INTERNATIONAL SCIENTIFIC RESEARCH AND INNOVATION CONGRESS -II
EFFECT OF GREEN MARKETING ON CUSTOMER RETENTION
Yazarlar:
OMAR SAJID
CHARLES RAMENDRAN SPR
ABDULKARIM KANAAN JEBNA
As the world advance to a new advance 21st century, many breakthroughs are being introduced in all walks of our daily lives ranging from the medical industry to the use of technology. Every passing day a new idea comes and is being implemented which carries the purpose of making our daily lives and the lifestyle which we live in better. But besides this when the world is moving forwards one must also learn from the past mistakes during the industrial revolution which was that very little or even no emphasis was given to the damage what caused this great development and is still causing a great damage to our mother earth and the environment that we live in, similarly the earth itself damaging levels of toxins are every day released in the atmosphere which is leading us to a great climate change thereby altering the temperature of the planet earth. Deep concerns regarding the climate and the environment are taken into consideration to an important are of interest for most of the multinational business entities, researchers, stakeholders and the government itself all over the world. The green marketing concept was revolutionized in the 1970s, this was the era in which the customers were slowly becoming aware of the global warming, environmental damaging phonemes and its catastrophic effects to the planet earth what led to the green products and material gaining popularity in the late 80s and 90s. (Dabija, 2017) The market developed a liking towards acceptance of more eco-friendlier products than ever before. Customers are now taking eco friendlier products into consideration and are worried about their shopping habits and the attitude towards purchasing of products that are eco friendly. This attitude towards the earth is also depicting in customer purchasing behaviors which shows that customers tend to buy more those products which are eco friendly and are produced in the sustainable manner (Salarzehi & Jahromy, 2015). A green consumer is taken as a customer who takes the wellbeing of the whole ecosystem and the environment itself into consideration and also exhibits a nature friendly who is willing to buy eco-friendly products and services over other products. (Sawant,2015) One other research has defined green consumers as consumers who are becoming increasingly worried about the environment and are also buying products which are environmentally friendlily and are also choosing brands which are environmentally responsible (Sawant, 2015). The basic purpose of this paper is to inquire about the role of green marketing on the customer retention. The objectives are to look into the customers’ perception towards the linking of green marketing efforts by the manufacturers and its influence on the customer satisfaction and retention. Similarly Green Marketing is spreading in the global market as well as in the Pakistani market as well which has developed an increase ecological awareness among the customers
