Green marketing is the marketing of products which are environmentally sound. The focuss of green marketing is a comparatively new one within general marketing thought, as it has chiefly grown in acceptance since the 1990s. Nonetheless, as a contemporary branch of marketing thought, it can be seen as one of the fastest growing areas of marketing principles.
The rationale for the devising and emergence of green marketing is thus:
* A higher quantity of persons willing and able to buy green products.
* Heightened awareness among consumers, concerning the potentially negative aspects of global climate change.
Green marketers thus target persons who are more environmentally conscious. The segmentation and market research processes of numerous firms denote that the target market for green products has grown widely in numerous years. Accordingly, green marketers are willing to supply what persons are willing and able to buy.
It can also be stated that green products are often more expensive than "non-green" products, due perhaps to higher production costs. Nevertheless, green consumers are typically willing to pay higher prices, as a means of doing their part to safeguard the environment of the planet Earth.
Some drawbacks of green marketing are thus:
* The perception of "green washing"
* Disputes and contention surrounding the exact meaning of a green product
Green washing pertains to when a firm misleadingly produces a product, with ostensible green characteristics, which is not actually environmentally sound. In addition to evident ethical issues concerning deceit, such conduct can undermine an organisation's drive to be deemed a "green" company. Accordingly, a firm must be sincere in its efforts to be environmentally sound, regarding its environmental practices and policies.
Moreover, the extent and nature of a green product can be a moot point. To some, a product must be wholly green to be viewed as green. To others, a product may only possess a reduction in environmentally harmful inputs to be worthy of being labelled green. Nonetheless, a firm can enhance its green marketing efforts if it persuades consumers that the purchase of green products can enhance environmental protection.
The rationale for the devising and emergence of green marketing is thus:
* A higher quantity of persons willing and able to buy green products.
* Heightened awareness among consumers, concerning the potentially negative aspects of global climate change.
Green marketers thus target persons who are more environmentally conscious. The segmentation and market research processes of numerous firms denote that the target market for green products has grown widely in numerous years. Accordingly, green marketers are willing to supply what persons are willing and able to buy.
It can also be stated that green products are often more expensive than "non-green" products, due perhaps to higher production costs. Nevertheless, green consumers are typically willing to pay higher prices, as a means of doing their part to safeguard the environment of the planet Earth.
Some drawbacks of green marketing are thus:
* The perception of "green washing"
* Disputes and contention surrounding the exact meaning of a green product
Green washing pertains to when a firm misleadingly produces a product, with ostensible green characteristics, which is not actually environmentally sound. In addition to evident ethical issues concerning deceit, such conduct can undermine an organisation's drive to be deemed a "green" company. Accordingly, a firm must be sincere in its efforts to be environmentally sound, regarding its environmental practices and policies.
Moreover, the extent and nature of a green product can be a moot point. To some, a product must be wholly green to be viewed as green. To others, a product may only possess a reduction in environmentally harmful inputs to be worthy of being labelled green. Nonetheless, a firm can enhance its green marketing efforts if it persuades consumers that the purchase of green products can enhance environmental protection.