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Responding to Climate Change: a Study on Eco-labeling Practices in Consumer Goods of Bangladesh

Mohammed Solaiman
Department of Marketing Studies & International Marketing, University of Chittagong Chittagong – 4331, Bangladesh.

A. K. M. Tafzal Haque
Department of Management Studies, University of Chittagong Chittagong – 4331,Bangladesh

Shanta Banik
Department of Marketing Studies & International Marketing, University of Chittagong Chittagong – 4331, Bangladesh.

Abstract/ Executive Summary:

Eco-labeling is a marketing strategy that comes from inclined environmental awareness in the global climate change. The study followed a theoretical framework developed by Oyewole (2001) conceptual relation among industrial ecology; green marketing and environmental justice make it clear how eco-label through green marketing can be a tool to ensure equity in different socio-economic and environmental perspective. The study was conducted in five super markets. The key information was collected through observations and depth interview from consumers and service providers. The study identified that the new eco-products formed new “green market”. It is observed that the green market appears to be real and growing. The study revealed that health and environmental concerns are main reasons why people become aware of eco-labeled products. The survey data evidenced that 17 percent of consumer read labels to see if products were environmentally safe, 11 percent sort out products and packaging made form recycled materials and 7 percent said they had boycotted a company that was careless about the environment. The study pointed out that there is a gap between policy and practices in eco labeling. The study recommends some suggestions to make the success of eco-labeling in green marketing perspective such as creation of awareness among the consumers, voluntary initiatives in environmentalism and consumerism, environmental appeals in advertising, practice of environmental protection law, integration between environmental justice and eco-system services in eco-labeling program etc.

Keywords: Eco-Labeling, Environmental Justices, Ecosystem Resources, Green marketing, Green Consumerism.

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End Date:

Program Area: Socio-economic and Policy

Non-commodity: Climate change

Objectives:

In summary , the literature review suggests that there is a gap between policy and practices of eco- labeling strategies in developing countries, in general and in Bangladesh in particular. It is this context that we investigate in this paper.

Methodology:

The study followed a theoretical framework developed by Oyewole (2001) conceptual relation among environmental justice, industrial ecology and green marketing make it clear how eco-label through green marketing can be a tool to ensure equity in different socio-economic and environmental perspective. The study was conducted in five super markets in order to know the practice of eco-labeling in Bangladesh. These markets have been selected purposively for research purpose. The exploratory research design has been used in the present research work. The sample respondents are 100 and these samples have been selected based on purposive sampling technique. The key information was collected through observations and depth interview from consumers and service providers. Necessary supporting data were collected from policymakers, environmental and consumer groups, NGOs, private sector through questionnaire survey. Secondary data have been used in support of questionnaire survey and other sources of data for the research purpose.

Source of Information: European Journal of Business and Management Vol 3, No.7, 2011 ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)

Article Link (Online Journal): www.iiste.org

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Achievement/Findings:

People live on nature and its resources, but the resource endowments of nature are limited. Thus, protection of environment may be ensured by using green marketing tools such as eco-labeling , eco design , environmental management and audit scheme, environmental product differentiation, recyclable, bio-degrable packaging and the likes. Moreover the Government , NGOs, civil society, media can contribute through environmentalism and green consumerism movement. Apparently , the success of eco-labeling scheme depends to a great extent on integration among environmental justice, ecosystem resource management and green marketing.

Knowledge Management: Journal