Green Marketing Essays

4741 Words Feb 21st, 2012 19 Pages
CRAM Exclusive
Essay Sample
Green marketing From Wikipedia, the free encyclopedia According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an

middle of document…

In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own need”, this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America.[8]
According to Jacquelyn Ottman, (author of "The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding" (Greenleaf Publishing[9] and Berrett-Koehler Publishers, February 2011)) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between.[10] The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.[citation needed]
The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than
CRAM Exclusive

Related Documents

  • Green Marketing Essay

    Taking into consideration that companies are socio-economic entities, it can’t be expected that they remain unresponsive to the “Environmental Awareness” that may direct consumer behaviors. Particularly marketing managers encounter with consumers sensible to environmental issues. The old perception on how businesses are establishments with no other objective but to profit leaves its place rapidly to a new perception which defines companies as establishments that are sensible to social problems. Apart

    Words: 3074 - Pages: 13
  • Essay about Green Marketing

    willing to pay for recycled products (Brueckner 2010). Green marketing is very low on many business culture and they would not adopt it for soon. Many consumers who bought green products are not necessary for environmental issues. If the green marketing strategies have not well implemented, it could prove costly for the company. For green marketing to be operative a good understanding of the target market is required.However, strong green marketing can make a contribution towards sustainability, nowadays

    Words: 748 - Pages: 3
  • Green Marketing Awareness in India Essay

    While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run. REVIEW OF LITERATURE According to the literature, the environmental parameter has been included in the strategy of marketing from the beginning of 1990s (Herbig and Butler, 1993; Lampe and Gazda, 1995; Peattie, 1999). Notwithstanding the existing obstacles, "environmental marketing" progressively gains continuously more supporters

    Words: 1146 - Pages: 5
  • Green Marketing Essay

    T-Mobile and Sprint are cellphone providers and have built the reputation on some of the best customer services around. Respect for rules should be a staple for all businesses. When a company is green, they should have a high regard for rules and passion to go above and beyond. The reason being a green company is more than just being in business to produce and deliver to customers. All businesses should be aware of the decisions they make. Just because an action is legal, it could have some consequences

    Words: 895 - Pages: 4
  • Green Marketing: Opportunity for Innovation Essay

    US. The issue of accuracy and honesty in environmental marketing claims is a very important issue, but the book deals with it almost entirely within the framework of adhering to Federal Trade Commission Guidelines. At a more fundamental level, America, as the most extreme example of a consumer-orientated society, is the place in which the difficulties of dealing with the environment within the existing marketing paradigm Green marketing: op OCTOBER 1998 · THE JOURNAL OF SUSTAINABLE PRODUCT

    Words: 678 - Pages: 3
  • Chevrolet: Green Marketing to the Youth Market Essay

    General Motors continues to adapt and respond to the Gen Y’s changing trends and continue their effort to give the Gen Y’s what they want in a green car. There are several competitors at this present time that compete with General Motors. Some of the current competitors are Chrysler, Ford, Nissan, Honda, and Toyota. All of these car manufacturers have introduced a fuel efficient car. Whether each company has focused on one particular type of fuel efficient car or have come out with all the options

    Words: 3927 - Pages: 16
  • Essay about Green Marketing

    Companies should realize the power of good packaging to create instant consumer recognition, in attracting attention, to describing the product, to making the sale of the company or brand. Also William and et’al (2000:178) noted the strategic importance of packaging. According to them promoting the product and protecting the product are the two key functions of packaging. In one sense, packaging is a key element to present the product to the consumer. In another it is essential to protect the product

    Words: 7914 - Pages: 32
  • Thomas Green Essay

    Green persistently campaigned to be considered for the position. He made numerous trips to corporate headquarters to meet with McDonald and they even had dinner together to talk about strategies to win over potential clients (Sasser and Beckham, 2008). This is a clear example of one out of the six principles of influence and persuasion: Social proof. This is when people tend to follow the lead of those most like themselves. Role models and peer pressure are powerful cultural forces in social settings

    Words: 2488 - Pages: 10
  • Essay on Green

    B. Due to uprising pollution on earth all of our cleaning products are now more in chemicals. As students, we want to help lessen the pollution in using green cleaning methods and products. Today our surrounding has become so much polluted that we keep cleaning our houses, societies, and other areas just to prevent pollution. The question is that do we really use the right cleaning product or are those products really safe for us? The cleaning products that we use are consisting of many hazardous

    Words: 791 - Pages: 4
  • Essay on Helping Green Marketers Make More Green

    marketers is that they fail to explain properly what “green” effects their products actually have. For example, in 1994, Whirlpool launched the first CFC free refrigerator and won awards for its innovation. However, these groundbreaking appliances did not sell because customers did not know what CFS are (Gokarn). Often environmental issues are more complicated than what the average person can understand. Gina Lovett claims that “The issue of being Green … means different things for different companies

    Words: 2134 - Pages: 9