The role of green marketing in developing consumer behaviour towards green products

Abstract

The organic industry is one which is growing at a steady pace worldwide and research shows that the future of organic has not yet come to a downhill position. The organic sector has proven to be beneficial to society from both a health aspect and also environmental. This dissertation concentrates on the organic sector; specifically organic food, in Malta. The objective of this study is to determine whether green marketing affects organic consumption; focusing on the 4Ps of organic food products and how these are affected by consumers. Primary data was collected through questionnaires. Questionnaires were filled out by people who shop at supermarkets in Malta. After a thorough analysis, it was concluded that organic food is not exploited sufficiently enough; price was found to be a major factor influencing organic consumption; lack of availability resulted in less organic consumption and promotion is not used effectively enough. There is a lot of potential for an improved marketing mix.