Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius

Thanika Devi Juwaheer (Faculty of Law and Management, University of Mauritius, Reduit, Mauritius)
Sharmila Pudaruth (Faculty of Law and Management, University of Mauritius, Reduit, Mauritius)
Marie Monique Emmanuelle Noyaux (MC Design Limited, Port Louis, Mauritius)

World Journal of Entrepreneurship, Management and Sustainable Development

ISSN: 2042-5961

Publication date: 1 January 2012

Abstract

Purpose

The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.

Design/methodology/approach

This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.

Findings

The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.

Practical implications

The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.

Originality/value

Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

Keywords

Citation

Devi Juwaheer, T., Pudaruth, S. and Monique Emmanuelle Noyaux, M. (2012), "Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 8 No. 1, pp. 36-59. https://doi.org/10.1108/20425961211221615

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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