Green marketing can be seen as an ability of a firm to increase the acceptability of a social idea. Furthermore, it can be seen that the key difference from traditional marketing, Traditional marketing works assume that a consumer purchases a product based on that products attributes, however, increasingly so, consumers purchase products based not only on the attributes, but, also on the greenness of the product. Tied in to this is the issue of corporate image, . Tesco’s green posturing is just a marketing gimmick. A green loyalty card system is seen as the most recent attempt to go green. However, such a scheme has been met with criticism from industry professionals. Some argue that although the scheme has a positive effect on the environment, this is not solely the reason Tesco adopted such measures. Some would argue that Tesco do such schemes to reflect a positive corporate image. However, it must be noted that Tesco feed to the public the image that they want to feed to the public. For example: it is conclusive that encouraging consumers to bring their own bags to shop with is a positive environmental move, however, one could question why, everyday Tesco let thousands of food produce go to waste. Reports on the Internet suggest that, once food produce is deemed out of date, Tesco, under health and safety laws throw the food away.
Earlier this year, Tesco were found to be advertising laundry tablets and toilet cleaners as green. Tesco’s new eco range was advertised throughout the store as a friendlier and safer alternative to other domestic brands. However, reports found that the products, which were marketed with green claims, had no supporting