The Strategy Of Green Consumerism

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,

One example that we could use is the example of Tembec. It is a manufacturer of the FSC certified Kallima® Coated Cover paperboard and one of North America’s largest forestry products companies. It is at the forefront of leading industry change to greener, environmentally friendlier practices. One of Tembec’s most recent sustainability exploits was, in May 2010, being one of the major forestry companies to sign the Canadian Boreal Forest Agreement, a historic accord between industry, government and some of biggest environmental groups like Greenpeace, the David Suzuki foundation, The Nature Conservancy and the Canadian Parks and Wilderness society.

During the past 25 years, awareness of the environment has increased tremendously. Non-profit organizations look beyond institutional goals, and instead, try to find a shared vision that works for everyone in the society. Our society needs to stop consuming as if we have an infinite planet; we have to have integrity for the world we live in because the natural resources that have been sustaining us will not last forever. Companies need to evolve with the modern age and changing consumer market. For example, Netflix never thought they would produce their own shows, however, with the changing consumer market, they have done just that. Also, NGO’s sometimes have to partner with bigger for-profit companies in order to target a larger consumer base, thus, solidifying the fact that the for-profit and non-profit sector have to team together in order to sustain the environment in which we inhabit.

Since the mid 1990s consumers had become more concerned about environmental issues (Strong, 1996). He defines a green consumer as someone who rejects products that are harmful to him/her self or others around him, its manufacturing process damage the environment, consume a large amount of energy, involves unnecessary waste, and use material originated from threatened animal. According to Uusitalo and Oksanen (2004), this consumption concept is known as ethical consumerism. They suggest that ethical consumerism includes concerns about unethical and unfair global trades, like child labor, low paid labor, disrespect of human rights, animal testing, and environmental damage. These concerns had led the origin of sustainable marketing, which means that enterprises build and maintain sustainable relationship with consumers, social environment, and natural environment (Lee, 2008). Lee (2008), predicts two consequences of these increasing sustainable concerns in the near future. First, he says that concepts of green products or going green will be the mainstream. Second, Companies from developing countries will develop international green campaigns to increase their sales, expand their markets, and establish positive image trough green marketing.

Going green means reducing the overall environmental impact of your business. This term "going green” involves a few objectives such as improving the efficiency and reducing the energy consumption of the business, using sustainable materials and eliminating waste, complying with environmental regulations and buying green products, equipment and services. Global warming, if unchecked will ruin our planet. I believe businesses choose to “go green” in order to become more environmentally sustainable for the good of the environment. This will have a positive outcome on a business in terms of better publicity, an increase in profits and better consumer satisfaction, productivity and retention. Today there are numerous environmental issues, such as fracking, emissions from industries and manufacturing activities, this is when manufacturing industries and power plants emit high levels of carbon monoxide, organic compounds, and chemicals into the air. The burning of fossil fuels, cars, trucks, trains and many other transportation options burn many fossil fuels as emissions from the engines contain both primary and secondary pollutants. The use of household and farming chemicals, such as Crop dusting, fumigating homes, household cleaning products or painting supplies all release harmful chemicals into the air and cause pollution. These activities may adversely affect the sustainability of our

Nowadays, lots of companies spend money to show they are environmental friendly. However, some of their ‘green’ behaviors are spurious.

Built to make profit, businesses/firms believed making money was their sole purpose—and their business model made everything subservient to money and corporate greed. Only now, have we begun to see and understand how irresponsible we have become and those business models may make money but they are killing the environment. Here we will look at four businesses and their different models that center around sustainability, caring about mother earth, and still able to make money. The framework we will evaluate these organizations is through the triple bottom line method, process improvement, economic development, and giving back (altruism), as well as, build a sustainable plan for a company that had not implemented one in the past and is failing to accept any environmental responsibility.

Understanding the demographics of green consumerism can help entrepreneurs explore the environmental market, and home in on likely prospects. Research has shown that green consumers:

Most Americans see the importance of protecting the environment; therefore, we are attracted to any company which leads us to believe it will help the environment with the help of our business. This is where you have to evaluate whether or not they want to appear green, or whether they are green. Do they just want your money, or do they really care about the environment? Companies can do the smallest thing, such as eliminate a small portion of waste from their product of facility, use the word "nature" in their advertising, or compare their product to others, and swear they are the newest environmental protection agency. Customers are now attracted, therefore spending money, and buying into a "painted green" company. Take, for instance, Toyota. Toyota advertises in People Weekly (Toyota Automobile Company), "we are spending billions to reduce the impact our vehicles will have on the environment. We are building a greener Toyota." Are they really spending billions? Is the product now built greener, or do they have greener advertisements? Have you driven a

According to Terrachoice, greenwashing is, “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service” (Terrachoice, 2007). Green marketing is an important component of company general business operations and sustainability strategies. But on the other hand, if the organizations are not designed properly, a company’s green marketing efforts and sustainability attempts might be ruined by greenwashing allegations. Greenwashing creates negative impacts on company’s reputation and it damages relstionships with different stakeholders and organizaional behaviour. Hence, companies should select suitable standards and certifications to minimize

Advertising is a form of communication used to persuade an audience(viewers, readers, listeners)to take some action with respect to products, ideas or services. Most commonly the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common .Advertising messages are usually paid for by various sponsors and viewed via various traditional media ; including mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor advertising or direct mail ,or new media such as website and text messages.

In today’s world in which consumer purchasing is continually growing, sustainability matters more than ever. At the same time sustainability marketing remains a phenomenon for consumers and brands alike. Consumers have gained awareness and visibility on sustainability topics and issues such as global warming, pollution, water, the rainforest and depletion of the earth’s natural resources. Brands too are also aware of their perpetually growing impact on the environment driven by needing to meet the increasing demand for new products at a faster pace. While brands are aware they need to continue to reduce their environmental footprints, there are currently very few that are adequately adopting Green Marketing or sustainability strategies. Consumers on the other hand are aware that their purchasing affects the environment but are still not choosing to purchase more sustainable products. In many cases it is not the consumer’s fault they are not purchasing greener products, more so the responsibility belongs to the brands many of which have yet to adopt a good sustainable marketing strategy that works in meeting consumer needs on a product and emotional level.

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

The business is comprised of principles of sustainability and each business decision follows that principle.

“Green management” requires corporations to “use resources wisely and responsibly, protect the environment, minimize the amounts of air, water, energy, minerals, and other materials used in the final goods people consume, recycle and reuse, respect nature’s calm, eliminate toxins that harm people in the workplace and communities, [and] reduce greenhouse gas emissions and avoid activities that do irrevocable damage to the climate.” The underlying concern any corporation should have is not necessary to increase profits but to “meet the needs of the present without compromising the ability of future generations to meet their needs.” Corporations can be “green” by balancing social, environmental, and economic needs. Corporations can find this balance in many ways. For example, research into substance replacement of toxic chemicals can lead to less negative societal impact. Also, committing to reducing emissions will increase an organization’s positive environmental impact. Experts not only agree that green management can be profitable, but that now it is a “driving force for corporate entrepreneurship and