Journal of Consumer Marketing

Purpose – The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available.

Design/methodology/approach – This paper reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere HEP-NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents were 52 mothers who shop at supermarkets.

Findings – The results show a correlation between consumer confidence in the performance of green products and their pro-environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener products (apart from cleaning products) although they would favour products manufactured by greener companies, and they do not find the current product marketing particularly relevant or engaging.

Practical implications – The paper suggests that the market for greener products could be exploited more within consumer groups that have pro-environmental values.

Originality/value – This paper identifies that consumers are not exposed enough to green product marketing communication and suggests the greater use of marketing and brands to promote and sell products that are environmentally friendly and function effectively.