Creating consumer awareness of green products through the 6Ps of societal marketing

Abstract

Objective - This research paper aims to use the 6Ps of societal marketing to investigate consumer awareness of green products in Polokwane, South Africa. The aim of this paper was to create consumer awareness of green products using the 6Ps of societal marketing. The main objectives of this study included conducting a literature review on the 6Ps of societal marketing, empirically investigating the consumer awareness of green products using the 6Ps of societal marketing, and providing recommendations to businesses on how they can improve the awareness of green products. Methodology/Technique - A quantitative approach was followed in this study, where the empirical investigation was carried out using a self-administered questionnaire. Primary data were collected from 410 respondents to understand their awareness of green products. Findings – The 6Ps of societal marketing were used to construct a questionnaire distributed online using different social media platforms. The findings indicate consumers’ experiences with green products relative to the 6Ps of societal marketing. There is a concern that some consumers are unaware of green products and that green products are not easily accessible and are expensive. Novelty - The study makes practical recommendations to marketers on how they can improve the awareness of green products while considering the concept of societal marketing. Type of Paper: Empirical JEL Classification: M31, M39. Keywords: Consumer awareness, green products, societal marketing, 6Ps. Reference to this paper should be made as follows: Kutama, N; Deliwe, A. (2022). Creating consumer awareness of green products through the 6Ps of societal marketing, J. Mgt. Mkt. Review, 7(4), 203 – 216. https://doi.org/10.35609/jmmr.2022.7.4(3)