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.
Citation:
Gunawardane, D.A.S., Illankoon, I.M.C.S. & Ranadewa, K.A.T.O. (2014). A literature review on marketing green buildings: use of 4C marketing mix approach. In Y.G. Sandanayake, N.G. Fernando & G.I. Karunasena (Eds.), Sustainability and development in built environment: the way forward (pp. 13-25). Ceylon Institute of Builders. https://ciobwcs.com/downloads/WCS2014-Proceedings.pdf