
No Building Codes
Existing Building Codes
91%
Figure- 025: The option of the respondents about building code restriction.
Green construction code is known as the green building code whereas the fact is
when stabiles internationally. The international authorizes stated that the
international green construction code (IGCC) is the first model green code to include
sustainability measures for an entire construction project and its site. As an overlay
code, it establishes minimum green requirements for buildings by exceeding the
companion ICC model codes in the areas of energy efficiency, water usage and
waste reduction, as well as focusing attention on health, safety and community
welfare. 47
The green building code is a basic think in the field of better construction procedure
of the building whereas it’s required many more positive contents of green aspect.
In this regard the scientist and researchers agreed and completed that green
buildings necessarily require careful product and material selection criteria. Ehen
the first version of the IgCC was developed in 2012, the material selection chapter
used a single attribute approach regarding single attribute like bio-based content,
recycled content, or regionally produced materials. Today, understanding a
product’s environmental footprint increasingly considers all attributes across all of
the phases of a product’s life, including parameters such as energy consumption
during manufacturing, waste impacts during installation and the product’s
maintenance requirements. And this approach, importantly, considers potential
energy savings the product may offer during the long use phase as well as outcomes
at its end of life disposition. The international organization for standardization,
called ISO standards, explains how to apply these multi-attribute, life cycle
approaches. 48
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The above results and discussion revel that old restriction is a vital think for the
construction of green buildings whereas our related respondents gave their opinion
which become antagonist to the code restriction of green building
The structure question no. 6 (Annexure IV) asked about the better material for green
buildings whereas 70% of the respondent gave their opinion in favour of recycle
material and 44% of the respondent gave their opinion in favor of natural material.
The result of the respondents are presented below in Figure-026
8
7
6
5
4
A recycled material
3
A Natural Material
2
1
0
1
2
Figure- 026: The opinion of the respondents for better materials of green building.
The above option of the respondents gave a projection in the field of green building
construction regarding component with material. The researchers have found that
the main strategies to achieve a green building include:
o Reduced energy consumption
o Water conservation
o Recycling waste
Well designed green buildings will save money, increase comfort and create
healthier environments for people to live and work, using improved indoor air
quality, natural daylight, and thermal comfort. 49
Not only recycle materials, but also natural resources are the importance factors
regarding green building. The scientist stated that energy used by depleting natural
resources as well as CO2 emission is one of our most important environmental
impacts. Volatile energy markets, rising energy costs and increasing environmental
111
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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awareness about issue such as global warming make energy efficiency and
conservation a high priority. 50
The above results and discussion reveal that the recycles materials as well as the
natural resources both are very importance for green building purposes.
The beneficial aspect of green building is now very well known approaches where
the respondents produce different opinion which as re-use of materials (45%),
efficiently using energy, water and other resources (15%), use of low power (35%)
and use of natural resource (5 %). The results of the respondents are giving below
in Figure-027 (Annexure IV)
6
Re-use of materials
5
4
2
Efficiently using
energy water and
other resourses
1
Use of low power
3
0
1
2
3
4
5
Figure- 027: The opinion of the respondents on the beneficial aspects of Green
building.
The beneficial aspect of green building is now a proven mater whereas the
respondents were answers positively. The previous researches works have also
indicate the some think the researchers stated that green building is a dynamic,
rapidly growing and evolving field, driven by a confluence of rising public concern
about global climate change, cost and availability of energy sources, and the impact
of the building environment on human health and performance.
Another research works have also the positive impact on green building. The
observed that around the world, green building is accelerating as it becomes
viewed as a long-term business opportunity. Fifty-one percent of the architects,
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
engineers, contractors, owners and consultants participating in the study anticipate
that more than 60%of their work will be green by 2015, up from 28% of firms in
2012, and the growth of green in not limited to one geographic region or economic
state it is spreading thought the global competitive market place.
The green building is a sophisticated approach on the socio-economic contest of
Bangladesh. For this reason deferent opinions were observed from the respondents
in favor of the question of the most important factor prevents use of green
buildings. The observed opinions of the respondents are as customers not use to
(2), customers are not available (2), necessary resources are not available (3),
spaces are not available (2), and cost is comparatively high (2)which are presented
below in Figure -028. (Annexure IV)
3.5
3
2.5
2
1.5
1
0.5
0
Customers not Customers are Necessary Space are not
Cost is
use to
not abailable resources are available
comparatively
not available
high
Figure- 028: The most important factor that prevent users from green building.
The most criticized issue about constructing environmentally friendly buildings is
the price photo-voltages, new appliances, and modern technologies tend to more
money. Most green buildings cost a premium of ^20%, but yield 10 times as much
over the entire life of the buildings. In regarding to the financial benefits of green
building over 20 years, the financial payback typically exceeds the additional cost of
greening by a factor of 4-6 times. And broader benefits, such as reduction in
greenhouse gases (GHGs) and other pollutants have large positive impacts on
surrounding communities and on the planet. 51
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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The above example for the construction of green building in respect cost
involvement proves that the green buildings is a sophisticated approaches which
may prevent that user to adapt the opportunity of green building. On this contest
green building uses may be discourage our customers due to unavailability of
necessary resources as well as comparatively higher cost involvement.
Green building can optimize the environmental pollution, all the respondents gave
their opinion in favor of this fact whereas they stated that green buildings can
protect pollution (27%), use of natural material (55%), and water reduction (18%).
For prevent pollution and open prevent pollution and green building can also
optimize water reduction. The results of the related respondents are given fellow in
Figure- 029 (Annexure IV)
18%
27%
Protect Pollution
Use of Natural
Material
Water Reduction
55%
Figure- 029: The most important factor that prevent users from green Building.
The related resources observed that the green building process incorporates
environmental consideration into every stage of the building construction. The
process focuses on design, construction, operation and maintenance phases and
take into account the lot design and development efficiency, energy and water
efficiency, resources efficiency, indoor environmental quality, building-owner
maintenance and the buildings overall impact on the environment. 52
From the observation, it is realized that well-designed buildings have a special
feature for the protest of pollution. The researchers have mentioned this truth in
case of green building. The researchers proved that green. Green architecture also
seeks to reduce waste of energy, water and materials used during construction. For
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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example, in California nearly 60% of the state’s waste comes from commercial
buildings during the construction phase; one goal should be to reduce the amount
of material going to landfills. Well- designed buildings also help reduce the amount
of waste generated by the occupants as well, by providing on- site solutions such as
compost bins to reduce matter going to landfills. 53
The future of the green building was the final question of the respondents whereas
(45%) of the respondent have answers as a good future of green buildings and that
of the respondents (55%) have mention bright future of the green buildings. The
results of the respondents are given below in Figure-030 (Annexure IV)
Future is Good
45%
55%
Future is Bright
Figure- 030: The opinion of the respondents regarding future of green
Building in Bangladesh
All the concerned persons are involved for the betterment of green buildings
approaches as to protect the environment pollution as well as the sustainable
development in the field of green buildings. The general concept of green buildings
is that as more developers, owners, consultants, designers and vendors are
participating in the globally green building movement, the action is getting rapid
pace. The mixed effort of people and organizations to switch towards green
buildings is having a remarkable impact. The humankind has influenced so much on
the worldwide natural environment to twist its stability. 54
On the other hand, the researchers have positive attitude to optimize the
environmental pollution through the expansion of green buildings. In this regard,
they stated that we should consider the goals of green building. Of course, one of
the main goals is to make the earth more sustainable, but it really does go deeper
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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than that. When you decide to go green, your goal will be to actually help to sustain
the environment with disrupting the natural habitats around it. When you start a
building project and you disrupt the natural habitats around it, you can actually
make an impact in the wildlife and environment that will be much like a butterfly
effect. Even the smallest changes that you can make will help to promote a better
planet earth, and a better place for us all to live-not just us humans, but also the
plants and wildlife that take up their residence here on earth as well. 55
The above results and discussion prove that the green building is an environment
friendly approaches for the future, Green buildings can ensure the sustainable
development in the global aspect the researches and development are being
ensuring the positive impact on green building as well as the environmental
protection. These approaches are also applicable for the situation of Bangladesh.
We are gradually improving in the field of green building but this progress is not
remarkable. For this reason we have to realize that some problems are being
adjusting in this regard.
Results and Discussion on manufactures
The research on manufactures was conducted with 10 manufactures companies
whereas 10 representatives for the each company had been expressed their
attitude and opinion as considering the supplied questionnaire. The results of the
respondents are stated below with proper discussion.
According to the question No. 1 (Annexure V) most of the respondents gave their
opinion in favor of recycles materials which are being used in their manufacturing
process whereas some of the manufactures were not sure that their products may
be called as green. The results of the respondents are presented in the figure-031.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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2
2
1
2
1
1
1
Figure: 031: Different opinions of the respondents about green product
From the answers of the respondents in favor of the question No. 2 (Annexure V)
different options were observed as considering the environmental certification for
the products of the company which is presented in the table- 011.
Name of the Group
Square Group
Bengal Group
Keya Group
Price Group
Padma Group
Knit Con. Group
Majumder Group
Standard Group
Have any Environmental
Certification
Have Certification
No
Yes
Have Certification
No
Have Certification
No
Have Certification
Certification Agency
Environment Ministry
No
Environment Ministry
No
Certification by Australia
No
Certification
by
Government
Babylon Group
Have Certification
Certification by America
Dekko Group
Have Certification
Government
Table: 011: The status of environmental certification of different manufacturing
companies
The customer’s expectations were asked in the respondent no. 3 (Annexure V)
whereas most of the respondents expressed their opinion in favor of well certified
product. On the other hand, the respondents had been also emphasized on
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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environmental friendly product as well as high quality product. The results of the
respondents are stated below in figure- 032.
Company / Producer
Product from Well Estabilished
Environment Friendly Product
Well Certified Product
High quality Product
0
1
2
3
4
5
Figure: - 032: The customer’s expectation on green product
High quality products have to be obtaining high price in this regard Hill and
Lynchchaun (2002) stated that organic products are perceived as high quality and
premium products due to the special way of the production methods. So some
author’s argue that to reflect the high quality of organic products there should be a
price difference compared to conventional products. 56
This fact is true for all other kings of organic or green products. The above results
indicates that well certifications of the green products is very valuable and
importance for the marketing of green products.
According to the question no. 4 (Annexure V ) the most importance factor that
prevents customers from buying green products were addressed as doubtful about
quality, higher cost, not habituate to use and all of the above whereas the
respondents emphasis on higher cost as well as not habituated to use and all of the
above. The results of the respondents are presented b elow in Figure – 033.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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4
3.5
3
2.5
2
1.5
1
0.5
0
Doubtful
about quality
Higher cost
Not Habituate
to use
All of the
above
Figure: - 033: The factor that prevents customers from buying green product
Zanoli (2004) stated that consumer’s trust in organic products is one of the key
elements in marketing and also understanding their behavior people want to feel
secure when paying a price premium to organic products. Moreover, purchasers
want to be sure that when they buy a product it is really coming from organic
agriculture without any cheats in certification and production side. Some consumers
also want to trust organic products that they protect animal welfare and also their
food safety and health. 57
Radman (2005), Robles et.al (2005), Padel and Foster (2005) Wier and Calverkey
(2002), Zanoli et. al (2004) and Zokowska (2007) state that organic food price
differences remain the major barrier for most of the people to keep them away
from buying. 58
Rodman (2005)and Zakowska (2007) observed that especially in underdevelopment
markets in Asia and Europe organic food prices can be really high that only high
income class can able to consume. 59
Above results and discussion indicates that premium price of the green products is
the most importance facts that prevents customer from buying the same.
Difference options were observed from the answer of the respondents for the
question no. 5 (Annexure V) which are presented in the table-017.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Name of the Company
Square Group
Seminar, News Paper Add. Media Add.
Bengal Group
Advertizing by Government
Keya Group
People need to awareness
Prince Group
By Education
Padma Group
Government announcement
Knit Concern Group
Personal Awareness
Majumder Group
By Education
Standard Group
Teaching
Dekko Group
Meeting , Seminar
Babylon Group
By Really
Table: - 012: Communicative approaches and creating awareness for the customer
about green products
The related respondents expressed their opinion for the marketing aspects of the
green product whereas they find out the communication as seminar, news paper
add, media add, advertisement by the Government, public awareness, by
education, Government announcement, personal awareness, teaching , meeting, by
really etc. All these communicative tools may make the solution for the betterment
of spreading awareness about eco-friendly or green products for the Bangladeshi
customers.
According to the question no. 6 (Annexure V ) all the respondents have expressed their
opinion as having higher manufacturing cost for the green product than the regular
product. The options of the respondents are presented in table-018.
Name of the Company
Square Group
Yes, for raw material are not available
Bengal Group
Yes, certified by lab test
Keya Group
Yes, for raw material
Prince Group
Yes, For safety and healthier
Padma Group
Material are not easy to found
Knit Concern Group
Yes, all raw material are green, price high
Majumder Group
Price high for not available
Standard Group
Production cost high for row material
Dekko Group
Yes, all raw material are not found
Babylon Group
Yes, production cost high
Table: - 013: Reason for higher manufacturing cost of the green product than
regular product
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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The above table indicates the reason for having higher manufacturing cost of the
green product.
According to the question no. 7 (Annexure V) all the respondents expressed their
options for the factor that are contributing to increase awareness about the product
amongst consumers which are present in table-019.
Name of the Company
Exporting Respondent of the company
Product
Dekko Group
Yes
Yes, poribash aandolon
Babylon Group
Yes
Yes, Product quality should be sure
Square Group
Yes
Yes, T.V, Radio and Paper ads.
Knit Concern Group
Yes
Yes, Seminar
Prince Group
Yes
Yes, seminar, add, T.V ads.
Padma Group
Yes
Yes, healthier and environment friendly
Keya Group
Yes
Yes, government announcement
Majumder Group
Yes
Yes, personal awareness
Bengal Group
Yes
Yes, personal Interest
Standard Group
Yes
Yes, T.V ads.
Table:-014: Awareness approaches amongst customer about the green product
The above way of awareness may be accelerated the activities of the marketing
system of green product in Bangladesh.
All the respondents are exporting their products in the world market which was
observed in the question no. 8 (Annexure V) the respondents had been expressed their
opinion for the international customer which are presented in table-020.
Name of the Company
Dekko Group
Babylon Group
Square Group
Knit Concern Group
Prince Group
Padma Group
Keya Group
Majumder Group
Bengal Group
Standard Group
Exporting
Product
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Company certification
By certification
Price Consideration
Except the Green Product
Consider The Price
For Healthier
Price Consideration
Our Product are Green
Price Consider
Think Green
World Seminar
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Table:-015: Exporting condition and status of different company for green product
Above the results and discussion reveal that all the manufacturing companies have
had some special intensions in regarding green product. All the companies had been
working for the extinction of the marketing system through communication as well
as awareness building activities. Moreover, all the companies had been exporting
their product in the foreign market which indicates the marketing phenomena of
their products.
Result and Discussion on certification
The research on certification was conducted with three certified companies; e.g. Bangladesh Council of Scientific and Industrial Research (BCSIR), Bangladesh
Standards and Testing Institute (BSTI) and Rajdhani Unnayan Kortripokhkho
(RAJUK). For the research purpose a design and structured questionnaire was
supplied to the respondents of the related personnel in those certified companies.
All the respondents’ information and opinion in the field of green product which are
furnished belowTable 016- The inception of the certified companies.
Name of the Company
Year of the inception
BCSIR
1978
BSTI
2000
RAJUK
1978
The table 6 (Annexure VI) is representing the inception year of the certified companies
where the inception year of the BSTI, BCSIR and RAJUK were 2000, 1978 and 1978
respectively.
Table 017-The categories of certified companies
Name of the Company
Categories of certification
BCSIR
Industries
BSTI
Food
RAJUK
Land and Building
The categories of the certified companies were industries, Food and Land and
Building for of BCSIR, BSTI and RAJUK respectively. (Annexure VI)
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Table 018- The special criteria for the certification of green product
Name of the Company
BCSIR
BSTI
RAJUK
Special criteria of certification
Not
Not Now
ISO
The table 8 (Annexure VI) is representing the special categories for the
certification of the green products. Whereas BCSIR has answered negatively and
BSTI has answered as ‘NOT NOW’ and RAJUK has answered as the ISO certification
Table 019- The cost of certified green products compare with the non-certified
similar product.
Name of the Company
BCSIR
BSTI
RAJUK
Price of certified product
Higher price
Higher price
Higher price
According to the question no. 4 (Annexure VI) all the companies have had claims
comparatively higher price of their green products compared with the non certified
similar product with other companies (Table-024)
The researchers have found some barriers to higher green consumption and this
fact may be varied due to some factors. Arindam Bhattacharya, Rahul Jain and Amar
Choudhury (2011) observed that many consumers, particularly in developed
countries are willing to pay a premium for green. Their willingness to pay more
depends on a products category and perceived benefits of the survey establish
clearly that price is not a significant obstacle for many buyers. In fact, price ranks
much lower as a barrier to green purchasing than lack of awareness of green
alternatives or a perceived lack of choice. 60
Miller et.al. (2008) conducted the study “Does Green Pay Off” using a sample of 550
energy star rated buildings and 318 LEED rated buildings. They found that the
average LEED impact on sales price per square foot was 9.94%. While the energy
star impact on sales price is 5.76%.61
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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From the above mentioned study it is revealed that the price of the certified green
product is comparatively higher than the non-certified similar product whereas the
present observation is almost similar.
Table 020- The mode of help for the higher price of certification of manufactures.
Criteria
Yes, help
May be help/
Must help
Help, but not
much more
BSTI
1
1
BCSIR
2
1
RAJUK
3
-
1
-
-
The certification of the manufactured green product has a special aspect in
regarding with the higher price of the product. The present study with three
organizations have had different mode of intension incase of higher of the certified
product whereas all the organization addressed more positively about certifications
which may bring the comparatively higher price with the certified product (Table025). (Annexure VI)
Sonal Pareek Kaushik at.al. (2014), stated that an eco-label is the authentication of
a green product (good or services) based on the life cycle assessment and acts as a
tool for the consumers to ensure that the product possess the attributes to be
called as ‘Green’ and is considerably less environmentally impacting then other
products in the same category. Ecolabeling is a voluntary approach practiced
around the world across various product categories. 62
They also observed that ecolabels encourage the consumers to buy green products
by providing them reliable, comparable and certified information about the
environmental impact of the product they tend to purchase. In form of a logo or an
emblem, it helps consumers in taking a better informed purchase decision. In
addition, it requires producers to implement environmentally sound technologies
and operations which will help them in gaining an edge over other competitors and
improve public image. This will results in conservation of resources, decreased
emissions and reduced overall environmental impact of the company. 63
They also stated that an alliance of organic and fair trade certification can go some
way towards meeting the aims of ecological justice by incorporating the broader
context of production, processing and transport into the market, though a simple
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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combination of the two will not be adequate for the development of an organic fair
trade. 64
The above results and discussion indicate that the higher price of certified product
have positive impact on green product marketing and consumption which may also
promote the manufacturers to produce more green product.
According to the question No. 6 different suggestions were observed from nine
personal of their companies named BCSIR, BSTI and RAJUK. Most of the
respondents expressed their opinion as the matter of Government about
incensement of awareness amongst the Bangladeshi companies for certifications;
on the other hand, some of the respondents were focused on public awareness
about green product certifications. Some of respondents of the RAJUK were
suggested as to change the building code, as well as to change the existing role.
They also focused on Law and Personal carefulness in this regard.
All the respondents of the related companies were expressed the Good and Bright
future about the certifications of green product and green building and organic food
in Bangladesh. More over all the respondents of green buildings had have to change
building code in the future planning about the certifications of green buildings in
Bangladesh.
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Journal of Research in Business and Management Volume 3 ~ Issue
5(2015) pp: 35-38 ISSN (Online): 2347-3002.
Received 22 September, 2015; Accepted 25 June, 2015 © The
author(s) 2015. Published with open access at www.questjournals.org
Mrs.B.Chitra (2015) A Study on Evolution of Green Products and Green
Marketing.
Ibid
ibid
Major R. Rajasekaran and N. Gnanapandithan (2013) A Study on Green
Product and Innovation for Sustainable Development
130.
Mr. Ogenis Brilhante and Julia M. Skinner Promoting and
marketing green product and service: energy materials, water
and wastewater
131.
132.
133.
ibid
ibid
Mrs.B.Chitra (2015) A Study on Evolution of Green Products and Green
Marketing.
Philip Kotler (2011-2013) Definition of green product and Ecological
analysis study.
American Ecological Society Association (2011) Ecological impact in the
environment science.
Ernst Haeckel (1866) The Comprehensive of the relationship of the
organism to the environment.
High price group (1927) Scientific natural history
Mackenzie D (1990) the green consumer. Food Policy. 15(6) 461-466.
Niggli, U. (2008) Food, Fairness & Ecology: An organic research agenda
for a sustainable future.
134.
135.
136.
137.
138.
139.
140.
Martin and Simintiras and Krause (1995) the impact of green
product lines on the environment: Does what they know
affect how they feel? Marketing Intelligence and Planning.
141. Niggli, U., Schmid, H. and Fliessbach, A. (2008b): Organic
farming and climate change. International Trade Center (ITC),
Geneva.
142. European Commission (2004): European Action Plan for
Organic Food and Farming
http://ec.europa.eu/agriculture/qual/organic/plan/comm_en.
129
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
143.
Tanase Laura Daniela and Roșca Mihai Ioan (2007) the
perception on ecological product- a research on the urban
consumer.
144. Peattie K. (1995) - Environmental Marketing Management.
London Pitman Publishin.
130
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
CHAPTER –V
CONCLUSION AND RECOMMENDATIONS
CONCLUSION
The concept of green marketing has been around at least since the first Earth Day in
1970. But the idea did not catch on until the 1980s, when rising public interest in
the environment led to a demand for more green products and services.
Manufacturers responded to public interest by labeling hundreds of new
products
“environmentally
friendly”—making
claims
that
products
were
biodegradable, compostable, energy efficient, or the like. As such, the green
product paradox presents quite the challenge for this research has been focused on
the Green Products and its marketing environment and its growing marketing
potentiality
Bangladesh as a developing country need to prevent pollution and preserve its
natural
resources. Environmental attitudes constitute a significant part of
environmental consciousness.
Therefore, The Present research empirically
investigates the attitude of Bangladeshi consumers towards the environment in
general. For this purpose a survey was developed and administered in the capital
city Dhaka of Bangladesh.
The present research made an attempt to understand the factor that influences
environment conscious behavior for green products. The finding of the study would
help government to better understand consumers' environment conscious
behavior, for developing effective environmental policies required to reinforce
green purchase. Moreover, companies will have insight about how to profile
green
consumers
in
Bangladesh,
to develop effective messages that will
functionally and emotionally appeal to their target customers.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Some of the consumers as well as general people have positive concern about green
product or eco-friendly product whereas rest of the people have negative or less
concern about green or eco-friendly products. The negative opinion of the
respondent indicates the lack of knowledge or concept about green or eco-friendly
product which makes the reason is that the use of green products is limited present
Bangladesh.
The demographic differences have been observed in respect of the concept of green
product or eco-friendly product. Men have had use to live on completely green life
style then women. On the other hand, women have had more likely than men to
purchase environmentally friendly housekeeping products (56% vs. 36%). The
female respondents have had more unfamiliar with the organic food or organic
product than the male respondents, where it is also remarkable that difference age
groups have also had different attention on organic product.
From this research finding it is observed that the users have an idea on eco-labels
products whereas male consumers are more conscious about green products as
well as environment than the female consumers.
The cost of a green products has been affected the purchase decision of the
respondents whereas a total of 73% of the respondents had affected a bit and 27%
of the respondents had affected a lot in considering the cost of a green product
which affected purchase decision of the respondents.
The most important factor that prevents customers from buying green products
were as awareness on green products is low, green products are not easily available
in the market, green products are expensive one cannot be sure if the green
products may not be of good quality where the respondents gave their opinion 33%,
24%, 21%, 12%, and 10%, respectively in this regards. The observed opinions of
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
male and female respondents were similar in all options which indicate that both of
the categories of respondents have had to some platform to utilize green products.
Different problems have been identified from the present research in regarding to
buy green product, whereas some options have also been observed. The observed
options were as quality not sure, lack of certifications beyond buying capacity,
unavailability of product, high price etc.
The Banking sector of Bangladesh is not absolutely sure about the characteristics of
green banking. The reason is that some of the respondents expressed their opinion
in favor of online banking whereas the said that online banking is partial green
banking. The commercial banks of Bangladesh have some involvement in regarding
green Banking. On the other hand, Green banking activities have not been
completely visualized from the answers and opinion of the respondents. The reason
is that some limitations and problems are exhausting for green banking in
Bangladesh. But the scope of practicing green banking is a vital phenomenon for the
banking sector in Bangladesh which has been observed in the present research
work.
The green building concept is very new in the present contest of Bangladesh. From
the present research work it has been observed that the cost involvement for the
construction of green building is higher than the cost requirement for traditional
buildings.
The present research probes that the green buildings is a sophisticated approaches
which many prevent user to adept the opportunity of green building. On this
contest green building used may be discourage our customers due to unavailability
of necessary resources as well as comparatively higher cost involvement.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
The green manufacturers are very limited number in Bangladesh while some
companies have made effects to introduce green products into the market the
effects are still of an early stage and have to be systematically expanded cover more
of the manufacturing sector.
From the present research it has been observed that better communication and
awareness about eco-friendly product should have to be increases for the
expansion of the manufacturers in regarding green product. Some problems and
limitations have also been observed for producing good quality green product due
to the lack of raw materials and proper certification. The later has a strong various
for exporting green product in all over the world. Because exacting green product
certifying agencies are not enough as well as not capable to meet up the demand of
proper certification.
Finally it is said that the present research may have contribute a focus on green
product phenomenon which may also have been discovered some problems and
limitations in regarding green product or eco-friendly product. On the other hands,
the research work has also been presenting opportunities to build knowledge and to
further green marketing and green consumptions attitudes among the people of
Bangladesh.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
RECOMMENDATIONS
From the present research and considering the different facts some measures can
be taken for the green products. The measures are as under:
I. To collect the data of Green Product and to get their statistics the importance
to be given on applied research.
II.
The marketing of the green Products to be considered on commercial basis
and research can be made to achieve this aim.
III.
The research should be made classifying the green Products in different
sections, viz. Green Building, Green Banking, Organic Food etc.
IV.
For the extension of green product consumption as well as expansion of its
marketing system should be accelerated as to harmonize the production
system.
V.
The importance of teaching and researches should be given in the existing
Educational Institutions and Research Institute.
VI.
The proper steps to be taken by the Government and the environmental
institutions for the production and uses of green products whereas much
more attention should be given on further development of green product.
VII.
For Green Products measures to be taken for establishing for establishing
certified agencies so that people can get Green products without any problem
and they are not cheated.
VIII.
It is also necessary to set up rules for production of Green products and for
marketing the same.
IX.
There should a Committee or Association for fixing the price of the Green
products and there should be a Governmental agency to monitor it, so that
the consumers may get Green products easily on a reasonable price.
X.
It also necessary to make some principles for importing Green products or its
raw materials and for marketing the same. One the other hand, it is also
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
necessary to set up rules for exporting Green products and it is its new
materials.
Annexure- I
The UN Global Compact’s, Ten Principles and Eco- Friendly Product
The UN global Compact’s ten principles in the areas of human rights where labour,
the environment and anti-corruption enjoy universal consensus. These elements of
human rights rare derived from:
1. The Universal Declaration of Human Rights
2. The International Labour Organization's Declaration on Fundamental
Principles and Rights at Work
3. The Rio Declaration on Environment and Development
4. The United Nations Convention against Corruption. 1
The above university universal consensus is bestowed on human rights, labour
standards, the environment and anti-corruption. These elements have demarcated
ten principles which address the global human rights. In brief, ten principles are as
flows:
Human Rights
1. Principle 1: Businesses should support and respect the
protection of internationally proclaimed human rights; and
2. Principle 2: make sure that they are not complicit in human
rights abuses.
Labour
3. Principle 3: Businesses should uphold the freedom of association and the
effective recognition of the right to collective bargaining;
4. Principle 4: the elimination of all forms of forced and
compulsory labour
5. Principle 5: the effective abolition of child labour and
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
6. Principle 6: the elimination of discrimination in respect of employment and
occupation.
Environment
7. Principle 7: Businesses should support a precautionary approach to
environmental challenges;
8. Principle 8: undertake initiatives to promote greater environmental
responsibility; and
9. Principle 9: encourage the development and diffusion of environmentally
friendly technologies.
Anti-Corruption
10 . Principle 10: Businesses should work against corruption in all its forms,
including extortion and bribery.2
From the above principles, human rights have to be bears the philosophy which
embraces the universal mankind. The philosophy is stated below:
The philosophy of human rights attempts to examine the underlying basis of the
concept of human rights and critically looks at its content and justification several
theoretical approaches have been advanced to explain how and why human rights
have become a parts of social expectations.
One of the oldest western philosophies of human rights is that they are a product of
a natural law, stemming from different philosophical or religious grounds. Other
theories hold that human rights codify moral behavior which is a human social
product developed by a process of biological and social evolution (associated with
Hume). Human rights are also described as a sociological pattern of rule setting (as
in the sociological theory of law and the work of Weber). These approaches include
the notion that individuals in a society accept rules from legitimate authority in
exchange for security and economic advantage-a social contract. The two theories
that dominate contemporary human rights discussion are the interest theory and
the will theory. Interest theory argues that the principal function of human rights is
to protect and promote certain essential human interest, while will theory attempts
to establish the validity of human rights based on the unique human capacity for
freedom. Other positions attempts to categorize rights into basic types, rather than
make claims about the function or derivation of particular rights. 3
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
The above philosophy indicates the interaction with social environment and the
mankind. On the other hand, the environments have a relation with the human
being whereas human rights and biotic phenomena make a relation in the earth.
The researchers addressed the term environment as flows:
The biophysical environment is the biotic and abiotic surrounding of an organism or
population, and consequently includes the factors that have an influence in their
survival, development and evolution. The biophysical environment can vary in scale
from microscopic to global in extent. It can also be subdivided according to its
attributes. Examples include the marine environment, the atmospheric
environment and the terrestrial environment. The number of biophysical
environment is countless, given that each living organism has its own environment.
The term environment is often used as a short from for the biophysical environment
(e.g. the UK’s Environment Agency). The expression “the environment” often refers
to a singular global environment in relation to humanity.4
It is well known that environmental product or eco-friendly product have to be
played a vital role for universal humanity because organic food or eco-friendly food
are being addressed the good health of human as well as not harmful for the
nature. On the other hand, the production of organic food is addressing the ecosystem for its balance condition of the environment. Another element of ecofriendly product like green banking is also minimizing the environmental pollution.
The green building has been optimizing the environmental pollution and not
affecting the nature though the forestation. No doubts, green product or ecofriendly products have a vital role in regarding with the environment and the human
rights. So it is clear that the UN global compacts ten principles and eco-friendly
product have been interacting with each other as like as trustful actions.
Works Cities
1.
2.
3.
4.
5.
www.Unglobalcompetswithtenprinciples.com
ibid
ibid
ibid
ibid
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Annexure - II:
Questionnaire for consumer and user
 Name
:
 Organization/ Institute
:
 Address
:
 Designation
:
 Sex
:
 Contract number
:
 Email number
:
Questions for the respondent
1. Have you heard about “Green Product” or” Eco-Friendly Product”?
Yes
No
2. Are you known about organic food or organic product?
Yes
No
3. Have you know about Green building?
Yes
No
4. Have you heard about Green Banking
Yes
?
No
5. Would Claims of greenness (Eco-labels/ certification) encourage you to buy
green products?
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Yes, I would buy green products
I would prefer green products over other products
No, I would not consider greenness while making my buying
Decision
6. How much can the cost of a green product affect your purchase decision?
A bit, I will buy green products if the cost is comparable to other
Products in the same category
A lot, I wouldn’t buy green products because they are too expensive
7. To you, which of the following terms used for a product signify that the
product is green? ( tick two most important options)
Non-toxic
Biodegradable
Organic/ locally grown
Recycled
Any other, please state -----------8. What is the most important factor that prevents customers from buying
green products?
Awareness on green products is low
Green products are not easily available in the market
Green products are expensive
One cannot be sure if the green products are really green
Green products may not be of good quality
9. If you start to consume green products, whom do you think it will make a
difference to?
You
The Society
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
The Environment
Not Sure
All of the above
Date
Gender
Age Group
Male
18-20 yrs
Female
21- 40 yrs
41-60 yrs
60 + Yrs
Education
Schooling
Graduate
Monthly Income
Below 19,000
20,000 to 45,000
46,000 to 75,000
Post Graduate
above
10. What are the problems to identify and to buy green product? Give your
opinion as flows:
Quality not sure
Unavailability of product
Lack of certifications
High price
Beyond buying capacity
All of the above
141
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Annexure - III:
Questionnaire for Banking Sector
Company details









Name of the company :
Designation
Founded on
Address
Contract person
Contract no
Email
Product categories certified
Nature (online/ offline)
:
:
:
:
:
:
:
:
Questions for the respondent
1. Have you heard about Green products or Eco-friendly product?
Yes
No
2. Have you heard about Green Banking?
3.
4.
5.
6.
7.
8.
9.
Yes
No
If yes, how you are dealing with Green Banking?
What are the characteristics of online and offline Banking?
Do you believe that online Banking is a Green Banking? Please explain
In your opinion, what is the most important factor that prevents customers
from dealing with Green Banking?
What according to you is the solution for better communication and
spreading awareness about Green Banking?
How green Banking can optimize the environmental pollution?
Please give your opinion regarding future of Green Banking in Bangladesh.
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Annexure - IV:
Questionnaire for Building Sector
Company Details









Name of the Company
:
Designation
Founded on
Address
Contract person
Contract no
Email
Product categories certified
Nature (Real Estate/ Architecture)
:
:
:
:
:
:
:
:
Questions for the respondent
1.
2.
3.
4.
5.
6.
What do you mean by a Green Building?
Do you know about LEED building? Please explain.
What do Green Buildings cost more than traditional building?
Why aren’t all building built to be Green?
Are there any building code restrictions on the use of green materials?
Which is better material for Green Building?
A recycled material
A natural material
7. What are the beneficial aspects of Green Building? Please give your opinion.
8. In your opinion, what is the most important factor that prevents user of
Green Building?
9. How Green Buildings can optimize the environmental pollution?
10. Please give your opinion regarding future of Green Buildings in Bangladesh?
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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Annexure - V:
Questionnaire for Manufacturers
Company Details









Name of the Company
Designation
Founded on
Address
Contract person
Contact No
Product
Ownership details
Nature (National/ International)
:
:
:
:
:
:
:
:
:
Questions for the respondent
1. How do you define your products as Green to your company?
2. Do you have any environmental certifications for your products? If yes, which
are these?
3. What are the customers’ expectations from green products according to
you?
High quality product
Environmental friendly product
Well certified product
Product from well established
Company/ Producer
4. What is the most importance factor that prevents customers from buying
green products?
Doubtful about quality
Higher cost
Not habituate to use
Unavailability
All of the above
5. What according to you is the solution for better communication and
spreading awareness about eco-friendly/ green products to the Bangladeshi
consumers?
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
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6. Do green products have higher manufacturing cost than regular products? If
yes, why?
7. Do you increasing awareness about green products amongst consumers? If
yes, what factors contributing to this incensement?
8. Are you exporting your products? What are the expectations of your
international customers?
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Annexure VI:
Questionnaire for Certifiers (Building Sector)
Company Details









Name of the Company
:
Designation
Founded on
Address
Contract person
Contract no
Email
Product categories certified
Nature (Real Estate/ Architecture)
:
:
:
:
:
:
:
:
Questions for the respondent
1. What do you certification operations in Bangladesh?
2. What Product Categories are certified by you or your institute?
3. Is there any special criterion for the certification of Green Building?
4. Is the cost of certified Green products higher than the similar products
without any certifications?
5. Do certifications help manufacturers get higher price for their products?
6. What is your suggestion to increase awareness amongst the Bangladeshi
companies about such certification?
7. What is the future planning about the certification of Green Building in
Bangladesh?
146
GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Questionnaire for Certifiers (Organic Food)
Company details










Name of the certifying Company
Name
Designation
Founded on
Address
Contract person
Contract no
E-mail
Product categories certified
Nature (National/ International)
:
:
:
:
:
:
:
:
:
Questions for the responden
1.
2.
3.
4.
When did your certification operations started in Bangladesh?
What product categories are certified by you or your institute?
Is there any special criterion for the certification of organic food?
Is the cost of certified green products higher than the similar products
without any certifications?
5. Do certifications help manufacturers get higher price for their products?
6. What is your suggestion to increase awareness amongst the Bangladeshi
Companies about such certifications?
7. What is the future planning about the certification of organic food in
Bangladesh?
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GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND
PROSPECTS
Questionnaire for Certifiers (Science Lab)
Company details










Name of the certifying Company
Name
Designation
Founded on
Address
Contract person
Contract no
E-mail
Product categories certified
Nature (National/ International)
:
:
:
:
:
:
:
:
:
:
Questions for the respondent
1.
2.
3.
4.
When did your certification operations started in Bangladesh?
What product categories are certified by you or your institute?
Is there any special criterion for the certification of Green Product?
Is the cost of certified green products higher than the similar products
without any certifications?
5. Do certifications help manufacturers get higher price for their
products?
6. What is your suggestion to increase awareness amongst the
Bangladeshi Companies about such certifications?
7. What is the future planning about the certification of Green Product in
Bangladesh?
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