Green Marketing

Green Marketing

• In recent years the term green or eco marketing has come to prominence

• Reflects a growing concern at all levels of the impact of the increased consumption on the physical environment

• Consumers are becoming more conscious of their own behaviour(health, spending, environmental impact)

Green Marketing

• Green Marketing refers to the process of selling products or services based on their environmental benefits.

• The product may be:– Environmentally friendly itself– Packaged in an environmentally friendly way

Green Marketing

• Many manufacturers have recognized environmental concerns as a source of competitive advantage and have developed products with a green image

Green Marketing

• Requirements to be considered a “Green” Product1) The production process is compatible with the

ecosystem2) The green product line is compatible with the

goals of the company3) The product will satisfy the needs of the

consumer• Despite being green – consumers won’t buy if it is a

poor quality product

Green Marketing

• Eco labelling exists for truly “green” products• Various authorities in many countries will

award these labels• Benefits:– Improved image and sales of

products– Ensures producers are more

accountable– Increases consumer awareness

of their consumption habits

Green Marketing

• Negatives– Green products tend to cost more than regular

products– Only important for certain products• Clothing, entertainment services

– Hard to position yourself as a eco friendly company if you are not first to market

Green Marketing

Green marketing

• Read the article entitled “Are Green Products Really Green”

• Answer the questions provided