RESEARCH PROJECT

Global Marketing Sustainability and Consumers' consumption

Introduction1

Ecological and social issues caused by consumers' consumption and disposal of goods1

Buying behavior of a “Green Consumer”2

International marketing strategies for an international firm for “Green Consumer” consumption behavior3

Roles of government of Singapore in protecting the environment4

Memorandum of Intent between the United States of America and the Republic of Singapore4

Impact of marketer and government in fostering sustainable consumption behavior5

Conclusion5

References7

Global Marketing Sustainability and Consumers' consumption

Introduction

Global marketing sustainability and consumers' consumption, these interrelated subjects are of increasing concern in present days. The consumption behavior of the consumers continues to have subsistent and significant impact on the sustainability of the environment. The purpose of this research project is to carry out an analysis and study of different literature and secondary sources related to the above mentioned topic. The aim is to critically assess the issues related to the consumption behavior and its impact on the sustainability of the environment as well as the implications of this on the marketers and the firms especially for the international businesses.

Initially, the paper cascades light on the ecological and social issues that are resulted from the consumption and disposal of goods by the consumers. By identifying and analyzing these issues, the author aim to make the reader aware of the serious impacts that result from inappropriate consumption patterns of the consumer. Subsequently, the author describes the buying behavior of a “green consumer” as suggested by Peattie (2001). The paper then proposes various marketing strategies to be adopted by an international marketer of an international firm that could help to develop the green consumer consumption behavior. The paper then discusses the role that government of Singapore plays in protecting the environment of the country. In the end, the author compares and contrasts the role of government and marketer to establish which is more effective in making people adapt environmentally sustainable consumption behavior.

Ecological and social issues caused by consumers' consumption and disposal of goods

Consumer's consumption levels are increasing at a rapid rate. This increasing rate of consumption by the consumers of energy, goods and services are turning out to be a major concern in the present days. Since these increasing consumption patterns are the principal drivers of the ecological and environmental transformation on a global scale (Wilk, 2002, pp.01). The consumer's consumption patterns are responsible for both the growth of the economy of the countries as well the damage caused to the environment. For many years, the practices adopted by the consumers with regard to consumption and disposal have had profound and extensive impacts on the environment. A number of major environmental concerns of present days can be attributed ot these practice, one such renowned concern is the climatic change and the global warming which has resulted from the emission of excessive CO2 to the environment.

The propagation of the rapidly increasing consumption patterns around the globe has the potential to radically augment the impact of human activities on the local as well as international ...