Green Marketing, Environmental Marketing And Ecological Marketing

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

Green promotion programs reflect communications designed to inform stakeholders about the firm’s efforts, commitment and achievements towards environmental preservation (Belz and Peattie 2009; Dahlstrom2011).

Think green! Eco-friendly product! These slogan are often used for items being advertised in the green marketing campaigns. Green marketing is the advertising of products that stated they were safe for the environment. Products were changed to be part of the green marketing movement from changing formulas, packaging process, and advertising them. When the products were advertised to consumers they used images of foliage, the color green, and other images of nature. This appealed to consumers who wanted to have a positive impact on the environment. However, the green marketing was not only to reduce waste and pollution into the environment, but as well for the minimizing and simplifying the way of living for people. The consumers who would radically change their way of living often relocates somewhere where nature is more abundant than in the city. Additionally, materialistic people would

In addition to the Seven Sins of greenwashing, another advertising method within the corporate green campaign is the usage of color, images of nature and branding. According to Meister and Japp, “Using nature merely as a back drop – whether in the form of wild animals, mountain vistas, or sparkling rivers—is the most common use of the natural world in advertisements” (142). Soft, natural colors, such as greens, browns, blues, and yellows are used to relax the consumer’s mind. They are pleasing to the eye. Use of plants, flowers, and landscapes are also used on advertisements and on product packaging. This can deceive the consumer’s perceived representation of the product.

First, Mark Earls, author of Designing for the Herd holds a unique perspective on the most effective approach for marketing products and services. Earls believes that despite the common belief in a society of individuality, we need to market less toward the individual and more towards the herd. In other words, “…we are a ‘We’ species laboring under the illusion of ‘I’…” (Earls, 2003, p. 312). The individual is a social creature and relies on schemas learned from others while making decisions. Thus, stressing the importance of social influence on individual attitudes and behaviors. While Earls does not specifically address the marketing of green products, this model of mass behavior is intriguing and readily could unfurl into promoting the realm of green design.

This literary submission will take on a systematic, convergent approach in focusing on five separate articles regarding green consumerism. The five peer-reviewed articles which have been selected for this paper have been placed in the appendix of this submission in the order in which they appear in the bibliography.

Incorporate your green initiatives on item bundling, promotions and showcasing materials to interest buyers who lean toward green items.

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

Green marketing, first introduced in the early 1990s, has drawn increasing attention amongst citizens. Correspondingly, study and research about the topic has flourished, such as the "LOHAS" theory, which describes a developing market that attracts consumers, whose purchase decisions can be influenced by their environmental awareness (Todd, 2008). Recycling is an important part of "Green Marketing" (Mathur & Mathur, 2000). To practice recycling better, some on-campus activities have started. According to Wan, Cheung, and Qiping Shen’s (2012) research, the university is a suitable testing ground to combat environmental issues, as it is an epitome of the whole society. This proposal will explore the composting scheme in the University of Exeter.

In this section, I will explain how we can remedy each of the causes in the previous section in order to close the “green gap”. By finding possible solutions to these causes I will discuss possible ways to increase purchases of eco-labeled products so that they match consumers’ survey results and intent.

The report entitled Green Marketing: Think Before You Act; a primer for businesses ready to share their sustainability story is taken from Strategic Sustainability Consulting published in April 2012 which is written by Davinder Aulakh. The paper mainly focuses on green marketing and associated risks of greenwashing. It also provides the important role of different standards and certifications in green marketing. It offers an analytical framework to assist businesses choose among them. Certainly, it is very difficult to determine which tools are most beneficial and appropriate for which organizations, this article provides how to use larger collection of green marketing tools in appropriate way.

286). Green marketing has become an important element and stage for producers and therefore most of the companies are working towards including it in their strategic planning. Further, the ability to produce green products enables a company to enjoy competitive advantage over other competitors in the market. As a result, the company is able to position itself in the market in a way that will maximize performance and sales.

Since a large proportion of your customer base falls within the demographic segment of those most concerned with environmentalism and energy conservation, we believe that adding this component to your marketing strategy could prove tremendously beneficial. The marketing initiative that we envision would position your product as an energy-saving alternative to other means of exercising that represent a much greater, and entirely unnecessary, expenditure of energy.

Although green marketing is getting popular in short order, there are some difficulties need to be overcame by company, such as the undeveloped technique of green manufacture process and high selling price of green product. Therefore, green marketing still need time to develop more mature in order to be applied successfully in diverse industries.

One business area where environmental issues have received a great deal of discussion I the popular and professional press is marketing. Terms like Green Marketing and Environmental Marketing appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them(Polonsky 1994a) .For example united States(US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing issues(FTC 1991,NAAG 1990)one of the biggest problem with the green marketing area is that there has been little attempt to academically examine environmental or green marketing.