Green marketing, global warming, environment conscious

Abstract

Green Marketing consists of all actions aimed at using the ecological positioning of a brand or product to increase sales and improve corporate image. Green Marketing may be based on the ecological characteristics of a product (raw green, recyclable or biodegradable etc), Green promotions (a tree planted for a purchase), or on the company's environmental promises (foundation, environmental actions). Under Green Marketing, it is sometimes difficult to distinguish purely marketing objectives from a true citizens' initiative.

Today's companies need to work throughout their production chain to claim a policy of environmental protection, including supply, energy use, and suppliers. All factors must be audited to determine the best solution for the enterprise to satisfy the needs of the consumer as well as the environment, and companies who are able to do so will receive the custom of this important new target clientele of responsible consumers, who are environmentally involved.

Thus there is a growing interest among marketing services to mainstream environmental considerations into their policies. The environment is thus a complex subject marketing professionals, but there is significant potential for branding which can help create proximity between it and the consumer. It touches on notions of the self.

For the past twenty years the environmental and ecology plays an increasing role in people's lives, most people have realized the need to preserve the planet so that it can persist and that future generations may know Earth as healthy as that experienced by our parents or grandparents.

Thus we see a proliferation of safeguard actions, such as the development of sorting, transport green (gas-powered buses for example), or the removal of plastic bags in hand. Following this many other economists and marketing specialists have contributed their knowledge to create new theories and new concepts such as sustainable development is supposed ecology related to the economy while maintaining an ethical and mandatory sustainability.

Although the term "sustainable development" is known by 67% of French people (according to an Ipsos study commissioned by the Secretariat of Sustainable Development) its meaning is much less.

Here are the three pillars that make up sustainable development: the protection of the environment and the overall balance of the planet; social equity and the fight against poverty and inequality; a new form of economic growth.

Thus we see that one of its bases is to protect the environment, but it includes both the limitation of toxic waste, respect for human rights at work (and thus avoid child labor) deforestation, research and use of new renewable and clean. To go this way, companies need to adapt their mode of production and consumption, try to produce healthier, to provide friendly products environment and communicate this principle and thus adopt a strategy for marketing green.

It was during a UN summit in 1987 that the concept of sustainable development is used for the first time by Ms. Brundtland, Norwegian Prime Minister at the time. Since then, the concept has developed, has gained importance and has received many definitions. During the various researches for this work, three concepts of sustainable development have been identified, each with their specific but respecting the definition of Brundtland.


Tags: Green Marketing, global warming, environment conscious