Development essay and portfolios thesis report : effectiveness of green marketing on the consumer behavior in the Maldives / Fathimath Sharoon Farooq

Abstract

Green marketing issues has been the centre of attention for quite some time, with increasing environmental issues consumers, companies along with leaders are demanding for a better solution and thus green marketing seems to best fit strategy to the situation. By applying green marketing strategies companies would be able to provide product and services which would help to protect environment at the same time fulfilling requirements and need of the customers. From the past studies and research have shown a significant positive relationship between green marketing and consumer behaviour. However, is the theory applicable for all the countries the same way is still unknown. Maldives is one of the countries which has directly been affected by the deteriorating environmental conditions therefore requires a marketing strategy like green marketing but would this be as successful in Maldives as other countries. The following study focuses on the effectiveness of green marketing activities in the Maldives. The study is divided into five chapters. The first chapter one contains the essentials such as overview of the background with research problem discussion. The main objectives to for the research study is also highlighted in this sector. Research questionnaires and hypothesis discussions are also in disclose in this chapter, however proving hypothesis would be done in the later chapter. The main hypothesis includes the relationship between green marketing practices and consumer behaviour. Through research data analysis and other information available hypothesis would be proven. Highlighting significance of study would also be studied in this chapter. The next chapter is about the theories and concepts framework which gives a theoretical in-depth study of the research. In this chapter evolution of green marketing would be analysed. Green marketing in the Maldivian context would be recognized while putting emphasis on eco- tourism of Maldives. With explanation of green tools the main variables linked with the study are discussed.
Next chapter is methodology were quantitative research method is going to be used by an online questionnaire survey. The sampling size taken for the group is 50 by using stratified and simple random sampling. While taking the data it was important to maintain ethical considerations throughout the study. After methodology chapter data would be presented with illustrated diagrams and chart explaining the possible reasons for the outcome. In this chapter hypothesis would be tested with the collection of data and finally research observation and study are presented.
In the last chapter of the research summary of research finding with conclusion and recommendation for the study are made. It was also important to practice for the limitation in the research with possible further research suggestions. With the help of research conclusion can be made how customers perceive green marketing practices in the Maldives.