Green Marketing


Traditionally organisations have centred their efforts around  manufacturing products, selling goods and services, reducing expenses, abiding by the law and promoting good public relations. An increasing number of organisations are now looking at ways to reduce their environmental footprint including using green marketing. Green marketing can be characterised as any type of activity that is designed to encourage consumers to purchase products and services that have minimal harmful impact on the environment. In the past green initiatives have generally been compartmentalised rather than being organisation wide, however, now many companies providing environmentally friendly products also adopt green production practices and eco-philanthropy. Companies that do use green marketing generally have one or more of the following change drivers; they believe they have an ethical obligation to become more socially responsible, they see it as an opportunity that can be used to achieve organisational goals, waste disposal costs force a change, competitors’ environmental initiatives pressure the industry to change and/or government regulation force them to become more ethically minded.

Green initiatives undertaken by companies may include; altering existing products to be less harmful to the environment, designing new product lines targeting environmentally concerned consumers, changing the organisational culture to ensure that ethics are integrated into all aspects of the business and repositioning existing products without changing them. In the eighties when green marketing first became popular, some organisations exploited consumer ignorance by changing  their marketing claims without altering their products or production processes. This reflected a classic sales orientation, there was limited product development and little market research undertaken by businesses to better understand consumers needs and responses. When research was undertaken it usually focused on identifying the green attributes of existing products, rather than seeking more environmentally friendly alternatives. Once gaps in corporate behaviour and marketing claims became known to the public, consumers boycotted the offending companies. The negative publicity generated  had an impact on consumer confidence in green marketing claims and research shows that many consumers are unsure whether to believe many ‘green’ claims. This consumer scepticism and greater scrutiny of companies advertising environmentally friendly  initiatives may be the reason that many companies that now undertake green marketing activities do not always advertise the fact.

Refs:

  • Babiak, K & Trendafilova, S 2011, ‘CSR and Environmental Responsibility: Motives and Pressures to Adopt Green Management Practices’, Corporate Social Responsibility and Environmental Management, vol. 18 pp.11-24
  • Crane, A & Peattie, K 2005, ‘Green marketing: legend, myth, farce or prophesy?’, Qualitative Market Research: An International Journal, vol. 8 pp. 357 – 370
  • Dimitri, C & Woolverton, A 2010, ‘Green marketing: Are environmental and social objectives compatible with profit maximisation?’, Renewable Agriculture and Food Systems, vol. 25 pp. 90-98
  • Mendleson, N & Polonsky, M 1995, ‘Using strategic alliances to develop green marketing’, Journal of Consumer Marketing, vol. 12 pp. 4 – 18
  • Polonsky, M 1994, ‘An Introduction To Green Marketing’, Electronic Green Journal, Retrieved from: http://www.escholarship.org/uc/item/49n325b7

Image: Sapling by scragz

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