GREEN MARKETING AND CUSTOMER FEEDBACK A CASE STUDY OF A SMALL COSMETIC BUSINESS

Abstract

        The objectives of the research were 1 ) to study green marketing management in business case studies; 2) to survey customers' opinions on green marketing management and repeat purchase intention; and 3 ) to suggest improvements to the green marketing
management of business in case study. The research methods consisted of interviewing three executives to learn about the green marketing practices that businesses are adopting and handing out questionnaires. A sample of 200 customers who were invited to visit the production and distribution at the company, therefore, the researcher set a sample size of 200 people equal to the total number of customers as a specific sample selection and had received them all back. The research tool having consistency index of 1.00 and the questionnaire was tested with a confidence value of 0.90. The statistics used in the research consisted of frequency and percentage, and non-parametric statistics, Chi-squared Test of Association was used.

           The research found that 1) the interviews with business owners found that the concern about the image of the business in environmental protection was ready important and the cooperation with community in doing business in a green way, too. The interviews with marketing managers and production managers reveal that for green market management, the marketing and production departments have continually invited customers to come and see the production and distribution of the business, the production and packaging are in accordance with the green marketing guidelines, and systematic management of production. Waste management, cleanliness, and odors control were in place in the production facility. Finally, distribution is energy saving and pollution reduction , the transportation vehicles are inspected to be in good condition without causing pollution in the community. A survey of customers on green marketing management and repeat purchase intent found that 65 percent of respondents agreed and strongly agreed that manufacturing and packaging would be acceptable. Regarding the production environment
management, it was found that 70% agreed and strongly agreed that it was acceptable. Forทthe green marketing of distribution channels, 56% agreed and strongly agreed that it was acceptable. When asked about repeat purchase intentions of customers, 70% agreed and strongly agreed that they would buy again. The results of the hypothesis testing on the relationship between various aspects of green market management and the repeat purchase intention of customers found that production and packaging, management of the production site environment was correlated with the repeat purchase intent of the customers, while the
distribution was not found to be correlated with the repeat purchase intent of the respondents, therefore, 3) suggestions for improvement: the management should urgently improve the transportation system for distributing the polluted goods as soon as possible in order to maintain the image of the business in terms of environmental protection in accordance with the green market conducted. Stay guided by open-ended questions asked by customers.