The Rising Trend of Marketing Green
The Rising Trend of “Marketing Green”
Abstract
Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.
The Rising Trend of Marketing Green
The term Green Marketing came into prominence in the late 1980s and early 1990s. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe (Nickel-Kailing, Gail (2010). Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green marketing definitions can be a little confusing, since green marketing can refer to anything from greening product development to the actual advertising campaign itself. Green marketing goes by alternative names such as sustainable marketing, environmental marketing, green advertising, eco marketing and organic marketing, all of which point to similar concepts though perhaps in a more specific fashion, green marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to peoples desire to choose products and services that are better for the environment (Andrew, Crane 2000, p. 38).
Products & Services
Today many companies are offering more eco-friendly alternatives for their customers. Recycled products for example, are one of the most popular alternatives that can benefit the environment. These benefits include sustainable forestry, clean air, energy efficiency, water conservation, and a healthy office. One
Abstract
Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.
The Rising Trend of Marketing Green
The term Green Marketing came into prominence in the late 1980s and early 1990s. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe (Nickel-Kailing, Gail (2010). Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green marketing definitions can be a little confusing, since green marketing can refer to anything from greening product development to the actual advertising campaign itself. Green marketing goes by alternative names such as sustainable marketing, environmental marketing, green advertising, eco marketing and organic marketing, all of which point to similar concepts though perhaps in a more specific fashion, green marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to peoples desire to choose products and services that are better for the environment (Andrew, Crane 2000, p. 38).
Products & Services
Today many companies are offering more eco-friendly alternatives for their customers. Recycled products for example, are one of the most popular alternatives that can benefit the environment. These benefits include sustainable forestry, clean air, energy efficiency, water conservation, and a healthy office. One
References: Andrew, Crane (2000). Marketing, Morality and the Natural Environment. Routhledge. Belsey Priebe, Maryruth (2010) http://www.greenmarketing.tv/2010/12/28/green-marketing-expert-carrie-staller- sustainable-sales-interview/ Carrie & Danielle (2011) Carson, P. & Moulden, J. (1991). Green is Gold. HarperCollins Publishers Ltd. Green Marketing TV (2011) Gordon, Kim T. (2008). Go for the Green. March 2008 from http://www.entrepreneur.com/magazine/entrepreneur/2008/march/190098.html# Nickel-Kailing, Gail (2010) Wigder, David (2007). Green Marketing Strategy for sustainable Future December 2007 from