Green marketing is promoting environmental advantages through a company’s product; it can be internal dealing with employees and the organization with the external factor dealing with customers. Green marketing is taking off due to much interest from customers; since knowledge of our environment is being observed. Especially with knowledge from the media stating that something needs to be done in order to protect our environment from increasing numbers in pollution and air quality. Green marketing started to grab attention in the late 1980’s and early 1990’s, but it was mentioned sometime before then. Polonsky (1994) stated that, “The American Marketing Association (AMA) held the first workshop on ‘Ecological Marketing’ in 1975.” (p. 1) Many people now look for companies that support going green and the environment as a whole. So many businesses have decided to modify their behaviors to be able to join the new concerns from society. The purpose of marketing is to inform customers on what they want or needs to be done to sway them to purchase a product. To be effective in marketing you must communicate to your customer the benefits of your product. Going green is a method used to drive brand loyalty and sustainability for a company in which its customers are concerned with the environment and sustainability of the company. For some companies green marketing messages does not best suit them; if their customers do not care about the environment or sustainability of the company, a message would not push brand loyalty and purchases. From the aspect of a company, if sustainability is important to them they should not shy away. According to a 2009 January/February study by the American Marketing Association, “More than half of corporate marketers believe that their organizations will increase their involvement in environmental sustainability over the next two to three years, and 43% say their companies will increase marketing of these programs.” Do to these findings; Corporate America will see an increase on going green put on shelves for retail purchases. Successful marketing is all based upon the customer so if eco-friendly products are important to them green marketing will be beneficial. As a company you may not be sure if your customers are interested in sustainability and environmental factors, but you will never know until you ask them. Bringing such attention to your customer base will at least satisfy them in the way that you are concerned and appreciate their feedback. Green marketing is not just all about the consumer’s responsibilities. Many companies feel the moral and correct ethical pressures to be more socially responsible. Also, government officials are beginning to require companies to be more responsible when it comes to the impact they can have on the environment. One more concern from companies is a scare factor they may receive from competitors that are starting to catch on with going green, which forces them to obtain the competitive advantage. Advantages
Going green can say a lot about a company; it is not only good for the environment but makes business sense. It can let consumers know that you, as a business, care about the consumer’s environment. Being socially responsible is one factor to consider while going green. Businesses are a part of the community and should be aware of their behavior that affects environmental factors. Within a firm you should not only be aware of bottom line profits. With the growing knowledge that something needs to be done about the environment consumers will be urged to learn more about businesses going green; bringing in clientele for the business. As going green gains more popularity customers are considering environmental issues before making purchasing decisions. Consumers are now aware that they can make a difference in sustainability for the environment little by little. Green marketing will benefit these types of concerns from...
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