Green Marketing Contributes Precious Little to Sustainability: True or False? Discuss

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Green marketing is defined as the marketing of products that are presumed to be environmentally safe. Green marketing incorporates various activities like modifying products, changing the production process, changing the packaging and also modifying advertising. In other words green marketing is on meeting the needs of consumer with the minimal environmental impact so as to create a good image of environmental sensitivity that is actually related to the environmental attributes of goods and services (Brueckner 2010, 69). The purpose of this essay is to see whether green marketing is contributing little or a lot to sustainability and a conclusion will be drawn. When green marketing is used properly it can enhance and results in loyal and motivated consumers (Brown 2010). Green marketing is a marketing strategy that actually help organisation to get more customers and to make more money but only if they are doing it right. Green marketing has contributed to achieve sustainability as it is genuine. Organisations are doing everything that they have claimed to be doing in their green marketing campaigns and all their business policies are consistent with each and everything that they are doing to be environmentally friendly. Thus we can see that green marketing is helping in achieving sustainability and it is not misleading. In addition green marketing has help to educate customers not only letting them know that they are doing to the environment but also making them aware of why they are doing this that is why it matters. As people are becoming more and more aware of the importance of going green it is becoming easier to achieve sustainability through green marketing. Green marketing has also been able to give the customers an opportunity to participate in their positive environmental actions. In other words it is becoming effective as it is personalizing the benefits of its environmentally friendly actions by enabling customers to participate in their actions (What...
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