Perception of Green Product

Fast changes in environmental market place such as social development (globalization and development of social networks), economic unsteadiness (crises), technological progress, fast growing competitive world and strict marketing regulatory directly affect work of most of marketing companies or marketing and brand image divisions of the companies. I order to implement a successful campaign or increase sale and consumer awareness companies have to stay in pace with recent marketing environment and take into consideration every possible detail that might help or ruin image of a company or product.

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).

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.

The following report attempts to illustrate the differences between going green and greenwashing and how that affects corporate social responsibility within the City of Vancouver as an organization. Fifteen scholarly journal articles have been used to further support this discussion and provide insight into the world of greenwashing and it’s linkages to corporate social responsibility. This paper will attempt to confirm that the City of Vancouver’s efforts of going green feed into their corporate social responsibility and in fact prove that this municipal organization is working towards its green goals and not greenwashing.

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

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).

Today, society is cluttered with marketing activities, and these activities surround us constantly. Among the issues of marketing, a vital part that influences human roles and activities is “environment”, more specifically the “green environment”. The green environment is now a leading concern for marketers. Moreover, on a global level, there is an increased awareness of global warming and adverse climatic conditions and as a result there is a spur in interest toward environmental protection and sustainable development. This study attempts to find out if Australian young consumers’ pro-environmental concerns, awareness and knowledge about environment related issues impact their buying behavior to prefer and buy eco-friendly products and pay a premium price for such products.

Political consumers in the United States as well as in Europe tend to match the well-established pattern of traditional political action. Traditional political action tends to reflect patterns of societal inequalities (Verba, Scholzman, and Brady 1995). Those likely to engage in political behaviors are males, white/majority members, the educated, those with a higher socioeconomic level, as well as older people (Dalton 2008; Norris 2002; Verba, Scholzman, and Brady 1995). In European countries and the United States, most if not all of the same socio-demographic groups are more likely to engage in political consumption and green consumerism. However, there are a few exceptions in that younger people and females are as likely, if not more likely,

Overall, the findings suggest that age plays little to no part in what form of environmental behavior one engages in, except for 2010. Age for that year was seen as a negative predictor of engaging in either behavior set. Income likewise was only found to be significant in the final year and only for green consumerism. This is what I expected to find; however, it was somewhat unexpected that income was not significant in any of the previous years for green consumerism given the behaviors reliance on having a disposable income. This finding may result because of how each construct was created and the use of different items, but it also may be that in past years there were fewer products that one could buy that were major income investments. With the creation of hybrid and all electric cars there are more options that require a larger investment than in past years. Thus, income may only now

The purpose of this report is to highlight how Devondale will utilise various marketing communication strategies in an effort to promote the newly found green credentials with The Rainforest Alliance. The campaign uses advertising, digital media, point-of-purchase

In this report, the author will discuss some vague and ambiguous terms used by companies promoting green products, and then the author will also describe some different categories of greenwashing.

It has been stated in the past that there is not a significant difference between the price of green and non-green products and materials. Therefore, there is no significant difference between the price of normal homes and zero carbon homes. It is believed that green buildings are considered to be expensive as usually all kind of new modern building methods tend to be more expensive, according to my questionnaire this is also true. I noticed that 60% of the people I interviewed thought that zero carbon homes were to be ridiculously expensive. However, it would be beneficial to have a zero carbon home as the increased initial costs offset the decreased operating costs. This is the reason so many people prefer to have zero carbon homes, as there energy bills will be lower then before. In 2003, The Californian Sustainable Building Task Force carried out a study and according to this study 20% of investment into green building will elaborate 10 times more saving. Meaning there is no significant difference in prices, so a zero carbon building can be just as expensive as a conventional building. It is evident that after this study was carried out the United Kingdom also decided that they would try to become even more sustainable then they already are. In 2013 the Nottingham City Council decided that they would put solar panels on the roofs of homes, this would cost them 7,000 for each home but would generate over 300 million, which would be used to improve the homes around

Over the last two decades, the world's consumption habits have changed fundamentally with regard to environmental and health issues and people are increasingly willing to act on those concerns (Martinez-Carrasco et al., 2004; Smith and Marsden, 2004). Numerous studies indicate that there is a remarkable growth in consumers who are concerned with the environmental impact of their purchase decisions (paragraph problem (Tallontire, Rentsendorj & Blowfield 2001).

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