ICAM-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521
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Item CONSUMER ATTITUDE TOWARDS SUSTAINABILITY: A CHALLENGE OR AN OPPORTUNITY FOR GREEN MARKETING.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunarathne, M.S.Industries navigating from anthropocentric to eco-centric approach accentuate the contribution of Green Marketing towards sustainable development. The concept of Green Marketing is more towards altruism, since it comprises a pool of activities including product modification, packaging changes, modifying advertising and changes to the production process intended to satisfy human needs and wants, causing minimal detriment to the natural environment (Polonsky, 1994). However in the past many researchers identified consumer attitude in developing countries as a key challenge for effective Green Marketing strategy implementation. Since nowadays geographical boundaries do not have a pivotal influence on varying human perceptions as a result of globalization and its resultant interconnections, through this conceptual paper the author pinpoints consumer attitude in developing countries as an evolving opportunity to pursue Green Marketing within a company. Moreover, The Sustainability Imperative 2015, by Nielsen Company clearly depicts that 66% of consumers are now willing to pay more for sustainable brands and when compared to developed countries, consumers in developing countries pay more attention to sustainability due to the everyday challenges they face. Having identifying this drastic attitude change, the author indicates that the attitude of customers in developing countries is rather a dire opportunity, not a challenge for marketers. Thus, the paper finds that the companies in developing countries should establish solid Green Marketing strategies to ensure their long term survival. The research is based on text books and journal articles written on Green Marketing, Consumer Attitudes and Sustainability. Where necessary, reference will be made to research publications by leading corporate research firms.Item RELATIONSHIP BETWEEN THE DOMINANT SOCIAL PARADIGM AND ENVIRONMENTAL CONCERN IN SRI LANKAN ECONOMY.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Meegama, M.A.S.T.; Lakmal, H.M.A.The purpose of this research is to examine the relationship between the Dominant Social Paradigm and the Environmental Concern in Sri Lankan Economy. It identifies whether there is a significant relationship between these constructs or not .by considering a sample of 385 under the nonprobability sampling method which represents a mix of few religions including Buddhists, Islamists, Catholics and Hindus. It has been identified that there is a positive significant relationship between the Dominant Social Paradigm and the Environmental Concern in Sri Lanka Economy which implies that within the Sri Lankan Economy the consumption and the environment are intertwined. The Dominant Social Paradigm is a content of sub-dimensions of Private Property, Possessive Individualism, Technological Optimism and Economic Growth. Here the Dominant Social Paradigm is taken as a formative construct and the Environmental Concern is considered as a reflective construct. This research can be considered as one of the initial applications of the concept of Dominant Social Paradigm in the Sri Lankan Economy. And this reflects the contextual application of the Dominant Social Paradigm even though the relationships do differ to those of previously identified relationships specially in the Western countries and this research demonstrates that the relationship between the Dominant Social Paradigm and the Environmental Concern is generalizable in this particular context as well. The positive relationship between the Dominant Social Paradigm and the Environmental Concern expresses that Sri Lankan Economy seems to be in a process of making a connection between the consumption and its environmental impacts.