Sustainable Marketing

Sustainable or green marketing is the marketing of products on the basis

of their environmentally friendly nature.

The four characteristics of marketing:

1. Product
2. Price
3. Promotion
4. Placement
• Product
Discovering what the customer “really wants” and developing products to meet those
wants have always been among the primary marketing challenges.
Marketing departments therefore should also be involved in the design of product,
finding ways to build sustainability into the very design of each product.

• Price
Environmental costs are seldom factored into the price of most product. Marketing
professional should play a role in setting price that reflect a product’s true ecological
cost.
• Promotion
Marketing has played a major role in creating various social meanings for shopping
and buying. Sustainable marketing can help create the social meanings, and consumer
expectations supportive of sustainable goals.

• Placement
Marketing involves the channels of distribution that move a product from producer to
consumer. Marketing channels involve such things as transportations, distribution,
inventory.