The Emergence of Green Marketing and its impact on the business world and consumers

Key Takeaway:

  • To know about green marketing and its benefits in the business world.
  • To know about green marketing strategies followed by companies and their contribution to environmentally friendly
  • To know the impact of green marketing on consumers and businesses around the world.

Green Marketing is one of the latest additions to the various forms of marketing. This type of marketing was initiated to protect and promote the go green and save the earth campaign which led to the emergence of green marketing in the business world. Green marketing is a business approach that focuses on a company’s or brand, products, or philanthropic endeavours being sustainable and ecologically beneficial. Green marketing demonstrates how a firm creates and markets products in an environmentally friendly manner, as well as how it promotes and supports environmental foundations and projects. This type of marketing has enabled remarketing and packing of the existing products keeping in mind the eco-friendly environment with a bit of higher pricing. When a firm decides to embrace green marketing, it frequently becomes the central message of the brand. Many businesses can claim to donate a portion of their profits to environmental organizations or campaigns depending on their strategy.

When a company practices green marketing, they make sure that the products are usually made in a sustainable manner that does not include any harmful or toxic components or even toxic material rather they use recycled or renewable material where the end products only require minimal packaging which can also be recycled. When a company successfully develops environment-friendly products it demonstrates its commitment to sustainability and social responsibility which in turn aids in the development of brand reputation. When the company makes its product in an environmentally friendly way it focuses on green marketing and it lets its customers aware that the company is making an effort to help the environment. Green marketing helps the business to save money in terms of packaging and energy usage in the longer run. While many businesses avoid going green because its initial costs are higher but they fail to recognize its importance in the long run that the costs in terms of green marketing are lower.
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Green marketing is a concerted effort by businesses to demonstrate and market their sustainable practices while also encouraging customers and staff to be environmentally responsible. Green marketing may be utilized by both large and small businesses to highlight their efforts, and many customers will choose to purchase at green-focused firms over competitors. Green marketing or green products are protecting the environment as well as educating society on how to protect the environment. Generally, green marketing revolves around three basic aspects that are mentioned below

  • Promoting the manufacturing and consumption of pure and high-quality products.
  • Dealing with customers and society in a fair and just manner.
  • Preservation of the natural environment.

Green marketing promotes the creation of pure products using pure technology, energy saving, environmental preservation, minimal use of natural resources, and the consumption of natural foods rather than processed meals for sustainable development. Green marketing refers to people’s, social organizations’, businesses’, and governments’ activities in this area. The economic side of marketing should not be overlooked when it comes to green marketing. Marketers must be aware of the consequences of green marketing. Environmentally friendly items will have a higher price tag since the business processes employed to gather them will include additional stages, more time spent in obtaining materials, and other factors that will result in higher pricing. Thus, the products should be marketed in such a manner that it is in a position to explain the reasons behind their higher pricing when compared to non-green competitors whose products might not be environment friendly and hence might be available at a lower price.
Impact of green marketing in the business world as well as on consumers:

  • Awareness about green marketing has led people to go environment friendly in varieties of ways like reducing the usage of plastics and plastic-based products.
  • The demand for eco-friendly products encourages companies to produce and market green products on a larger scale.
  • Businesses promote the usage of more paper and cloth bags to their customers rather than plastic bags.
  • Increase in Recycling of the products by the businesses.
  • Strict adherence to protecting forests, flora, and fauna, lakes, rivers from pollution.
  • Provisions for protecting ecological balance.

Reasons for the emergence of green marketing:

  • Use of Harmful Materials: The usage of hazardous materials in products such as fertilizer, insecticides, and detergent was the primary catalyst for the development of the green marketing concept. The materials utilized in these products are hazardous to the environment. These toxic materials have had an impact not just on the environment but also on humans.
  • Not Easy to Dispose of: Boxes, containers, and other items used in the product packaging are difficult to break since they are made up of multiple layers, such as milk bags and another food packaging. If these are destroyed, they will result in a great deal of pollution. As a result, a green marketing idea has been established.
  • Opposition: The concept of green marketing was born out of opposition to the environment. Marketers employ disposable packaging, such as disposable cups, glasses, and plates, among other things. These items are referred to as disposable, although they cannot be thrown away. Because these are hazardous to the environment, they were opposed, and the notion of green marketing was born.for more information
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Green Marketing Strategies:

To incorporate green marketing into the business, several practices need to be followed in the companies marketing strategy which is listed below:

  • Getting green-certified: Several third-party green company certifications are available to assist businesses to advertise sustainability efforts. The various certifications include green seal and green business certification.
  • Make your green message known: Once the business receives the certification and is proven that the business is truly into eco-friendly usage then it’s time to spread the news. Companies can create blogs, share information about being green on social media, and display the certification stickers on their website and other channels. Promoting your environmental activities will help the business establish goodwill and attract eco-conscious customers.
  • Make sustainability a part of your organizational culture: Companies should not be a victim of green marketing without truly believing in the cause of such type of marketing. Green practices should be ingrained in the company’s culture. Every employee should be aware that the company is trying to be as environmentally friendly as possible.
  • Support eco-friendly activities and initiatives: Include green charities and programs in the company’s charitable or community outreach efforts that seek to further green efforts in the local area or around the world. Including these types of foundations in the donations will enhance the company’s reputation as a green brand and allow businesses to engage with green influencers and leaders.
  • Join Forces with Like-Minded Companies: If the company preaches sustainability yet partners with companies that don’t promote green initiatives in their marketing, the company then is at risk of damaging its reputation as not an ecologically conscious company. Businesses may cross-promote their sustainability initiatives and assist to raise the company’s reputation among customers and potential leads by collaborating with other brands that have green marketing strategies. Companies can also come together to launch cross-company campaigns and encourage environmental education.

Five Golden rules of green marketing:

  • To know who your customers are: For a company to sell its green product it should know who its target customers are and should also ensure that they are aware and concerned about the challenges that the product is designed to address.
  • Consumers should be empowered: Make sure customers believe they can make a difference on their own or in collaboration with the rest of the product’s users. This is known as “empowerment,” and it is the primary motivation for customers to purchase greener products.
  • Assuage the buyer’s fears: Consumers must think that the product does what it claims to do; they will not sacrifice product quality for the sake of the environment. Furthermore, things that don’t function will most likely end up in the trash, which isn’t very environmentally friendly.
  • Being Transparent: Consumers must trust the legitimacy of the goods and the claims the company making. The customers have a whole right to know the brief about the product so being open and honest is a basic necessity. It is not just letting them know about green products but it is also important to educate them about the reasons and the urge of going eco-friendly.
  • Green pricing: Eco-friendly products are charged at a premium and many environmentally friendly companies do practice this green pricing because of economies of scale and the use of higher-quality ingredients. It is most important to make sure that the customers can afford it and believe in its worth.

Examples of various companies following green marketing:

  1. Starbucks:
    Starbucks had been pushing sustainability and humane sourcing for their products since the early 2000s, as one of the most recognizable businesses in the United States with a big global influence. The corporation donates millions of dollars to renewable energy development and other environmental programs regularly. Starbucks also uses disposable cups, plastic-free packaging, and green packing materials to reduce waste in its packaging and products. They also aim to develop more environmentally friendly procedures that prevent water and energy waste.
  1. IKEA:
    IKEA is a global furniture retailer with locations all over the world. It has developed a “People and Planet Positive” strategy that supports eco-friendly practices, solar energy, and regenerative environmental activities as a leading brand focusing on renewable energy and sustainable sourcing. It is another company that is working to provide 100 per cent renewable energy in its stores while simultaneously lowering its already low waste ratio to below 15 per cent.
  1. The Body Shop:
    Because the business as a whole has a terrible history of animal testing and chemical manufacturing, The Body Shop Beauty companies are frequently scrutinized in order to create green and sustainable products. The Body Shop is a cosmetics company that has structured its whole marketing strategy around its commitment to cruelty-free testing and environmental initiatives. Beyond non-animal tested products, the company addresses key issues such as farmers’ rights, human rights, and women’s rights. The Body Shop also promotes significant social concerns such as domestic violence. Aside from that, it is one of many organizations aiming for a 100% renewable energy future.
  1. Google:
    Google has also made significant efforts to become more environmentally friendly, reducing its energy consumption and supporting green energy projects. Google, for example, has built the world’s most energy-efficient data centres and is constantly promoting energy-saving and the usage of renewable energy sources and clean energy goods. Google has purchased and installed multiple windmills and solar panels to support and fund green energy projects.

Challenges in Green marketing:

  • Huge investment: Green marketing necessitates a significant investment in research and development, product development, and technological adoption. The cost of purchasing materials for production is high. It’s not easy to renew and recycle. It requires advanced technology at a significant cost, and it is difficult for a typical corporation to make such a large investment.
  • Price sensitive consumers: Green products, without a question, are expensive in developing countries with a very low per capita income. As a result, people cannot afford to pay a high price, and they also do not want to pay a high price since they are price sensitive.

Conclusion:

Companies that conduct green marketing correctly can achieve significant success in terms of income and personal pleasure, while companies that do green marketing incorrectly can suffer from tarnished reputations and public relations nightmares. False green marketing, commonly known as greenwashing, occurs when businesses claim to have environmentally friendly products or processes but do not make them sustainably. While this is a bad business approach, some organizations nevertheless try it in the hopes of gaining cash from environmentally conscious customers without having to work hard for it. Make sure the company gets real certificates from third-party organizations to avoid any greenwashing in your marketing activities. Finally, it can be stated that Green Marketing is a critical topic in today’s society. Green marketing is still in its inception but is an important concept. Green marketing is being used by a growing number of businesses. Everyone should join in the endeavour to use green products in our daily lives. The government should raise awareness in rural areas and emphasize the relevance of green products. The environment indeed belongs to us, and we must safeguard it.

Shikha Nagar

Content writer

Shivang Mishra

Graphic Designer 

Dharmit Rane

Editor 

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