Green Marketing: A Study of Consumers’ Buying Behavior in Relation to Green Products Wong FuiYeng α & Rashad Yazdanifard σ Abstract- Environmental issue is a sizzling topic nowadays as almost every country’s government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Lastly, firm will be benefited once green marketing strategy is applied. Keywords: marketing, green marketing, sustainability, green marketing benefits, green marketing tools, organization benefits, green consumer. I. Introduction reen Marketing is the most latest and popular trend market which facilitated for the environment-friendly in individual, animal and planet (Rajeshkumar, 2012). Due to increase in climate change and global warming, the public concern for environmental problems is continuously increased over the past decades. The businesses and consumers have started to challenge eco-friendly products as they become more concerned on the environment, health and wealth in order to protect the earth’s resources and the environment. In addition, the firms have slowly applied green marketing practices in their projects as a part of social conscience and they are demanding to reach the consumers with their green messages (Nagaraju & Thejaswini, 2014). For instances, the firms remain to introduce different forms of green packaging programs through the recommendation of recyclable and reusable packages as the importance of green marketing to market success has been increased. Furthermore, firms today are experienced with consumers who are environmentally conscious when making a purchase as green marketing is a current focus in business enterprises. Therefore, consumers are becoming more conscious towards their environmental approaches, desires and purchases. Therefore, this has led to increased motive of consumers to purchase environmentally friendly products and services. They are more concern on environmental issues and hence will consider purchasing products that are more environmentally friendly, even if these products are Author α σ : HELP College of Art and Technology Center for Southern New Hampshire University (SNHU) Programs. e-mails: Eunice_1994@live.com.my, rashadyazdanifard@yahoo.com charged in higher prices. The consumers have become more interested with the importance of natural environment and are understanding that their production and consumption purchasing behavior will have direct impact on the environment. As a result, the increasing number of consumers who are willing to buy environmentally friendly products are building opportunity for businesses that are using “eco-friendly” or “environmentally friendly” as an element of their value proposition. Businesses that provide products which are manufactured and designed with an environmental marketing mix have a stable competitive advantage. A better understanding of consumers’ buying behavior will support businesses to achieve more market-applicable approach to maintain in the competitive market. Moreover, it also allows businesses to bring more consumers and shape their products or services according to their demands or change consumers’ behavior towards their products or services (Agyeman, 2014). II. Green Marketing and Sustainable Development The American Marketing Association (AMA) defines green marketing as marketing of products that are believed to be environment-friendly, which organizes intovarious activities such as product adjustment, modification of production processes, packaging, labeling, advertising strategies as well as increases awareness on compliance marketing amongst industries (Yazdanifard, 2011). According to Business Dictionary, the definition of green marketing is promotional exercises intended at taking benefits of shaping consumer behavior towards a brand. These adjustments are progressively being affected by a company’s practices and policies that influence the characteristic of the environment and indicate the standard of its concern for the community. On the other hand, it can be recognized as the promotion of environmentally-secure or advantageous goods (Yazdanifard, 2011). According to the World Commission on Environmental Development (1978), Sustainable Development defines “meeting the needs of the present without compromising the ability of the future generations to meet their own needs” (p.134). The typical idea during the whole of this strategy of sustainable development is the desire to merge economic and ecological G 17 Global Journal of Management and Business Research Volume XV Issue V Version I Year ( ) E 2015 © 2015 Global Journals Inc. (US) Early View