Green
http://www.imbaenergyclub.gr/2012/10/10/green-marketing-from-theory-to-practise/
By Karolos – Konstantinos Papadas
PhD Candidate in Marketing, AUEB
It has been noticed that during periods of recession or social change, megatrends such as “quality movement” (1970’s), “globalization” (1980’s) and the internet (1990’s) emerge. In recent years, governments, NGO’s and agencies have been informing the citizens about the harmful consequences of human activity on the environment. Environmentalists are highly concerned about the increase of CO2 emissions, excessive water usage, industrial pollution and depletion of natural resources. In this light, corporations, as active members of society, need to address their impact on the environment and begin using environmentally friendly means of production.
Sustainable development seems to be a key strategy for businesses as the market is becoming more and more competitive due to the global financial crisis. Managers realize that the need for a Corporate Social Responsibility (CSR) strategy is imperative and, thus, they put it forward on their daily business agenda. Research studies stress the importance of implementing a CSR strategy that could yield strong competitive advantage and profitability in the long run (Porter & Kramer, 2006).The development of peoples’ ecological consciousness as well as the emergence of other top environmental issues make businesses set new priorities.
Taking into account the emergence of the above trend in corporate environmental responsibility, many multinational corporations have adopted the concept of green entrepreneurship that offers them three important advantages: low costs, additional profits and business development. In addition, green entrepreneurship could offer an important competitive advantage through product or service differentiation. Academics argue that innovation is the key to progress during recession periods and sustainable development can constitute such innovation. In
By Karolos – Konstantinos Papadas
PhD Candidate in Marketing, AUEB
It has been noticed that during periods of recession or social change, megatrends such as “quality movement” (1970’s), “globalization” (1980’s) and the internet (1990’s) emerge. In recent years, governments, NGO’s and agencies have been informing the citizens about the harmful consequences of human activity on the environment. Environmentalists are highly concerned about the increase of CO2 emissions, excessive water usage, industrial pollution and depletion of natural resources. In this light, corporations, as active members of society, need to address their impact on the environment and begin using environmentally friendly means of production.
Sustainable development seems to be a key strategy for businesses as the market is becoming more and more competitive due to the global financial crisis. Managers realize that the need for a Corporate Social Responsibility (CSR) strategy is imperative and, thus, they put it forward on their daily business agenda. Research studies stress the importance of implementing a CSR strategy that could yield strong competitive advantage and profitability in the long run (Porter & Kramer, 2006).The development of peoples’ ecological consciousness as well as the emergence of other top environmental issues make businesses set new priorities.
Taking into account the emergence of the above trend in corporate environmental responsibility, many multinational corporations have adopted the concept of green entrepreneurship that offers them three important advantages: low costs, additional profits and business development. In addition, green entrepreneurship could offer an important competitive advantage through product or service differentiation. Academics argue that innovation is the key to progress during recession periods and sustainable development can constitute such innovation. In
References: Amatruda J. (2010), Evaluating and Selecting Green Products roducts.php. Anderson, A (2009), Green Marketing, Oleson, K. (2010), Sustainability and the Measurement of Wealth: Banerjee, S.B. (1999), Corporate Environmentalism and the N. (2011), Green Marketing and CSR, International Journal of Coddington, W . (1993), Environmental Marketing, New York, McGraw- Hill. Dasgupta, P. (2007), Measuring Sustainable Development: Defining Green Products (2010), Air Quality Sciences, Inc., Atlanta. Fuller, D.A. (1999), Sustainable Marketing: Managerialecological Issues Holt, E. (1997), Green Pricing Resource Guide, The Regulatory (2008), Making ‘Green’ Marketing More Fulfilling, White Paper No. 120808. Lightfoot S, Burchell J (2004). Green hope or greenwash? The actions Hardhan Kumar Mohajan, Int. J. Eco. Res., 2012, v3i3, 1-11 ISSN: 2229-6158 IJER | MAY - JUNE 2012 Ottman, J.A. (1993), Green Marketing: Challenges and Opportunities for Hartman, C.L. (2006), Avoiding Green Marketing Myopia: Ways to Improve