WHAT DO BUSINESS NEED TO KNOW BEFORE ENGAGING IN GREEN MARKETING STRATEGY
คำสำคัญ:
กลยุทธ์การตลาดสีเขียว, ผู้บริโภคที่มีความใส่ใจต่อสิ่งแวดล้อม, การดำเนินงานที่รับผิดชอบต่อสิ่งแวดล้อมบทคัดย่อ
ในอดีตที่ผ่านมาธุรกิจถูกมองว่าเป็นผู้ที่ทำให้เกิดปัญหาเศรษฐกิจ สังคม และสิ่งแวดล้อม บริษัททั่วโลกต่างมองเห็นความสำคัญที่จะต้องดำเนินกิจการอย่างมีความรับผิดชอบต่อสังคมและสิ่งแวดล้อม หลายบริษัทดำเนินกลยุทธ์ทางการตลาดที่ผนวกรวมความรับผิดชอบต่อสังคมและสิ่งแวดล้อมเพื่อสนองตอบความคาดหวังของผู้มีส่วนได้เสียต่างๆ เพื่อเสริมสร้างชื่อเสียงขององค์กรโดยมีความมุ่งหวังว่าการดำเนินการดังกล่าวจะส่งผลให้ธุรกิจมีผลการดำเนินงานด้านการเงินที่ดีขึ้น ในการที่ธุรกิจมีการดำเนินกิจการอย่างมีความรับผิดชอบต่อสังคมและสิ่งแวดล้อมอาจทำให้ธุรกิจมีต้นทุนที่สูงขึ้นซึ่งอาจส่งผลต่อความสามารถทางการแข่งขันของกิจการ การรักษาทั้งสองอย่างไว้ควบคู่กับเป็นเรื่องที่ท้าทาย บริษัทอาจมีคำถามว่าการมุ่งทำการตลาดไปที่ผู้บริโภคที่มีความใส่ใจต่อสิ่งแวดล้อมคุ้มค่ากับการปรับรูปแบบการดำเนินงานของกิจการหรือไม่ บทความนี้จึงมีวัตถุประสงค์เพื่อเสนอแนวทางที่ธุริกจจำเป็นต้องพิจารณาก่อนที่จะมีส่วนร่วมในกลยุทธ์การตลาดสีเขียวนี้ และเมื่อบริษัทได้ระบุกลุ่มผู้บริโภคที่มีความใส่ใจต่อสิ่งแวดล้อมอย่างรอบคอบแล้ว ยอดขายของผลิตภัณฑ์และบริการสีเขียวก็จะเติบโตอย่างก้าวกระโดด
เอกสารอ้างอิง
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Bhattacharya, C. B. and Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1): 9-24.
Bonini, Sheila M. J. and Oppenheim, J. M. (2008). Helping ‘green’ products grow. The McKinsey Quarterly, October: 1-8.
Chaimankong, B., Chetthamrongchai, P., Laohavichien, T., Phusavat, K. and Chaimankong, M. (2018). An integrative model of customer engagement process: the empirical evidence of large commercial banks in Thailand. Journal of Thonburi University, 12(27): 9-23.
Costa Pinto, D., Meucci Nique, W., Maurer Herter, M. and Borges, A.. (2016). Green consumers and their identities: how identities change the motivation for green consumption. International Journal of Consumer Studies, 40: 742-753.
Dahlstrom, R. (2011). Green marketing management. Int’l edition: South-Western College.
Eisingerich, A. B. and Bhardwaj, G. (2011). Does social responsibility help protect a company’s reputation? MIT Sloan Management Review, 52(3): 17-18.
Ginsberg, J. M.;& Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, Fall: 79-84.
Jamali, D. and Mirshak, R. (2007). Corporate social responsibility (CSR): Theory and practice in a developing country context. Journal of Business Ethics, 72: 243-262.
Kim, Y. S. and Choi, M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32: 592-599.
Lewandowska, A., Witczak, J., and Kurczewski, P. (2017). Green marketing today: A mix of trust, consumer participation and life cycle thinking. Management, 21(2): 26-48.
Martin, R. and Kemper, A. (2012). Saving the planet: A tale of two strategies. Harvard Business Review, April: 49-56.
Minor, D.;& Morgan, J. (2011). CSR as reputation insurance: Primum non nocere. California Management Review, 53(3): 40-59.
Perez, R. C. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2): 177-191.
Porter, M. E. and Van der Linde, C. (1995). Green and competitive: Ending the statement. Harvard Business Review, 73(5): 120-134.
Porter, M.E. and Kramer, M.R. (2006). Strategy and Society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12): 78-92.
Porter, M. E. and Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2): 62-77.
Ready, D. A., Hill, L. A., and Conger, J. A. (2008). Winning the race for talent in emerging markets. Harvard Business Review, 86(11): 62-70.
Rex, E. and Baumann, H. (2007). Beyond ecolabels: what green marketing can learn conventional marketing. Journal of Cleaner Production, 15: 567-576.
Rujivanarom, P. (2018). Earth Day focused on oceans drowning in from single-use plastic. The Nation. 22 April 2018. Retrieved 24 April 2018 from http://www.nationmultimedia.com/detail/ nation/30343675.
Schmuck, D., Matthes, J. and Naderer B. (2018). Misleading consumer with green advertising? An affect-reason-involvement account of green washing effects in environmental advertising. Journal of Advertising, 47(2): 127-145.
Shrum, L. J., McCarty, J. A. and Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implication for advertising strategy. Journal of Advertising, 24(2): 71-82.
Straughan, R. D., and Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(4): 558-575.
Swaen, V. and Chumpitaz, C. R. (2008). Impact of corporate social responsibility on consumer trust. Recherche et Applications en Marketing (English Version), 23(4): 7-33.
Tang, E., Fryxell, G. E. and Chow, C. S. F. (2004). Visual and verbal communication in the design of eco-label for green consumer products. Journal of International Consumer Marketing, 16(4): 85-105.
United Nations. (2016). UN Global Compact: 2016 Annual Management Report. Retrieved 2nd February 2018, from https://www.unglobalcompact.org/docs/publications/UNGC_2016_Annual_ Mgmt_ Report.pdf.
Unruh, G. and Ettenson, R. (2010). Growing green: three smart paths to developing sustainable products. Harvard Business Review, 88(6): 94-100.
Vlachos, P., Tsamakos, A., Vrechopoulos, P., and Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37: 170–180.
Yazdanifard, R. and Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. International Conference on Computer Communication and Management IACSIT Press, 5: 637-641.
Bhattacharya, C. B. and Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1): 9-24.
Bonini, Sheila M. J. and Oppenheim, J. M. (2008). Helping ‘green’ products grow. The McKinsey Quarterly, October: 1-8.
Chaimankong, B., Chetthamrongchai, P., Laohavichien, T., Phusavat, K. and Chaimankong, M. (2018). An integrative model of customer engagement process: the empirical evidence of large commercial banks in Thailand. Journal of Thonburi University, 12(27): 9-23.
Costa Pinto, D., Meucci Nique, W., Maurer Herter, M. and Borges, A.. (2016). Green consumers and their identities: how identities change the motivation for green consumption. International Journal of Consumer Studies, 40: 742-753.
Dahlstrom, R. (2011). Green marketing management. Int’l edition: South-Western College.
Eisingerich, A. B. and Bhardwaj, G. (2011). Does social responsibility help protect a company’s reputation? MIT Sloan Management Review, 52(3): 17-18.
Ginsberg, J. M.;& Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, Fall: 79-84.
Jamali, D. and Mirshak, R. (2007). Corporate social responsibility (CSR): Theory and practice in a developing country context. Journal of Business Ethics, 72: 243-262.
Kim, Y. S. and Choi, M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32: 592-599.
Lewandowska, A., Witczak, J., and Kurczewski, P. (2017). Green marketing today: A mix of trust, consumer participation and life cycle thinking. Management, 21(2): 26-48.
Martin, R. and Kemper, A. (2012). Saving the planet: A tale of two strategies. Harvard Business Review, April: 49-56.
Minor, D.;& Morgan, J. (2011). CSR as reputation insurance: Primum non nocere. California Management Review, 53(3): 40-59.
Perez, R. C. (2009). Effects of perceived identity based on corporate social responsibility: The role of consumer identification with the company. Corporate Reputation Review, 12(2): 177-191.
Porter, M. E. and Van der Linde, C. (1995). Green and competitive: Ending the statement. Harvard Business Review, 73(5): 120-134.
Porter, M.E. and Kramer, M.R. (2006). Strategy and Society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12): 78-92.
Porter, M. E. and Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2): 62-77.
Ready, D. A., Hill, L. A., and Conger, J. A. (2008). Winning the race for talent in emerging markets. Harvard Business Review, 86(11): 62-70.
Rex, E. and Baumann, H. (2007). Beyond ecolabels: what green marketing can learn conventional marketing. Journal of Cleaner Production, 15: 567-576.
Rujivanarom, P. (2018). Earth Day focused on oceans drowning in from single-use plastic. The Nation. 22 April 2018. Retrieved 24 April 2018 from http://www.nationmultimedia.com/detail/ nation/30343675.
Schmuck, D., Matthes, J. and Naderer B. (2018). Misleading consumer with green advertising? An affect-reason-involvement account of green washing effects in environmental advertising. Journal of Advertising, 47(2): 127-145.
Shrum, L. J., McCarty, J. A. and Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implication for advertising strategy. Journal of Advertising, 24(2): 71-82.
Straughan, R. D., and Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(4): 558-575.
Swaen, V. and Chumpitaz, C. R. (2008). Impact of corporate social responsibility on consumer trust. Recherche et Applications en Marketing (English Version), 23(4): 7-33.
Tang, E., Fryxell, G. E. and Chow, C. S. F. (2004). Visual and verbal communication in the design of eco-label for green consumer products. Journal of International Consumer Marketing, 16(4): 85-105.
United Nations. (2016). UN Global Compact: 2016 Annual Management Report. Retrieved 2nd February 2018, from https://www.unglobalcompact.org/docs/publications/UNGC_2016_Annual_ Mgmt_ Report.pdf.
Unruh, G. and Ettenson, R. (2010). Growing green: three smart paths to developing sustainable products. Harvard Business Review, 88(6): 94-100.
Vlachos, P., Tsamakos, A., Vrechopoulos, P., and Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37: 170–180.
Yazdanifard, R. and Mercy, I. E. (2011). The impact of green marketing on customer satisfaction and environmental safety. International Conference on Computer Communication and Management IACSIT Press, 5: 637-641.
ดาวน์โหลด
เผยแพร่แล้ว
2019-05-01
รูปแบบการอ้างอิง
Chaimankong, B., & Chaimankong, M. (2019). WHAT DO BUSINESS NEED TO KNOW BEFORE ENGAGING IN GREEN MARKETING STRATEGY. วารสารมนุษยศาสตร์และสังคมศาสตร์มหาวิทยาลัยธนบุรี, 13(2), 162–170. สืบค้น จาก https://so03.tci-thaijo.org/index.php/trujournal/article/view/193522
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