Green consumerism is a phenomenon whereby consumers are increasingly paying more attention to the ethics of businesses with relation to environmental issues. This includes eco-friendly packaging, energy-saving technology, carbon footprints of products and other environmentally friendly means. However, the concept of “green washing” surfaces when businesses deliberately brand themselves as pro-environment through advertising when in reality, environmental issues are compromised. Therefore, a synthesis of trends presents several conclusions: green consumerism is essentially a social construct, it is built on morality, frugality and incentives that lull consumers and thus may not be sustainable in the long run as intrinsic values are not enforced.
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Zaharia highlighted that green marketing practices increasingly develop ‘green’ products that offer consumers emotional satisfaction. Furthermore, the modern society also believes that green consumerism affects social status as consumers are assumed to be socially and ethically responsible (Zaharia, 2014). Research has also proven that pro environment behavior is linked to social status (Levitt, 2010); it brings consumers emotional gratification of supporting social norms rather than being selfish. In addition, buying green becomes moralizing and brings satisfaction and sense of superiority to consumers (Levitt, 2010). This suggests that green products enhance the reputational status of people. For example, consumers who can afford green products such as organic food, hybrid cars, naturally made furniture on a daily basis show a greater spending capability than the average man. This reflects well upon his or her image as one who is “pro-social”, environmentally friendly and perhaps as morally upright environmentalist. Furthermore, some people adopted the use of energy saving appliances as they derive practical materialistic benefits from it. The cost of consumption is generally low, thus people are propelled by financial incentives to go green. Therefore, green consumerism is positively associated with the perceived informational utility and emotional appeal of green ads (Matthes & Wonneberger, 2014). This demonstrates that consumers are dictated by morality and frugality (Wilk, 2013) when making decisions; therefore, in order to achieve successful marketing, Nestlé must appeal to masses through emotions and intrinsic values. For instance, this can include visually showing the degradation of environment and displaying facts related to the nature to gain consumer’s empathy, thus propelling them to purchase green
Zaharia highlighted that green marketing practices increasingly develop ‘green’ products that offer consumers emotional satisfaction. Furthermore, the modern society also believes that green consumerism affects social status as consumers are assumed to be socially and ethically responsible (Zaharia, 2014). Research has also proven that pro environment behavior is linked to social status (Levitt, 2010); it brings consumers emotional gratification of supporting social norms rather than being selfish. In addition, buying green becomes moralizing and brings satisfaction and sense of superiority to consumers (Levitt, 2010). This suggests that green products enhance the reputational status of people. For example, consumers who can afford green products such as organic food, hybrid cars, naturally made furniture on a daily basis show a greater spending capability than the average man. This reflects well upon his or her image as one who is “pro-social”, environmentally friendly and perhaps as morally upright environmentalist. Furthermore, some people adopted the use of energy saving appliances as they derive practical materialistic benefits from it. The cost of consumption is generally low, thus people are propelled by financial incentives to go green. Therefore, green consumerism is positively associated with the perceived informational utility and emotional appeal of green ads (Matthes & Wonneberger, 2014). This demonstrates that consumers are dictated by morality and frugality (Wilk, 2013) when making decisions; therefore, in order to achieve successful marketing, Nestlé must appeal to masses through emotions and intrinsic values. For instance, this can include visually showing the degradation of environment and displaying facts related to the nature to gain consumer’s empathy, thus propelling them to purchase green