Green Marketing
Social and Economic Costs of Environmental Sustainability
Green Marketing: Is it Worth It?
Table of Contents
Table of Contents 2
Introduction 3
Social Costs 3
Economic Costs 4
Social Benefits 7
Economic Benefits 8
Conclusion 9
References 11
Appendix 12
Robert Willson Reflection 12
Jordan Lebel Reflection 13
Varun Dhir Reflection 14
Bryan Sheldon Kiernan Reflection 15
Kevin Moffat Reflection 16
Introduction
It is impossible to ignore the scientific evidence that outlines the serious effects of climate change. The majority of the affects are coming from products humans use day in and day out. This knowledge that we have in regards to climate change clearly exposes a lot of business opportunities. Green marketing can be used by many different organizations and applied to many different products. But before an organization can try to sell green products or services, they must ensure that the target audience is a strong believer in climate change mitigation. It is very important that the consumer has been educated on the effects of climate change and is willing to adapt. The consumer may not want to pay a premium for the environmentally friendly product, so it is important that the organizations outline the social and economic benefits of using the product. This will than allow the consumer to begin the buying process by seeking environmentally friendly products and services.
This report will first outline the social costs of environmental sustainability; this will include topics from convenience to lack of acknowledgement. It will then outline the economic costs, followed by social and economic benefits. The concluding remarks will outline whether or not green marketing is worth it overall.
Social Costs
There are numerous barriers to environmental support especially when dealing with the social aspects. Consumers must believe in global warming before they can start to support it. Green related products remain a
Green Marketing: Is it Worth It?
Table of Contents
Table of Contents 2
Introduction 3
Social Costs 3
Economic Costs 4
Social Benefits 7
Economic Benefits 8
Conclusion 9
References 11
Appendix 12
Robert Willson Reflection 12
Jordan Lebel Reflection 13
Varun Dhir Reflection 14
Bryan Sheldon Kiernan Reflection 15
Kevin Moffat Reflection 16
Introduction
It is impossible to ignore the scientific evidence that outlines the serious effects of climate change. The majority of the affects are coming from products humans use day in and day out. This knowledge that we have in regards to climate change clearly exposes a lot of business opportunities. Green marketing can be used by many different organizations and applied to many different products. But before an organization can try to sell green products or services, they must ensure that the target audience is a strong believer in climate change mitigation. It is very important that the consumer has been educated on the effects of climate change and is willing to adapt. The consumer may not want to pay a premium for the environmentally friendly product, so it is important that the organizations outline the social and economic benefits of using the product. This will than allow the consumer to begin the buying process by seeking environmentally friendly products and services.
This report will first outline the social costs of environmental sustainability; this will include topics from convenience to lack of acknowledgement. It will then outline the economic costs, followed by social and economic benefits. The concluding remarks will outline whether or not green marketing is worth it overall.
Social Costs
There are numerous barriers to environmental support especially when dealing with the social aspects. Consumers must believe in global warming before they can start to support it. Green related products remain a
References: Dresselhaur, M.S., Thomas, I.L., 2001, ‘Alternative energy technologies’ Nature vol. 414, pp. 2 Ekins, P. 2000, Economic growth and environmental sustainability: the prospects for green growth, Routledge Lin, Y, 200, Global Warming and it’s astro-causes. Kybermetes, Vol 40 no. 4, pg 411-433 Mintel, J 1995, The Second Green Consumer Report, London. Ottman, J 1996, ‘Green consumers not consumed by ecoanxiety’, Marketing News. 30:13. Prakash, A 2002, ‘ Green Marketing, Public Policy And Managerial Strategies’ Business Strategy and the Environment. 11: 285-297 Queensland Government: Environmental Protection Agency,‘ “Green Marketing”: The competitive advantage of sustainability’. Viewed on 15th April, retrieved from < http://www.epa.qld.gov.au/publications/p01860aa.pdf/Green_marketing_the_competitive_advantage_of_sustainability.pdf> Smith, A, 2007, Making the case for competitive advantage of corporate responsibility. Business strategy series, vol 8 no. 3, pg 186-195. Uwe, Latacz-Lohmann, Carolyn, Foster, 1997, ‘From “niche” to “mainstream” – Strategies for marketing organic food in Germany and the UK’, British food journal, vol. 37 no. 8, pp. 275-282