Green marketing means the same as environmental marketing. All humans activities have a huge influence on environment and nature. Despite the fact that consciousness and knowledge of ecology is definitely increasing, there are not enough topics in the literatures. It especially pertains to marketing. People in every part of societies are becoming more concerned with the nature's process and environment, so business have started to adjust their behaviour and attitude to this topic as a society's impact. A lot of business have started quickly accept concepts such as operations of waste minimization or creating environmental managements scheme.
Regrettably, majority of people conceive that green marketing mentions only to publicizing and creating advertising of a product which is eco-friendly. Word-inventory such as Derived from recycling, Ozone Friendly, Lead Free, Reusable, are matters that receivers or consumers consociate with “Green Marketing”. Mainly these points are goals of green marketing, but this topic is much wider, it can be conformed to consumption goods, manufacturing goods or also services.
Important topic for organisations
Corporate Social Responsibility (known as CSR): Many companies feel obligated to well-adjusted advancement and concerted social conscience. What's more, a lot of organizations are get moving to effectuate balanced business practise as they are aware that their products will be more attractive for consumers and also diminish cost including usage of water or energy, cartage, packaging etc. Businesses are highly revealing that showing of exalted level of social accountability, can have a big influence about brand loyalty among people who are cognizant about environmental processes: green marketing helps to reach that. Being a green company requires long-term budget and extended objectives. Nowadays ethical sourcing is very important as well as consumers and companies. Government have a wide impact on companies to grow their responsibility. The challenge depends on devolving environmental extensiveness into practical actions. The main barrier is implementation of the entire marketing process, so both in the dimension of the concept of value and operation ’system, should be consistent with the idea of sustainable development, which is eco and society friendly. There is no a specific solution for all companies, which taking part in the UN Global Compact. Major characteristics of balanced business development are basically: being creative and innovative.
Why leading green marketing is so significant?
It is basically simple. Mostly it’s based on the definition of Economic: social science which analyzes and describes production, distribution and consumption of services and goods. It is well known that natural sources of energy are exhaustible, so firms have no choice, they have to find alternatives sources of production to meet consumers’ needs.
Consumers' ecological needs
Main task of eco-environmental marketing is to respond to the client's green requirements:
- taking care of fresh air, soil, water bodies,
- nature protection from degradation
- commitment to minimising usage of natural resources
- promoting healthy life-style.
Taking everything into account: the customers’ ecological requirements of making major decisions concerned both the distribution, price, product, promotion. It is proposed to use the so-called ecological analysis of the product life cycle. It consists in assessing the ecology of the product. It's based on the characteristics of energy consumption, using raw materials and emission of pollutants to the environment in all phases of product's life. Thanks to these measurements, it is possible to determine, which of the life cycle stages of product make the biggest hazards environments and where the better solutions should be done. From a company's strategic point of view it is also important, how to convey substantial information about making a progress in ecological area.
- Arenas Daniel, Jeremie Fosse, Huc Emily,Business Going Geen An exploratory study on the process towards sustainability, ESADE Ramon Llull University, 2010, ISBN 978-84-88971-39-5, p. 17-20.
- Charter Martin, Editior Joint,The Journal of Sustainable Product Design, 1998, ISSN 1367-6679, p. 16-25.
- Gupta K.R., Jankowska Maria Anna, Maiti Prasenjit,Global Environment Problems and Policies, v.2, Atlantic Publisher& distributors (P) LTD, New Dheli, 2008, ISBN 978-81-269-0846-2, p. 1-16.
- M.J.Baker, The Marketing Book, p.726 (2003)
- J.M.Ginsberg, P.N.Bloom, Choosing the right green marketing strategy (2004)
Author: Daria Maniak