The Green Revolution In Marketing
Introduction
Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. 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. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing issues.
Fundamental
Issues For Discussion
One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. While some literature does exist, it comes from divergent perspectives. This paper attempts 1) to introduce the terms and concepts of green marketing; 2) briefly discuss why going green is important; 3) examine some of the reason that organizations are adopting a green marketing philosophy; and 4) mention some of the problems with green marketing.
What is Green
Marketing ?
Unfortunately, a majority of people believe that green
marketing refers solely to the promotion or advertising of products with
environmental characteristics. Terms like Phosphate Free, Recyclable,
Refillable, Ozone Friendly, and Environmentally Friendly are some of the things
consumers most often associate with green marketing. While these terms are
green marketing claims, in general green marketing is a much broader concept,
one that can be applied to consumer goods, industrial goods and even services.
For example, around the world there are resorts that are beginning to promote
themselves as "ecotourist" facilities, i.e., facilities that
"specialize" in experiencing nature or operating in a fashion that
minimizes their environmental impact.
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