A literature review on marketing green buildings: use of 4c marketing mix approach

Abstract

Green buildings is a concept, which is widely discussed in the present scenario. With the depletion of resources, spiralling up of energy costs, and the higher contribution of buildings to this unstoppable phenomenon, topic of green buildings is often heard in many construction platforms. However, in the real world context, green buildings are considered as a luxury and likewise there are many rooted myths which hinders the practical implementation of these greener buildings to a considerable extent. In such a situation, marketing is essential and should be carried out in such a way to promote and eradicate the misunderstandings of green buildings. In general context, marketing green buildings refers to marketing the one off buildings which envisage the environmentally friendly concepts. Based on the marketing mix in order to market these buildings it is necessary to focus on the customer, his needs, cost and benefits communicating the value and focusing on the convenience. Therefore, this research initially identifies the emergence of green buildings, its present context and concepts of green marketing. Then, it is followed by a brief identification of marketing mixes, whereas 4C marketing mix is identified to analyse the present context of marketing of green buildings. Finally, it is concluded that key success is based on the customer satisfaction, which is applicable to three segments of clients namely the developer, owner and tenant. However, it was concluded that communication of facts and figures relating to the green guildings must be improved and so does the convenience in buying.