The Green Consumer Behavior

The Green Consumer Behavior

Vannie Naidoo (University of KwaZulu-Natal, South Africa) and Rahul Verma (Department of Training and Technical Education, India)
DOI: 10.4018/978-1-5225-9558-8.ch002
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Customers today have become more sophisticated and wiser in their purchase options and a segment of customers buying behavior is ruled by making “green purchases.” This chapter will focus on the green customers segment that is relatively new in marketing. The green customer is a new breed of customer that wants to be involved in sustainable living. The objective of this chapter is to shed more light on important themes emanating from green consumerism and green marketing that addresses the needs of the green consumer. Advice on possible solutions on encouraging green consumer behavior in today's world will also be put forward and discussed.
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Consumers in the world today have been introduced and some even guided by green philosophy and green culture in making their purchasing decisions to buy green products. The contemporary marketer needs to tap into this segment to take your business to the next level. Marketers need to understand what guides purchasing and consumer buying behaviour behind green products. The green consumers have needs and wants and this is important to understand in order to gain a clearer picture about their consumer behaviour. If the marketer can explore the buying behaviour of the green consumer then valuable insights can come to light and assist marketers worldwide in designing the necessary marketing strategies to capture the green market segment. More green customers for a company can mean more sales, more revenues and possible competitive advantage in the market place if they are their target. This chapter will explore and highlight the following key themes:

  • Conceptualise what is green marketing

  • Indicate the birth and evolution of sustainable marketing and its relevance in today’s world

  • Identify and discuss the green customer, the green market segment and their consumer behaviour

  • The Legislation and its implication on Green marketing and Green consumerism

  • Developing strategies to increase Green consumer behaviour

The discussion will begin by conceptualising Green marketing.

Key Terms in this Chapter

Green Products: Products that don’t harm the environment whether in their disposal, use, or production.

Green Purchases: The green purchase behavior is correlated to the environmentally friendly behavior.

Sustainability: Sustainability is about protecting and supporting the natural environment.

Green Washing: It is a type of twist in which green PR or green marketing is deceivingly used to uphold the view that the business products/services, policies, or aims are ecologically friendly.

Green Consumerism: It refers to recycle, purchase, and use of eco-friendly products that diminish harm to the environment or planet.

Green Customer: The green customer is environmentally conscious and uses products that do not harm the environment or planet.

Green Marketing: It refers to marketing activity that is eco-friendly and does not harm the environment or planet.

Green Culture: Promoting environmental sustainability all the way through art and culture.

Green Market Segment: Market segmentation of green customers.

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