Analysis
The campaign for go green is rapidly growing with most companies conducting green campaigns. Producers and consumers are getting tired of selling and consuming organic products respectively. The major threats that people are worried about, are adverse climate changes, declining air quality, rising seas, lengthening droughts, decreasing animal habitats, as well as newly brewing diseases (Bonini & Oppenheim, 2008). Most consumers blame themselves for these activities. The problem is that most consumers are not willing to purchase green products.
The carbon footprint has become a no go zone. People are not aware of the significance of the footprint. The main cause of this is lack of knowledge on how to differentiate between organic and non-organic products. Consumers do not have adequate knowledge on how to benefit from consuming green products (Bonini & Oppenheim, 2008).
Although, consumers are willing to act green, they are being pulled by the fact that they want businesses to lead in the campaign against organic products. Nearly 61% of consumers in the globe want businesses to lead in this campaign (Bonini & Oppenheim, 2008). This means that businesses must become environmentally responsible.
It should dawn to corporations of the various merits that they may reap from going green. Corporations may reduce risks, minimize energy consumption, enhance their brands, meet competitive risks, and increase their revenues. Manufactures must be extremely keen on the kind of products they produce for consumers. One of the companies that may be emulated is the manufacturer of Compact Fluorescent Light bulbs (CFLs). The bulb has become a sweeping force in the bulb industry since most people find it environment friendly and affordable.
For proper understanding of the significance of the green market, businesses need to assist consumers to change their behaviors (Bonini & Oppenheim, 2008). This is by actualizing the go green thoughts in the minds of consumers.
Barriers to going green
Lack of awareness
Research indicates that consumers are aware of the adverse climate changes and understand reducing their greenhouse gas emissions will aid in fighting climate changes and would wish to join the fight. The problem is that most of these consumers do not understand how to absorb greener impulses (Bonini & Oppenheim, 2008).
Consumers do not understand why they should purchase green products and what measures to consider while buying green products. Most labels used on products are not understandable to most consumers.
Negative perceptions
Even with the environmentally friendly label on products, consumers still find it difficult to purchase certain products. A clear image has not been developed into their minds on why they should consume the green labeled product. Most consumers believe that most green products perform worse than organic items (Bonini & Oppenheim, 2008). This is based on earlier survey that indicated that early green products were less satisfactory than organic goods.
Distrust
Consumers are not fully convinced on the greenness of the products they are being advised to consume. They also doubt the quality of these products in comparison to conventional items. Although, they trust information from environmental groups and scientists, they do not trust the claims on these products by media, businesses as well as the government (Bonini & Oppenheim, 2008).
High prices
This is the other main barrier that consumers of green products experience. A survey by the U.K. Department for Environment, Food, and Rural Affairs designates that nearly 1800 consumers in the U.K find green products unaffordable. Most consumers find benefits of these goods to be small and long term (Bonini & Oppenheim, 2008). This dictates for higher costs for the products.
Low availability
Although consumers may be convinced on the significance of green products, the final hurdle emerges, where they cannot find these products. Most green energy users have been forced to buy dirty power for their local consumption since they cannot access the most environmental friendly fuel. Research shows that among the people who preferred green products, only nearly 10% had adequate access to these products (Bonini & Oppenheim, 2008).
Eliminating barriers
Educate consumers
Following the unawareness among consumers of the available green products, businesses must step up and take the role of being educators. They need not only to touch on their products but also insists on the issues of pollution, climate change among other effects of organic products. Governments and non-governmental organizations also need to assume this role of being educators. Energy Star is an outstanding example of programs that may be employed to educate people on going green (Bonini & Oppenheim, 2008).
Build better products
Be honest
Following the sensitivity of consumption of green products, companies have taken the platform and engaged in “green washing” business. They lie to consumers that their products are green embedded through labels while the products are purely conventional. Several campaigns have been launched to sensitize business on the dangers that they are exposing the society to when they engage in doubtful campaigns for green products, which indeed are conventional (Bonini & Oppenheim, 2008).
Offer more
While offering products to people, companies should not focus only on their financial gains. They need to pay attention to the benefits that consumers would gain from the green product. These products need be financially significant as well as environmental conservative (Bonini & Oppenheim, 2008). The more benefits that consumers will reap the more the significant the product will be to the consumer.
Bring products to people
Manufacturers must ensure that their products are within the reach of any consumer. Therefore, concrete link must exist to make these products widely available among users.
Conclusion
Green products need be embraced by every consumer. Although, businesses are reluctant in ensuring ample existence of green products, there is the need to push for the benefits that consumers would reap from consuming these products. All the barriers may be covered following corporation by all parties to match the challenge of consuming conventional products.
Questions
- What are the main causes of reluctance in implementation of go green strategies?
- Should consumers blame businesses for their inability to consume green products?
- What are the main difference between green products and conventional products?
- What should governments and nongovernmental organizations do to curb excessive consumption of conventional products?
Reference
Bonini, S., & Oppenheim, J. (2008, April 21). Cultivating the Green Consumer | Stanford Social Innovation Review. Stanford Social Innovation Review: Informing and Inspiring Leaders of Social Change. Retrieved February 10, 2013, from http://www.ssireview.org/articles/entry/cultivating_the_green_consumer
