Page 551 - Ebook HTKH 2024

environmental impact throughout their life cycle. Arjun Gupta, Rohit Bansal, and Dr.
Ashutosh Nigam (2013) define green products by the following measures:

Products that are originally grown; Products that are recyclable, reusable, and
biodegradable; Products with natural ingredients; Products with recycled ingredients,
non-toxic chemicals; Products whose contents are below the approved chemicals;
Products that do not harm or pollute the environment; Products with environmentally
friendly packaging, i.e., reusable, refillable containers, etc.; Products that are not tested
on animals.
In Vietnam, green products are labeled with the Vietnam Green Label. It identifies
products that have a higher overall environmental priority than others in the same

product group. It is based on an assessment of the company's compliance with
environmental and occupational health and safety laws and the environmental impact of
the entire product life cycle.
2.3.2 Green price
Price is a sensitive but important element of the marketing mix. Prices can increase
with the value of the green product, reflecting increased costs due to changes in

manufacturing, packaging, or handling. Therefore, green products are priced to
compensate for consumers' price sensitivity so that they are willing to pay more for the
green attributes of the product (Grove et al., 1996). However, research by Polonsky,
Michael & Rosenberger in 2001 shows that “the higher out-of-pocket prices for green
products pose a problem that means consumers are often only willing to pay a small
premium for these products while expecting them to perform as well as other products”.
This is because most customers are generous for the added value that is visible and

directly impacts their utility, such as cleaner, safer for the skin, more energy and time
efficient, and so on. In contrast, they will be more cautious about green-labeled products
that have environmental benefits and intangible future values.
2.3.3 Green promotion strategy
Davari and Strutton (2014) argue that promotion is considered as the most
important tool of the mixed green marketing policy, as a green promotion tool is often

used to convey messages to encourage customers to become “greener”. According to
Parag Shil (2012), green marketing promotion can be implemented in many forms, such
as advertising, marketing materials, billboards, white papers, websites, public relations,
promotion sales, direct marketing and on-site promotions.
Besides, there are many messages and aspects about green hygiene products to
exploit. Depending on the characteristics of the product to have a suitable green
advertising campaign, it is still necessary to take the consumer as the center and be the
main beneficiary directly. “Studying the effect of green marketing mix on market share

increase” of Abzari, M., Shad, F. S., Sharbiyani, A. A. A., Morad, A. P. indicates three
types of green advertisement:
- An advertisement that shows the relation between the product/service and the
environment;

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