EXPLORING THE DETERMINANTS OF GREEN RETAILING IN SINGAPORE

Abstract

With the advent of modernisation comes the issue of protecting the environment for the children of tomorrow. It has become everybody's responsibility to behave in ways that will not harm the earth. The actions of businesses in particular have far-reaching environmental consequences and must be carefully monitored. Despite this urgency, there has been no research done on the determinants of green retailing. To address this existing gap in environmental research, this exploratory study was conducted to examine the influence exerted by independent agents such as the government, consumers, consumer activists, competition and the firm's corporate philosophy, on retailer’s attitudes towards a green marketing mix, and their green marketing behaviour. The findings of the survey showed that the independent variables did exert varying degrees of influence on different elements of the retailer's marketing mix. Specifically, the current emphasis of consumer activists, competition and the government is on the retailer's green product strategy. The study also highlighted that green retail behaviour is rewarded by rising green sales. The study provided information useful for retailers embarking on a green retail strategy. Since green retailing is in its infancy stage in Singapore, this study concluded with a number of recommendations to the marketers of green products and to public policy makers.