Consumer Satisfaction through the Positioning of Fundamental Consumer Value Ingredients can Enhance the Opportunity of Green Marketing

Abstract

The purpose of this paper is to examine whether fundamental consumer value ingredients in green product have noteworthy relationship with consumer satisfaction or not to attract mainstream consumers to consume green to enhance the concept of ‘Green Marketing’. Organic food has been selected as an effective means to investigate the research objective. As a part of quantitative research method questionnaire survey was conducted on a total of 680 consumers especially at super market areas of London and Scotland. A comprehensive descriptive analysis revealed that consumers highly demand indentified non-green consumer value ingredients along with existing green value ingredients in green food to get them satisfied. The analysis also found that consumers are no longer interested to pay high price premium for green food which solely concentrate on green value claims rather consumers are more likely to pay extra cost if the product effectively blend green and non-green value ingredients in green products. Therefore, a strong relationship has been discovered between consumer satisfaction and green consumption with the presence of fundamental consumer value ingredients.

Keywords: Green Marketing, Green value positioning, Fundamental consumer value ingredients, Green value elements