Examples Of Green Marketing

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Executive Summary According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. At the same time defining green marketing is not a simple task as several meanings intersect and contradict each other. A very natural example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Thus "Green Marketing" refers to holistic marketing concept wherein the production,…show more content…
Therefore, more companies are responsible to consumers' aspirations for environmentally less damaging or neutral products. Many companies want to have an early-mover advantage as they have to eventually move towards becoming green. Some of the advantages of green marketing are, • It ensures sustained long-term growth along with profitability. • It saves money in the long run, thought initially the cost is more. • It helps companies market their products and services keeping the environment aspects in mind. • It helps in accessing the new markets and enjoying competitive advantage. • Most of the employees also feel proud and responsible to be working for an environmentally responsible company. • Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives • Organizations believe they have a moral obligation to be more socially responsible. • Governmental bodies are forcing firms to become more…show more content…
• Opportunities can be run ethically. Problems of Green Marketing Many organizations want to turn green, as an increasing number of consumers' ant to associate themselves with environmental-friendly products. Alongside, one also witnesses confusion among the consumers regarding the products. In particular, one often finds distrust regarding the credibility of green products. Therefore, to ensure consumer confidence, marketers of green products need to be much more transparent, and refrain from breaching any law or standards relating to products or business practices. Paths to Greenness Green marketing involves focusing on promoting the consumption of green products. Therefore, it becomes the responsibility of the companies to adopt creativity and insight, and be committed to the development of environment-friendly products. This will help the society in the long run. Companies which embark on green marketing should adopt the following principles in their path towards "greenness." • Adopt new technology/process or modify existing technology/process so as to reduce environmental

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