Does Green Marketing Will Be Impact to The Purchase Decision? A Theoretical Perspective

At present, the green marketing concept has been developed. Some perspectives from this concept has been studied and used by researchers to do that work. The results of the study causes various approaches can be used of this concept. Some previous study resulted that green marketing will encourage someone to take purchasing decisions. This article aims to exploration the green marketing concept through behavioral approach, particularly in the process of purchase decision-making. The development of the green marketing concept and some of the purchase decision has been made also be


INTRODUCTION
Since the last few years, the issue of the environment has been widely adopted by the society, either from a practitioners as well as academics. Some societies consider that the environment will affect their activity (Polonsky, 1994) and they believe that a healthy environment will affect the next generation (Saxena and Khandelwal, 2008;Yazdanifard and Mercy, 2011). Studies conducted by the Yakup and Sevil (2011) explore that while the environment is not well managed, it will affect the ecosystem and, thus it will have an impact on the level of human growth, global warming and will ultimately affect to the life quality of human beings.
Based on that thought, public awareness about importance of environment has increased. The effect is behavior patterns and public perspective shift on company in running business activities occurs, particularly in creating demand (Kinoti, 2011;Arslan and Gögce, 2013). The behavior pattern and public perspective shift that demand company to pay more attention on environmental factor in running its business will have consequence in gaining profit (Boztepe, 2012). In his study (Boztepe, 2012) stated that social problem occurred will create customer new perspective, hence potentially to erode the received income and profit. In addressing this phenomenon shift, company need to pay more attention on business practices with more concern on environment preservation without expense of eroding customer demand.
However, construct stating that behavior pattern change and public perspective about importance of environment for living sustainability doesn't mean that company will experience decreased demand hence affecting income and profit. Some researchers even considered that these changes will provide benefit on demand creating. For Example, Kalafatis, et al (1999) stated that marketers view phenomenon in marketing environment as business opportunity in company effort to develop and implement it long term plan proactively on company environmental strategy. In line with the notion, Preston (2001); Kotler. et al (2005) revealed specific behavior, the stronger ide resulted by individual the stronger drive for individual to show a behavior. Study conducted by Demirdjian, 1983 strengthened the argumentation. In his study he explained that human cognitive system will help in exploring stimulus he/she received both in form of comparative and non-comparative response. For example in purchase decision making context, idea owned by an individual to own a good will drive an increase of behavior to own that good. They will try to seek information until purchase decision taken only to realize that idea. The explanation depict that behavior will justify value contained in a good and aimed to redefine resulted idea, whereas the idea will become guarantee of the behavior individual shows (Kirkpatrick, 1982).
Some researchers argue that individual behavior change is caused by environment dynamic (Alderson 1952;Biggadike, 1981;Straughan and Roberts, 1999). Psychologically, dynamic environment will cause individual to seek information about environment by using his cognitive skill (Anderson, et al 1966, pp. 62). In other words, individual rationality will open chance for those to provide opportunity to solve problem raised by environmental change (Alderson 1952). The explanation indicates that there are interrelated conditions between marketing concept implementation and environment in changing individual behavior. From Alderson (1952); Biggadike (1981); Kotler (2002) suggestions, it is argued that marketing concept implementation involve environment factor and it plays important role in determining strategy choice for customer.
However, company awareness in running marketing activity simultaneously with keeping environment preservation is not fully done. Some empirical studies found factors that underlie some company marketing activities tend to less preserve environmental sustainability are due to less public awareness about environmental preservation and companies assumption that to solve environmental problem other parties must be involved such as the public, private sector and government agencies, (Johri and Sahasakmontri, 1998;Mourad and Ahmed, 2012) and too high social cost (Oyewole, 2001). The study support Boulding and Staelin (1990) argument stating that firms with high market shares derive no extra market power benefits except if they operate in environments with little buyer power (pp. 1160). Furthermore it is explained that environmental factors and changes in market share most strongly influence price and cost. In overall, responsibility fulfillment on environments is considered as very difficult step to take by company (Beard and Hartmann, 1997). However, we agree that company awareness in preserving environmental sustainability will affect individual behavior change and in long term it will be able to improve profitability. What should company do to make balance between marketing activity and preserving environmental sustainability? Study conducted by Shrivastava (1995) revealed that global economy increase is more directed toward ecology sustainability hence company needs to manage business based on ecological principles. In this condition, they need to provide information access about product manufactured, the production system, and how they are able to run their management practice. Furthermore it is explained that when company run business activity based on ecology principles then it will affect competition position change in form of consumer preference, government regulation and business opportunity. Other study result found that ecology management will affect decision making process improvement (Boztepe, 2012) and has effect on marketing performance (Camino, 2007;Akehurst, et al., 2012). As previous explanation, decision making is very influenced by cognitive ability and furthermore will form specific behavior pattern. The implication, as part of marketing concept implementation, is that improving cognitive skill and forming public behavior pattern has to be done through preserving environment. Arief, M., & Kurriwati, N. (2017

Green Marketing Concept
As explained before, Green Marketing is further development of marketing concept. Philosophically, there is fundamental difference between Green Marketing concept and Marketing. When marketing is regarded as a process that will be used to respond need and desire of customer, then green marketing is not only focusing on effort to meet customer need (Kinoti, 2011;Arseculeratne and Yazdanifard, 2014;pp. 131), but also has to develop or preserve environmental sustainability Choudhary and Gokarn, 2013). In simple way, implementation of green marketing concept has two main purposes: reaching high profitability and always preserving and maintaining environmental sustainability. It can have implication that preservation and environment maintenance can be base for company in setting a strategy. As part of strategy, green marketing should aim to reach competitive advantage. The competitive advantage is translated into company ability in providing add value compared with competitor and the important thing is performing activity that is difficult to imitate by competitor (Chen and Lin 2011; Arseculeratne and Yazdanifard, 2014). It indicates that company must be able to make difference when setting marketing activity. By providing difference about greener product, greener price, greener promotion and greener location, they had practiced green marketing concept. In other words, implementations of green product, green price, green promotion and green place must be formulated if company wants to implement green marketing concept.
The term of green marketing has been described in different ways. For this long, some author put emphasis on marketing environment and ecology concerning with green marketing. For example, Herbig, et al (1993) explains green marketing concept as to products and packages that have one or more of the following characteristics; they are less toxic; are more durable; contain reusable materials and/or are made of recyclable materials. Beard and Hartmann (1997) when speaking about green marketing emphasize on company ability to produce friendly environment product, a product with recycling, repair, reusability and reduction characteristic. Some arguments above showed that green marketing is a process from marketing activity based on social environment factor. Meaning of process in green marketing is company ability in bridging customer need and desire and the goal to be attained. Also the process should be done in holistic ways in order to reach profitability and sustainability (Peatie, 1995) and should integrate change in creating value for costumer, social and nature (Polonsky, 2011).
In its development, green marketing concept has experienced an evolution. This evolution occurs due to organization failure in showing social responsibility, particularly from business activity already done. In general, evolution from green marketing concept has been explained by (Peattie, 2001), where there are three phase in its development process including: (1) Ecological, green marketing and during this period all marketing activities were concerned to address environment problems and provide remedies for environmental problems. (2) Environmental, green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. (3) Sustainable.  (2014) Green consumerism; focus on ethical and morals Table above shows that there is development pattern of green marketing concept, both from study focus and construct to be used. For example, Shrivastava (1995) used technology approach in describing green marketing construct. In his description, Shrivastava (1995) stated that green marketing concept implementation can be done by optimizing technology factor in designing and manufacturing products that are environmentally friendly. Argumentation to be stated is problem related with ecology, natural resource, pollution and others will give opportunity for company to improve it competitiveness. Technology is used as one important solution for company to manage environment.
Focus of the study is slightly different with studies by other researchers such as Pride and Ferrell (1993); Polonsky (1994); Beard and Hartmann (1997), that focused on marketing field. Therefore, construct used is related with company ability in producing more environmentally friendly product. Furthermore, study conducted by Ottman and Miller (1999); Mathur and Mathur (2000) put more emphasis on company ability in setting strategic policy and some other workable strategic choice. However, we note that similarity exist among constructs used on these studies. It is due to argumentation for reviewing green marketing concept both from 48 marketing perspective and strategic approach, based on fact that the implementation of concept will involve organization external environment factor. In strategic management theory, external environment factor will involve roles of buyers, suppliers and government and overall will influence business opportunity.
Technically, Peattie and Crane (2005) explain five basic concepts from green marketing that include: (1) Green spinning. Taking a reactive approach by using public relations to deny or discredit the public's criticisms against the company's practices.
(2) Green selling. Taking an opportunistic approach by adding some green claims to existing products with the intention to boost sales. (3) Green harvesting. Becoming enthusiastic about the environment only when greening could result in cost savings. (4) Entrepreneur marketing. Developing innovative green products to market without really understanding what the consumers actually want. (5) Compliance marketing. Using simple compliance with implemented or expected environmental legislation as an opportunity to promote the company's green credentials without taking initiatives to go beyond responding to regulations.
Ontologically, green marketing basic concept as stated above by Peattie and Crane (2005) stresses more on company ability in identifying ecology environment and furthermore used as base to determine strategy. In one of his statements, Peattie and Crane (2005) revealed that "it start with the customer, have a long-run perspective, involve the full use of all the company's resources, and be innovative". The statement shows that there is requirement to be fulfilled before determining success of green marketing concept. First, customer is considered as main component in process of identifying need, attitude, behavior, belief and knowledge and is used as base to determine marketing policy. Furthermore, green marketing should have long run perspectives, hence direction and goal to be reached in implementing the concept would be directed. Business is not created in short term hence it sustainability should become main consideration. In practice, green marketing concept implementation that aims to aware all components about importance of preserving environmental sustainability need a long time. In addition, cost needed will probably be higher than when company takes more conventional method. However, green marketing implementation can be used as differing factor with other companies hence will encourage a strengthening on resulted product.

PURCHASE DECISION
Purchase decision is final goal of company marketing activity. When customer will take purchase decision they will be posed to some problems. In determining factors that influence purchase decision, some authors used different perspective. For example, Mercer (1969) stated that price and advertising are factors that will influence consumer purchase decision. They argue that advertising used by company will create customer perception change hence they will seek or select some alternatives. In this stage, unexpected buying would occur. In other perspective, Clee and Wiclkund (1980);Hamond, et al (1999) stated that one factor that drives customer to take purchase decision was based on product brand. A brand that is able to give more value is considered to satisfy their need. In this context, customers don't feel threatened by new product presence, other than product produced by specific brand, hence it will create loyality condition. Wilson et al (2001) found slightly different result form previous studies. In his study, Wilson et al (2001) found that complexity in taking purchase decision was more caused by situational factors. Included in these situational factors are purchase importance, task uncertainty, etc. In addition, existing information, ability to perform purchasing and experience in consuming a product will be a base for customer to take purchase decision. Arguments developed in this research is that customer would probably use purchase importance approach when they had have experience related with the product. However, in taking purchase decision, customers will pay attention on information availability about the product. Furthermore, task uncertainty will be used when customer uses some stages or procedures in taking purchase decision. Finally, all these factors will be limited by customer ability in buying a product.

Study by
By wider scope, Albaum and Peterson (1984) performed study on marketing activity conducted by several multinational companies. Hence, purchase decision taken is B to B in nature. In this activity, purchase decision taken by companies is very complex where it is not enough for company to rely on marketing activity, but also other components will influence the taken decision. For example, financial condition of a country, cost incurred, culture, language and so on. Based on these conditions, purchase decision is not only involving effort to take a specific behavior but also to perception. Some approaches on purchase decision have been described. To complement review about purchase decision taken by customer, we will justify approaches used in this article. In overall, decision approach described by previous research had referred to two things: attitude (Mercerm 1969) andbehavior (Clee andWicklund,1980;Hammond, et al. 1996;Wilson, et al. 2001). However, some customers use other approach to determine their purchase decision shape, and it depends on the complexity (Albaum and Peterson, 1984). The higher complexity faced by customers will make the buying decision involve customers behavior and perception. In this article we are more interested to use combination of behavior and perception in purchase decision making. The assumption is perception will encourage specific behavior to happen. Furthermore, we consider that every behavior will have potential to create effect or risk. When we have anticipated effect or risk that is probably to occur due to shown behavior, then perception will perform an analysis or understanding aimed to minimize the risk to be received.
In literature study, concept about risk is always related to cost. However, cost is not always related to material element such as money. In marketing concept, cost can be translated into a sacrifice form incurred by individual to reach specific goal. Some researchers call it as social cost. Social cost will rise as consequence of existence of condition or situation (Oyewole, 2001). This explanation can be comprehended that the higher complexity level of a condition will create higher social cost that should be incurred by customer. In purchase decision concept, social cost will influence attitude and behavior hence it will affect the decision to be taken (Clee and Wicklund 1980;Oyewole, 2001). Hence to increase purchase decision customer should minimize social cost.

Green Marketing and Purchase decision
Previous explanation discusses about basic concept of Green Marketing and purchase decision. Theoretically concept about purchase decision has close relationship with consumer behavior. Furthermore, it has been described before that implementation of Green Marketing concept will encourage customer purchase decision (Polonsky, 1994;Schlegelmilch, et al, 1996;Camino, 2007;Peattie and Crane, 2005;Boztepe, 2012;Akehurst, et al., 2012). However, we consider that development of Green Marketing Concept in encouraging purchase decision still can be performed.

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From study by Peattie and Crane (2005), it is shown that several companies that have been implementing Green Marketing concept will take reactive behavior. They will show to public through brochures and other persuasive action to improve their reputation. In other words, they take marketing communication approach. In addition, they will perform promotion activity on products that are considered as environmentally friendly. Product development will be performed but by giving more consideration on environment. All communication activities and promotions of company are performed based on fact. They will try to hide all information they have. When company reputation has been recovered public will take purchase decision on product they offer.
Other study performed by Akehurst, et al. (2012) describes that purchase decision is based on psychographic approach by stressing on customer perception. Psychographic has close relationship with customer knowledge. Knowledge will bring individual to be more conscious about importance of preserving environmental sustainability, hnce they will only consume product that is environmentally friendly. In fact, the mindset is not in line with study result performed by FInistrerra do Paco and Reis (2013), where customer might not believe that green marketing activity performed by company has goal to preserve environmental sustainability. Therefore stronger effort from company need to be taken to ensure customer that they have been implementing green marketing activity. Definitely, to perform these activities they need to incur more sacrifice.
When customers make purchase decision, risk (Peter and Tarpey, 1975), ethic (Akehurst, et al., 2012) and responsibility elements will attach. In psychology perspective, the three elements indicate that study result performed by Alderson (1952) that purchase decision making is effort to solve problem faced where customer will perform serial of rational procedures. Through this process, they will use their best in solving problem. Some of them use trial and error approach in solving the problem. The implication is green marketing implemented by company must refer to customer psychological aspect. Company must use risk, ethic and responsibility approach in order purchase decision to occur. In other words, implementation of green marketing concept must also be performed in rational way. However, as result of study performed by Oyewole (2001), company rationality in implementing green marketing concept must also consider social cost. Based on the explanation, relationship between green marketing, social cost and purchase decision following proposition can be made: P1: green marketing will create purchase decision behavior P2: in creating purchase decision, green marketing implementation will be driven by social cost