Green Marketing

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1) Introduction

2) Definition

3) Positive Aspect of Green Marketing

4) Negative Aspect of Green Marketing

5) Problems with going green

6) Green Marketing strategies that different firms should adopt

7) Green Code

8) Choosing the right Green Marketing Straregy

9) Conclusion


The promotion of environmentally safe or beneficial products, green marketing began in Europe in the early 1980s when specific products were identified as being harmful to the earth’s atmosphere. As a result, new “green” products were introduced that were less damaging to the environment. The concept caught on in the United States and has been gaining steadily ever since.

Divergent aspects of green marketing include ecologically safer products, recyclable and biodegradable packaging, energy-efficient operations, and better pollution controls. Advances produced from green marketing include packaging made from recycled paper, phosphate-free detergents, refillable containers for cleaning products, and bottles using less plastic.

As today’s consumers become more conscious of the natural environment, businesses are beginning to modify their own thoughts and behavior in an attempt to address the concerns of consumers. Green marketing is becoming more important to businesses because of the consumer’s genuine concerns about our limited resources on the earth. By implementing green marketing measures to save the earth’s resources in production, packaging, and operations, businesses are showing consumers they too share the same concerns, boosting their credibility


Pride and Ferrell (1993) Green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organization.s efforts at designing, promoting, pricing and distributing products that will not harm the environment

Polonsky (1994) defines green marketing as .all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment .

Elkington (1994: 93) defines green consumer as one who avoids products that are likely to endanger the health of the consumer or others; cause significant damage to the environment during manufacture, use or disposal; consume a disproportionate amount of energy; cause unnecessary waste; use materials derived from threatened species or environments; involve unnecessary use of, or cruelty to animals ;adversely affect other countries.

Positive aspects of green marketing

1) First and foremost, a good green marketing program is one that either: adds renewables that would not already be added or supports renewable projects that might not otherwise continue to operate. If these things are already happening and being paid for by all, then the program doesn't meet the bottom-line test: green marketing programs must make a difference.

2) A sign of a good green marketing program is one that has strong links to local environmental groups and that achieves broad support among regional and national groups with an interest in promoting renewable power. Public Service of Colorado, for example, has developed a close working partnership with the Land and Water Fund and other environmental groups in the state.

3) A green marketer that is seriously interested in greening the electric system will have a program that is linked to a larger vision and a strategic plan for making renewables an increasingly larger part of the generation mix. A good example of this is Central and Southwest's recent decision to acquire a significant amount of renewables capacity, with the intent of ratebasing a good portion of it, and subscribing the rest through a green pricing program. 4) For green marketing programs to be successful in the long run, they should both improve the environment and be...
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