Environmentalism refers to concerns for environmental protection and improvement. Green marketing promotes environmentally safe products and minimizes negative environmental impacts. It aims to produce, promote, package, and dispose of products in an environmentally sensitive way. Major drivers of environmentalism include mitigating climate change, promoting sustainable diets, and reducing pollution. While green marketing provides benefits like competitive advantages and access to new markets, it also faces challenges like greenwashing where companies make false environmental claims. Going forward, consumers voting with their purchases can help preserve the environment for future generations.

1. Enviromentalism
Group two CIN-RSK

2. • Enviromentalism is a broad philosophy , ideology , and social movement regarding concerns for the
environmental protection and improvement of the health of the environment
• In marketing we can refer it as Green marketing
• Green Marketing refers to promotion of environmentally safe and beneficial products
• Green marketing is the marketing of products that are presumed to be environmentally safe

3. • According to the American Marketing Association Green Marketing can be defined in three ways
• Retailing definition
• The marketing of products that are presumed to be environmentally safe
• social marketing definition
• The development and marketing of products designed to minimize negative effects on the physical
environment or to improve its quality.
• environment definition
• The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive
or responsive to ecological concerns

4. Causes of the environmental movement
• Mitigating the effects of global warming and reducing the greenhouse gas emissions
• Promoting vegetarian and vegan diets as more environmentally friendly. Meat is 16 times more energy
intensive to produce and emits 24 times more greenhouse than plants
• Reducing chemical pollution
• Protection of endangered species

5. • According to the Oxford Dictionary of Marketing Green marketing describe activities and market
strategies that emphasize sensitivity to the environment
• According to Gleams , at the heart of marketing strategies is marketing mix.
• Marketing mix refers to the price , product , place and promotion
• So price strategies , product strategies ,distribution and promotion strategies that emphasize sensitivity
thus green marketing

7. Going the Green Way
• Mc Donalds started giving out its products in a paper bag to the customers instead of a polythene bag,
thereby doing `Green Marketing` at a reduced cost. This compaign was a big hit
• Coca-cola in order to save water does Rain Water Harvesting at a huge level thus saving water and giving
back to the environment a small part of the water that it consumes for its production.

10. Benefits of Green Marketing
• Competitive advantage
• Access to new markets
• Profit sustainability
• Improved products or marketing ways

11. Major challenges
• Unaware customers
• Unwillingness of customers to pay a premium price
• Green washing
• When a company makes false claims that it is doing “Green Marketing” in order to sell its products thereby
fooling the customers, then it is termed as “Green Washing”
• Ford Motors in 2004 the `Greener vehicles, Cleaner roads` Campaign but produced only 20,000 Hybrid
environmental SUV`s that year as opposed to 80,000 non environmental friendly F-trucks.

12. Consequencies of green washing
• Greenwashing is misleading
• Could result in consumer and regulator complacency
• May also engender cynicism

13. In conclusion
• “I think green will become as pervasive as the Internet is today.” — AILI JOKELA, F-H
SUSTAINABILITY CO-CHAIR
• Its high time consumers start to the think about future generations and vote for environmentally friendly
goods so as to preserve our lovely planet

14. •Thank you. Merci.