The Essence and Role of “Green Marketing”

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Nearly 10 years ago the meaning of “green” related to Green Peace Association that defended the flora and fauna. Nowadays “green” has a deeper meaning. According to the American Marketing Association, “green marketing” is the marketing of products that are presumed to be environmentally safe. Thus, green marketing incorporates a broad range of activities including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining “green marketing” is not a simple task where several meanings intersect and contradict each other. An example of this will be the existence of varying social, environmental definitions attached to this term. Other similar terms used are “environmental marketing” and “ecological marketing”. Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice but seek to challenge those approaches and provide a substantially different perspective. In more detail, green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of matching between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims. The popularity of such marketing approach and its effectiveness is hotly debated. Supporters claim that environmental appeals are actually growing in number–the Energy Star label, for example, now appears on 11,000 different companies' models in 38 product categories, from washing machines and light bulbs to skyscrapers and homes. However, despite the growth in the number of green products, green marketing is on the decline as the primary sales pitch for...
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