Which of These Is an Example of Green Marketing?
“Green marketing”? Doesn’t the term sound a little like “hippie marketing”? Maybe you have heard about it and think that is a great way to market green products or services. Or maybe you are wondering which is an example of green marketing? In this article we will try to give a clear definition.
First let us consider the difference between traditional and green marketing. Traditional marketing is one which seeks to solve a problem or meet a need. Green marketing, on the other hand, is a way of increasing awareness, popularity, and profitability of a business by engaging people at a more personal level and emphasizing the social aspect of their lives. For example, a health food store could use its marketing dollars to create television commercials with a strong message of helping the earth. This is because it will reach a much broader audience when it is connected to the social ideals of caring and respect for nature, rather than focusing solely on profit.
In addition to the obvious difference in focus, green marketing also has a different objective from traditional marketing. For example, in the case of a food store the goal would be to increase sales while minimizing waste. However, in this case the food store would not be focusing on increasing profit. The goal of c. social responsibility and eco-friendly marketing, however, is to decrease waste while increasing sales. Here, the focus is on the social aspect of the cause marketing, not profit.
A final example of green marketing can be drawn from the food market. When a food company combines organic and conventional marketing they are engaging in a form of “ecofertamental” marketing. As an example, one company has introduced new apple snacks that are made from organic apples, organic oranges, and cheddar cheese.
This corporation believes that by using this special spring promotion opportunity they are communicating their values of social responsibility and ecological responsibility to customers while also increasing their customer loyalty. They view this as a two-way street. The consumer benefits by having additional apple snacks and the business benefits by increasing their customer loyalty. The message sent to the public is that this company cares about the environment and their customers’ health. Therefore, both businesses benefit from green marketing.
Again, when answering the question “which of the following is an example of green marketing?” it is important to remember that the message being communicated must in some way communicate a social or environmental responsibility. If a business uses the example of using the new special spring promotion to explain their commitment to using fair and environmentally friendly manufacturing processes they may not meet all of the criteria for this example, but meeting a few of them may be enough for them to meet the other requirements for the definition. A business that carefully chooses the types of environmentally responsible practices that they engage in may be able to successfully meet all of the required criteria.