Thesis On Green Marketing

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.

-Initiate and implement the ‘Go Green’ project to promote the sustainability features of our products to customers

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).

Most of the packaging in the past are not sustainable. Packaging takes an important role in achieving sustainability. Company nowadays should design sustainable packaging to fulfill the CSR. Sustainability packaging is using the materials which can be recycled. It should be beneficial and safe for humans and environment. The packaging goals of P&G are reducing packaging by 20% per consumer use, doubling our use of recycled resin in plastic packaging and ensuring 90% of our packaging is recyclable and develop the ability to recycle. Pampers brand of P&G substitutes the corrugate with recycled plastic bags which are easier to carry. The recycle plastic bags reduce 80% packaging material than before. This recycle plastic bags fulfill the first goal of packaging of P&G. Second goal which is use more of recycled resin is began in China. The packaging of the oral care is using the post-consumer resin to achieve sustainability and also providing benefit for the company in saving cost. The first category of P&G which reached their third goals is Family Care business. Family Care Business have 100% of recyclable

Strategic marketing views sustainability through a market focused approach and considers it as a strategic resource that leads to competitive advantage for the organization and to superior performance (Hult 2011). Market-focused sustainability integrates the customer (and other important stakeholders) into marketing strategy making and implementation. This has the opportunity to create a marketing strategy that is valuable, rare, inimitable, and difficult to substitute (Barney 1991). These sustainability-driven organizations create unique idiosyncrasies that positively affect their standing in the marketplace, offer an opportunity for market segmentation, and deliver value to customers

Trying to blend differences, the marketing industry worked towards sustainability and perfection. Perfection called for more work in and outside of the home, businesses tried to get as much out of every commercial as it possibly could provide. One commercial would go through a three step process, live, edited, and then reach the recorded perfect stage (Musser) . As companies grew to one common idea of perfection, smaller companies struggled to stay in business. Dumont TV News was an example of a smaller company. While Dumont was at a disadvantage for being small, they also had an advantage for that reason. Some of Dumont’s advantages included testing things to help make advancements and solve problems. Dumont also used station-to-station

In their studies, the found out that quality of the product was affect the most on consumer buying decision. Consumer will avoid buying the product even though the products is 100% green products because the product have low quality (Bei & Simpson, 1995). In (M. Laroche et al., 2001) research, they found out that consumer willing to spend more money on green products and did not feel troublesome to behave in an ecologically manner. They also stated that company and marketer are the important factor that will affect consumer to purchase green products because they can educate consumer on the important to purchase green product and change their lifestyle to go for eco-friendly

Galbreth, MR & Ghosh, B 2012, ‘Competition and Sustainability: The Impact of Consumer Awareness’ Decision Sciences, vol. 44, no. 1, pp. 127 – 159.

Public Relations at the retail level products that were environmentally safe, sustainable commitment to the process of promoting the practice is known as a permanent market. Alternatively, in other words it is a better business, better relationships, and most importantly it is a practice of making a better life.

“Sustainable marketing is the process of creating, communicating and delivering value to customers in such a way that both natural and human capital are preserved or enhanced throughout” Martin and Schouten (2013)

Images of pristine lakes, lush forests and unspoiled natural regions do not necessarily elicit thoughts of oil extraction, clear-cutting or the damming of rivers for the production of energy and commodities. Nevertheless, corporations often draw from symbolically rich environmental imagery and fasten it to advertising campaigns in an attempt to bolster a socially conscious image. In this process of “greenwashing”, corporations' reputations and products are intimately linked to promotional culture by attempting to represent itself as sustainable, progressive, and trustworthy in the public eye while ignoring the implications of unethical production and excessive consumption. This paper will evaluate how and why environmental imagery and rhetoric is appropriated by commercial interests, examine the implications of individuated, market-oriented and parodic discourse, and address the lack of substantive actions of these claim. Based on this research, this paper argues that under promotional culture, the appropriation of environmental responsibility rhetoric and imagery sterilizes environmental politics.

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

The increase in green washing has incited various reactions from stakeholders. Most companies want plain, measurable criteria on what constitutes green washing so that they can know whether their communications fail within the standards. However, various stakeholders have different perceptions on what constitutes green wash. Consumers have several perspectives on green washing hence the practice has several

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