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 3 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 4 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 5 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 6 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 7 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. 8 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 . 9 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 10 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 PROSPECTS 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. 12 PAGE NO. 7 31 34 55 84 84 86 87 90 94 114 116 117 117 118 118 119 119 119 120 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 13 PAGE NO. 7576 76 77 78 78 79 80 80 81 82 83 84 91 92 92 95 96 97 98 99 100 102 105 106 107 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 57 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 15 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 16 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. 17 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. 18 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 19 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 20 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 21 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, 43 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. 44 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 45 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 46 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 47 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 48 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 49 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 50 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 51 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 53 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 54 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS (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. 56 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 57 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 63 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 Works Cited 1. 1. www.Green Marketing Posted by Vinayak Chauhan Wednesday, 16 November 2011, (June 20, 2016). 2. 2. www.Innovative Marketing product Posted by Albino, Balice and Degelico, 2009 (June 23, 2016) 3. 3. www.Eco- efficiency Product posted by Che, Lai and wen, 2006 (June 26,2016) 4. 4. www.Product Planning for Environment //Quality Congress, Posted by Osada, H. New 2003 (June 28, 2016) 5. 5. www.How green marketing is used as a competitive advantage, Gaining Competitive Advantage Though green marketing. Posted by Thibault Crassous, Jeremy Gassmann, 2004 (July 10, 2016). 6. 6. In search of a green product definition Fabien durif, Canada, Posted by Cheries julien 2004 (July 12, 2016) 7. 7. ibid 8. 8. Ibid 9. 9. ibid 10. ibid 11. ibid 12. Mohammad Shamsuddoha and mohammad Alamgir, Application of Green product concept in Bangladesh, Article in SSRN Electronic Journal- October 2009, (http: ssrn. Com/abstact=1436173 13. www.Green Product Marketing posted by Vinayak Chauhan Wednesday, 16 November 2011 (May 20, 2016) 14. 10.Shamdasani ,Prem,Gloria Ong Chon-Lİn, Daleen Richmond .1993. “Exploring Green Consumers In An Oriental Culture: Role Of Personal And Marketing Mix Factors, Advances in Consumer Research” 20: 491 15. 11.Getzner, M. and Krauter, S.G. (2004). Consumer preferences and marketing strategies for "Green Shares": A specifics of the Austrian market. The International Journal of Bank Marketing, 22 (4), 260-278. 16. Soontonsmai, V. (2001). Predicting intention and behavior to purchase environmentally sound or green products among Thai consumers: An application of the Theory of Reasoned Action, Unpublished Doctor of Philosophy, Nova Southeastern University. 17. Fergus, J. (1991). Anticipating consumer trends. In David, A.R. (Ed.). 68 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS The greening of businesses. Cambridge, UK: The University Press. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27 28. 29. 30. 31. Ottman, J. (1992). Sometimes consumers will pay more to go green. Marketing News (July 6), 16.Peattie, K. (1995). Environmental marketing management, London: Pitman Publishing. Soontonsmai, V. (2001) Producing intention and behavior to purchase environmentally sound or green product among Thai consumers. An application of the Theory of Reasoned action. Unpublished Doctor of Philosophy, Nova Southeastern University. Jalia Hailies (2000) Understanding the green consumer. Christopher Gan , Han Yen Wee, Lucie Ozanne, TzuHui Kao (2008) Consumers’ purchasing behavior towards green products . Schlossberg, H. (1990). “Environmental concerns leadsome consumers to change buying habits”, Marketing News, No. 24, p. 7. Fisher, A.B. (1990). “What consumers want in the 1990s”, Fortune,No. 121, 108-112. Balderjahn, I. (1988). “Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns”, Journal of Business Research, 17 (August), 51-56. Crosby, L.A., Gill, J.D., and Taylor, J.R. (1981). “Consumer-voter behavior in the passage of the Michigan Container Law”, Journal of Marketing, No. 45, 19-32 Antil, J.H. (1984). “Socially responsible consumers: Profile and implications for public policy”, Journal of Micromarketing, 4 (2), 18-39. Hallin, P.O. (1995). “Environmental concern and environmental behavior in Foley, a small town in Minnesota”, Environment and Behaviour, 27 (4), 558-578. McCarty, J.A. and Shrum, L.J. (2001). “The influence of individualism, collectivism and locus of control on environmental beliefs and behaviour”, Journal of Public Policy and Marketing, 20 (1), 93-104. Christopher Gan , Han Yen Wee, Lucie Ozanne, TzuHui Kao (2008) Consumers’ purchasing behavior towards green products . Wessells, C.R., Johnston, R.J., and Donath, H. (1999). “Assessing consumer preferences for ecolabeled seafood: The influence of species, certifier and household attributes”, American Journal of Agriculture Economics, 81 (5), 1084-1089. Massachusetts Department of Environmental Protection (2002). Barrier/Motivation Inventory No. 3. Retrieved July, 2003 from 69 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43 44. 45. 46. 47. http://www.state.ma.us. 12.Blend J.R. and van Ravenswaay, E.O. (1999). “Measuring consumer demand for ecolabled apples”, American Journal of Agriculture Economics, 81 (5), 1072-1077. Antil, J.H. (1984). “Socially responsible consumers: Profile and implications for public policy”, Journal of Micromarketing, 4 (2), 18-39. Balderjahn, I. (1988). “Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns”, Journal of Business Research, 17 (August), 51-56. International Markets Bureau (November 2012), Socially Conscious Consumer Trends- Sustainability. Frederick E. Webster, Jr. Determining the Characteristics of the Socially Conscious Consumer, The Journal of Consumer Research, Vol. 2, No. 3 (Dec., 1975), pp. 188-196 Tina Mainieri, Food buying: The influence of environmental concern on consumer behavior Journal of consumer marketing, vol. 18 NO. 6 2001, pp. 503-520 Subhabrata Bobby Banerjee, Easwar S. Iyer, & Rajiv K. Kashyap, Journal of Marketing, Vol. 67 (April 2003), 106-122 European Food Sustainable Consumption and Production Round Table. (2012). S. Sarumathi (2014) Global Journal of Finance and Management. ISSN 0975-6477 Volume 6, Number 8 (2014), pp. 777-782, Green Purchase Behavior–A Conceptual Framework of Socially Conscious Consumer Behavior. http://www.ripublication.com Dr. Satpal Singh (December2012) Green marketing: challenges and strategy in the changing scenario. vinayak chauhan (Wednesday, 16 November 2011), what is green marketing. International journal of advanced research in management and social sciences (December 2012) Peattee (2001) Green marketing: challenges and strategy in the changing scenario. vinayak chauhan ( 16 November 2011) green marketing and its challenging P. Pirakatheeswari (2009) green marketing- opportunity and challenges. Mrs.B.Chitra (2015) A Study on Evolution of Green Products and Green Marketing. 70 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 48. 49. 50. 51. 52. 53. 54. www.questjournals.org 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 55. Mr. Ogenis Brilhante and Julia M. Skinner Promoting and marketing green product and service: energy materials, water and wastewater 56. 57. 58. 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. 59. 60. 61. 62. 63. 64. 65. 66. 67. 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. Niggli, U., Schmid, H. and Fliessbach, A. (2008b): Organic farming and climate change. International Trade Center (ITC), Geneva. European Commission (2004): European Action Plan for Organic Food and Farming http://ec.europa.eu/agriculture/qual/organic/plan/comm_en. 71 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 68. 69. 70. 71. 72. 73. Tanase Laura Daniela and Roșca Mihai Ioan (2007) the perception on ecological product- a research on the urban consumer. Peattie K. (1995) - Environmental Marketing Management. London Pitman Publishin. Dispoto RG (1977). Interrelationships among measures of environmental activity, Emotionality, and Knowledge. Educ. Psychol. Agnieszka Leszczyńska (2014) Willingness to Pay for Green Products vs Ecological Value System Agnieszka Leszczyńska (2014) Willingness to Pay for Green Products vs Ecological Value System Hugo F. Alrøe and John Byrne and Leigh Glover (2000) Organic agriculture and ecological justice: Ethics and practice. 74. 75. ibid 76. Eugenio pomarici, Mario Amato and Riccrdo Vecchio (2015) Environmental Science and Ecology Niggli, U., Schmid, H. and Fliessbach, A. (2008b): Organic farming and climate change. International Trade Center (ITC), Geneva. Movements (IFOAM EU Group) (1990) the International Society of Organic Agriculture Research Firat D (2009) Demographic and psychographic factors that affect environmentally conscious consumer behavior a study at Kocaeli University in turkey. 77. 78. 79. Ashwani K. Gupta (2013) Green Marketing and Indian Consumer and Ecology 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. 73 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 74 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 75 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 76 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 77 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 78 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 79 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 80 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 81 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 82 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 83 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 84 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 85 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 86 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 87 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 88 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 89 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 90 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 91 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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) 92 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 93 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 94 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 95 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 96 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 97 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 98 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 99 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 100 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 PROSPECTS 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 102 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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) 103 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 104 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 105 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 106 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 107 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 108 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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) 109 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 48 110 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 PROSPECTS 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, 112 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. 51 113 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 114 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 115 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 116 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 117 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 118 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 119 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 120 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 121 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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) 122 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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%.61 123 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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 124 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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. 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Mrs.B.Chitra (2015) A Study on Evolution of Green Products and Green 128 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 123. 124. 125. 126. 127. 128. 129. Marketing. www.questjournals.org 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. 131 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 132 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. 133 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. 134 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 135 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 136 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. 3 137 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 138 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? 139 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 140 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 PROSPECTS 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. 142 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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? 143 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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? 144 GREEN PRODUCT CONSUMPTION ATTITUDE AND MARKETING SYSTEN IN BANGLADESH: PROBLEMS AND PROSPECTS 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? 145 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? 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