This document discusses green marketing, defining it as marketing of products presumed to be environmentally safe. It notes that consumers are becoming more environmentally conscious and manufacturers see it as a competitive advantage. While marketing can stimulate overconsumption, green marketing aims to identify and satisfy consumer needs in a profitable and sustainable way. However, consumers may be skeptical due to "greenwashing" where companies make false environmental claims. The document outlines some myths about green products and provides examples of interesting green products entering the mainstream market.

1. Green Marketing– Facts and Myths
Prof. D-r Savica Dimitrieska

2. Only when the last tree
has died,
And the last river
been poisoned,
And the last fish
been caught,
We will realise
we can not eat money

3. Green marketing - Definition
Marketing of products that are presumed
to be environmentally safe

4. Why Green marketing?
А. Growing concern worldwide about the environment protection
Б. Consumers are becoming more conscious that their consumption
impact the environment
В. Manufacturers have recognized environmental concerns as a
source of competitive advantage

5. Traditional v/c Green marketing
Identification and
satisfaction of
consumers' needs
in a most profitable
manner
Identification and satisfaction of
consumers' needs
in a profitable and ecologically
sustainable manner

6. Marketing is part of the problem!

7. Impacts of marketing on the environment
Stimulates over-consumption
Long supply chains
Unnecessary packaging
Selling everything for profit

8. Marketing can be part of the solution!
Economic
sustainability
Sustainable
marketing concept:
Social
sustainability
Environmental
sustainability

9. Why consumers do not believe to the green marketing?

10. Greenwashing!
Disinformation disseminated by companies so as to present an
environmentally responsible public image!
The antibacterial agent “Triclosan” in Dawn soap was declared
“toxic to aquatic life and birds”

11. Greenwashing!
Disinformation disseminated by companies so as to present an
environmentally responsible public image!
General Motors!
produces 20.000 hybrid SUVs per year and almost 80.000 F-series trucks per month

12. Six sins of Greenwashing!
1. Sin of Hidden Trade-Off – suggesting a product is “green”
based on a single environmental attribute
2. Sin of No Proof– any environmental claim that can not be reliably
supported
3. Sin of Vaugueness– a claim is very poor defined that the real
meaning is lost
4. Sin of Irrelevance– making a statement that may be truthful, but it
is unimportant and unhelpful for consumers seeking environmentally
preferable product
5. Sin of The Lesser of two evils– “green” claims that may be true,
but attached to an innappropriate choice
6. Sin of Fibbing– making environmentally claims that are simply
false

13. Myth 1: Green products are not really “green”
Fact: No product can be 100% green!

14. Myth 2: Green products are more expensive
Fact: Not all of them! Premium pricing is due to savings on
energy and water !

15. Myth 3: Only specialty stores sell green products
Fact: Major supermarkets carry their own brand of green
products!

16. Interesting green products
Edible cutlery!

17. Interesting green products
Edible cups!

18. Interesting green products
Mike Thompson
luminol + blood
= blue light!
The Blood Lamp! (works on human blood!)

19. Interesting green products
Bamboo for all kinds of products!

20. Green marketing does not mean that
normal things have to be GREEN,
but green things to be NORMAL!

21. What did you do to save the World today?

22. The end is here...............