EXAMINE THE EFFECTS OF GREEN PACKAGING ON CONSUMERS GREEN PURCHASE INTENTIONS AND ACTUAL PURCHASE BEHAVIOUR
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EXAMINE THE EFFECTS OF GREEN PACKAGING ON CONSUMERS GREEN PURCHASE INTENTIONS AND ACTUAL PURCHASE BEHAVIOUR
Chapter one
INTRODUCTION
1.1 Background of the Study
As the international economy grows rapidly, the worldwide ecology deteriorates. Consumers are more concerned with protecting the environment and establishing a harmonious living environment. People in Nigeria have clearly improved their ecological and environmental preservation consciousness.
People are increasingly choosing to consume environmentally friendly products. Driven by green consumption, businesses tend to consider the customer as the primary guide for their green marketing approach.
They focus on the balance and coordination between the firm and the consumer, the social and environmental aspects, and the enterprises’ long-term development during the marketing process.
Obtaining the necessary green certification, as well as displaying the green label on the products and packaging, is a crucial clue for consumers to recognise green product qualities.
It has become a basic emblem for distinguishing green products from non-green products, which is an extremely efficient green marketing technique. According to Kim and Choi (2005:592), using an environmental protection label can assist enterprise products differentiate themselves and get a competitive edge in the market.
At the same time, it assists enterprises in improving their corporate and product images in order to gain customer trust and favour. From the consumer’s perspective
the green label serves as a strong signal, conveying to consumers some invisible aspects of the products, such as product quality and intrinsic value. Furthermore, it makes it easier for consumers to buy green products by eliminating unneeded hassle.
Modern packaging is defined as the design and manufacture of product containers and wrappers (Keller, 2009:187). Packaging is so significant that most marketers consider it the fifth P of the marketing mix, alongside the other four Ps of product, price, promotion, and place, and it is seen as an important component of product strategy (Philip Kotler, 2008:13).
In today’s market, it consists of three functions: logistics, commercial, and environmental (Rundh, 2013:1547). Linking Packaging and Marketing: How packaging influences marketing strategy.
Packaging plays an essential role in both brand recognition and the formation of good brand connotations. In a competitive market, packaging as a marketing tool can be an effective way to achieve marketing objectives while also satisfying consumer desires through aesthetic elements such as package size, shape, text, colour, material, and graphics, as well as functional elements (Rundh, 2013:1547).
Packaging has become such an important part of product strategy that even when there appears to be a minor difference between companies, innovative packaging can provide a competitive advantage (Keller, 2009:187).
Packaging has evolved over time, with factors such as shifting needs and demography, altering storage and transportation requirements, and technological innovation all having an impact (Calver, 2007:32).
Because of today’s congested marketplace, packaging has evolved as an affective communicator to capture consumers’ attention and persuade them at the point of purchase as compared to other traditional marketing channels such as mass media advertising.
Packaging conveys a brand’s meaning in non-durables and creates a point of difference when other items in the same category only depict functional benefits, finally forming a bond between a consumer and a brand (Robert L. Underwood, 2008:207).
Packaging plays an essential role in brand awareness and developing favourable brand connections (Keller, 2009:187). Packaging now serves many functions, including protecting the product
safely transporting the product to the end consumer while preserving quality, and persuading the consumer to buy the product by capturing consumer attention while also creating a positive impact in retail stores in a highly competitive environment.
The multifaceted feature of package marketing: logistics or marketing tool? (Rundh, 2005:670). According to research, people positively perceive product packaging when it consistently and logically transmits the message of the product through its package features (Hannele Kauppinen-Raisanen, 2010:287).
As a result, the innovation of this paper comes from the perspective of enterprise marketing, emphatically analysing consumers’ psychological cognitive process of green packaging, as well as how green packaging affects consumer buying behaviour at various perception stages, in order to formulate effective marketing.
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