Author: Serra Basmacı
Date of Publication: 23/10/2022
Let’s learn more about Green Marketing
The concept of green marketing first came up in a seminar on “ecological marketing” organized by the American Marketing Association (AMA) in 1975. In this seminar, participants examined the impact of marketing on the natural environment, So, they defined the concept of ecological marketing as the studies about the positive or negative effects of pollution, energy consumption and consumption of other resources.
Green or environmental marketing includes all kinds of environmental and nature-friendly marketing activities. Of course, the main goal is to meet consumer demands and needs. While doing so, we should care more for the minimal damage to the natural environment. Therefore, meeting the demands of consumers by fulfilling the economic functions of a business, will bring a good reputation to that business.
Green marketing is the promotion of environmentally friendly products, services, and initiatives. More specifically, green marketing refers to a broad range of environmentally friendly practices and strategies. Some green marketing examples include:
Creating eco-friendly products
Using eco-friendly product packaging made from recycled materials
Reducing greenhouse gas emissions from production processes
Adopting sustainable business practices
Marketing efforts communicating a product's environmental benefits
Investing profits in renewable energy or carbon offset efforts
4 Steps of Green Marketing
First Step: Green products are appealing to environmental consumers. For example, cars working with alternative fuel technology, products that don’t harm the environment, etc. We can call this phase green targeting.
Second Step: Green strategies emerge. For example, we take environmental measures, such as less waste in the enterprise and increasing energy efficiency.
Third Step: The production of non-green, non-environmentally friendly products has stopped and only green products are available on market.
Fourth Step: It isn’t enough just to be green or environmentalist. The business has now reached the awareness of social responsibility in every sense. The ability of businesses to reach green marketing awareness develops depending on business culture and environmental factors.
Aims of Green Marketing
The aim of green marketing shouldn’t be to create new consumption areas, but to use limited natural resources in the best way.
Green marketing shouldn’t focus on the production of disposable products. Instead it should focus on ensuring and protecting the natural balance and minimizing energy consumption.
Green marketing should seek alternatives that will prevent the destruction of the environment. Also, it aims to reduce the environmental pollution created by its industry.
Green marketing should focus on promoting the use of environmentally friendly products. In this way, it minimizes the packaging process and creates recycling awareness in society.
Green marketing should distribute responsibility in order to stabilize the system. What's more, it should mobilize consumers, governments and voluntary organizations.
Green Marketing Strategy
- Green Product Strategy
The products sold don’t pollute the environment, consume less natural resources and are recyclable.
- Green Pricing Strategy
It is the effect of the cost on the price of producing goods in a way that causes the least damage to the environment.
- Green Promotion Strategy
It should be possible to test the accuracy of the explanations made by the businesses. In other words, businesses have to do their part in environmentally friendly practices.