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CHAPTER II LITERATURE REVIEW
2.1 Introduction
Western studies have evidenced that consumers in the USA and Western Europe are growing more environmentally conscious in the past decade
e.g.Carlo, 1999. Recently, green consumerism has started to gradually emerge in the Asian regions Gurau and Ranchhod, 2005. Asian consumers have recently
become one of the primary targets for international green marketers for following reasons: Consumers in Asian societies are increasingly becoming conscious to the
alarming environmental problems Harris, 2006; and The fast-growing economy in Asia has led to a vigorous rise of financially-empowered consumers across Asia
who are willing to spend more than previous generations Li and Su, 2007.
2.2 Green Marketing
Green marketing also well known as environmental marketing, sustainable marketing and ecological marketing. All of those terms are essentially have the
same practice. Green marketing encompasses much more than just a marketing hype, although there are not any single ‘right’ definitions about this term. Any
definitions must include the fact that there is a voluntary exchange between company and the customer that achieve each side’s objectives while minimizing
the negative impact to the environment as much as possible when achieving this objectives, and also making sure that every activity is sustainable. Green
marketing is not limited to particular types of organizations; it can be exhibited on
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consumer markets, B2B Business to Business markets, suppliers, retailers, and even governmental bodies Charter et al., 2001.
Businessdicyionarry.com accessed 2010 describes green marketing as promotional activities aimed at taking advantage of the changing consumer
attitudes toward a brand. These changes are increasingly being influenced by firms policies and practices that affect the quality of the environment, and reflect
the level of its concern for the community. Another definition described by marketingeye.com accessed 2014, Green
or environment marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
Green marketing refers to integrating business practices and products that are friendly to the environment while also meeting the needs of the consumers.
Pearson Education, accessed 2014
2.3 Green Purchasing Behavior
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