The attitudes of customers towards green investments

Abstract

With the arrival of societal Marketing concept to the business environment, Green Investment has gained much importance than it had. The societal marketing concept says that an organization should deliver the desired satisfaction of the customer in a way that preserves or enhances the consumers' and the society's well-being. Investment in green shares gives relatively high rases of return as a sort of highly socially responsible investment. In the western countries a domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has been expanded rapidly. In the USA, one out of eight US dollars invested in Green shares. The Sri Lankan market in Green Investments, still not have reached to that level of western countries, but gradually it has been improved than earlier years. Only a few organizations can be found in Sri Lanka those who engage in tropical forestry. This paper deals with an evaluation of attitudes ofpotential customer clientele towards the Green Investments, specially invest on tropical forestry. The study was based on secondary data and primary data. Primary data were collected by conducting a representative survey of interviewing 200 respondents through a structured questionnaire. The sample elements were selected using convenience sampling techniques descriptive statistics were used to analyze gathered data. Findings showed that only a less percentage of interviewed customers had favorable attitudes towards invest in tropical forestry and further it was revealed that the willingness to invest in forestry is a function of variables of education level, income, environmental awareness, nature of promotions and expected profits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.