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warda wannous
logistics manager, Syria
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What is Green Marketing? Definitions
What is green marketing? I need any researches regarding the green marketing subject.
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Raquel Chu, Philippines
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What is Green Marketing? 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.
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Andy Perkins, United States
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Green Marketing and Greenwashing Another important dimension to consider with green marketing is the overall track record of the company with respect to environmental activities and issues.
'Greenwashing' is a term used to describe superficial attempts to use green marketing strategies when, in fact, the company or brand doing so has little credibility with the environmental community.
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Rahul Agarwala, India
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Green Marketing is Picking Up Green marketing is really picking up and companies are adopting this strategy of green marketing. Green marketing means marketing of those products which are environmentally safe. Companies like Videocon, Panasonic and Nokia are adopting green marketing.
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Sanjay Pandey
Student (MBA), India
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Green Marketing. Definition, Objectives and Examples Green marketing is environment friendly, sustainable and socially responsible marketing.
There are two major objectives of green marketing:
- Improved environmental quality
- Customer satisfaction
Some examples of Green Marketing include:
McDonald's restaurant's napkins, bags are made of recycled paper.
Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.
Philips has launched the ‘super long life’ bulb which saves up 20% energy.
HP has promised to cut its global energy uses 20% by 2010.
To accomplish this reduction, HP has announced plans to deliver energy-efficient products and services.
These are some examples of the green marketing done by organizations.
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Z.Lamraidi
Student (Other), Morocco
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Green Marketing Green marketing is the development and distribution of eco-friendly, or environmentally friendly, goods – for example, washing powder that is not harmful to the environment.
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rishikeshkumar
Professor, India
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Basics of Green Marketing 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.
Green marketing can be a very powerful marketing strategy though when it's done right.
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Jaap de Jonge
Editor, Netherlands
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Green Marketing and Sustainable Marketing I would say it is the practice of using claims about a product's environmental or ecological "friendliness" in order to promote a product or service.
You can also refer to a recent topic by Anneke Zwart on Sustainable Advertising and Marketing which explores the question: how can the advertisement/marketing sector become more sustainable?
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Jaap de Jonge
Editor, Netherlands
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Convincing the Green Consumer With the climate crisis on top of mind, consumer attitudes towards green or eco-friendly products and services are clearly becoming more favorable and are likely to further improve.
However a favorable consumer attitude is not always resulting in an actual purchase. There is a certain “gap” between good intentions and actual actions.
White, Hardisty and Habib in a most interesting article identified five actions for companies in order to close this gap:
- Use social influence (leveraging social norms or political preferences)
- Shape good habits (use prompts, provide feedback, offer incentives)
- Leverage the domino effect (one green purchase leads to another)
- Decide whether to talk to the heart (emotional appeals) or the brain (rational appeals)
- Favor customer experiences over product ownership.
If you want to learn more, I recommend you read the article - it has a lot more details.
Source: Katherine White, David J. Hardisty, and Richard Habib, “The Elusive Green Consumer”, HBR Jul-Aug 2019, pp. 124-133
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Tendekai Dzinamarira
Manager, Zimbabwe
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Typology of Green Marketing Firms Both external factors like green economic rewards, green government policies, green legislations, green education, and green media awareness campaigns, and internal ones, including green knowledge, attitudes and beliefs have led companies to adopt green practices in one way or the other.
Categories of Green-oriented firms. Types
The following types of green oriented firms can be distinguished:
- Vocal Green Firms: These companies are the green oriented firms with positive green communication and good environmental performance.
- Silent Green firms: These companies are green oriented firms with positive green or environmental performance but with negative communication about their green presence. Most service organisations are moving towards paperless business methods and this can be regarded as a response to technological pressure but in actual fact it is (also) a notable green drive towards sustainable development goals (SDGs).
- Silent Brown firms: These companies represent those firms that have bad environmental performance and with negative green communication. These firms resist ecological changes and focus on their traditional business culture characterised with satisfying organisation objectives like profit maximization. They often present a passive attitude towards the green drive.
- Greenwashing firms: These companies are those that does not meet their green claims and in most cases they misrepresent themselves as green oriented firms. This category consists of firms that have positive communication about green practices while on actual ground they have bad environmental performance.
Green marketing is taking shape as the one of the key business strategies for companies that have futuristic green sustainable development goals and as a result green marketing is not purely altruism but a competitive advantage tool aimed at saving people, planet and environment bearing in mind that there is no planet B.
In which category does your organisation fall; Greenwashing, Silent Brown, Silent Green firm or Vocal Green?
References:
Alves (2015. "Green Spin Everywhere. How Greenwashing reveals the limit of CSR program". Journal of business ethics volume 2,180-210
Furlow N(2010. "Greenwashing in New Millennium". The journal of applied business and economics vol 10(6), 22-25
Chendra M(2009. "Green Marketing, a new dimension in the marketing field".
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