Green Marketing
Uploaded by CaseyP on Apr 22, 2017
Green Marketing
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Green Marketing
Introduction
Green marketing is the process of selling products and services that are deemed environmentally friendly. The strategy takes into account various consumer concerns of environmental conservation. It involves highlighting the unique aspects of the company’s products and services that support the preservation of the natural environment (Paillé, Chen, Boiral & Jin, 2014). The products may be environmental friendly in their nature or may be produced in a way that is environmentally friendly (Brindley & Oxborrow, 2014). It includes products that;
• Are generated in a sustainable way
• Do not contain deadly components such as greenhouse gasses
• Can be recycled or mass-produced from other recycled materials
• Are produced from renewable resources
• Are packaged using low quantity of material
• Can be refurbished rather than being thrown away
A number issues have caused organizations in various sectors to integrate environmental ethics into their practices. The central issue includes the increasing awareness among consumers of the degradation of the natural environment, which has some detrimental impacts (Brindley & Oxborrow, 2014). The awareness of environmental problems has impacted customers significantly, and it is reflected in their choice of products and services. Companies have responded to this awareness through green consumerism and novel marketing approaches to adhere to changes in consumer preferences. Green marketing enhances the brand image of a business and secures its market share among the increasing number of consumers who are concerned about the protection of the natural environment.
Characteristics of Green Marketing
Green marketing focuses on environmental friendliness, sustainability, and social responsibility. As stated previously, it involves commercialization of products that are believed to support environmental conservation. It makes sure that the interests of both the consumers and the company are protected through mutual benefit (Polonsky, 2015). Green marketing ensures that the natural environment is protected through reduction of the detrimental impacts the production and consumption of goods and services have on the natural environment. As stated by Brindley and Oxborrow (2014) “the use of goods and services by humans is by nature damaging to the natural environment.” Thus, through green marketing, the key goal of businesses is to reduce the detrimental effects but not to completely eradicate them.
The Use of Sustainable Materials
The production of different products involves the use of various materials and consumption of energy. Every company has the potential to take part in green improvement and marketing. The constant use of non-renewable materials in the production of goods hinders the goal of environmental protection, which...