Marketers are either directly or indirectly involved in the efforts to promote environmentally conscious behavior amongst the consumers with a view to addressing the global concerns about the global warming (Rauschelbach, 2002). Governments have come up with various policies on climate change that companies and corporations, both national and multinational, must comply with. Consumers in Malaysia and other countries have started being environment conscious by consuming environmentally friendly products (Woolley & Kimmins).
The environmentally conscious consumer behavior is a way the consumers ensure that environment around them is preserved, especially in view of escalating challenges of garbage disposal and depletion of the available natural resources. It is important to note that consumers are involved in environmentally conscious consumption because they have acknowledged personal responsibility for the environmental pollution problem (Hoyer, 2008).
The influence on consumers to adopt the approach of environmentally friendly consumption has been enhanced by media campaigns organized by various stakeholders in collaboration with relevant government institutions. Producing and supplying environmentally friendly products is one of the effective selling points for most corporations all over the world. This paper will therefore discuss ways in which property development companies can target and then position themselves into the growing market arising from Environmentally Conscious Consumer Behavior in Malaysia.
How property development companies can target and then, position themselves into the growing market arising from the ECCB in Malaysia Producing eco-friendly products is one of the most important promotional points for the 21st century corporations. This is facilitated by the fact that most product consumers in Malaysia are increasingly becoming aware of the need to conserve the environment, especially with respect to climate change; and the trend is the same all over the world.
Consequently, this has resulted into a market where consumers are more drawn to environmentally friendly products than ever. Going by the statistics provided by the United Nations Environmental Programme (2007) property developments industry contributes approximately 30%-40% of the total global carbon dioxide emission arising from energy consumption. Coupled with the market arising from Environmentally Conscious Consumer Behavior, the property development sector is forced to reconsider the products it avails to the consumers in the property market.
There are arrange of options available to the property developers in Malaysia that can enable them to target and position themselves in the Malaysian market arising from Environmentally Conscious Consumer Behavior. It is important to note that consumers are increasingly becoming concerned about global warming and one way through which they can effective participate is by holding producers accountable to global warming paying attention to whether the production process leads to increased greenhouse gas emissions (Fischer & Black, 1995).
One of the ways through which the property development companies in Malaysia can use to target and position themselves in Malaysian market is reducing energy usage for the property in offer. The companies can ensure the lighting systems in their property utilize more environmental friendly energy sources. For instance, they can face out the use of traditional incandescent bulbs and replace them with compact fluorescent lighting tubes (Kelly, 2009). It is also crucial to note that a larger percentage of energy consumptions take place during the period buildings are in use than during the construction process.
The energy usage during the life time of a building, energy usage may include heating, ventilation, cooling and lighting amongst other energy using appliances. In order to target and position themselves in the Malaysian property market, the companies can adopt the use of the most advanced technologies like thermal insulation, utilize solar shading and also fit their property with energy efficient appliances (Kelly, 2009). The Standards and Industrial Research Institute of Malaysia (SIRIM) came up with a labeling program in which products are verified as environmentally friendly.
The property companies ensure that they purchase their fittings from such suppliers whose products are genuinely labeled as environment friendly; this should be informed by the fact that as many of Malaysian consumers as possible are becoming aware of the labeling programme and hence are cautious with their consumption behavior. Besides, this can be reinforced by engaging more in environmental campaigns to convince the consumers that they seriously committed to the conservation of environment and its resources (Abdullah, 1999). The materials used in constructing property are very crucial in terms of environmental concerns.
The property companies should use non-toxic construction materials that do not contain chemicals and substances like mercury and the in the process of marketing they should emphasize on such characteristics. Moreover, it is important to note that environment conservation groups are slowly increasing in number; these groups have attracted the attention of the advertising firms. It is of great benefit for property companies in Malaysia to use these groups and or advertise through the firms that have strong link with such groups (Wells, 2007).
Disposal of household wastes are an important component of environmental conservation. Property companies should ensure that their buildings are equipped with safe, efficient and eco-friendly means of disposing wastes. This may include mobile waste bins which can be emptied in a track and waste transported to appropriate places. In addition to this, the sewerage systems should also encourage hygiene and have no health risks which are some of the major concerns for most consumers (Snyder, 2000). There are also a number of activities that companies can initiate and support amongst the Malaysian communities.
They can fund eco-friendly initiatives like planting of trees and facilitating research towards finding alternative energy sources. Again, the companies can ensure that their property is located in a clean neighborhood. This has the potential to attract more of the Environmentally Conscious Consumers (ECC). Conclusion Environmentally Conscious Consumer Behavior has had significant effects on how property companies strategize on penetrating the market. The companies have to ensure their products are environmentally friendly so as to attract the Malaysian property buyers.
However, there are range strategies that can assist the companies in targeting and positioning themselves in the Malaysian property market where consumers are increasing getting concerned with the conservation of environment. When the buildings are constructed with harmless materials which do not contain chemicals and substances like mercury, the companies are highly likely to get more buyers. Moreover, with label identity policy for eco-friendly products in Malaysia, most consumers will check on such labels before finally making purchase.
It is therefore imperative that property companies should partner with such suppliers whose products meet the labeling standards (Abdullah, 1999). The companies can also ensure that lighting systems in their property are energy efficient. Instead of using the traditional lighting bulbs like incandescent, the companies can fit their buildings with energy efficient fluorescent tubes (Kelly, 2009). Besides, they can also support environment conservation initiatives in communities; this can also include using advertising firms that have strong links with environment conservation groups.
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Snyder, C. (2000). Union County, Pennsylvania: a celebration of history. U. S: Penn State Press. United Ntaions Environmental Programme. (March 2007). Environment for development. Retrieved from: http://www. unep. org/Documents. Multilingual/Default. asp? DocumentID=502&ArticleID=5545&l=en[Accessed August 24, 2010]. Wells, W. (2007). Blueprint for greening affordable housing. United States: Island Press. Woolley, T. & Kimmins, S. (2000). Green building handbook: a guide to building products and their impact on the environment, Volume 2. New York: Taylor & Francis.