essay about green marketing

Green Marketing: Purposes and Benefits Essay

Green marketing is a term that is used to refer to a corporation’s attempt to associate its products and its services with the environmental values and images. Usually the products and services are sold with an aim of benefiting the environment as well as creating a user friendly environment. To effectively achieve this target companies tend to produce their goods as well as packaging them in a way that the product portrays the image of being environmentally friendly. The major assumption of green marketing is to make the potential customers to view a product or a service in inform of greenness which acts as a benefit to the company since such potential assumption by the consumer influences the consumer to willingly pay more for greener products than they would for less-greener alternative product (Cox,10).

Green marketing is usually used for three major purposes which include; Product promotion or sales normally here it entails green product advertising where the products are advertised in an attempt to market products as having a minimal impact on the environment and to project an image of high quality including environmental sensitivity relating to the manufacturer’s record of compliance. The second reason for green marketing is for image enhancement which can be described as the use of advertising to improve the image or identity of a corporation reflecting its environmental concern and performance and finally green marketing is used for image repair which can be seen as a term which refers to a situation where the company tends to use its public relations to restore a company’s credibility after environmental harm or accident (Cox, 13).

Green washing can be termed as a practice where a company tends to make misleading claims concerning the environmental benefits of a certain product, service, technology or even company’s practices that do not really reflect the truth. Green washing tends to make a company appear more environmentally friendly when in actual sense it does not care about the benefits of a company being environmentally friendly.Company’s tend to use green washing in order to differentiate their products from their competitors (Cox,15).

Corporations can be used as major tool in conservation of the environment. This therefore concludes that corporations can actually help in conserving the environment through the following ways. To begin with, corporations can implement industry advocacy campaigns which are aimed at influencing legislation. Examples could be implementation of some policies such as the Pollution Trading Rights also called cap and trade which are legal mechanisms which can be used in market forces like supply and demand as leverage means to reduce pollutants caused by private industry. The best known policies which can be implemented by organization as way of conserving the environment is the pollution trading rights where efforts should be done by the corporations to reduce the amount of sulfur dioxide which is believed to be chief source of acid rain that is believed to have a negative effect on the environment (Cox ,25).

Furthermore the corporations can help the environment through arranging activities which allows the publics participation in environmental decision and this may include the study of citizens’ comments on national forests management plans, innovative models to conserve the forests using citizens’ recommendation, ways in which water quality in the Great Lakes can be conserved, educating the public on the major sources of pollution especially local communities. Corporations can put in place programmes which help in environment conservation such as toxic Release Inventory which is a database that makes available all the data collected annually on releases of toxic materials into the air and water. This will help in empowering citizens through information and holding the local governments and companies accountable (Cox, 30).

Another way through which corporations can help the environment is by the corporations involving themselves in free activities which are aimed at conserving the environment like tree planting in areas which have experienced deforestation due to cutting down of trees to create land for farming as well as for charcoal burning, fully implementing the environmental policies an example is National Environmental Policy Act which focuses on the involvement of the public in environmental decision making in a comprehensive manner.NEPA will help in the full disclosure of environmental matters both to the to the public as well as public hearings as well as creating opportunities for public comment (Cox, 45).

Corporations can also help the environment through the facilitation of Cooperative Conservations which requires agencies such as EPA to collaborate with private landowners when forming laws that apply to the areas. This will help in reduction of deforestation since the people will have a say in decisions which affects their lives. Furthermore the corporations can collaborate with partnerships such as Natural Resource Partnerships which is an informal working groups organized around regions with natural resource concerns.Moreover the organizations help in establishment of Community-based Collaborations which usually involves individuals and representatives of affected groups to address a specific, short-term problem in a local community concerning the preservation of the environment (Cox, 56).

In conclusion corporations therefore help the environment through fully participating in activities which are aimed at environmental conservation as well as implementing necessary policies which ensures that all the corporations adhere to and put in place necessary measures to conserve the environment

Environmental Justice refers to calls in recognizing and halting the disproportionate burdens that are imposed on the poor minority communities by the existing conditions. It can therefore be described as a movement which has its vision in creating an environmentally stable and health environment for all the communities. Environmental justice incorporates the more inclusive opportunities for all kinds of people to make decisions concerning the public. The environmental justice therefore is a movement with the aim of making the public recognize the quality of life for all and the need to understand that every individual has a right to safer and healthy place to live as well as to work regardless of the individuals race, colour, nationality.origin or income when it comes to the development, implementation and enforcement of environmental laws, regulations and policies (Cox, 66).

On the other hand the greater environmentalism movement can be defined as an advocacy movement which has a symbolic discourse aim of supporting the conservation and preservation of finite resources (Cox, 26).The Environmentalism movement therefore is a term referring to a movement which is concerned with the conservation of the environment on diverse, scientific, social and politic environment. Environmentalists therefore can be seen a form of activist for sustainable resource management and the protection of the natural environment by the implementation of changes in the public policy as well as individual behavior. Normally the campaigns of environmentalism are done through a mode of communication which is used by many agencies that are sometimes called information campaigns (Cox, 75).

Furthermore the campaigns for the environmental protection and conservation normally have three purposes which are aimed at larger audience, have a defined time limit and it involves a lot of organizational set of communication activities. These campaigns tend to differ from that of environmental justice since the most issues of the environmentalism are institutionally sponsored by such organization such as non-governmental organizations and other environmental organizations while the environmental justice mostly involve both communities of a nation and individuals participating in the call for creating an equally stable environment.In addition most public health campaigns done by the environmentalism seek to change the individuals attitudes and behaviors (Cox ,14).

Environmental justice advocates resist the label of greater environmentalism because the greater environmental movement which is just centered around ecology, health and human rights and the preservation of the green environment (Cox, 80). Furthermore the environmentalism movement is just concerned about the green environment without considering the concerns of the poor and minority which are sometimes seen as less serious due the implicit norms which are seen as important to the appropriate matters or environmental health or regulatory responsibility (Cox,90).This issue makes the environmental justice to resist the label of greater environmentalism since the environmental justice seeks the equality in the protection from both environmental and public hazards for all the people regardless of their race, income, culture and social class. Moreover it emphasizes on the disproportionate share of the negative environmental consequences which may result from the consequences of industrial, land –use planning as well as the municipal and commercial operations (Cox, 91).

In order to bridge this gap the two movements should all understand that the conservation of the environment is for the benefit of all members of a society and the implementation of conservation should be aimed at making all the people participate in the conservation and protection including the poor. Therefore the environmental justice advocates and the greater environmentalism should all agree that environmental conservation is for and must aim at improving all the lives of all the people and not just concerned with the preservation of a greener environment with considering the quality of life for all the people since without considering quality of life for all the people then the issue of environmental conservation is of no use (Cox, 31).

In addition both the environmental justice advocates and the environmentalism movement should first define their objectives, audiences as well as strategies needed when carrying out such campaigns that concern the environment (Cox, 20). Furthermore the campaigns should be more effective and focus on more concrete objectives as well as ensuring a larger public demand on the support of the objectives. In addition these advocacy campaigns should try to achieve concrete victories by building public demand and by mobilizing support and by holding public officials etc accountable for the objective (Cox, 22).

One of the major challenges encountered the conceptualizing of both the environmentalism and the environmental justice is the differences in perceptions the two advocates have when it comes to the socio cultural influences like values, information bases and strategies.The other challenge is the difficulties incorporating the two movements to a manner in which the two movements can actually bring together their ideas to agree on one since each one has its different intentions as well as mission ( Cox ,28).

Works cited

Cox, R. Environmental Communication and the public sphere. Thousands Oaks, CA: Sage Publications, Pg 10-90 (2006).

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Marketing is a practical approach to social responsibility, placing more significance on maximizing the wealth of shareholders and owners (Kärnä et al., 2003). To many, marketing incorporate rapacity and is responsible for impacts arising from over-consumption and overdevelopment, built in short-term personal benefits rather than social welfare and quality of life. It is over- passionate marketing by tourism organizations not acknowledging the tragedy of the commons that has charmed pile tourism to eco-sensitive path, bringing with it many discernible impacts on the communal and pure environments (Batra, 2006; Dinan and Sargeant, 2000; Wheeler, 1995). Relatively to promoting tourism as a common activity, tourism marketing managers and developers tend to examine it as a reference of quick economic growth, focusing merely on the expansion of overall visitor numbers. Such a short-sighted view of the role of marketing has been the reason for the overdevelopment in many tourist destinations, a situation that have impel multiple of these paths quickly into the declining stage (Batra, 2006). Marketing can, although, be an important tool for boosting more eco-friendly patterns of consumption as well as selling new life-styles. Marketing is extensive in scope, therefore, be improved so as to participate to finding workable trade-offs between economy and ecology. Sustainability should be the sign of a green marketing philosophy (Charter 1992) and for those that believe in working to create sustainable businesses, green marketing is the way ahead. Peattie expound green marketing as “the holistic management process responsible for identifying, anticipating and satisfying the needs of customers and society, in a remunerative and retainable way” (1995: 28). Similarly, Charter conceptualized it as “a holistic and rationable strategic management process that identifies, anticipates, satisfies and fulfils stakeholder needs, for a sensible reward, that does not unfavorably affect human or natural environmental well-being” (1992: 141). Unalloyed green marketing and sustainability reasoning share a holistic view, and proponents of this holistic view stress that green marketing must appraise the entire range of activities in which the company is involved (as opposed to greening transmissions alone, which is greenwashing). Holistically, compaign such as planning, new product development, alters to the production process, logistics, packaging, pricing, distribution as well as promotion and advertising should be foregrounded in the green marketing process (Chamorro and Bañegil, 2006; Ottman, 1998; Peattie, 1999; Polonsky and Rosenberger, 2001; Wasik, 1996; Welford, 1995). So, green marketing is not merely about the end product. Rather, it must appraise the influence to the entire life cycle of the product, because how a product is developed cannot be inaccessible from how it is consumed and how it affects the environment (see: Fuller, 1999; Shrivastava, 1995a; Shrivastava 1995b). Without such a vision, the company can be inculpating of greenwashing. Its portrayal of a green image will backfire, and the environment will not benefit (Grant, 2007; Peattie, 1999). The literature shows that firms have taken different approaches to green marketing activities (Baker and Sinkula, 2005a; Baker and Sinkula, 2005b; Crane, 2000b; Drumright, 1994; Hudson and Miller, 2005; Kärnä et al., 2003; Menon and Menon, 1997; Polonsky and Rosenberger, 2001). In many cases, firms claim to embrace Business Environmental Responsibility (BER) because they realize that this is the right thing to do and perceive they have a duty to behave in a socially sensible manner- in other cases because they approach underneath stakeholder pressure, and clearly many will fall in between. Firms mostly with the first orientation have modified their entire corporate culture to make sure that environmental issues are incorporated into every aspect of their business. These are rare cases. Empirical hospitality research has, however, shown that altruism is an important motivator for many hotel firms that have been involved in environmental schemes (see: Ayuso, 2006; Rivera and de Leon, 2005; Tzschentke el al., 2004). Many major hotel companies have developed various programmes to protect the environment. For example, in order to improve the monitoring of the environmental performance of its facilities, Hilton Hotels corporate management decided to create Hilton Environmental Reporting (HER), an environmental reporting and benchmarking system for all its facilities (see: Bohdanowicz, 2007). Accor practices the “Earth Guest Program” for preserving and protecting the natural environment and supporting local development. Marriott has implemented the ‘‘Green Marriott’’ program for environmentally responsible hotel operations to support environmental protection and community involvement (see: Lee and Park, 2009). The Rezidor Group has the ‘Responsible Business Programme, dedicated to three main areas of responsibility: health and safety of employees and customers; respecting social and ethical issues in the company and the community; and reducing negative impacts on the environment. Unfortunately, not all firms that claim to be environmentally friendly are genuinely green. Some principally exploit the idea to gain greater market share, jumping on the green bandwagon without making any substantive change in their environmental actions and performances (Polonsky and Rosenberger, 2001). The most quoted example is claiming to be green by only having a (washing less often) towel and linen agreement. Green marketing has faced a backlash because of its failure to live up to its promises as a tool for promoting ecological and social sustainability. Those misleading green marketing claims -green-washing- lead to consumer skepticism towards all claims, minimizing the benefits to truly committed companies who seek to promote the environmental attributes of their products in the marketplace (Chamorro and Bañegil, 2006; Crane, 2000b; Polonsky and Rosenberger, 2001). The literature contains many different frameworks for green marketing strategies, commonly modelling behaviour around the levels and methods of the integration of environmental issues into a firm’s activities (Kärnä et al., 2003; Peattie, 1999; Pujari and Wright, 1996). These are generally inspired by the conceptual ideas and hierarchies of marketing planning presented in textbooks. This research holds that greening the marketing strategy of a hotel business involves decisions at both strategic and functional levels. Strategically, the firm needs to consider the impact of greening on branding, segmenting, targeting, and product positioning. Functionally, green product opportunities must be incorporated into the management of the marketing mix (Font and Carey, 2005). Marketing strategies and functions must be logically associated with each other. If environmental functions are isolated from genuine strategic decisions, firms will not be able to avoid consumers’ apathy or distrust, ending up worse off than if they had done nothing (Grant, 2007; Kärnä et al., 2003). True green marketing should, therefore, stem from strong environmental values, which must be internalized in the wider business culture.

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Three Essays on Green Marketing Strategy

• Description

Ramirez, Edward, 1969- (author) Cronin, J. Joseph (professor directing dissertation) Christansen, William A. (university representative) Brusco, Michael J. (committee member) Smith, Jeffery S. (committee member) Department of Marketing (degree granting department) Florida State University (degree granting institution)

The overall objective of this dissertation is to contribute to the understanding of the impact of environmentally-friendly (a.k.a. "sustainable" or "green") marketing strategies on consumption behavior. A set of three essays examines the effects of the organizational adoption of green marketing strategies on both purchase intentions and actual consumption. Although a body of literature on green marketing is emerging, it is still in its infancy and lacks coherence and definitive conclusions. Given the exponential increase in the number of green offerings, and the concern exhibited by consumers, industrialists, and scientists about sustainability issues, practitioners and academics alike can benefit from a better understanding of this area of marketing strategy. The first essay contributes to theory and practice by exploring factors that impede and promote the sale of green offerings. This is accomplished by conducting in-depth interviews. Consumer and organizational respondent perspectives on factors that increase the likelihood of buying green products and, conversely, elements that decrease the quantity of green offerings purchased are sought. By leveraging a qualitative, grounded theory approach, insights into how the promotion of green offerings differs from that of environmentally non-sustainable goods and services are also investigated. Finally, by distilling the findings from these interviews, two conceptual models are developed that managers can use to develop effective green marketing strategies. The frameworks identify constructs and research streams. In summary, the intent of the first essay is to serve as the catalyst for additional empirical inquiry, while also providing insights for the implementation of green marketing strategies. The second essay is a multi-stage effort designed to operationalize customer perceptions of a firm's environmental-sensitivity, or green market orientation. First, a literature review is conducted in order to identify a theoretical foundation for the green market orientation construct. Next, a qualitative study featuring in-depth interviews is undertaken to generate a pool of survey items to measure the green market orientation construct. The items are then subjected to a purification process (cf. Churchill 1979). Once developed, the scale is used to assess perceptions of a firm's level of green market orientation. By casting the construct relative to several managerially relevant variables, its nomological validity is assessed. In particular, a mediated model of the impact of green market orientation on consumer outcomes is estimated. Thus, the essay contributes to theory by developing a green market orientation scale from a consumer's perspective. The essay also contributes to practice by testing the effects of the implementation of such a strategy on consumer outcomes. Using an experiment, quasi-experimental design, and a structural equation model, the third essay examines the effects of an integrated marketing communications (IMC) campaign on changes in consumption and consumer attitudes. More specifically, using three studies, the essay contributes to practice by testing the effects of the implementation of a green promotional "treatment" on consumer behaviors. The essay also contributes to theory by testing the effects of two newly devised scales on a measure of consumer attitudes. The results provide information regarding the utility of promoting the firm as having adopted a green marketing strategy on shaping customer behaviors. Finally, a summary chapter (chapter six) is included that provides an overview of what was accomplished in the dissertation. The chapter essentially outlines what the findings were, how the findings influence theory and practice, and how future research can build on the findings. Specifically, the summary describes the literature review which outlines what is known and what is not known about sustainable marketing strategy. The summary also explains the research findings from Essay 1, which develops two conceptual models that show the factors that influence the adoption of green goods and services. In addition, the summary describes how Essay 2 tests the effects of a green market orientation on consumer attitudes. Finally, it describes how Essay 3 tests the effects of a green IMC on consumer attitudes and consumption patterns.

Green Marketing, Sustainability

March 26, 2010.

A Dissertation Submitted to the Department of Marketing in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy.

Includes bibliographical references.

J. Joseph Cronin, Professor Directing Dissertation; William A. Christansen, University Representative; Michael J. Brusco, Committee Member; Jeffery S. Smith, Committee Member.

Florida State University

FSU_migr_etd-2131

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