Benefits of Green Marketing
Bahrain Polytechnic | Green Marketing | [Type the document subtitle] |
Osman Mansoor- 20092465
5/16/2011
|
Abstract:
This paper is a literature review on green marketing that provides a brief explanation on such a marketing concept and the main intentions of promoting green products. It discusses the reasons to why there was a stumble in this arena during the late 19th century. Inspite of the world’s growing concern for the environment, lack of belief by the consumers, high price for the green products and deceptive advertising are what have been prolonging the success of green marketing.
Introduction:
Global environmental issues have become the growing concern throughout where a lot of effort is made to resolve it but very little is being achieved. Companies have been trying to market green products in the last few decades and only until recent years have there been notable changes in consumer trends. The number of people using green products has slowly started to increase but it’s mostly for purchasing households or food items. Whereas when it comes to cars and clothing, they would rather prefer being a regular and be rather ignorant about the environment. In these areas, companies have faced a few challenges since people are not very easy to convince. Besides that, by promoting green products, firms may underperform their competitors and have lesser chances of being profitable. Advertising premium products makes consumers think twice and also the existing attitudes of many are very skeptical about the benefits of these products for the environment. Green marketing has been sending out vague messages which make it difficult to acquire the customers’ interests and thereby limits it from being successful.
Literature review:
Green Marketing is essentially the concept of promoting environment friendly products and raising the public’s awareness to use those materials and items that will benefit the environment. Such products are usually made
Osman Mansoor- 20092465
5/16/2011
|
Abstract:
This paper is a literature review on green marketing that provides a brief explanation on such a marketing concept and the main intentions of promoting green products. It discusses the reasons to why there was a stumble in this arena during the late 19th century. Inspite of the world’s growing concern for the environment, lack of belief by the consumers, high price for the green products and deceptive advertising are what have been prolonging the success of green marketing.
Introduction:
Global environmental issues have become the growing concern throughout where a lot of effort is made to resolve it but very little is being achieved. Companies have been trying to market green products in the last few decades and only until recent years have there been notable changes in consumer trends. The number of people using green products has slowly started to increase but it’s mostly for purchasing households or food items. Whereas when it comes to cars and clothing, they would rather prefer being a regular and be rather ignorant about the environment. In these areas, companies have faced a few challenges since people are not very easy to convince. Besides that, by promoting green products, firms may underperform their competitors and have lesser chances of being profitable. Advertising premium products makes consumers think twice and also the existing attitudes of many are very skeptical about the benefits of these products for the environment. Green marketing has been sending out vague messages which make it difficult to acquire the customers’ interests and thereby limits it from being successful.
Literature review:
Green Marketing is essentially the concept of promoting environment friendly products and raising the public’s awareness to use those materials and items that will benefit the environment. Such products are usually made
Bibliography: Kilbourne, W. (1995). Green advertising: Salvation or oxymoron? Journal of Advertising, 24(2), 7-7. Retrieved fromhttp://search.proquest.com/docview/236599259?accountid=26303 Leila, H Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research,8(4), 357-370. Retrieved from http://search.proquest.com/docview/213429296?accountid=26303 Rowlands, I., Parker, P., & Scott, D Tatum, M. (2011, May 16). What is Green Marketing. Retrieved May 16, 2011, from Wise geek: http://www.wisegeek.com/what-is-green-marketing.htm Vermillion, L Zinkhan, G., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1-1. Retrieved from http://search.proquest.com/docview/236491756?accountid=26303