Green Marketing is a holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfills stakeholder needs for a reasonable reward that does not adversely affect human or natural environment well being.
Other definitions and concepts of Green Marketing:
- Usually cover the political aspects, fair trade, conservation, non-profit, humanitarian, ecological, equality, social justice, neo-consumerism and CSR.
- Green product – safety, satisfaction, sustainability, social acceptability.
- Process of selling products and/or services based on their environmental benefits.
- Such a product/service may be environmentally friendly in itself or produced and marketed in an environmentally friendly way such as:
- Being manufactured in a sustainable fashion
- Not containing toxic materials or ozone depleting substances
- Able to be recycled or is produced from recycled materials
- Being made from renewable materials
- Not making use of excessive packaging
- Being designed to be repairable and not ‘throwaway’
- Ethical sourcing of raw materials
- Practiced by companies that are committed to sustainable development and corporate social responsibility.
- Transparency, connectivity and increased awareness of sustainability – add to the value of marketing messages
- Respect for the community and environment
This type of marketing can be more expensive, but it can also be profitable due to the increasing demand.
Aspects of Green Marketing
- Promotion of production and consumption of quality products
- Fair and just dealing with customers and society
- Protection of ecological environment
Goals of green marketing
- Implementing sustainable business practices
- Demonstrating social responsibility
- Reducing expenses – packaging, transportation, energy/water usage etc.
- Safe and mindful products and services