Green Marketing

Green Marketing
Table of Contents
1.0 INTRODUCTION2
2.0 OBJECTIVE OF GREEN MARKETING3
3.0 LITERATURE REVIEW3
3.1 Introduction3
3.2 Green Marketing legislation4
3.3 Evolution of Green Marketing5
3.4 Benefits of Green Marketing6
3.5 Reason Firms Use Green Marketing7
3.5.1 Opportunities7
3.5.2 Social responsibility8
3.5.3 Governmental pressure9
3.5.4 Competitive Pressure10
3.5.5 Cost or profit Issues10
3.6 Problems with green Marketing11
3.7 Keys to Successful Green Marketing12
3.7.1 Being genuine12
3.7.2 Educating customers12
3.7.3 Giving your customers an opportunity to participate12
4.0 GREEN MARKETING CASE STUDY:13
4.1 Family farm not Factory farmed (Santa Fe farmers Markets)13
5.0 CONCLUSION AND...show more content...
Some evidence of this is development of journals such as business Strategy and the Environment and Greener management international which are
specifically designed to disseminate research relating to business environmental behavior
One business area where environmental issues have received a great deal of discussion I the popular and professional press is marketing. Terms like
Green Marketing and Environmental Marketing appear frequently in the popular press. Many governments around the world have become so

concerned about green marketing activities that they have attempted to regulate them(Polonsky 1994a) .For example united States(US) the Federal
Trade Commission and the National Association of Attorneys–General have developed extensive documents examining green marketing issues(FTC
1991,NAAG 1990)one of the biggest problem with the green marketing area is that there has been little attempt to academically examine environmental
or green marketing.
3.2 Green Marketing legislation
Multinational corporations also face a growing variety of legislations designed to address environmental issues. Global concern for the environment
extends beyond industrial; pollution, hazardous waste disposal, and rampant deforestation to include issues that focus directly on consumer products.
Green marketing laws focus on environmentally friendly products and on product packaging and its effect
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Thesis On Green Marketing
Communication Faculty
Department Of Public Relations And Publicity
Graduation Thesis
The effect of green marketing on stakeholders: A field study on consumers and employees
Melis GГ¶ral Thesis Advisor: Ezgi EyГјboДџlu Д°stanbul– 2017
TC. MALTEPE UNIVERSITY COMMUNICATION FACULTY PUBLIC RELATIONS AND PUBLICITY DEPARTMENT
The effect of green marketing on stakeholders: A field study on consumers and employees
Graduation Thesis...show more content...
Green Marketing in Turkey
According to Gino Van Ossel (2012) " Today, leading companies in the world and Turkey have begun to change their production and marketing
strategies accordingly, as environmental awareness becomes more important." Green marketing predicts that it will include green qualities from
product packaging to the stage where it becomes waste after its final use, and for this purpose, consumers give priority to informative signs and
explanations in the product or service presentation phase.
В· Green Selpak – The standard dissolving time of polyethylene packaging materials varies between 200 and 1000 years, while Selpak's natural
soluble packaging has a natural solubility within 2 to 5 years. The biodegradable process, which is produced in a patented special process, is
completely lost in the forest. Selpak bio–polymer packaging completely dissolves in nature with this application which is the first and only in

Green Marketing
GREEN MARKETING
Abstract: This report analyses the integration of environmental issues into the marketing planning by marketers and the strategies adopted by them to
market their products and services. This study emphasises that "Proactive green marketers" adopting a free market system in their values are the most
genuine group in implementing green marketing voluntarily and seeking competitive advantage through environmental friendliness. The study further
delves in to the green consumer segment and the usage of marketing mix tools by marketers. From a marketing theory perspective, the logic of green
marketing has been analysed by studying the relationships between marketing strategies and functions of a company. The results suggest...show more
content...
ONGC is the greenest company followed by Reliance Industries. Also according to global enterprise survey Indian respondents scored over
respondents from 10 other countries in expecting to pay 5% more for green technology and its benefits for the environment and return on
investment(ROI) is proven.
Concept of Corporate Environmentalism and Greening of Strategic Marketing:
Wehrmeyer and Banerjee(1999) have analysed the greening of marketing strategies with implications for marketing theory and practice and further
imply that strategic management process to the following conceptual framework of corporate environmentalism to analyse the hierarchy in strategic
marketing.
From the above structure it follows that, for a firm the enterprise strategy is the most important level of strategy that drives other levels. Enterprise
strategy deals with the relationship of the firm and its environment and consequently conceptualisation of teh organisational environment becomes
crucial to the theory and practice of marketing strategy. Further it has been argued that the corporate environmentalism has far reaching possible
consequences affecting the firm, customers, employees, as well as society in general.
Objectives of the study:
The purpose of this study is to analyse the need to integrate social values and environmental issues into marketing strategies and clarify its

Green Marketing and CSR Essay
Corporate Social Responsibility (CSR) is one of the most recognized aspects in the world today since companies' reputation is judged from its CSR
policies, quality of its services and products and competitiveness. Many authors relate CSR with ethical conducts in businesses. Many authors therefore
give related definitions for both CSR and ethics. Corporate Social Responsibility can be defined as continued commitment to ethical conduct, to provide
and contribute to high living standards of the society by facilitating economic developments and improving the standards of living of the employees
together with their families, their society and community at large (MallenBaker.net 2011).
Green Marketing on the other hand relates to production and...show more content...
It is number three hundred and ninety in the top two thousand leading companies in the entire world (Forbes.com LLC 2011). BP PLC Company
provides energy for light and heat, retail services, fuel for transportation, gas and petrochemicals products (Forbes.com LLC 2011). However, these
organizations ranking companies with reference to their performance never measure the level of emissions of carbon monoxide and carbon dioxide
emitted by the oil and fuel products from BP. They only concentrate with management issues, like human resource management and company policies
and practices that have helped the company shoot high up to the top of the rank. If they ranked these organizations out of measured statistics then they
would be proved wrong since most of the gases emitted in the transport industry are from heavy vehicles using oil and diesel fuel from BP Oil
Company (Cable News Network 2011).
Moreover, it is also accepted to argue out that oil products can only reduce emissions, it is only possible to lower levels of emission of harmful gases
but to be realistic, emission free fuel and oil products would only be out of using electric cars which rely on rechargeable batteries. When using oil, the
least that can be done is to only cut emissions but emission free oil products would be worked out only by new technology that is not in existence at the
moment. The little emissions on the environment/atmosphere finally result in causing global warming in

Green Marketing
Green marketing can be defined as promotional strategy designed to promote product or services based on environmental factors or awareness. Green
marketing is different from the "marketing." Organisation involved in green marketing take decisions relating to the systems, policies and processes of
the organisation`s products (Brueckner 2010). In simple words, green marketing promote sustainable consumption. It emphases consumer needs with
an effort to improve the environmental attributes of products or services. Further than, products and services, green marketing also emphases on the
companies` performance on environmental management. It also takes into consideration the management systems prevailing production and service
facility and use...show more content...
When the car was introduced in the market, the marketers linked the car`s advertisement to environmentally conscious celebrities and causes. Some
drivers have bought the car just because it is "Conspicuous Conservation" (Greenmarketing 2013).
Consumers are inspired to buy from organisations that are environmental friendly in the production and when these companies display the green logo
on their product. For green marketing to be successful there are some steps which companies have to take into consideration. The 4Ps, that is the green
marketing mix should be taken into consideration They are price, place, promotion and product. The green products must cater the needs of the
consumer and at the same time offer social or environmental welfares. The price of the product should not be too expensive, whereby, the consumers
cannot afford it.
Green marketing is a tool for promoting the environment for the future generation. Additionally, with the growing concern of ecological protection
many consumers want to identify themselves with organisations that have green compliances. There is also a development for new market which is
green market. Nevertheless, there are some barriers for green marketing and they, green marketers have to "face in markets and societies dominated by
conventional growth– oriented mind sets" ( (Brueckner 2010).
Reference list:

Green Marketing
There are seven key green marketing principles that will help green companies sustain. Why are green marketing principles so important? There are
several reasons. One of them being that businesses can avoid accusations of greenwashing which is a term meaning to promote a company's products
deceptively. Another reason is that ethically it is the right thing to do. Businesses should be promoting green and protecting and preserving the
environments resources because we all use them. Finally, companies appreciate the reputation of a green company and may attract more business. The
seven key marketing principles are responsibilities of the business, the social and economic impact of a business, business behavior, respect for rules,
support for...show more content...
Starbucks, as well as other companies like Bank of America and General Electric, are making large strides in becoming green. If a company is capable,
it should be taken advantage of. Companies who recycle and evaporate to name a couple of waste reduction activities should become the norm in doing
their part of preserving the environment. Furthermore, cutting down waste and recycling often cuts down operating costs and benefits the company and
the community. Avoidance of Illicit operations is one of the most challenging principles in business. The reason is; it is so easy to make immoral and
unethical decisions. Rather it is taking bribes or evading taxes; it is common in business practices. For example, people are still using Enron as a
perfect of example of unethical and immoral business practices with their accounting fraud, hiding debt, and trading millions of dollars in stock while
pocketing the revenues. While raising awareness of avoiding illicit operations is important, it still happens on a regular basis. 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 Benefits of Greening a City Essay
The Benefits of Greening a City
Sustainable development is a major world issue in recent development. Its main idea is to meet the needs of present without compromising the ability
of future generations to meet their own needs, greening of cities is a very distinctive practice of this idea.
Practical measures include planting tress along road side, increase the greening area of the city like increase the number and area of urban parks and
perhaps country park too; setting law to restrict environmental degradation such as the release of air pollution by cars, factories, also the treatment of
solid and liquid waste before discharge.
Having low cost for maintenance and replacing new things...show more content...
These alternative energy sources are cheap, clean and will not run out. Therefore the use of these can lower the cost spend on energy.
With the improvement in environment, such as reduce in pollutants, increase in parks the living standard of the city also increases. It makes the city a
more desirable place to live in. This may in turn increase the value to housing in the city and encourage investment from foreign companies and
increase the employment and income of its citizens. It also gives rise to the better development of tourism industry.
However, the implementation is with several conditions applied. Government financial ability, determination and efficiency are firstly needed to be
satisfied. Planting trees along most of the roads in the city is a large scale project and must be operated by the government. The greening policy may
involve disadvantages to some private commercial companies, thus a lot of opposition may be faced, determination in comprising and convincing them
in the benefits is very important.
Besides, the education level of its citizens should be high, so they have the knowledge and the understanding to the importance of greening the city.
With higher education standard they are more susceptible to appreciate and focus on the long term benefits than the short time economical
disadvantages. Its citizens also need to have a high awareness of environmental

Green Marketing Essay example
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
...show more content...
Sunchips provides not only a "healthier" chip but also uses renewable energy and a biodegradable bag and encourages consumers to join their eco
movement. Other companies, such as Pepsi and Volkswagen, are joining in too. The "Refresh Everything" project launched by the major soda chain is
attempting to make its product more environmentally friendly, and Volkswagen is taking even bigger strides with its movement, "The Fun Theory,"
which encourages customers to be green while making the process fun (Park 1). Other major corporations jumping on the green bandwagon include
Hewlett Packard, which boasts its recycling efforts and energy efficiency, and Ben and Jerry's with its effort to "Lick Global Warming" and employ
other eco–conscious practices (Rottkamp 1). While these strategies have shed light on being friendly to our planet, the fact remains that the large
portion of our population simply is not embracing it. One major problem as far as companies using green marketing and why it isn't working is that
the relatively vague definition of green marketing leaves a lot of room for loopholes. Green marketing, by simply being defined as "the marketing of
products that are assumed to be environmentally safe," allows companies to take advantage of this idea even if their products are not the best example
of green ones (McClendon 1). Most companies also don't practice what they preach in such

Green Marketing

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