The challenges of Green Marketing- Case of UK Food Retail Sector

By

Student I.D. - 21119444

Programme: Masters in International Business Management.

Submitted to Andrew Dunnett

TABLE OF CONTENTS

CHAPTER 01: INTRODUCTION1

Focus of the Research1

Scope of Research2

Growth and Trends of Green Market2

Aims and Objectives3

Explanation of Objectives3

Hypothesis4

CHAPTER 02: LITERATURE REVIEW5

Challenges of Green Marketing in Food Retail Sector5

Green Products and Green Washing7

Green Marketing Mix7

Product8

Price8

Promotion8

Place8

Potential Challenges9

Criticism and Evaluation9

Outline of the Proposed Study10

REFERENCES11

CHAPTER 01: INTRODUCTION

Focus of the Research

The research focuses on the green marketing of FMCG particularly food retail sector of the London with respect to the issues and challenges of green marketing. The research will emphasize on the key factors which have preventing consumers to prefer or adopt green retail products. Green marketing has been facing challenges due to the consumer behavior and preference over traditional or non-green products. For this purpose, the research will seek to focus on the major issues related to green marketing in the United Kingdom food retail sector. Environmental awareness and ethical consumption are beginning to play a leading role in the communication strategies of companies. Those that do not conform to a type of green and socially responsible business in the long-run will face consumers' neglect.

Concerns about a healthy lifestyle are not limited to eating less fat or sugar. Making quality products is not enough. Consumers are beginning to require brands to take a stand of solidarity, for both the environment and the societies. Green marketing is becoming less an option but an obligation that consumers are not willing to negotiate. The niche of consumers who care about the natural resources and health has grown rapidly in recent years. According to a report, the green industry has tripled in the last six years, and grows to more than 10% annually in the UK. Two-thirds of the British population is willing to pay more for a brand that carries a serious environmental policy.

Scope of Research

The research will emphasize on the United Kingdom's food retail sector and identify the problems associated with green marketing. Green marketing has become a necessity for majority of the global organizations as there has been great emphasis on conservation of natural resources and reducing environmentally hazardous practices. Furthermore, there are organizations which only use “green wash” to mislead potential consumers. This has resulted in consumer skepticism over the credibility of green products which has also become one of the challenges of green marketing.

Growth and Trends of Green Market

The purpose of the green market is to promote products that are environmentally friendly. This is the reason why the companies promoting such products use raw materials that do not harm the environment in any way. However, with regards to the growth of the green market, much progress has not been witnessed. The first and the foremost factor that does not promote growth is the cost which is involved with it. Since the aim of every company is to make profits, the costs of production increases when green products are being manufactured. Similarly, the prices also increase and therefore, the customers have ...