concepts

Green Spinning: Instead of environmentally improving

the product, some business firms try responding to
environmental challenges and pressures by presenting
their own version of environmental “facts” through
their public relation efforts.
Such practices and tactics add to the already existing
stock of confusion in the market and substantially
lower down the credibility of environmental claims
made by other genuinely green firms
Green Selling: Companies continue to produce virtually
the same product, but they add some “new”
environmental benefits in their promotion campaigns
to take advantage of increasing consumer interest in
the environment. When practiced in this form, green
marketing efforts on the part of the companies remain
concerned only with promotional activity, with little or
no effort being made to develop products which are
truly green
Green Harvesting: Greening sometimes leads to a
decrease in product cost. This tempts many
companies to go green and harvest the market.
Products are produced at lower costs, but sold at a
premium to earn extra profits. However, these
companies retreat and show reluctance when a
further move towards sustainability means increased
product and marketing costs for them
Enviropreneur Marketing: An enviropreneur is defined as an
an “environmentally committed individual, section or company that
seeks to bring to market innovative new green products”. Though the
enviropreneurs’ time and money spent on developing green products
are laudable, there is no guarantee that such products when launched
into the market would succeed commercially. As is often the case,
these products turn out to be great failures primarily due to the
preoccupation of their inventors with the engineering and
technological aspects of the new product’s development process. Such
companies get overly concerned with developing products that are
environmentally safe, but pay scant attention to undertaking consumer
research and understanding the needs and wants of their prospective
buyers. Such companies, therefore, end up producing what is most
environment friendly rather than producing environmental products
that customers actually want
Green Washing: A lot of companies see new
environmental awareness as an opportunity for short-
term profits rather than as a market opportunity. Little
wonder they adopt or make false or misleading
environmental claims which create consumer distrust
in green marketing efforts
Volkswagen’s ‘Clean Diesel’
Volkswagen released an ad campaign to
debunk the fact that diesel was bad and
that it used a technology where it
emitted fewer pollutants.
Later, the truth was revealed
that Volkswagen  
rigged 11 million of its diesel cars with
“defeat devices,”  or technology
designed to cheat emissions tests and
that the vehicles emitted pollutants at
levels up to 40 times the U.S. limit.
The federal agencies made the company
to pay $14.7 billion to settle the
allegations of cheating emissions tests
and deceptive advertising.
Compliance Marketing: This type of green
marketing strategy is practiced by companies whose
only environmental initiatives are the ones imposed on
them by regulations. These companies comply with
environmental laws just to promote their products in
the market. They are not genuinely keen on green
issues. They go in for green production and marketing
only when pressurised to do so, while at the same time
lobbying actively to ensure that no new legislations are
enacted in the future.
Most Creative
Environmentally
Friendly Marketing
Campaigns
1: Carlsberg renewable beer bottle
Prius: Don`t leave a footprint
 Coca-Cola Introducing PlantBottle™
https://youtu.be/aEVVJxqWaZ8
Beyond Meat: Website presentation