Green Marketing

assuage any guilt they might feel about consuming mass quantities of unnecessary, disposable goods by dutifully tossing these items into their recycling bins and hauling them out to the curb each week”. (Westervelt, Amy. "Can Recycling Be Bad for the Environment?" Forbes. Forbes Magazine, 25 Apr. 2012. Web. 5 Dec. 2015). So why is the reason that companies are starting to “Go Green”? Its clearly obvious that the change in America from an industrial country to a environmental country has taught big business how to market environmentalism in mass quantities of their product. The strategy of the consumption-environment mindset are increasing rapidly. If this trend of buying without thinking does not slow down, with problems like not shifting priority from consumption to being environmentally aware, things will certainly worsen. On the topic of green marketing, people often see that green marketing refers to the advertising of objects or products with environmental characteristics to them (Like the Nestle bottle, for example). Terms like “Environmentally Friendly”, “Refillable”, and “Recyclable”, are some of the things people associate with green marketing. In reality

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.

Management is faced with many decisions when considering the environmental factors that affect marketing. This includes global economic interdependence, demographics, cultural differences, social responsibility, ethics, and technology. It is imperative for a company to understand how these factors can greatly affect the outcome of a company’s marketing plan.

In the article “Are You Being Green Washed?” Robbins (2008) states the image of “greenwashing” which is that numerous number of companies promote their services and their products as environmentally friendly but in reality it is harmful for the environment. The author illustrates that by giving some example of companies that claim they are eco- friendly such as Palm oil and Rayon. He states the impacts of such claim on the environment and consumers in some ways. However, in order to protect the environment form the negative impacts of globalization and consumerism, government and individual must make a joint effort by enact laws and educate people and companies about the impacts of such problem.

As a result, there has been a global need to avert this situation. Consumers have responded to this by being environmentally conscious in their purchasing decisions and buying environmentally-friendly products (Laroche, Bergeron & Barbaro-Forleo, 2001). They have increased their consumption of green products, which have in turn increased the focus on green marketing. Green marketing is the development of a marketing mix which caters to a specific target market who desire products/services which are environmentally friendly (Priebe, 2010).

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

In recent days new marketing orientations developed. Businesses realised they have to look at the bigger pictures. Not just to satisfy their customer needs, but also to consider their wider community, locally and globally. Businesses need to open up to ethical and environmental commitments to society. The societal marketing takes into account “the long term interest society or consumers have in preserving the environment and conserving resources”(5) Good example for this is Body Shop International, who declares that its value: “We believe there is only one way to be beautiful, nature's way.” 9

This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry 's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel 's major

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.

Green Marketing principles are important because it allows companies to satisfy the expectations of customers, shareholders, and their community. Furthermore, because of what Enron has done, customers and communities and place higher expectations on businesses to do the right thing. Also, being a green company is different than normal or traditional business. They have to practice what they preach and maintain throughout the longevity of the

The emergence of the Green Marketing trend is closely linked to historical, economic and political events. The emergence of Green Marketing first occurred shortly after World War 2, with the banning of DDT. (O’Rielly, 2010) DDT drove the media and public to become slightly more aware of human

This review will consider the following aspects: The first is a general background of China and U.S. food market. The second illustrates the green marketing concept. The third describes the problems existing in the food industry of practicing green marketing. Finally, the aim of the project is stated.

Eighty-five percent of the industrialized world’s citizens believe that the environment is the number one public issue. The concern about the environment has produced a new kind of consumer who requires a new brand of marketing. This research paper will give an overview of the rise in the number of companies stepping into the arena of Green Marketing. The paper will discuss what the benefits are regarding advertizing with the Green customer in mind.

Global ecological concerns have penetrated the business world in a number of ways. One of the strongest evidences can be found in the concept and practice known as “green marketing.” Even though there is no standard definition for green marketing, the term can be generally referred to as a holistic marketing concept that considers the environmental impacts of products and services marketed to the customers. According to author Jeremy Kourdi, green marketing covers a broad range of sustainable activities that align with concerns about pollution, climate change and global warming, and waste management (86). Green marketing, as a practice, can be applied in service-oriented businesses such as

Almost all the governing institutes and regimes around the world have concerned about green marketing activities that they have endeavored to regulate them. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have created broad records looking at green advertising. There has been little try to scholastically inspect ecological or green advertising. Be that as it may, to characterize green marketing is not a basic undertaking. The phrasing utilized as a part of this range has fluctuated, it incorporates: Green Marketing, Environmental Marketing and Ecological Marketing. While green advertising became a force to be reckoned with in the late 1980s and mid-1990s, it was initially talked about much before. The American Marketing Association (AMA) held the first workshop on "Biological Marketing" in 1975. The procedures of this workshop brought about one of the first books on green advertising entitled "Ecological Marketing". Green marketing is defined as “Environmental or Green Marketing comprises of all exercises intended to create and encourage any trades proposed to fulfill