“Tool for sustainable market growth: Green Marketing Strategies”

Due to misbehaviors of human beings and exploitation of technology, the world is now facing an unprecedented risk. Scientists had proven the crucial damage on ozone layer and colossal melt down of icebergs in North Pole as a result of global warming. If this trend continues, this planet will not be a suitable place for mankind to survive in future. This may sound somewhat apocalyptic, yet there are logical reasons to believe that this world is „begging for green‟ (Borland & Paliwoda, 2011). The concept of green marketing and technological innovation can play a vital role for the wellness of our planet and so for the consumers who are the citizens of this planet. The main objective of marketers is to maximize the sales by satisfying the consumer‟s needs. The literature of marketing concepts in the 21st centuries is critical. Pricing is no longer the key factor in today‟s marketing mix. It seems that product and the promotion strategies are been more important. This is why the term “green” is becoming the key factors on marketers mind. Their job is to deal and anticipate the changes that take place in future and accordingly frame the marketing strategies. Today marketers have to face challenges from the environmental point of views. This is because of the hot issues like, global warming, green house gas emissions, pollution, and energy crisis world is facing and these issues have made this world a very difficult place to live (Manget et al. 2009). So marketers had to find a better approach in framing the marketing programs and so they came up with a term called “green marketing”. It has been a tough job for marketers to promote this concept of green marketing, especially with the existing products and brandings. No doubt that modern technology and innovation has brought the solutions for these problems. The productions process are been modified and the products are re-labeled to match with this concept of promoting green (Manget et al. 2009). Considering the above issues, it is doubtless to mention that technological advancement and green marketing are the most highlighting issues recently in the commercial world. This report shall explore and analyze in details about these two current issues in today‟s business world. Furthermore this study is mostly focused on the concept of green marketing and how does it affected on today‟s businesses, and following how technology supports green marketing. In addition, this report shall provide a critical evaluation of organizational responds on this new trend in the business environment.

because it influences on changing the life style and behavior to the people. 6) has defined marketing as “societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging products and services value with others”. p. and Salo (2009) stated that the word “Green” is widely used today for new technologies and new products which have more sustainable impact on the .43) sustainability is internal reforms in the organizations and serves as a “bridge between business and green” and ensuring to make better “ i. According to Ottman (2006) the green marketing satisfies two objectives: improved environmental quality and customer satisfaction.e of every one now and or generations to come”. Kotler (2006. p. 2002). Grant.”Companies like BASF and DuPont are leading the greening of heavy industry and have had biggest impact on environment”. J. however. and green marketing became more popular terms. Simula. 2005). (2007. environment. Green Marketing is defined by Peattie (1995) as “the holistic management process responsible for identifying anticipating and satisfying the requirements of customers and society in profitable and sustainable way”. Grant. Davis (1993) says that green marketer can develop a communication message which can address the environment problem presenting motivational and relevant attitudes approach in advertising or example communicating that “you are contributing for the improvement of the society as whole”.Definitions of Green Marketing The concept of society and marketing can be traced in the literature of 1970s and 1980s (Peattie. J. sustainability. (2007. Lehtimark. As the concerns enhanced. The objective of green marketing is to minimize the environmental harm and as we economics benefits.32) has suggested that green marketing objective is to educate and make people willing to go green. the notion of social marketing was introduced by Kotler and Zaltman in 1971 (Crane & Desmond. p. There are steady movements in public interest and concern about the environmental issues.

consumers bought solely on price. . Savvy managers no longer consider the environment to be a burden that represents added cost and overhead – but an investment that can pay back handsomely. there are now finely defined segments of green consumers. Single attributes such as recyclable. That‟s why products such as organics. But today. 1. 4. Greener products work equally or better – and are often worth a premium price. Manufacturer and retailer reputation count now more than ever. “Environmentally Friendly” and “Ecology” are the terms commonly used to describes that the firms‟ processes and products consume less energy. and safer cleaning products now command a price premium. or energy-efficient matter greatly. So a more thorough. Moreover. Values guide consumer purchasing. we predict. In fact. and a stronger company. Green is cool. and preserve natural resources. manufactured. consumers are now flipping over packages. 2. saying. organic strawberries can travel thousands of miles. organic. lessen waste and pollution.” Today‟s consumers buy greener brands to help protect their health. 3. 7. Not too long ago. it‟s chic.environment. just a small group of deep green consumers existed. are recyclable. hybrid cars. from Baby Boomers to Millennial and Gen Ys – are some shade of green. in a Nissan LEAF electric). green consumers are early adopters and leaders who influence purchasing behavior. and convenience. and carry cloth shopping bags to look the part. Historically. but don‟t mean a product is green overall. ”Sustainability”. enhanced brands. how products are sourced. 6. save money. “Pro-environmental”. Celebrities and other cool types generally are espousing green causes. Recycled products still create waste. In addition to looking for trusted brand names on supermarket shelves. A life-cycle approach is necessary. natural personal care and pet care. disposed of – and even such social aspects as how factory and farm workers are treated – all matter. “Who makes this brand? Did they produce this product with high environmental and social standards?” 8. green is not only mainstream. People show off (and self-actualize) by tooling around in a Toyota Prius (or soon. 83% of consumers – representing every generation. Green is mainstream. performance. Save me! Scrap the images of planets! Bag the daisies! Nix the babies! Even the greenest consumers no longer buy products just to “save the planet. and CFLs contain mercury. or because they simply work better. Once a faddish preoccupation of the fringe. Green inspires innovative products and services that can result in better consumer value. we‟ve come a long way since the days when greener products gathered dust on health food store shelves because they didn‟t work as well and were not a good value. packaged. and energy-efficient products are leading the way in sales. Organics. Thanks to advances in technology. 5. “Green”. life-cycle or carbon-based approach to greening is necessary. Today.

14. many environmental advocates willingly partner with industry. 16. With rampant cynicism about traditional forms of advertising and a backlash in place against perceived greenwashing. and adopt entirely new ways of doing business.” disclosing the good – and the bad. Environmentalists are no longer the enemy. Timberland. 12. No longer confined to just customers. . Green consumers trust brands that tell all. 11. 20. Products need to be green. General Motors. Authenticity. Recognizing the power of the marketplace to effect change. and report on progress. The brands consumers buy and trust today educate and engage them in meaningful conversation through a variety of media. BP. especially via websites and online social networks. keep improving. 10. General Foods. Green is no longer simply a market position. and Timberland. That‟s why they are migrating to brands that help express these values – Method. Talking “at” consumers through traditional media and paid advertising can‟t build loyalty among empowered consumers in a connected world. we‟re never going to get to sustainability. Sustainability represents an important consumer need. but concepts like Zipcar and ebooks are starting to prove that utility and service are what really matters. publics of all stripes are now corporate stakeholders: environmentalists. savvy marketers leverage purchase influencers and third parties like NGOs and especially eco-labelers. and investors. Now. educators. It used to be that companies were what they made. and trusted third parties. and SIGG learned this lesson the hard way. services can meet their needs. The greenest products represent new concepts with business models with significantly less impact. we‟ve got to “leap” to service replacements for products. Keep it simple. 13. Period. ExxonMobil. International Business Machines. Green consumers don’t expect perfection. It‟s no longer enough to have a well-known name. Consumers don’t necessarily need to own products. and children – even the unborn.. Starbucks. 17. That‟s why HSBC and Stonyfield Farm aim to reduce the carbon impacts of their operations. and is now an integral aspect of product quality. offering useful guidance and expertise. Nearly everyone is a corporate stakeholder. 19. It‟s just that simple. employees.9. Consumers expect that you‟ll set high goals (i. Businesses are their philosophies. Brands viewed as the most genuine integrate relevant sustainability benefits into their products. Starbucks. 18.e. 15. perhaps even better. Method. Brands need to be socially responsible. Today‟s brands become trusted by practicing “radical transparency. With time running out. there‟s no greenest of the green. perform beyond mere compliance). Just like there‟s no more whitest whites. and getting rid of the gadgets and gizmos that don‟t add value to their lives. Green consumers are strongly influenced by the recommendations of friends and family. It’s not enough to slap on a recycling logo or make a biodegradability claim. Plato was an environmentalist: “Simplicity is elegance. If we simply keep greening up the same old “brown” products we‟ve been using forever.” Today‟s consumers are cutting out the needless purchases. Consumers historically met their needs by owning products. businesses and brands are what they stand for.

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