American University of Madaba

Subject: Green Marketing Implemented by Cozmo (THE Group)

Supervisor: Dr. Luai Jraisat

Done by: Elena Hoshe, Fadwa Fraij, Lana Qaqish, Leen Elayyan

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Action Name Time

Research Title Everyone Week 1

Introduction Hoshe Week 1

Background Haddad and Fraij Week 2

Applying Green Marketing to Cozmo

Hoshe and Elayyan Week 2

Literature Review

Green Marketing Green products and its

characteristics Challenges for Green

Marketing

Opportunities for Green Marketing

New Regulations for Green Marketing

Marketing Mix in Green Marketing

Corporate Social Responsibility

Qaqish

Elayyan

Elayyan

Hoshe

Elayyan

Hoshe

Fraij

Week 3

Week 3

Week 3

Week 3

Week 3

Week 3

Week 3

Methodology Fraij Week 4

Results

Figures and Tables Hoshe Week 5

Results Discussion

Questionnaires

Interview

Qaqish

Haddad

Week 6

Week 6

Conclusion Haddad Week 7

References Everyone Week 7

Table of Contents:

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Chapter 1

1.1 Introduction ……………………………………………………………………………. Page 3

1.2 Background………………………………………………………………………………Page

1.2.1 Green Marketing in Jordan……………………………………………………………. Page

1.2.2 Jordanian Consumer Behavior in Green Marketing…………………………………. Page

Chapter 2

2.0 Literature Review……………………………………………………………….……….Page

2.1 Green Products and its characteristics ………………………………………………….Page

2.2 Challenges for Green Marketing ……………………………..…………………………Page

2.3 Opportunities of using Green Marketing………………………………………….…….Page

2.4 New Regulations for Green Marketing …………………………………………………Page

2.5 Marketing Mix in Green Marketing ……………………………………………..………Page

2.6 Corporate Social Responsibility………………………………………………………….Page

Chapter 3

3.1 Applying Green Marketing to Cozmo …………………….………..………………… Page

3.2 Methodology …………………………………………………………..…….………….Page

Chapter 4

Conclusion………………………………………………………………………………..…...Page

Chapter 5

References……………………………………………………………………………………Page

Chapter 1

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1.0 Introduction:

Green Marketing is being misinterpreted by people referring to it as the promotion of products

with environmental traits or features; however, it is generally defined as products that have

characteristics that are less contaminated, contain ecofriendly materials and recyclable resources,

Kinoti (2011) Also, it can be described as products that are basically used to satisfy customers’

needs and wants in the most environmental friendly manner as possible. (Polonsky 1994).

According to Ottman (1998), those green products can be found in multiple locations and are

desired since they provide better quality in terms of health, nutrition values, in addition to their

contribution to a sustainable future in comparison to non-green products, and this will also add

an advantage for the consumers intending to buy green products.

The concern about the environment has been growing gradually among businesses and

consumers. Nowadays, consumers seem to be more aware about the impacts of their

consumption habits upon the environment.

Environmental issues have become one of the main focuses during the past decades, and that

they have been sensed by people all around the world (Smith, 2009), and over the past years, the

issue of environmental protection has become one of the most vital concerns at both the national

and international levels. Sustainability and greenness include issues such as population growth

and increased consumption, globalization, global warming, ozone exhaustion, acid rain, genetic

engineering and loss of species variety (Charter, 1992).

Companies would want to go green for some reasons that would be beneficial, (Nadaf and Nadaf

2014) mentioned some of the reasons companies are starting to go green, firstly, is the social

responsibility that they will gain from behaving in environmental friendly manner, and secondly,

the governmental pressure plays a role in pressuring companies to produce products that are

biodegradable, also, competitors are using environmental friendly behavior as a competitive

advantage, therefore, other companies would start using it to keep up with the market, and

finally, is reducing costs from decreasing the use of dangerous waste.

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The ecofriendly consumer is the consumer that has a mindset of ecofriendly environment and

takes into consideration the green products instead of other alternatives. However, they believe

that as individuals they should play a role in protecting the environment and should not be left

only to the government in order to make the world a healthier place to live in. (Boztepe 2012)

The aim of this research is to find out customers perspective of the new campaign Go Cozmo,

Go Green, whether they are willing to buy biodegradable products despite the fact that their

prices are considerably high, moreover, An interview will be conducted with the Marketing

manager to identify the company’s perspective about customer’s behavior towards biodegradable

products that they use, also, to ascertain whether customers are considering the use of the centers

for recycling or neglecting it, furthermore, questions will be asked in order to know if the use of

eco-friendly activities affected their company’s image since research suggested that the use of

eco-friendly activities enhances company’s image and corporate social responsibility.

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Background

1.2.1 Green Marketing

Some of the advantages that are mentioned in green marketing in Jordan are obvious; in fact

the main advantage is the environmental benefits which provide the market with benefits of

recycling without the use of harmful wastes. Another benefit is the appreciation that will

come from consumers as a step for taking environmental friendly actions which will enhance

the image of the organization.

Green Marketing Ideas for Jordan Businesses

Nowadays, there is a range of products and services that are green in Jordan, some of the

things that an organization must implement in order to use green marketing in their

organization.

Green Packaging: the use of ecofriendly packaging might be beneficial to the environment

instead of using wasteful materials as well as consideration of the recycling of papers and

plastics.

Reusable grocery bags: the logo can be put on the bags to promote the company;

nevertheless, it can be reused for better purposes instead of using them as waste materials

Use online marketing: Online marketing is a way that has been widely spread around the

world and also, it’s the greenest way of promoting a product or service since it doesn’t

include wastes.

Choose local food: The use of local foods will reduce the emissions of carbons therefore; it

will be a way to improve the green marketing in Jordan.

Use Green Incentives: using rewards and incentives drives customers to become more aware

of the products and services by the use of promotion and advertising.

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Where to Find Jordan Green Marketing Products and Services

Green Marketing has been spreading in Jordan and it can be found in local businesses, online

providers or a combination of both, the internet marketing has been a resource to find green

marketing efforts occurring in Jordan. Also, it is important to look for green products that are

certified by the standards.

1) Jordan Environment Society

This organization have 250 companies and homes that implement the use of recycling and

includes that ability to use own bins or purchase a recycling bin for 75 JD’s, customers are

welcomed to come whenever needed, and the bind include the recycling of papers, plastics, and

cans, other products are sent to factories to be reused.

2) Entity Green

Entity Green works with other organizations to consider the use of recycling efforts, the program

includes training awareness, sessions, auditing and a collection, also, an important consideration

is that they established a relationship with Cozmo to create the first centre the Middle East as a

whole, which it proved to be a success.

3) Green Future for Sustainable Solutions

This kind of organizations works with hotels, homes and companies to collect the recyclables in

which they include all kinds of materials from papers, cans , lead, aluminium, metals and

plastics, but without glass, can be done weekly, as for items that are broken they use the help of

families to restore them and sell them, also metals are reused in Jordan, as for aluminium they

are exported to other countries to be reused, while cardboard products go to Al Zarqa or Al

Mafraq to be recycled in factories.

There are four recycling bins in Jordan where you can put in the materials, firstly Cozmo in 7 th

circle and Cozmo express in Abdoun as well as Blue Fig which are donated by Orange. And

finally, Um Uthainah Area is being tested for recycling programs around these streets Al Riyadh

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Street, Um Uthaina Jeddah Street, Um Uthaina King Faisal Bin Abdul Azeez, Um Uthaina (close

to Ministry of Environment) Ali Khalqi Al Sharairi Street, Um Uthaina

1.2.1 Jordanian Consumer Behavior on the Green marketing

Consumer behavior is the behavior of individual group or organization toward buying using

goods and service to satisfy their needs. In other words it’s the attitude of the customer from the

market place and there motive to take an action.

Our study targeted the Jordanian consumer behavior towards green market. Showing the

importance and concern of the green market on the Jordanian citizen we had to search for articles

concerning this issue. One article that talked briefly about this important issue was the article of

the “Green Marketing and the Concern over the Environment: Measuring Environmental

Consciousness of Jordanian Consumers” .The article helped to explore the attitude of Jordanian

citizen towards the current environmental consciousness and their willingness to come up with a

more environmental friendly consumption behavior.

Environmental consciousness and friendly consumption behavior targeted the purpose of this

article and were the basis of the process. 303 samples were gathered from the university

students drawn from Jordan, investigating the consumer behavior attitude .They concluded that

Jordanian consumer were in general so concerned about the environment because they realized

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that they demonstrated reasonably high levels of environmental consciousness relating to various

environmental issues. Thus, the pro environmental attitude didn’t help to change the good

intentions into actual buying action due to several factors such as loyalty to traditional products

and weak credibility of “green” claims.

The articles tried to tackle the link between good intention and the buying consumer behavior

through the green market strategy that directly focuses on the unique characteristic of green

products and its impact on the environment within the cultural context of the Jordanian

consumer. Over time, we hope that these efforts can lead to a culture of green consumerism

within a framework of environmental responsibility.

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Chapter 2

2.0 Literature Review:

As (Penattie 1995) mentioned green marketing is the holistic management for identifying,

anticipating, and satisfying the requirements of customers and society in a profitable and

sustainable way.

The terms ‘‘sustainable’’, ‘‘environmentally friendly’’, ‘‘green’’, ‘‘proenvironmental’’,

‘‘ecological’’ and “organic” are used interchangeably to refer to products that conserve natural

recourses, use less energy and more recycling techniques and reduce waste and pollution (Simula

et al., 2009)

2.1 Green Products and its characteristics:

The products those are manufactured through green technology and that caused no

environmental threats are called green products. Promotion of green technology and green

products is necessary for conservation of natural resources and sustainable development. We can

define green products by following measures:

• Products those are originally grown.

• Products those are recyclable, reusable and biodegradable.

• Products with natural ingredients.

• Products containing recycled contents, non-toxic chemical.

• Products that do not harm or pollute the environment.

• Products that will not be tested on animals.

• Products that have eco-friendly packaging: reusable, refillable containers etc.

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2.2 Challenges for Green Marketing:

1. Need for Standardization

It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and

there is a lack of standardization to confirm these claims. There is no standardization to check

these claims. There is no standardization currently in place to certify a product as organic. Unless

some monitoring organizations are involved in providing the certifications there will not be any

supportable means. A standard quality control board needs to be in place for such labeling and

licensing.

2. Patience and Resolution

The investors and corporate need to view the environment as a major long-term investment

opportunity, the marketers need to look at the long-term benefits from this new green movement.

It will require a lot of patience and no immediate results. Since it is a new concept and idea, it

will have its own acceptance period.

3. Avoiding Green Myopia

The first rule of green marketing is focusing on customer benefits as the primary reason why

consumers buy certain products in the first place. Do this right, and motivate consumers to

switch brands or even pay a premium for the greener alternative. It is not going to help if a

product is developed which is absolutely green in various aspects but does not pass the customer

satisfaction criteria. This will lead to green myopia. Also if the green products are priced very

high then again it will lose its market suitability.

On other hand, it is difficult for a company to implement green marketing since it requires a lot

of effort, thus, Mohajan (2012) stated some of the conflicts that a company might face while

implementing green marketing firstly, the manufacturers of the green products must aware the

public about the usefulness of the product, secondly, research and development costs will be

high, also, when first launching the green product there will be low profits because green

12

products are expensive, but in the long run profits will increase as customers start to purchase

green products, and finally, customers will face some pricing issues since the green products are

expensive but eventually, green customers will want to buy such products.

2.3 Opportunities of using Green Marketing:

As (Polonsky, 1994) mentioned in his study that companies that use its goods and services while

implementing the use of green marketing will have competitive advantage which is one extra

feature distinguishing a specific company from its competitors by being environmentally friendly

over other firms that aren’t environmentally responsible. Another author, Sarkar (2012) stated

that there are several opportunities for using green marketing other than competitive advantage,

firstly, some companies perceive green marketing as a way to achieve objectives, and companies

are starting to have the feeling of being environmental friendly. Also, the government is

pressuring companies to be more eco-friendly, moreover, other firms are implementing the use

of green marketing thus, making companies to implement it as well. Finally, costs of the wastes

are forcing companies to reduce the use of material usage.

2.4 New Regulations for Green Marketing:

In the past years buzz words and phrases like “Green”, “Eco Friendly” and “Environmentally

Safe” have become very common as companies look for ways to target consumers concerned

about their own personal health and that of the environment. Sales in this category have

continued to increase especially in the lower cost items. The Greendex report has been studying

consumer behavior across the globe and there has been a specific uptick in people making

“green” buying decisions in emerging economies. While many would agree that these changes

are positive, healthier products benefit everyone, some companies are using the green trend

simply as a marketing campaign. The Federal Trade Commission is looking to change that.

For companies and their marketing departments here are some things to keep in mind:

• Degradable claims need to be qualified. If a company wants to claim something is

recyclable there needs to be documented proof supporting that the entire product will decompose

and return to nature within one year.

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• Items that are recycled but do not degrade within one year cannot be marketed as

biodegradable.

• Provide further detail when claiming something is compostable or recyclable

2.5 Marketing Mix in Green Marketing:

Also, implementing the marketing mix on green marketing is significant since the product

reflects the package and labeling that companies use to inform customers of the green product, as

for the price, the price of the green product or biodegradable product should be affordable in

order for customers to be able to purchase them, moreover, increasing promotion by a company

about their green products tend to enhance the company’s image in a way that increases

customers willingness to purchase which also leads to corporate social responsibility, as for the

distribution, it should be employed in an organic nature. To be more precise, the use of product

in green marketing clarifies the increased consumption of limited resources to reduce pollution

while producing the product with minimum raw materials. As for pricing the product, the price

plays an important role in green marketing because some customers are price sensitive and won’t

be willing to pay high prices for green products despite the fact that it provides additional value

to the product, therefore, a company should consider customers’ needs and wants and their

perception of price before charging a high price. The next element of the marketing mix is

promotion in which there are three types of advertising in green marketing, firstly, the one that

improves the relationship between the product and the environment, secondly, the

advertisements that stimulate the green lifestyle on the use of a product or service, and finally,

advertisements that enhances the image of the company by being responsible to the environment,

the last element of the marketing mix (4p’s) is the place in which the it illustrates the distribution

of the product or service to make it available for customers. (Singh and Pandey, 2012)

2.6 Corporate Social Responsibility:

Corporate social responsibility refers to a business that involves participating and sharing in

initiatives that will benefit the society and it is also known as corporate citizenship since

businesses and society corporate together and some defined CSR as “actions that appear to

further some social good, beyond the interests of the firm and that which is required by law”

(McWilliams & Siegel, 2001) Others believe that the role social responsibility of business is to

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maximize shareholder wealth (Friedman, 1970; Orlitzky, Siegel, & Waldman, 2011) . Cozmo the

supermarket did some beneficial changes for its products in 2013 that impacted not only the

activity of its supermarket but also changed the basic values and attitudes of society that have

been observed recently towards green products. It has been noticed that consumers often prefer

eco-friendly, safe and clean products that do not pollute the environment nor affect it negatively

because one unsafe product will affect the whole environment. The changing attitudes of

consumers regarding environmental protection, and eco-friendly and the change of use lifestyle

force Cozmo and many other supermarket and companies to look for new alternatives of

activities, where the main principles of corporate social responsibility would be included. Once

the customers has changed their attitudes towards green products they will be more concerned

about what campaigns that will be done in order to clean the air of the environment therefore

once the society become concerned and start expecting the birth of green marketing as tool

companies will start performing corporate social responsibility in order to meet their

expectations since CSR is involved in the initiatives that benefit the society and works towards

customer satisfaction, implementing CSR will help Cozmo to gain additional revenues in the

long run. Nowadays companies are beginning to realize the importance of social responsibility in

which they are implementing the use of green marketing as either to promote their company as a

marketing tool or to be accountable in terms of the environment to become eco-friendly.

(Polonsky,1994)

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Chapter 3

3.0 Applying Green marketing to Cozmo:

Nowadays, companies started to pay more attention to becoming more environmental friendly

and implemented the use of green marketing in which they change the packaging that they use

for the products as well as the healthiness of the product itself, since customers became more

aware about their health and strive to protect the environment by reducing pollution. Practically,

as reported by THE Group (2013) Cozmo Supermarket employed the use of Green Marketing to

enhance their social responsibility where they announced some activities such as the use of

biodegradable bags and 3 recycling bins as well as the launch of a center named Watch Your

Waste Program conducted to aware children about the environment and recycling. Moreover, the

technology that Cozmo Supermarket uses is energy saving with LED technology, not to forget

that they actually offer training courses for their staff to adopt environmental friendly behaviors

and activities. This Green marketing campaign was called Go Green, Go Cozmo in which they

put great effort into being ecofriendly to the environment. Also, Cozmo Supermarket (THE

Group) essentially mentioned their thoughtfulness towards environmental friendly practices in

their mission other than the inordinate customer service, high quality products and the

continually developed partnerships with suppliers and investors.

Go Green, Go Cozmo is basically a campaign that eventually ended up in opening a center in

Jordan for recycling with the partnership of Dutch Embassy and Entity Green with the help of

Orange recycling bins, in order for customers to consider getting all their recyclable materials

into the recycling center, with a slogan of a Recycle today for a greener tomorrow.

The Group:

In line with its constant efforts toward driving environmental awareness and consuming

sustainable green practices, Cozmo has teamed up with “Balash Kees” – an initiative established

by UNESCO, under the patronage of the Ministry of Environment. “Balash Kees” hopes to raise

16

awareness of the negative impact plastic bags can have on the environment and encourage

consumers to reduce their requirement on them.

Cozmo has made large achievements when it comes to agreement more eco-friendly practices

including the introduction of biodegradable bags. It now seeks to further its role in local

sustainability efforts by reviewing its bagging policy and encouraging customers to use fewer

plastic bags when shopping, placing more items in each plastic bag, using reusable bags or

simply saying “balash kees” if a bag is not essential.

“At Cozmo, we continuously effort to introduce and promote eco-friendly practices. Our

business approach has always been mindful of the importance of protective the environment and

minimizing our carbon footprint,” commented Hiba Manna, Marketing Manager for THE Group,

which operates Hamleys, Cozmo, Bhs and Readers. “We find a shared cause in UNESCO’s

initiative, “Balash Kees”, and therefore happily pledge our support in hopes of further fostering a

greener conscience in the Jordanian consumer.”

Cozmo plays host to Jordan’s first-ever fully fledged recycling centre, which was established in

2011 in partnership with Entity Green. In addition, Cozmo employs a series of eco-friendly

practices, like the use of bio-degradable bags, the adoption of LED lighting throughout its

premises and the organization of regular training workshops to educate its staff on essential eco-

friendly practices in the workplace. (The group news 2012).

Cozmo Goes Green and Launches First Full-Fledged Recycling Centre in Jordan:

Marking the first green CSR ( corporate social responsibility ) enterprise of its kind in the

Kingdom, Imad Bukhari, CEO of Jordan Centre for Trade and Investment (JCT&I) announced

the launch of Jordan’s first and only developed Recycling Centre during a press conference held

under the patronage of H.E. the Minister of Environment Dr. Taher Al Shakhshir on Tuesday,

21st of June 2011, and with the attendance of its project partner Entity Green’s Deputy General

Manager Fares Shaddad, as well as a host of prominent local media representatives.

“Needless to say, recycling contributes to preserving the environment by reducing the

destruction of forests and other natural resources, saving energy and water and reducing

pollution and global warming,” commented H.E Dr. Taher Al Shakhshir. “It is truly

17

heartwarming to see a private sector company such as Cozmo step up and fulfill its responsibility

by adopting environmentally sustainable practices. We are proud of Cozmo’s innovative

enterprise, and hope to see others contribute to preserving Jordan’s environment and reducing

their carbon footprint,” he added.

“Cozmo’s contribution to the environment along with the support of its customers can play a

major role in making Jordan a greener place , each one of us has the responsibility to do his part

in protecting the environment to ensure a safe and healthy future for generations to come,” said

Imad Bukhari, CEO of JCT&I. He thanked Entity Green for their support in making the Centre a

reality, and expressed hopes to see the Centre become the first of many similar initiatives that

benefit the local community and Jordan as a whole.

Located in Cozmo’s car park, in the 7th Circle area, opposite the supermarket’s main entrance,

the Recycling Centre aims to promote greater environmental awareness and community

engagement by establishing a properly equipped recycling facility capable of serving the

supermarket’s and its customer’s growing recycling needs.

The initiative is one of Cozmo’s most recent efforts towards adopting eco-friendly practices as

part of its commitment to becoming an environmentally conscious corporate citizen. Cozmo

currently uses biodegradable shopping bags, has switched to LED lighting to lower its energy

consumption by at least 50%, and is working with Entity Green to provide training workshops

for all Cozmo employees on how to go green at the workplace and tackle other environmental

issues.

Initially launched in April 2010 as a small-scale CSR initiative in partnership with the Dutch

Embassy and Entity Green, where orange recycling bins were set up in Cozmo’s upper car park,

the initiative has since grown after positive feedback and involvement from the supermarket’s

customers. The initiative’s popularity, customers’ growing awareness on the importance of

recycling, and Cozmo’s own increasing waste production prompted the supermarket to establish

a proper Recycling Centre to answer the increased need for recycling space.

Fares Shaddad, Deputy General Manager of Entity Green, said that, “As providers of enduring

social and environmental solutions, we were thrilled when Cozmo approached us to implement

the Kingdom’s first Recycling Centre.” He added that Entity Green will be the implementing

18

partner for the new Recycling Centre and will be responsible for ensuring that the streams of all

recyclables coming to the Centre from customers and Cozmo itself will be recycled properly. He

noted that the Recycling Centre will also display products made from recycled materials by

Entity Green's Recycled Design programme, ‘EG Design’.

Cozmo customers can now bring all their recyclable materials (paper, cardboard, plastics, metals

and others) to the Recycling Centre and deposit them in the designated receptacles inside. The

Centre will initially open from 10am till 10pm and will have permanent staff to provide

assistance and information. (AmmonNews 2011).

3.1 Methodology

This research is basically about the new campaign for green marketing in Cozmo, Go Green, Go

Cozmo recycle today for a greener tomorrow, therefore, stratified sampling will be used since the

method of data collection will be needing Cozmo customers only, we did three research designs

which are qualitative, quantitative and mixed methods the difference between qualitative and

quantitative is often framed in terms of using words (qualitative) rather than numbers

(quantitative), or using open‐ended questions (qualitative) rather than closed‐ended questions

(quantitative) while mixed methods research is an approach involving the use of qualitative and

quantitative approaches, and the mixing of both approaches in a study therefore quantitative and

qualitative research will be used as well as exploratory and descriptive to collect the data needed

to complete the study, the quantitative data is collected through questionnaires survey since they

are more suitable for collecting detailed information by giving them to different customers

visiting Cozmo in Amman, Jordan to answer it and state their opinion about the green marketing

campaign done by Cozmo and to analyze their purchasing behavior of green products offered by

Cozmo in order to generate the data necessary for accomplishing a research project's objectives,

on the other hand we couldn’t collect the whole information from questionnaires since it has a

restricted amount of sources so we decided to use a qualitative method by doing an interview

with the manager of Cozmo in order to have more information about their greenhouse campaign.

Interviews are considered to be the best way to collect in-depth information as there will be an

interchange of ideas between the manager and the interviewer. The time border that is going to

take us to finish this research will be about 3 to 4 weeks, up to 2 days for the research proposal,

maybe 1 week and a half for delivering questionnaires, also about 5 days to gather the

19

information and interpret the data into knowledgeable information in order to finalize the results.

Finally, one week to present the research.

Chapter 4

Results and Findings:

4.1 Interview Discussion:

This Research involved the use of interview in order to understand company’s perceptions of the

implementation of green marketing; therefore, our group had a visit to Cozmo on the 7th of

November, 2015 where we interviewed Mr. Alaa Mattar/Manager of the Go Green Go Cozmo

Campaign.

Our discussion started with Mr. Mattar about the definition green marketing from his perspective

and the company’s perspective and he informed us that the most important thing is to sustain a

healthy environment by recycling papers, plastics, metals, bottles, and cans… etc. However,

glass cannot be recycled because Jordan lacks a factory for recycling of glass thus they ship them

to the nearest factory which is located in Turkey.

Morever, we asked Mr. Mattar about the kind of machines or tools they use to recycle, and he

offered to show us two different kind of machines, the first one is responsible for lowering the

weight and volume of paper & carton waste, the other machine is responsible for breaking plastic

materials into small pieces in which it the product is diverted to the materials used for its

production, in other words its diverted to raw materials.

Furthermore, we had a discussion about the campaign Go Green Go Cozmo and we figured that

it was established about 7 years ago with the partnership of Entity Green in which they are the

ones responsible for this campaign, and it’s sponsored by Cozmo. Our group also understood that

Go Green Go Cozmo has benefited the Jordan environment by recycling around 2500 tons of

waste from different Jordanian factories.

Mr. Mattar informed us that this campaign is being marketed only by using brochures distribute

to Cozmo’s customers in order to begin the recycling process. However, aim of Go Green Go

20

Cozmo campaign is to make tomorrow a better environment for Jordan by recycling all materials

that can be recycled.

Our last question to Mr. Mattar was about their upcoming plans for green marketing and he

stated that one of their most important plans is to expand into new locations to more aware

customers of the responsibility towards a healthy environment as well as to understand and

commence the process of recycling.

Finally, we thanked Mr. Mattar for the time he gave us in the interview and wished him and his

team all the best luck for this campaign.

Figure 1.1 the relationship between environmental friendly activities and company’s image

Yet, the interview with Mr. Mattar showed us that after they implemented the campaign of going

green which is basically considered corporate social responsibility, the relationship between

environmental friendly activities and enhanced company’s image turned out to be a positive

relationship where Cozmo’s image enhanced after they implemented the campaign (Go Green,

Go Cozmo)

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Enhanced

Company’s Image Corporate Social

Responsibility

Environmental

Friendly Activities

Chapter 5

5.0 References:

1. Anirban Sarkar (2012) “Green marketing and sustainable development- challenges and opportunities” 1(9)

2. Aysel Boztepe (2012) “Green Marketing and Its Impact on Consumer Buying Behavior” 5(1)

3. Company List (2015) “Green Future for Sustainable Solutions (GFSS)”4. Dr. P. B.Singh , Dr. Kamal K. Pandey (2012) “Green Marketing: Policies and Practices

for Sustainable development” 5(1), pp 75. Go Magazine, (2012) Issue No. 20 "The Green Issue" 6. Green Marketing (1989)7. Haradhan Kumar Mohajan (2012) “Aspects of green marketing: a Prospect for

Bangaldesh” 3 (3)8. Jordan Environment Society (1988) available from: http://www.jes.org.jo/9. Mary Wanjiru Kinoti (2011) “Green marketing Intervention Strategies and Sustainable

Development: A Conceptual Paper” 2 (23)10. Polonsky, Michael Jay (1994) “An Introduction to Green Marketing” 6 (1) 11. Sami A. (2007), “Green Marketing and the Concern over the Environment: Measuring

Environmental Consciousness of Jordanian Consumers”.12. THE Group (2013) “Social Responsibility”, Available from:

http://www.thegroup.jo/social-responsibility13. The Group (2013) “Mission, vision and values” Available from:

http://www.thegroup.jo/content/mission-vision-values-014. Yasmin Begum R. Nadaf & Shamshuddin M. Nadaf (2014) “Green Marketing:

Challenges and Strategies for indian companies in 21st century” 2(5)15. Vinayak chauhan (2011) “Green Marketing”16. Wood, Bethany. "New Regulations for Green Marketing." Get Busy Media. N.p., 04 Oct. 2012. Web.

23 Oct. 2015. <http://www.getbusymedia.com/new-regulations-for-green-marketing.

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17. Yakup D, (2011). “A Theoretical Approach to the Strength of Motivation in Customer Behavior”

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