SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
(DEPARTMENT OF MARKETING STUDIES)
A STUDY INTO THE EFFECT OF ENVIRONMENTAL MARKETING ON CORPORATE BODIES.
A CASE STUDY OF ACCRA BREWERY COMPANY.
A PROJECT SUBMITTED TO THE DEPARTMENT OF MARKETING THE SCHOOL OF BUSINESS STUDIES, ACCRA POLYTECHNIC, IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR AWARD OF THE HIGHER NATIONAL DIPLOMA
1.1 Background of the Study
Environment is simply our surrounding. The increased awareness on environmental issues is as a result of increased publicity on the media on issues such as, the warring off of the ...view middle of the document...
Environmental Safety is not an easy task to implement. Implementing the GHS standardization policies of a single frame work of the classification and labeling of chemicals so hazards are consistently defined across different national jurisdiction is beneficial but highly challenging, especially in countries like U.S, Japan and Korea that have multiple regulatory authorities. EH&S (Environmental Health and Safety) regulatory compliance and CSR (Cooperate Social Responsibility) initiative throughout the supply chain can help promote and sustain ongoing improvement within an organization. These improvements will help the company achieve regulatory compliance and position itself as a socially responsible company (Bolton, R.N. 1998).
There is now a real sense that environmental protection is highly necessary. Everyone believes a green life is a better and healthier life for present and future generation. Most consumers’ spending pattern shows that they have a desire for brands that ‘go green’ thus, products that are environmental friendly. Consumers not only want to buy their products but are willing to pay more for it. Based on research, (QUOTE THE SOURCE) 70 percent of some 2000 people in US, UK, Germany, the Netherlands, Australia and Japan are willing to pay a premium for energy alternatives such as, wind and solar power. Consumers are motivated to buy from companies that are eco-friendly in their production processes. When a company display’s the green logo on their product, it shows that their product or services stands out from the crowd and this gives them a competitive edge source. Consequently, most customer buying decisions are influenced by green product label like the US energy star logo, Green label in Thailand, Korea Eco label and much more, (Cadotte, Ernest R., Robert B. Woodruff and Roger L. Jenkins 1987)
Green marketing is a tool for protecting the environment for the future generation. It has a positive impact on environmental safety. Because of the growing concern of environmental protection, there is an emergence of a new market which is the green market. For companies to survive in this market, they need to go green in all aspect of their business. Consumers want to identify themselves with companies that are green compliant and are willing to pay a premium for a greener life style. As such, green marketing is not just an environmental protection tool but also, a marketing strategy (Cope, D., Winward, J. 1991).
In all these, one can clearly say that, the environment is very essential to the success of every organization. Guided by the changing needs of individuals and the fact that the economy is always changing, there is a need for stakeholders to ensure that the environment is friendly and consequently ensure an improved organizational productivity.
1.2 Statement of the Problem
In the corporate Ghanaian economy, it is found prevalent that most firms in their quest of providing quality and affordable...