Promoting Eco-Marketing Compliance

1.0 Abstract

This study aims at identifying the different ways through which policymakers and law enforcers can ensure that firms adhere to environmental-friendly marketing procedures. The objectives of the study include the determination of the different ways through which policymakers and law enforcers influence sustainable development through environmentally-friendly marketing procedures and to further determine the relationship between eco-marketing policies and sustainable business performance. Eco marketing, also referred to as green marketing refers to process of improvement of the environment through the use of marketing methods that are ecologically safe. The results of the research will be crucial to businesses and stakeholders because it will offer policies and regulations on eco-marketing strategies to promote sustainable development. The study is qualitative and semi-structured interviews are used for collection of data. 10 participants were sought to participate in the study. We sought the views of supervisors, middle-level managers and top-level managers and as such the sampling was done on individuals from any of these three levels. Our focus was on companies in the UK and participants were selected drawn from different companies through simple random sampling. There are three main tools identified that can be used by policy makers and law enforcers to improve the compliance of businesses to eco-marketing. These include; Command and control approaches which include setting of pollution and technology standards; Market based instruments which include the imposition of green taxes, payments for ecosystem services and tradable permits and Informative-disclosure tools. Green packaging, publication of e-newsletters, pronouncement of public declarations, green positioning of products, green pricing, and green logistics were identified as the most common eco-marketing strategies. If you are struggling with this topic, consider seeking marketing dissertation help to enhance your research and writing process.

2.0 Introduction

Ellis et al. (2011) claim that neglect or lack of ethics in businesses is the main issues faced by the marketing sector in the world. These researchers claim that this is manifested through the continuous marketing of items like plastic bottles, Styrofoam, factory-farmed meat, and four-wheel drivers, which are unsustainable and that are contributing to the damage of ecological and social systems on our planet. Chapin et al. (2009) points out that climate change has been and is a hot topic being discussed besides the threat to biodiversity by wasteful harvesting or consumption of products, which also threatens societies’ social fabric, availability of healthy and clean water, as well as, the damage to natural habitats and oceans. These authors claim that to address this issue, it is essential to change the perception of people concerning their place in nature, their consequences and resource patterns, their obligations and responsibilities. According to Lim (2017), the marketing field is equally responsible for encouraging unsustainable behaviour. This researcher claims that the marketing experts have consistently promoted sales and consumption of services and products without creating awareness or getting concerned about the past or existing damage which the increased sales and consumption causes to human health and the environment. Lim (2017) says that marketing has a manipulative power which has been eroding societal moral norms successfully and replacing them with consumerism, a common phenomenon in the west. Additionally, the success of marketing in the global market has been demonstrated by the damage to local businesses, encouraging consumers to buy products they do not need, which they cannot afford, and that is not suitable (Lim, 2017). Solutions to these problems include activities like green marketing, which involves the maintenance of environmentally friendly attitudes and behaviour of consumers. Businesses are required to produce goods and services that are eco-friendly to protect future resources. However, in most cases, the private sector refuses to adopt eco-marketing strategies because they aim to minimize costs and maximize profits. Therefore, the policymakers and law enforcers have to formulate policies that ensure that businesses adhere to environment-friendly marketing procedures. Sustainability is the major concern of consumers, and they want to purchase not only affordable products but also environmentally friendly (Musa, 2015, p. 12). As a result, businesses are becoming more engaged in eco-products and eco- marketing strategies. Nielsen carried out a study in 2014 to determine the consumer role in green marketing. The study revealed that 55% of global online customers were paying extra for commodities and services produced by companies that were caring for the environment (FIRST CARBON SOLUTIONS, 2016, p. 1).

EU Ecolabel is a strategy that was developed by the European Commission in 1992. The scheme was voluntary labelling of environmental adherence products. The scheme aims to help consumers to identify sustainable commodities in the market. Companies try to employ eco-marketing approaches to meet the increased demand for sustainable products and services. Moreover, they adopt these strategies to achieve a competitive advantage over competitors. However, green marketing is complex, and sometimes companies adopt “greenwashing” approaches, where they deceive their customers by advertising that their products are eco-friendly (First carbon solutions, 2016 p 1). Pachauri et al. (2014) state that the most effective strategies that policymakers and law enforcers use include “Command-and-control,” market-based instruments (MBIs), information-disclosure, and voluntary policy tools. Cap and trade policy is the best method to control pollution because it increases the companies cost of production (Ponzi and Bowyer (2018). One of the eco-green/ marketing strategies used by corporations and cited by Garg and Sharma (2017) is the use of public declarations. Firms make a public declaration that will apply ecologically-friendly methods by giving details on the specific changes that the organization will adopt and the time frame that will be needed to accomplish the plan to influence consumers' purchasing behaviour (Ponzi and Bowyer, 2018).

2.1 Statement of the Problem

Many of these pieces of literature discuss how people and businesses have engaged in unsustainable marketing activities in the global market, for instance, Ellis et al. (2011); Chapin et al. (2009); Brenkert (2008). Most of the literature on sustainable marketing only indicates how marketing professionals pay attention to a consumerist culture, where more sales and consumption is done by considering its effects on the environment and people’s health. Additionally, other literature mostly focuses on the production of eco-friendly items. However, limited researches are focusing on Eco-Marketing Strategies in the Era of Sustainable Development. Therefore, the purpose of this research is to demonstrate how eco-marketing strategies can help or can be used to achieve sustainable development in the market. This literature will be necessary for different readership, including marketing professionals, organisational leadership, and different businesses in ensuring that firms do not merely focus on increasing sales and consumerism through marketing but use eco-marketing strategies to achieve sustainable development.

2.2 Aim of the study

This study aims to determine how policymakers and law enforcers can ensure that firms adhere to environmental-friendly marketing procedures.

2.3 Research question

How successful have policymakers and law enforcers ensured that organisations adhere to environmental-friendly marketing procedures?

2.4 Research Objectives

To determine how policymakers and law enforcers influence sustainable development through environmentally-friendly marketing procedures.

To determine the relationship between eco-marketing policies and sustainable business performance.

2.5 Significance of the Study

The results of the research will be crucial to businesses and stakeholders because it will offer policies and regulations on eco-marketing strategies to promote sustainable development. The explanations that will be included will lead to better decision-making strategies. The study will enable many firms to adopt a green-marketing approach to remain competitive, satisfy their customers, and preserve the environment (Saxena and Khandelwal, 2010). The results of this research will have a crucial impact on the new marketing strategies corporations can apply to enter into the eco-economy, and educate societies on the need for environmental protection as well as suggesting new measures, shreds of evidence, and rules governments can issue.

3.0Literature Review

3.1 The Concept of Sustainable Development

According to Domazet and Kovačević (2018), sustainable development refers to the growth that meets the current needs without compromising the ability of eco-systems to provide natural resources that societies depend on. Over the past decades, environmental problems have raised several controversies. The effects of this issue include global warming, plastics, water pollution, and amazon wildlife. The major cause of climate change is the combustion of fossil fuels to meet the increased demand for energy (Pachauri et al., 2014, p.186). Several activists have come up to campaign for better initiatives for sustainable development BBC News, 2019). The concern has been the major focus for major organizations such as the United Nations. The young generation is also concerned about environmental sustainability, and activists such as Greta Thunberg urges immediate measures to address the issue of climate change (BBC News, 2019). At the age of eleven, she could not understand why the issue of climate change was a major problem. Greta began her protest at the age of 15 with a sign written Skolstrejk för Klimatet" (BBC News, 2019). She has also established a strike for the climate movement, where she organises students to protest for climate every Friday. Greta is one of the youths who believe that adults are destroying their future by failing to take the necessary measures. Greta believes that the state and the current generation must make laws that will protect the environment. To achieve sustainable development, companies must adopt eco-friendly practices such as low plastic footprint, reduced carbon footprint, recycle products, zero/ low water pollution, and sustainable manufacturing (Pahwa, 2019, p. 2).

3.2 Sustainable Development Goals

The United Nations has developed seventeen sustainable development goals (SDGs) that focus on poverty reduction and proper management of the environment. The 2030 agenda aims at achieving environmental sustainability through responsible production and consumption. The United Nations has urged different stakeholders such as governments, support groups, and non-governmental organizations to increase the scrutiny and environmental pressures of the company that produces goods and services. The first goal is the elimination of poverty all over the world. Others include no hunger, well-being, and good health, quality education, equality in genders, sanitation and clean water, affordable and clean energy, economic growth and decent work (Kumar et al., 2016, p. 4). Achieving food security is the major focus of every country, and this has to be achieved sustainably. The government wants to achieve a clean environment by controlling the companies’ emissions to the atmosphere that limits rainfall to carry out agriculture. To eradicate hunger, the government should subsidize the farmers to increase their production. The government should also introduce social programs to create employment for rural residents. The environment is a companies’ issue after the government and society raised concerns about the unstable economic development caused by the exploitation of resources and pollution. Most firms do not adhere to environmental standards because they aim at maximizing profits. However, they are forced to adopt eco-marketing strategies by consumers who respond to their products (Esty and Charnovitz, 2013). It is the role of the government to protect the current and future generations by ensuring that companies adhere to environmental policies. According to Esty and Charnovitz (2013), the government should formulate well-designed policies that induce businesses to adopt eco-friendly strategies. These policies should reduce the overconsumption of resources and enhance the value of goods and services. For instance, in the production of jet engines, the company has to aim at increasing efficiency by using sustainable energy such as wind power because it is less costly. According to a study conducted by Yeng and Yazdanifard (2015), businesses have adhered to eco-marketing to save on cost as well as gain a competitive advantage. The study found that businesses introduce eco-packing programs through reusable and recyclable packages to market their products. Consumers are cautious of the products they buy them in shops, and therefore they seek eco-labeled products that are sustainable. Climate change is one of the most serious environmental challenges facing the planet today, and it is time to act to control this disaster. In response, policymakers and law enforcers are concerned about companies marketing procedures. The laws and policies have to ensure that organizations integrate environmentally-friendly practices in their business plans, such as the public declaration, corporate social responsibilities in ecological initiatives (Musa, 2016 p. 7). Many studies have been conducted to determine the relationship between eco- marketing approaches and sustainable development. In 2001, Gopalan carried out a study that demonstrated that methods used to produce products have a severe impact on natural resources and the environment as a whole (Musa, 2015 p. 7). Trivedi et al. (2018) conducted a study to determine the sustainable marketing approaches that corporates must integrate to achieve sustainable development. The study concluded that state legislations are the best strategies to achieve sustainable development. In the UK, several studies on eco-marketing strategy, for instance, in 2008, Danone research increased milk production and protecting the environment. He collaborated with the Bleu Blanc Coeur, a European organization that focuses on healthy farming practices. Danone started feeding his cows Flex crops and found that milk production increased by 10% (Danone, 2008 p. 23). Moreover, the practice is also favourable to the environment because flex requires fewer pesticides and water. The cows produced less methane, which is one of the greenhouse gases that cause global warming.

According to a study carried out by Katsikeas, Leonidou, and Zeriti (2016) on green marketing product development showed that most companies recognise the significance of integrating the concept of sustainability. However, the researchers noted that previous studies mixed the research on product development effectiveness and sustainable strategies. The results were assessed using a model that incorporated effectiveness and green product strategies. Data was collected from different industries using interviews and found that top management and company environmental policies enhance the production of eco-friendly products into the market. Moreover, the process of eco-marketing provides companies with valuable skills in new practices and advanced technologies (Katsikeas et al., 2016, p. 24). Increasing environmental conservation helps companies to explore new market share, and hence it acts as a competitive advantage. It also boosts innovation to maximize efficiencies and introduce different products. Katsikeas et al. (2016) found that the eco-marketing strategies weaken the growth of the business at the begging, but it becomes strong as the levels of munificence increase. Similarly, a study by Moravcikova et al. (2017) aimed to determine the association between eco-marketing strategies and the company’s competitive advantage. The ability of a company to outdo its rivals depends on its ability to meet the demands of the consumers, explore the available opportunities, and adhere to regulations. The businesses experience pressure from consumers who demand eco-products, hence improving their environment efficiency (Mydock et al., 2017, p. 5). The firms that adhere to these requirements become economically stable because they leap high profits. Moravcikova et al. (2017) found that many companies adopt an eco-marketing strategy for reasons such as explore opportunities, pressure from competitors, government regulations, and cost reduction. Moreover, most firms must engage in social-environmental responsibility as a marketing strategy. The businesses have to understand the connection between consumer and environment, stakeholders, and social values when branding their products. The research found that in 2017, 9 out of 13 companies struggle to meet environmental requirements; hence they do not benefit from competitive advantage, high profits, and enhanced stakeholder relationships, and improved environmental performance (Moravcikova et al. (2017, p. 2).

3.3 Plastic Challenge

Plastics play significant roles in the economy by solving minor and major challenges in society. For instance, it saves fuel in cars when combined with other innovative materials. They are also used in packaging food and other products. However, according to the European Commission (2018), there has been an overproduction of plastic, causing harm to the environment. This is a major public concern because most of this plastic is taken to the ocean. The lawmakers can create a policy that coordinates plastic producers, consumers, and recyclers. According to the United Nations (2018), upcycling is the most appropriate way of dealing with the plastic challenge because the resulting products are of higher value than the original materials. Ocean littering, where people throw plastics and paper bags into the sea, is the most source of ocean pollution. A research carried out by the European Commission showed that in 2015, the plastic waste was approximately 25.8 million tonnes every year. Only thirty percent of this waste is collected for recycling, leaving the larger part to the environment (European Commission, 2018 P. 6). To curb the issue of plastic, governments have been introducing bans. The major problem is the single-use plastics that are mainly utilized for package cigarettes, drinking water, food wrappers, plastic caps, lids, straws, stirrers, and other plastic containers. UNEP (United Nations Environment Programme) (2018) point out that the public views these common plastics as disposable materials, but the government should find a strategy to harness them and produce a higher value item than the original one. Moreover, most people dispose of plastic by burning, which is harmful because it releases toxic gases such as dioxin and furan (UNEP, 2018 p 9). Conte (2018) demonstrates how upcycling was used in London to create a shop using plastic bottles. Bottletop is a luxurious shop located in Regent Street, and it was built using sixty thousand recycled bottles. The plastic challenge has been a significant issue affecting the environment, and upcycling is the best solution. The end product of plastic is of great value as the luxurious interior of the Bottletop shop. According to Hopewell, Dvorak, and Kosior (2009), recycling is a common method adopted by firms and households to reduce the effect of plastics. The strategy reduces oil spillage, waste disposal, and carbon dioxide emitted when plastic is burnt in an open area. Although the recycling strategy began in 1970, the quantities of recycled materials vary according to the application and the type of plastics (Hopewell et al., 2009, p. 2116). The strategy continues to expand due to improved technology and collection systems. The collaboration between the companies, the public, and the government have also been a major help in the diversion of plastic wastes from landfills. Recycling is an eco-marketing strategy because it not only helps in waste management but also prevents resource depletion (Hopewell et al., 2009, p 2117). Recycling can take many forms, such as re-use, re-manufacture, to produce less expensive materials. These materials are used to make another product, for instance, tissue. For example, in the United Kingdom, plastic bins and crates are recycled from the PET plastic bottle used to package milk. The process began in 2005, and the PET sheet is made up of 60-70 recycled milk bottles (Hopewell et al., 2009, p.2117).

Another solution to deal with the plastic issue is the introduction of bans. According to Pachauri et al. 2014, governments have introduced several policies to control plastic pollution. One of these policies is the ban to reduce single-use plastic, but this has not been successful. The policymakers should introduce the cap and trade policy to companies that package their products with plastic. The government will use the money collected from polluting companies to establish upcycling and recycling firms. The policy also generates from the sale of allowances, and this allows the government to innovate new technologies to control pollution. The policy would develop robust markets for trade allowances that would develop rapidly under this policy, and emissions would decline significantly without measurably increasing electricity costs (Pachauri et al., 2014, p.161). However, the government has to provide alternative means of packaging to gain public support. In Europe, the government introduced biodegradable bags to replace plastic bags. Companies use eco-marketing strategies for sustainability and competitiveness. McDonald’s, one of the most successful fast-food brands, originated in California, USA, in 1954. The company has achieved great success as it has established at least 30,000 branches in 119 countries (McDonald’s Home, 2019). The company serves approximately 47 million customers per day, and it makes almost $15 billion in revenue each year. Moreover, McDonald’s advertises through social activities as one of its roles in society. For instance, it has been the major sponsor of the world cup and English Champion Leagues from 1996 to 2000. McDonald’s cannot achieve this success without utilizing eco-marketing strategies (McDonald’s Home, 2019). Moreover, the strategy helps them to cope with complex changes in the external environment. McDonald's lies between the defender and the prospector to maintain stable business operations. However, it also innovates on the margin to attract new customers (Han, 2008 P. 1). McDonald’s business structure plays a major role in its success. The company applies its strategies based on the geographical locations of customers. However, it highly invests in America and Europe because the demand for fast food is high in these countries. The company may also introduce recycling facilities to improve its environmental sustainability. McDonald’s would also portray its commitment to sustainability to the shareholders, such as consumers and the government, by recycling its facilities. The company has been maximising its resources to make their operations sustainable through recycling, recusing, and energy conservation. The company keeps the UK free from plastics by recycling them and converting them to diesel used in delivery services (Voon and Yazdanifard, 2016). The company does not waste oil used to cook food. The company up cycle the cooking oil to diesel and use it for all UK deliveries. The diesel is produced in its plant-powered by food waste. The diesel is environmentally sustainable because it emits less carbon dioxide compared to sulphur diesel (Voon and Yazdanifard, 2016). Moreover, it has been collecting plastic around their local restaurants. The company also tries to prevent littering through charity to institutions such as Keep Wales Tidy, Keep Britain Tidy, Keep Scotland Beautiful, and Keep Northern Ireland Beautiful. These institutions educate the public on the importance of keeping the environment clean by putting the litter in the provided bins (McDonalds. com, 2019). To enhance the process of recycling, McDonald's has installed over 1,000 units. The paper cups are also sent to special recycling centres when they undergo upcycling to make products such as plastic lining and fibre.

According to Patel (2016), sustainable development has been affected by human activities through global warming, deforestation, and environmental pollution. Pachauri et al. 2014 emphasize that the cap and trade are an economically preferable alternative to more costly command and control requirements. The program has been tried in reducing sulphuric oxides, and it was successful in the United States. Its implementation was a success because research shows that utilities participating in trading reduced emissions of sulphur dioxides (SO2) rapidly, and at reduced costs. On the other hand, Howes et al. (2016) the governments have been experiencing difficulties in the implementation of environmental laws and policies. The study demonstrated that the challenges occur at both local and international levels despite scientific monitoring. The challenges include the conflict between economic and environmental policies, lack of incentives, and other government support to implement the policies (Howes et al., 2016, p. 15).

3.4 Eco-marketing strategies

Garg and Sharma (2017) define eco/green marketing as the process of improving the environment through the use of ecologically safe marketing methods. The government wants to protect the environment; hence, it enacts laws and regulations that restrict companies to adhere to eco-marketing strategies. The firms should adhere to five procedures, such as green design, green positioning, green pricing, green logistics, and green communication (Pahwa, 2019 p. 1). James (2017) holds that companies should purchase green products to minimize energy consumption, which the major cause of climate change. An electric vehicle is one of the most used technologies to conserve the environment. The government supports the Cummins and Tesla companies since they have officially released their electric truck and are working on boosting their electric charge to improve their battery capacity to extend the distance truck can travel. Other green products include electronics that use solar energy (Kumar et al., 2017, p.3.

3.5 Role of Marketing in Unsustainable Consumption

The minds of consumers are penetrated by marketing. Marketing also encroaches consumer’s collective consciousness (Pereira Heath & Chatzidakis, 2012). Often, this brings about serious problems. It is a fact that almost all marketing supports excessive consumption actively and also encourages it (Burroughs, 2010). Excessive consumption is a behaviour that is overtly unsustainable. Today, in Europe, up to 89 million tonnes end up as waste annually. Roughly, that means that every citizen produces 180kg of waste. It is worth pointing out that water is indirectly used in consumption, additionally, our consumption also emits greenhouse gases. High levels of consumption bring about levels of waste that are not sustainable. In the EU, back in 2008, on average, every citizen threw out 444kg of household waste ("Unsustainable consumption – the mother of all environmental issues?", 2019). While some level of consumption is necessary to ensure that the economy is sustained, consumerism has since turned into some form of an addiction. Instead of being a means to an end, consumption has turned into an end by itself. This makes it necessary to embed sustainability into marketing, that is marketing has to be sustainable.

4.0 Research Methodology

For examination of the different eco-marketing strategies in the era of sustainable development, the focus of this study was on carrying out a systematic approach. For example, the researcher relied on a positivism research philosophy and descriptive design for attainment of the objectives of the study successfully. The primary focus of this study is on qualitative analysis for the attainment of the objectives and goals desired. This study sought to establish what can be done by policy makers and law enforcers to ensure that firms adopt marketing strategies that are friendly to the environment and that is why the researcher settled for qualitative methods. This study establishes any proposed problems the law enforcers and policy makers face in line with their work. Qualitative methods are usually used in the answering of questions on experiences, perspectives and meaning, most of the time, from the participant’s standpoint. It is worth noting that this type of data is in no way amenable to either measuring or counting. Characteristically, qualitative research adopts a multimethod focus which involves approaching the subject matter in naturalistic and interpretive ways (Hennink, Hutter & Biley, 2020). Qualitative research aims at comprehending groups and individuals social realities as nearly as possible as the participants feel or live (Tracy, 2019). This research is largely exploratory.

4.1 Research philosophy

One of the most important aspects of any project is its research philosophy as the selection of the research philosophy goes a long way in determining the projects nature generally. The positivism philosophy is used in this study. There are other different philosophies with the most common being the interpretivist and realism philosophies. Each philosophy has its own advantages and disadvantages for researchers. There are several factors that influenced the decision of the researcher to adopt the positivism philosophy. The most important is the fact that through the adoption of the positivism philosophy, the researcher has been able to remain unbiased during the collection of data on effectiveness of law makers and policy makers in regulation of marketing to make it friendlier to the environment (Ryan, 2018). The error percentage has consequently been reduced by the collection of data that is not biased. As such, through its adoption, the researcher has been able to portray the actual scenario with regard to the effectiveness of regulation of marketing. Through the adoption of the positivism philosophy, the researcher would also be able to further outline the significance of eco-friendly marketing.

4.2 Research approach

The research approach is an elaboration of the ways through which researchers intend to accomplish different objectives and goals. There are two major research approaches, the inductive and deductive approach and any particular approaches adoption is reliant on how accessible the data pertinent is. For determination of what can be done by policy makers and law enforcers to ensure that firms adopt marketing strategies that are friendly to the environment, the deductive approach is used. The choice of the approach is based on the fact that there is readily available information on marketing procedures (Wardani, Kusuma & Harjito, 2020). In addition, the deductive approach has enhanced capabilities of analysing the hypotheses developed. These are factors which go a long way in adding value to the study`s eventual quality.

4.3 Research design

The research design offers an overview that is comprehensive with regard to the way through which the different responsibilities that are associated with a research are performed within the study`s timeframe. For establishment of the different ways through which law makers and policy makers can be able to ensure that lawmakers adhere to marketing procedures that are eco-friendly, the descriptive research design is adopted. The Design has enabled the researcher to maintain the reliability and validity of the study which has generally improved the overall quality of the study (Johnson et al., 2019).

4.4 Data Collection method

While there are different methods that could be used in the collection of qualitative data, the researcher relied on interviews. Interviews are used for the collection of data from small groups of subjects on a range of topics that is broad (Dowling, Lloyd & Suchet-Pearson, 2016). It is worth noting that both structured and unstructured interviews can be adopted for the collection of data. Questionnaires and structured interviews are quite similar because in both, the questions are the same and they follow the same order and they also have multiple choice answers (Olson, 2016). On the other hand, the questions in unstructured interviews tend to differ from subject to subject and are largely dependent on the answers respondents provide in previous questions (Howitt, 2016). The researcher developed interviews with a structured and unstructured part, that is, a semi-structured interview. Structured interviews were chosen because while they are made of different key questions that help in the definition of the areas to be explored, they also provide both interviewers and interviewees with opportunities of diverging for purposes of pursuing responses and ideas in detail. The structured part was on demographics while the unstructured part asked the real questions that sought to establish the success of law enforcers and makers of policies in ensuring that eco-friendly marketing strategies are adhered to by companies. In unstructured interviews, a fixed set of possible answers is not present (King, Horrocks & Brooks, 2018). Structured interviews are used in this study. This type of structure was mainly adopted because depth was sought. Structured interviews only provide an opportunity for limited responses from participants and are really not sufficient whenever researchers require depth. 10 participants were sought to participate in the study. Our focus was on companies in the UK and participants were selected drawn from different companies through simple random sampling. From the responses of the different participants, the repetitive themes are mapped out.

4.5 Reliability and validity of research

Reliability provides a measure of the degree to which outcomes that are similar could be derived with the assistance of instruments that are similar more than once (Cypress, 2017). There are four categories into which the reliability of research could be divided and these include; inter-rater reliability, test-retest reliability, forms reliability and finally, internal consistency reliability. In the identification of the different ways through which policy makers and law makers can be able to ensure that organisations adhere to marketing strategies that are friendly to the environment and their success in doing so, the researcher provides weightage on parallel forms reliability. That has helped the researcher to test the same phenomenon using different methods of analysis. On the other hand, validity provides a measure of the extent to which researchers adhere to guidelines on scientific research methods for the accomplishment of the objectives and goals desired (Mohajan, 2017). Researcher use a total of five different validity teste; construct validity, formative validity, sampling validity, and criterion related validity and face validity. This study relies on sampling validity to get the research outcomes desired. Through the selection of sampling validity, the researcher has been able to evaluate vast areas that are associated to the study.

4.5 Ethical consideration

The researcher provides emphasis on the maintenance of the confidentiality of the different individuals who participate in the study. For accomplishment of this objective, at no point does the researcher disclose any of the participant’s personal details. The researcher places special emphasis on the protection of the different participants from different forms harm, psychologically and physically. Administration of the interviews was in public areas and this was aimed at avoid circumstances of participants feeling intimidated by the atmosphere when they share data. At no point did the researcher coerce the participants to share any additional information than they were willing to.

5.0 Results and Discussion

Most of the individuals who participated in this study were men and the most of them were supervisors.

5.1 Description of eco-marketing

The study sought to establish how different people understand eco marketing. The respondents identified different ways through which marketing activities can be made friendly to the environment and the most recurrent themes were sustainable marketing practices, paperless marketing, marketing through the use of social media, and formation of partnerships with stakeholders who are environmentally responsible. The participants identified those products that are eco-friendly as those that have been manufactured in ways that are sustainable, those that do not contain substances that deplete the ozone layer nor toxic materials, those that are produced from recycled materials and using materials that can be recycled, manufactures using material that is renewable, made using moderate packaging and those designed as repairable. Only those companies that have a commitment towards sustainable development are capable of practicing green development. Majority of the organisations make efforts towards the implementation of businesses that are sustainable and this is informed by the recognition that they are capable of manufacturing products that are even more attractive to customers while also cutting on the expenses of transportation, packaging, water and energy use (Pandey, 2019).

5.2 Responsibility for eco-marketing

While most of the participants confess that marketing in their organisations is a departmental function that is the responsibility of the sales and marketing department, there is the general feeling that it is necessary for marketing thinking to permeate entire organisations. Only few respondents pointed out to marketing in their organisations being an organisational function. The development of marketing plans that are effective is largely dependent on close links between different functional areas of businesses. The nature of functional organisations implies that there is the likelihood of a higher potential for emergence of conflicts between different functional areas during the delivery of the corporate plan. This makes it necessary for the marketing department to work closely with other departments aimed at ensuring that there is adequate research and the development of products is planned for such that they are capable of satisfying the needs of customers, both current and future. Also, working with other departments would also ensure that products can be manufactured to consumers design specifications (Wu & Li, 2018). Additionally, when the marketing department works with other departments, they will be able to generate the volume of orders within the delivery time schedules. There are possibilities that the marketing department could set deadlines that are capable of stretching the production department’s capabilities. To achieve a competitive advantage, marketers always wish that they get products to markets as soon as they can while the production department would want to test and fully develop a product to ensure that it is not necessary to replace or repair items that are defective and so that they can also be able to meet requirements of health and safety (Massingham & Pomering, 2017). Working with finance department would ensure that there is always an adequate budget that is capable of meeting the needs promotion, distribution and research.

5.3 Eco-marketing in organisations

In most of the countries across the world, environmental awareness has been escalating and this has forced organisations to improve on their strategies and cultures foe purposes of preserving the environment in all their endeavours. The researcher sought to establish from the different participants the perceived benefits of eco-marketing to their organisations.

5.3.1 Organisational reputation

Most of the participants pointed out that eco-marketing positively improves the reputation of an organisation. Those customers who are concerned with the environment feel close to those organisations that adopt green marketing strategies. Kanade & Harwani (2018),, posits that those organisations that those companies that adopt green marketing strategies are strongly supported by surrounding communities and this helps them in gaining new customers. When organisations deal in ways that are responsible socially and environmentally, their market reputation grows.

5.3.2 Achievement of competitive advantage

New attractive market opportunities and new prospects are opened by the adoption of green marketing approaches which allows the organisations to beat traditional competition and as such gaining a competitive advantage. Through eco-marketing there are environmental values that are created for customers which helps organisations achieve a competitive advantage (Wahab, 2018).

5.3.3 Profits

Most of the respondents strongly believed that the adoption of green marketing means more profits. The use of methods of production that are highly efficient and that rely on relatively less amounts of raw materials and also on recycled materials or those that save on energy helps companies achieve savings on costs which goes a long way in increasing their profits (KQ, Daniel & Kwamena, 2018).

5.3.4 Increasing market share

From the responses of the participants, it is observed that most of them believe that adoption of eco-marketing helps organisations increase their market share. The logic is that with the increasing awareness of environmental protection amongst most people, most consumers will with time shift to products that are eco-friendly. This presents organisations with an opportunity of adopting eco-marketing for purposes of increasing their market share.

5.4 Eco-marketing strategies

The researcher sought to establish from the participants the commonly used eco-marketing strategies in their organisations. Green packaging, publication of e-newsletters, pronouncement of public declarations, green positioning of products, green pricing, and green logistics are mentioned as the most common strategies for eco-marketing.

5.4.1 Green packaging

This involves the use of packages that are biodegradable because packaging with non-biodegradable materials would end up taking a lot of space in landfills. Those businesses that manufacture and further package products have the opportunity of shifting to environmental friendly packaging. This would provide customers with symbols of the commitment of organisations to going green (Peattie, 2016). There is also the opportunity of companies leveraging eco-friendly packages as part of their advertising programs which helps them to draw the attention of consumers who are conscious of the environment.

5.4.2 Green positioning

It is necessary for companies to explicitly promote their sustainability performance and that of their services and products as components that are key for their different business activities. All a company’s activities need to reflect their sustainability values. A company cannot claim to be sustainable if its business practices are not sustainable, for instance, forcing their employees to work under unfavourable terms and conditions (Mukonza & Swarts, 2018). That would ruin the credibility of the company among its customers. For companies to position themselves in a green way, they need to source their products in ways that are responsible, they should not use demeaning images in their products and they should also participate in active raising of funds for promotion of global awareness for different issues like HIV/AIDS research and also gender based violence.

5.4.3 Green pricing

It is also necessary for companies to highlight the different ways through which green services and products can be able to help consumers save on key resources. Technology companies, for instance, could promote their products by emphasising how they can be repaired, recycled and reused once they are out of order. This creates an awareness among consumers that their purchase choices facilitate their active participation in sustainability (Mohsin Raza et al., 2018).

5.4.4 Green disposal

For green marketing strategies to be effective, they have to give consideration to all aspects of the lifecycle of a product, that is, from the time a product is produced until it is disposed. Disposal practices that are not sustainable have the potential of being hazardous to human health and also to the environment (Sadiku, Ampah & Musa, 2016).

5.5 What regulators and policymakers can do to improve business compliance to eco-marketing

There is a mix of regulations and policies that can be implemented to facilitate compliance with eco-friendly marketing by organisations. To enable behavioural and structural changes among consumers and producers, policies that are sector targeted and economy-wide are necessary.

There are three main categories under which policies and regulatory instruments can be broken down into. These include;

Command and control approaches which include setting of pollution and technology standards.

There is a general perception that these are neither flexible nor friendly to businesses. There are, however, people who believe that innovation can be fostered by regulatory measures.

Guidelines on environmental protection are codified into legislation by command and control policies which sees the clarification of prohibited activities. They provide boundaries that are clear for all private sector activities (Singhal, 2018). There is an argument advanced by critics that firms are offered very little flexibility by command and control policies in how they comply with environmental standard and that forces firms into taking on similar shares of the burdens of pollution control (Berck, 2018).

Market based instruments which include the imposition of green taxes, payments for ecosystem services and tradable permits. This approach is quite flexible, effective and efficient and is capable of delivering environmental outcomes with minimal costs. That goes a long way in relaxing the existing trade-offs between improved environmental quality and growth of the economy. Market based instruments can either be rights-based or they could be based on prices (Liao, 2018). Price based instruments incorporate the different externalities of production and consumption activities through imposition of taxes and also through charging for products and processes. There are clear advantages adopted from the adoption of both price-based and rights based market-based instruments. They address the main market failures that prevent the efficient use of resources and the adequate investment in innovation and green opportunities (Li, van den Brink & Woltjer, 2017). It is worth noting that the full costs of different environmental resources like clean air, land, forests, water and energy are not reflected by market prices. As such, through the pricing of water or through the taxing of pollution, approaches that are economically efficient are provided that help with alignment of economies towards environmental sustainability (Dissanayake, Mahadevan & Asafu-Adjaye, 2018). Governments could also embark on recycling revenues from different policies and programs that promote green innovations. For instance, the government in France has imposed a general tax on all activities that pollute the environment and further allocated a share of the total revenues collected from taxation towards the improvement of the environment in addition to utilising the revenues as capital subsidies for adoption of technologies for pollution control that are effective. Innovation is stimulated by instruments that are properly designed and that happens through the improvement of business performance which makes firms more profitable and also more productive. Managers could be encouraged to participate in pollution control (Russi et al., 2016). This is achieved through the help of market-based instruments as they give firms the flexibility of choosing the method of abatement of pollution with the lowest costs instead of requiring the firms to achieve equal levels of abatement or adopting similar technologies for abatement. The market-based instruments also provide firms with incentives that help them make progress continuously towards the reduction of emissions without governments necessarily having to re-set their technology standards (Albrizio, Kozluk & Zipperer, 2017).

Informative-disclosure tools – makers of policies are capable of devolving environmental protection responsibilities to the general public, investors and consumers (Sujis & Wielhouwwer, 2019). A small number of officials charged with enforcing environmental protection would be beaten hands down by millions and billions of polluters. The adoption of information-disclosure and voluntary approaches is focused on transparency and information. These include industry codes of conduct, domestic voluntary agreements, eco-labelling, and programs of public disclosure. Green finance is complemented by green certificates and public disclosure which makes it even easier for banks to evaluate how feasible such products are and also for users of green technologies and manufacturers to access financing (Hu et al., 2019). For information disclosure to be successful, associations have to be forged between third party organisations and industries to ensure that organisations self-regulate themselves environmentally. Firms are encouraged by environmental agencies to adopt perspectives that are holistic towards the control of pollution which is achieved through adoption of multimedia strategies and minimisation of waste without affecting existing legislations media-specific focus (Wang, 2016). Additionally, firms also have to disclose environmental performance information that allows both investors and consumers to make decisions that are informed which would enable them to signal their preferences towards firms that are friendlier to the environment. Governments can seek to partner with Non-Governmental Organisations to oversight and deter against practices that are not fair. NGO`s could play the roles of both auditors and certifiers which would see them exposing all those firms that contribute to pollution of the environment and subsequently sending out warnings to both investors and customers. In the development of policies that would see the control of pollution by different organisations, it is necessary that policy makers only design permits and regulations whose implementation is easy with the goals of improved compliance (Liu, 2017). It is also necessary to expand on transparency through ensuring that information is more accessible to the general public. Also, to achieve widespread compliance, policy makers and law enforcers need to use approaches of enforcement that are innovative, like data analytics.

6.0 Conclusion

Keeping the environment safe while keeping the natural environments while also ensuring that they satisfy and further retain their customers is a major struggle for businesses today. From this paper it is quite evident that environmental protection is a burning issue for organisations, policy-makers, governments and regulators. This study concludes that policymakers and regulators have an active role in controlling the pollutants emitted by companies. All companies should put effort to minimise their impacts on the environment because they also stand to benefit as seen in this study. Businesses are offered bottom line incentives and top line growth possibilities by green marketing. Eco-marketing is one of the strategies that organisations can adopt in a bid to ensure that all their operations are green and clean. It is important that all stakeholders consider eco-marketing with more vigour because of the looming threats of global warming which puts the lives of the human race at stake.

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