Green Marketing
Table of Contents
1.0 INTRODUCTION 2
2.0 OBJECTIVE OF GREEN MARKETING 3
3.0 LITERATURE REVIEW 3
3.1 Introduction 3
3.2 Green Marketing legislation 4
3.3 Evolution of Green Marketing 5
3.4 Benefits of Green Marketing 6
3.5 Reason Firms Use Green Marketing 7
3.5.1 Opportunities 7
3.5.2 Social responsibility 8
3.5.3 Governmental pressure 9
3.5.4 Competitive Pressure 10
3.5.5 Cost or profit Issues 10
3.6 Problems with green Marketing 11
3.7 Keys to Successful Green Marketing 12
3.7.1 Being genuine 12
3.7.2 Educating customers 12
3.7.3 Giving your customers an opportunity to participate 12
4.0 GREEN MARKETING CASE STUDY: 13
4.1 Family farm not Factory farmed (Santa Fe farmers Markets) 13
5.0 CONCLUSION AND RECOMMENDATIONS 14
7.0 REFERENCES 15
1.0 INTRODUCTION
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.
The obvious assumption of green marketing is that potential consumers will view a product or service 's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively.
While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company 's other products or practices. Presenting a product or service as green when it 's not is called green washing.
Unfortunately, a majority of people believe
1.0 INTRODUCTION 2
2.0 OBJECTIVE OF GREEN MARKETING 3
3.0 LITERATURE REVIEW 3
3.1 Introduction 3
3.2 Green Marketing legislation 4
3.3 Evolution of Green Marketing 5
3.4 Benefits of Green Marketing 6
3.5 Reason Firms Use Green Marketing 7
3.5.1 Opportunities 7
3.5.2 Social responsibility 8
3.5.3 Governmental pressure 9
3.5.4 Competitive Pressure 10
3.5.5 Cost or profit Issues 10
3.6 Problems with green Marketing 11
3.7 Keys to Successful Green Marketing 12
3.7.1 Being genuine 12
3.7.2 Educating customers 12
3.7.3 Giving your customers an opportunity to participate 12
4.0 GREEN MARKETING CASE STUDY: 13
4.1 Family farm not Factory farmed (Santa Fe farmers Markets) 13
5.0 CONCLUSION AND RECOMMENDATIONS 14
7.0 REFERENCES 15
1.0 INTRODUCTION
Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.
The obvious assumption of green marketing is that potential consumers will view a product or service 's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively.
While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company 's other products or practices. Presenting a product or service as green when it 's not is called green washing.
Unfortunately, a majority of people believe
References: 1. www.citeman.com/8960-green-marketing 2. Dr.Nsana 2010, International marketing Support material 3. Polonsky, Michael Jay. (1994). An Introduction To Green Marketing. 4. Davis, Joel J 1992 Strategies for Environmental Advertising 5. www.mrgreen.am/affiliate-marketing/mr-greens-free-affiliate-marketing-report-2010/ 6. http://en.wikipedia.org/wiki/green marketing .