Green Marketing Essay

1322 words - 5 pages

GREEN MARKETINGINTRODUCTION:Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. While some literature does, it comes from divergent perspectives.WHAT IS GREEN MARKETINGUnfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task. Indeed the terminology used in this area has varied, it includes: Green Marketing, Environmental Marketing and Ecological Marketing. While green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". Since that time a number of other books on the topic have been published.The AMA workshop attempted to bring together academics, practitioners, and public policy makers to examine marketing's impact on the natural environment. At this workshop, ecological marketing was defined as:"The study of the positive and negative aspects of marketing activities on pollution, energy depletion and non energy resource depletion"This early definition has three key components,It is a subset of the overall marketing activity;It examines both the positive and negative activities; andA narrow range of environmental issues are examined.The...

Find Another Essay On Green Marketing

Marketing Law Case: French Perfume Manufacturer v Green Valley Cosmetics with regards to breach of Trade marks Act, passing off and business secret

1468 words - 6 pages to claim under trade secret against company or personnel leaked the information to Green Valley Ltd, on the ground that this marketing information is capable of amounting to confidential information in this particular circumstance and have a great commercial value to the company as well as causing big damages if it is leaked. However, this will not be relevant in this report since we do not know the person or company that exposed such information to Green Valley Ltd.

Helping Green Marketers Make More Green

2371 words - 9 pages Helping Green Marketers Make More Green In this constantly changing economy, companies are continuously looking for new ways to set themselves apart from their competitors. In recent years, environmental, or “green,” marketing has become a new trend. The movement first started in the 1970s during the hippie movement in which consumers began to express concern for the preservation of the environment (Jenkins and Kähler). On top of this

marketing

1681 words - 7 pages to the departed needs of the customers in order to meet the necessities of the peculiar market segments in an efficacious way. In its marketing strategy, the company also considers the brand image of its product as a vital aspect. With its innovative branded products, the company wants to carry out its strategy of comprehending the whole automobile market (Chen & Green, 2009).• Price: Pricing is the most crucial element of the marketing

Green Mountain Coffe

1521 words - 6 pages catalog that offers their complete product line as well as coffee related gifts and accessories. The Direct Mail catalog accounted for 9% of its sales last year. As the secure on line purchasing that Green Mountains new web site offers begins to grow, direct mail should start to contribute more to total sales, as e-commerce offers any-time, user friendly access to purchasing Green Mountains products. Also, in 1999 a mutual marketing venture agreement

Who are the Green Consumers, and What do they want?

1504 words - 6 pages - -WHO IS THE GREEN CONSUMER, AND WHAT DOES HE/SHE WANT?PurposeGreen marketing is one of the hottest trends being used by marketers these days. In 1989 it barely existed, but by 1990 it was all the rage (1, 25). In the past decade, Americans have displayed an increasing concern for the environment as they begin to realize it is slowly deteriorating. More than seventy percent of the 180 million tons of trash disposed each year in the United

Green as a Strategy

812 words - 3 pages ability of going green in the ‘GREEN MARKETING STRATEGIES’ (Prakash 2002 290) section that describes how going green can be effective if the management focuses of the societal well being and increases the acceptability of going green idea. Prakash also outlines how the management could make the green process effective by providing consumers with credible information regarding their green claims and having an understanding of the public environmental

Environmental Marketing

1653 words - 7 pages 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 environmental marketing are usually understood as only referring to promotion and advertising of products, services or processes with environmental

How Green Advertisement Works

2381 words - 10 pages How Green Advertisement Works: When creating environmentally centered marketing campaigns, strategies are similar to new product evaluations. Target markets and consumer priorities are much different among those who are concerned with the environment and those who are not. In order to motivate consumers to care about the environment, businesses use the affective approach and showcase beautiful environments and use breathtaking images to create

Marketing Mix

1531 words - 6 pages decided. First a name needs to be created of which the rest of the process is developed around. Followed by things like the actual packaging can be designed in relation to the name, keeping in mind stylizing, quality, and performance all of which should be reflected in the brand name and packaging simultaneously. Let's look at the packaging for Partylite product, it is clearly a marketing department decision to pick the "green" boxes that this

mp12

1137 words - 5 pages differences etc.. And the last issues to concern is technology. Organization has to know in what level they may develop. (Jobber, 2010) From the lecture about social and green marketing I have learnt that marketing has been criticized. Many companies have been accused of unethical behaviour. Accusations like Poor product quality, promotion was called as an aggressive and having negative impact on people. Advertising result in being offensive and

International Marketing Ethics: Bulgaria

917 words - 4 pages As more business and marketing is done on a global level, an increasing number of marketers will need to deal with ethical issues in cross-cultural environments. "When companies operate abroad in the absence of home-country legal constraints, they face a continuum of choices concerning company ethics" (Keegan & Green, 2005, pg. 175). Marketing ethics are the principles and standards that help to guide appropriate conduct within an

Similar Essays

Green Marketing Essay

771 words - 3 pages Does the success of Method provide insights about the future of green marketing?Yes, I partly agree that the success of Method does provide insights about the future of green marketing. There will be many companies that want to involve themselves in green marketing with regards to our earth's aging resources. It is because in order to improve their brand image, green marketing is a way for the companies to show that they concern about the aging

Green Marketing Essay

2404 words - 10 pages easier to obtain this status because the categories are very explicit and therefore visible to all. Fourthly, in general organizations should try to focus to make prices of green products lower. This obviously would enhance the competing aspect of green products. Although this might demise the perception that one can obtain status by doing so it would allow producers to increase the market volume. Finally, in general, marketing programs

Green Marketing And Csr Essay

1039 words - 4 pages and contribute to high living standards of the society by facilitating economic developments and improving the standards of living of the employees together with their families, their society and community at large (MallenBaker.net 2011). Green Marketing on the other hand relates to production and manufacturing of products that are environmental friendly, and their packaging should also be environmental friendly or rather the products should

Option 3 – Green Product Design And Marketing Develop A 'green' Product Idea And Devise An Appropriate Marketing Strategy.

2738 words - 11 pages the only reseller of the solar cooker in Mauritius.•By the end of December 2008, they are expecting to make an impact on Mauritian people by their campaign of sensitisation to make people think 'green'.•Eco-Living company is also envisaging covering par of the island with solar panels to provide a bigger population to have access to solar cooking. This will be done in 5 to 6 years.7.0 Marketing strategies'The marketing strategy is the