“an Environmental Protection Tool: Green Marketing & Its Effect on Consumer (Buying) Behavior”

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.

The rise of green products and the want of consumers to become more environmentally friendly has been increasing. In 10 Green Marketing Milestones, the reading mentioned how the “rise of the Toyota Prius: It may not have saved the world, but at 1 million cumulative vehicle sales the Prius became the predominant fuel-efficient hybrid vehicle” (Neff 2). This is an example of how companies are actually wanting to go green in order to make more profit and rise above their competitors. Going off the Prius example, it was also mentioned how Hummer cars, which use an excess amount of fuel, sales have plummeted. This was because this model no longer appealed to the consumers and General Motor’s had to discontinue the model and even went bankrupt. This sale tactic works and is so successful because the consumer’s mindset have evolved to seek things that are better for the environment. Many would prefer Toyota over General Motor because of their company’s reputation with being green. Although this might not work for all companies, but for some, they have become more successful than their competitors by going green and so, convincing more and more to

The author begins the article by discussing the death percentage related to air pollution and what causes the elevated levels of air pollution. Huth continues the article by pointing out that different areas have different problems related to air pollution. Finally, Huth draws attention to the fact that different countries have different solutions to the air pollution. Though this piece was written for the entire United States, the fact that air pollution can be deadly to humans is universally applicable. Though Huth is a reporter and not an environmental scientist, Huth does cite reports made by credible institutions. Though this article talks only about how air pollution is deadly and does not expand the idea to talk about other health complications, the fact that air pollution is dangerous to human health does support my claim that a reduction in air pollution will lead to a better quality of

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.

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

As more and more people are aware of environmental problems which our human being are facing, most people nowadays do shopping with some degree of morality in mind, taking social or environmental issues into consideration as they select from a range of product or services. Therefore, the concept of

Air pollution is the dispersion of particulates, biological molecules, or other harmful materials into the atmosphere, causing diseases, allergies and death to humans, damage to other living organisms such as animals and food crops or the natural or built environments (Brunekreef & Holgate, 2002; Nowak, Crane, & Stevens, 2006). Polluted air directly or indirectly may cause or be attributed to an increase in fatality or serious unwellness and decline humans state of health (Kampa & Castanas, 2008). For example, in Canada, the Ontario Medical Association has attributed 9500 premature deaths per year and evaluates increased costs of health care ($506.64 M) and missed productivity ($374.18) as a result of air pollution (Rowe, 2011). Thus, employment

products to suit customer’s needs, Coca-Cola was able to make a positive step forward in their

As we have seen an increase in awareness around sustainability and climate change, with the help of Al Gore’s Inconvenient Truth documentary in 2006, we see organizations moving towards mitigating the effects of climate change in various ways (Al Gore, n.d). As this corporate social responsibility has become more prevalent, organizations are now pushing their green agenda by publishing sustainability reports, doing mass marketing and implementing sustainable business practices to portray the image that they too are working towards protecting the earth’s natural environment all the while focusing on their underlying goal of selling their products and

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

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.

On your weekly trip to the supermarket it’s easy to find a number of products, from coffee to dishwashing soap, that flaunt their green attributes” (American Psychological Association, 2010). With such rumors of greenwashing, consumers are more confused than ever. However, some consumers know the tricks and are coming to find that there are companies whose marketing practices are legit, not exaggerated or deceiving. APA also found that, “people are willing to spend more of their hard-earned green on green products, according to a 2008 survey of 9,000 adults performed by the global business firm Boston Consulting Group” (American Psychological Association, 2010). Consumers who are willing to pay more for a product or service are assuming that they are purchasing a healthier, safer, and better quality product or service for the environment.

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

According to the green consciousness, the current consumer presents a pyramid structure, namely the consumer ignoring of green occupy the majority, mild green consumer place in the middle, the depth green consumer occupy minority. 2.2 From the aspect of enterprises Many enterprises are not cognizant of the opportunity and the threat brought by the new market in which green need and green marketing is very popular, which causes the green marketing only to be able at a lower level. It is expressed in the following: (1) Partial enterprises ignore the environmental protection and disregard the social responsibility. (2) About the understanding of the green breadth, many enterprises thought narrowly the green marketing only is food, the electric appliance, the building material and so on. (3) About the understanding of the green depth, the enterprise sticks to the product stage, that is, the green value is just to pursue the profit which the green product brings. 2.3 From the aspect of environmental protection NGO Environmental protection NGO overseas is the starting strength for green marketing development. It directly exerts