Green Marketing
GREEN MARKETING
ASSIGNMENT
CONTENTS
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
INTRODUCTION
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
DEFINITONS
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
ASSIGNMENT
CONTENTS
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
INTRODUCTION
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
DEFINITONS
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