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Environmental Marketing Essay

1653 words - 7 pages

INDEX1 Environmental Marketing2 Driving Forces in Environmental3 ConclusionSources1 ENVINRONMENTAL MARKETINGEnvironmental marketing as a concept started in the late 1980s and early 1990s as consumer interests into environmentally friendly and sustainable products grew to a point where purchasing decisions were made on whether a product or company was environmentally friendly. According to surveys made during that time period, three major trends could be found; consumers avoided purchasing a product because they believed that the product or packaging was environmentally harmful, consumers purchased products specifically because they were environmentally friendly, and consumers were ready to pay more for products which were considered environmentally friendly. Because of these strong results from multiple surveys it is no surprise that companies started increasing their emphasis on labelling of their products and promotion of their environmental concerns and policies.When environmental marketing first surfaced, many companies held untrue claims about how environmental their product or operation was, resulting in disbelief from the consumer point of view, which exists even today, at least to some extent. This is why companies which focus resources on environmental issues are so keen to labelled and certified by either the EU or some other independent faction.The most basic idea in environmental marketing is to promote your product or operation, so that your consumers will know that the company and its products are environmentally sustainable. Not only does the company have values which identify the need to conserve resources and preserve the ecosystem, as well as in most cases, have a environmentally sustainable product or operation, they also need to focus efforts into educating their target consumers about environmental issues. If a company is successful labelling itself (physically or mentally) as an environmentally friendly company, it should be able to grow its customer base and on some occasions even gain access to new markets. Usually environmental marketing is strongly associated with expenses. However, this is not true in all cases, innovation and energy saving can lead to significant cost reductions when implemented properly, not to mention that the quality of the end product might increase.Also, pro-environmental consumers are more acceptable to long-term relationships with proven companies. While one consumer might jump product if a cheaper option arises in the markets, a consumer buying your product because of your environmental efforts usually would not. Publicity and media recognition will also result, if the environmental marketing plan is carefully made, saving advertising costs and further increasing awareness of the company and their goal, serving the educational need as well.Green marketing is a concept that is often brought up and compared to environmental marketing. Essentially these two things are the same, green marketing and...

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