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
[...] To summarize, any project aiming to achieve these five dimensions is a project under the Sustainable Development. The laboratory model of the region In 1990, the region of "Saguenay-Lac-Saint-Jean" gave itself the mission of becoming the region's sustainable development laboratory .This model was built under the model of Jacobs and Sadler. If the latter put forward the concept of sustainable development in three dimensions (ecological, economic and social), it has now evolved towards a tetrahedron to accommodate a fourth dimension, which is equity. [...]
[...] The appearance of the green product has led to many innovations in terms of concepts including the use of the product and its lifecycle from the conception (by the'' eco- design''), its use (we speak eco-efficiency'') and its recycling. All of this was born with a new way of thinking within the company called the economic strategy. However the concept is currently the most popular seems to be the green packaging that does not directly address the product but the packaging and how it is distributed. The green packaging The transmission and distribution should not be neglected. What is the use to produce environmentally friendly products if its distributor or its carrier fails to move in this direction? [...]
[...] However only half of these people admit that this extra cost is justified; particularly among women who are more concerned with the act of purchasing than men. The concern here is for companies to show their customers that the justification of the price they propose on the production of this type of product requires a higher cost (due to fewer raw materials, lack of saving scale, longer manufacturing process, the investments needed to adapt their production system . Only they have no means to support this phenomenon where the additional cost is of loss of customer confidence; and green marketing is reaching its limits if it is not possible to give quantified evidence to buyers. [...]
[...] The product, brand and the company then build an image of a company committed to environmental protection. Companies have therefore focused on the fact that people and consumers are increasingly interested in ecology and sustainable development, which is why it bases their communication on these phenomena. They realized that to win consumer confidence they should get to know them first, then provide information on the work they do, thanks to the direct or indirect advertising. In this way today marketing communications no longer aim to consume more, but to eat better and become aware of other social and environmental issues on which the company wishes to speak, this type of speech development, assistance of brand awareness that is considered responsible, can help retain customers and win market share from competition. [...]
[...] It is considered under four aspects of natural resources; use, production, pollution and wastage. It closes the loop as a result of this study we will be able to assess what needs to be changed for eco-product'' that is to say a product that will be environmentally friendly throughout its chain of production, so the companies and consumers should strive to become eco-efficient to do more with less power (as in the principle of better consumers where it is recommended to buy less but buy better at quality). [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
