Going Green: Advertising Campaigns

Recently, there has been a great deal of attention paid to environmental issues resulting in a number of companies embarking on “green” campaigns. Discuss some of the reasons why companies are developing such campaigns. Do you think these campaigns will change consumers’ attitudes toward the environment and/or these companies?

In the resent years people has becoming aware of green issue and start caring if the products made with eco-friendly material or not. Therefore, there are many firms have changing their production process from raw material purchasing, sustainable energy choosing to packing method. They also make advertisements to promote that they are cared about the environmental issue and they want to be the sustainable corporation. There are many reasons why companies have been branding themselves green. Opportunity is the most important reason.

“Going green” has become a popular slogan on many products. Many companies take this as an opportunity to enter the new market segmentation. It helps companies to retain and attract more customers. When companies implementing environmental sustainable practices, more customers would pay attention on those products. “Going green” also helps companies to build a good image and increase more values on their products. When many other competitors are promoting their environmental practices, it became a social pressure on other companies who are not doing it. Therefore, companies will become more competitive when they do the “green” campaigns. Being sustainable companies is not only to show companies have the social responsibility to the environment but also creating a good opportunity to companies to increase their revenue and help companies to improve their company image.

There are many external factors to influence customers’ behavior to purchase “green” products. When the culture is talking about the benefit to use sustainable products, customers start thinking about what they can contribute to the society