Green Product Consumption Patterns in GCC: An Exploratory Study of Lulu Hypermarket, UAE Case Study Solution
Findings and Conclusion
Based on the interview conducted form the eight informants, it was concluded and founded that the consumers purchase the green products as the product provides better quality life, they are loyal to the brand due to the positive social image of the hypermarket and they want to adopt healthy lifestyle. In addition, the customers consume green products as they want to have a balanced diet, the green products makes the environment friendly and reduces environment footprint. Furthermore, it was concluded that the consumers purchased green products as they were recommended by a friend and the hypermarket provides detailed information regarding the ingredients used in the product.
Some informants also suggested that the main drivers that enabled them to purchase the green product was the fair pricing strategy adopted by the hypermarket i.e. green products were offered at the same price as non-green products. O the other hand, it was concluded that many consumers purchased green products in order to fulfill their social duty and protect the environment.
Suggestions to Hypermarket
As the main key exploratory factors that enabled the consumers to purchase green products were considered to be price, knowledge of the green product, environmental consciousness, health benefits of the product and recommendation by friends. Therefore, Lulu hypermarket will be suggested to employ a fair pricing strategy, market the products by describing the ingredients used in the product and providing detailed information regarding the health benefits of the product. Furthermore, it will be advised to the business to make the manufacturing process of the product transparent in the advertisements and marketing strategies in order to target environmental consciousness customers who purchased the green products to fulfill their social duty.
Suggestions for future research
The research article has certain limitation which includes targeting the LuLu UAE hypermarket and was based on case methodology. Therefore, it will be suggested to the researcher to evaluate other exploratory factors that enables the consumers of purchase green products. These factors includes social values of the customers and business, emotional and mental values of the beneficiaries. Furthermore, it will be suggested to the researchers to conduct future research with the objective of addressing and evaluating two questions which includes social and emotional values the customers and the businesses produces from consuming and manufacturing green products and the economic and political support the manufacturers, marketers and related stakeholders receive to improve green product consumptions in the country.
Conclusion
The research article “Green Product Consumption Patterns in GCC: An Exploratory Study of Lulu Hypermarket, UAE” written by Anil Roy Dubey evaluates the factors that enabled the consumers to purchase green products with the motive to ensure the business sustainability and achievement of competitive advantage by LuLu hypermarket. The purpose of the article includes identifying the behavior of green product consumption of Lulu, UAE customers in order to develop effective marketing strategies in relation to green product consumption.
It was concluded that the factors which enabled the consumers to purchase green products were considered to be price, knowledge of the green product, environmental consciousness, health benefits of the product and recommendation by friends. Furthermore, it was suggested to the researcher to conduct future research by evaluating the factors that includes social values of the customers and business, emotional and mental values of the beneficiaries..............................
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