...Peer Reviewed Title: An Introduction To Green Marketing Journal Issue: Electronic Green Journal, 1(2) Author: Polonsky, Michael Jay, University of Newcastle Publication Date: 1994 Publication Info: Electronic Green Journal, UCLA Library, UC Los Angeles Permalink: http://escholarship.org/uc/item/49n325b7 Abstract: The scope and importance of the relationship between business and the environment, and a survey of the pitfalls and abuses. eScholarship provides open access, scholarly publishing services to the University of California and delivers a dynamic research platform to scholars worldwide. Polonsky: An Introduction To Green Marketing An Introduction To Green Marketing Michael Jay Polonsky Department of Management, University of Newcastle, Newcastle NSW 2308, Australia. TEL: 61(49)216-911. Fax:61(49)216-911. INTRODUCTION Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Some evidence of this is the development of journals such as "Business Strategy and the Environment"...
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...Synopsis for the Partial Fulfillment of Degree Green Marketing Itisha Gupta Intg. BBA+MBA (O&G) Under The Guidance of: Mr. Rajeev Kumar Ranjan Assistant Professor College of Management & Economic Studies University of Petroleum and Energy Studies Dehra Dun - 248007 CONTENTS: 1. Introduction and Discussion of the Research problem. 1.1 Introduction 1.2 Problem Discussion 2. Literature Review 3. Methodology 3.1 Research Objectives 3.2 Research Strategy and Approach 3.3 Method Analysis 4. Limitations and Implications 5. Conclusion 6. List of Universities 7. List Of Websites 8. Work flow chart 9. References Introduction: The term green is given to those products and processes that are biodegradable, save energy and resources or are manufactured & disposed using environmental friendly techniques. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. Why Green Marketing? In today¶s scenario, both consumers and the companies prefer green products. There is growing interest among the consumers all over the world regarding protection of environment. In certain cases, the more environmental friendly product influences the purchase decision of the customers, who look to reduce energy consumption and waste generation. ³ When a movement becomes too popular, it is then the corporate...
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...Contemporary Issues in Marketing Green Marketing Enduser Green marketing Introduction The profit of a company depends on the consumption from their customers. In the traditional marketing, firms often focus on their products rather than the insights to their consumers. In the last few decades the way how consumers make their purchasing decisions has changed a lot due to some of issues, such as health, lifestyle, science, technology and environment. People nowadays gradually realize the environment deterioration and trying to do something to help it. Therefore, as consumers are the roles of protecting the environment in the marketing area, marketers should make more efforts to create a connection between marketing and environmental- friendly awareness. In order to achieve the aim that purchasing can satisfy customers in environmental issues, some companies use green marketing strategies in terms of recycle materials, saving energy and preventing pollution. In this essay, three articles will be discussed and the insight to green marketing and environmental issues will be determined. The relationship between customers and green marketing According to Jeff Kohan (2013), green marketing starts with creating a maintainable connection with the right consumers. The right consumers can be seen as those people who have eco-friendly awareness. Consumer buying behaviours can be affected by the feature of marketing strategy. The most significant characteristic is the self-concept...
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...Strategies in Overcoming National or Industrial Marketing Barriers Table of Contents Introduction 3 1.1 Research context 3 1.2 Research aim & objectives 4 1.3 Research questions 4 1.4 Significance of the research 4 1.5 Structure of the dissertation 5 Literature review 6 2.1 Concept of marketing barrier 6 2.2 Concept and nature of green barriers 7 2.3 Influences of trade green barriers to international marketing 8 2.4 Reasons of encountering green marketing barriers 9 2.5 Strategies of overcoming national and industrial marketing & green barriers 10 Methodology 12 3.1 Justification of research method 12 3.2 Documentary analysis method 12 3.3 Case study analysis method 13 3.4 Ethical consideration in research methods 13 Conclusion 14 Introduction 1.1 Research context The sustainable development of social economy has become the world focus. With intensification of economic globalization and trade liberalization, the national and industrial barriers as the protection methods have been reduced. The major trade partners such as Europe, the US, Japan, Singapore have made stricter requirements and standards for market entry and imports. This has given rise to the product of marketing barriers or green barriers. In the meantime, the dependence on foreign trade and on the international market has strengthened the competition of different industries. Thus, the companies should construct the marketing strategies catering to its own features and...
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...Task: Research Report Green marketing: How The Body Shop Australia applies it by Lucy Wang November 2014 Course: Monash University English Language Bridging Program for University Teachers: A. Smith & M. Webb BUSINESS & ECONOMICS Table of Contents Executive Summary ……………………………………………………………………………………………………………….ii 1. Introduction……………………………………………………………………………………………………………………….3 2. Green Marketing………………………………………………………………………………………………………………..3 2.1. The four Ps of Marketing …………………………………………………………………………………………………….3 3. The Body Shop Strategy ……………………………………………………………………………………………………..4 3.1. Product Policy……………………………………………………………………………………………………………………..4 3.2. Price Policy…………………………………………………………………………………………………………………………..5 3.3. Placement Policy ………………………………………………………………………………………………………………….6 3.4. Promotion Policy ………………………………………………………………………………………………………………….6 4. Conclusions and Recommendations…………………………………………………………………………………….7 5. References ………………………………………………………………………………………………………………………….8 List of Figures Figure 1: The Body Shop Green Products……………………………………………………………………………………..5 Figure 2: Green Planet Campaign by The Body Shop …………………………………………………………………….7 i BUSINESS & ECONOMICS Executive Summary This report analyses how The Body Shop Australia applies green marketing, using four of the elements of the marketing mix, including product, price, promotion and place. The findings indicate that the company is committed to delivering green products to customers; and ...
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...Paper on: “The study of Green revolution Marketing: With special reference to Companies and their product” Presented By M.AnilSharma PGDM Ist year Emerald’s School of Business Abstract: Environmentalism has an emerged as a worldwide trend as per the requirement of today. The universal facts point out that people are becoming more concerned about the environment and so that they are shifting their behaviour accordingly. As there is change in consumer behaviour that lead to Business firms to rise and start responding to environmental changes. So to face with these companies are by practising green marketing strategies. The environmental friendly products and the Green consumerism has played a role as a catalyst in shepherd corporate environmentalism and making business firms green marketing oriented. As a result, there is a growing market for sustainable, green and socially responsible products and services. This paper is an attempt to introduce concepts of green marketing; it also briefly discuss why going green is important; it also examine some of the reasons that organizations are adopting a green marketing philosophy; and also mentioning some of the example of some corporate who have already adopted the green marketing concept and doing the business successfully. The Government of India specially the state like Gujarat has really taken a step forward to adopt the green product development by using wind power energy and promoting CNG and the list does not end...
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...Introduction: The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are environmental marketing and ecological marketing. Entrepreneurs and Green Marketing: There is a new bottom line for business. Besides measuring financial success, companies are increasingly taking account of environmental and social performance - the so-called 'triple bottom line'. Entrepreneurs with a keen business sense and a desire to make the world a better place will reap the rewards. In response to environmental and regulatory pressures, technology is advancing rapidly. To keep abreast of changes and to identify potential markets, entrepreneurs need to: * Follow trends in regulations and standards, which can create or destroy markets...
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...Marketing Plan Green Home Products xxx, xxx, xxx University of Phoenix MKT 421, Marketing xxx xxx Organizational Overview Green Home Pest Control Products, Inc is an industry leader in providing eco friendly botanical pest control solutions for consumers. Eco friendly refers to having no harmful effects on the environment or its inhabitants. Green home believes that non synthetic environmentally safe pesticides promote a cleaner and safer home environment for families with children and pets. Our company creates pest control products that utilize organic compounds that are deadly to insects, but remain harmless to humans, animals, and plants (Safer Pest Control Project, 2010). Synthetic pest control kills more than just problematic insects in the garden. Chemical insecticides may bring harmful negative consequences to humans, animals and non-targeted organisms. Birds can be harmed after eating food that has been treated. Bird’s eggs have been affected by insecticides reducing the population. Insecticides can kill bees and reduce pollination which in turn reduces crop yields. Pesticides kill indiscriminately killing both pests and their natural predators. Once the predators are gone, the populations come back stronger and more pesticides and insecticides are used. This harms the soil, stealing its natural ingredients. These products are harmful if inhaled by humans, and can be harmful to humans and pets on contact. Green Home saw this as unacceptable. We set out...
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...past four weeks of this Principles of Marketing course, we have had to choose a product and learn about the ways of how to market that product. This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there are many different varieties...
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...GO GREEN AND SAVE GREEN (ISSUES FACED BY GREEN MARKETING) TWINKLE K ANTONY(Research Scholar) Hindusthan College Of Arts And Science, Coimbatore. Email:twinklekantony@gmail.com ASST. PROF. DR. N.PAKUTHARIVU PG & Research Department of Management Studies Hindusthan College Of Arts And Science, Coimbatore. Email: npaku2000@yahoo.co.in ABSTRACT: Green Marketing incorporates greening products and greening firms. The increasing exposure of global market products and environmental issues like global warming, impact of environmental pollution in turn has raised the green sensitivity of consumers for being eco-friendly and green marketing oriented.. However in recent past green consumerism also has been gaining its lime light, Green consumerism has started playing a substance role in ushering corporate environmentalism and constructing business firms green marketing oriented. “Green marketing is defined as "Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment." This definition incorporates much of the traditional components of the marketing definition that is "All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants" In recent years, concern about the environment has been highlighted...
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...GREEN MARKETING- AN ANTHROPOLOGICAL VIEW Introduction: Years before, Mc Donald's replaced its clam shell packaging into waxed paper and "Xerox" introduced a high quality recycled photo copier. What are all these companies trying to prove? They are on the path of green marketing. They are among those few companies which has realised the importance of green marketing. According to American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Though it's a concept which had already emerged in 1980, but found its ways into Indian marketing after 2005 and it gained immense popularity in these past few years. Companies found it as a tool to re-market and re-package their existing products. Few companies found it as a tool to co-brand their products into a separate product line so that by projecting the eco friendly nature of the product they are able to hide the deficiencies in their other existing brands. Thus, green marketing is an entire gamut of activities that include product modification, changes in product process, changes in advertising etc. Emergence of green marketing, challenges and opportunities: But what has led to the emergence of green marketing is an interesting question that all the marketers find to answer. An ubiquitous thought behind green marketing is as the resources are limited and the human wants are unlimited, all the companies wants to give away with the wastage of resources. Off late this has...
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...ACCRA POLYTECHNIC SCHOOL OF BUSINESS AND MANAGEMENT STUDIES (DEPARTMENT OF MARKETING STUDIES) A STUDY INTO THE EFFECT OF ENVIRONMENTAL MARKETING ON CORPORATE BODIES. A CASE STUDY OF ACCRA BREWERY COMPANY. PRESENTED BY: Dennis kankam A PROJECT SUBMITTED TO THE DEPARTMENT OF MARKETING THE SCHOOL OF BUSINESS STUDIES, ACCRA POLYTECHNIC, IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR AWARD OF THE HIGHER NATIONAL DIPLOMA JULY, 2013. CHAPTER ONE 1.0 INTRODUCTION 1.1 Background of the Study Environment is simply our surrounding. The increased awareness on environmental issues is as a result of increased publicity on the media on issues such as, the warring off of the ozone layer and increased pollution of the environment by industries. Customers have become concern about their everyday habit and the impact it has on their environment, (Baumann, H., Boons, F., Bragd, A, 2002). Managing environmental safety issue is highly challenging, time consuming and expensive. There are many laws on environmental safety that have made companies liable to any wrongdoings. These laws cover areas such as, harmful pollution, managing of hazardous materials and so on. As a result, several hazard controls, pollution control and prevention programs are held in different parts of the world on emergency procedures, contingency planning and employee training, (Baumann, H., Boons, F., Bragd, A. 2002). Similarly, many regulatory bodies and acts are set to ensure environmental...
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...INTRODUCTION: The term green is given to those products and processes that are biodegradable, save energy and resources or are manufactured & disposed using environmental friendly techniques. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. WHY GREEN MARKETING? In today’s scenario, both consumers and the companies prefer green products. There is growing interest among the consumers all over the world regarding protection of environment. In certain cases, the more environmental friendly product influences the purchase decision of the customers, who look...
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...|Professional Post Graduate Diploma in Marketing | | | |Chartered Institute of Marketing | | | | | | | |Candidate No: 13184461 | | | |Center Name: Management Development Centre (MDC) | | | | | |Subject: Emerging Themes | | | | | |Word Count for Discussion Paper: | | | |Task One: 555 ...
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... “CONTEMPORARY ENVIRONMENTAL MARKETING – Emerging Trends of Environmental Marketing in Indian Perspective” SUPERVISOR Submitted By: Submitted to: Deepa Singh IFTM University Moradabad. INTRODUCTION In our days the environmental problems seem to concern all active citizens, enterprises and institutions all over the world much more than thirty years ago. International researches show that the consumers worry more about the environment and change gradually their behaviour (Arbuthnot, 1977; Simon, 1992; Diamantopoulos et al., 2003). Thus, a new market for viable or sustainable products emerges, which is further strengthened by active consumers, since it is a way to contribute - although indirectly - to the protection of the environment (Cornwell and Schwepker, 1995; Cleveland et al., 2005). The enterprises gradually recognize the various competitive advantages and the enterprising opportunities (Johri, 1998) that arise from this ecological consuming approach, entering the word "green" in many of their activities. Thus, in parallel with the concept of Corporate Social Responsibility, the concept of "Environmental Marketing/Green Marketing" has also been cultivated with sufficiently effective practices. According to the American Marketing Association - “Environmental Marketing is the marketing of products that are presumed to be environmentally safe”. Thus environmental marketing incorporates a broad range of activities...
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