Green marketing

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Green marketing is the process of advertising^[2] products or services based on their eco-friendly advantages. This concept, which originated in the late 1980s, has expanded to incorporate a broad spectrum of tactics, including the incorporation of environmental factors into every facet of marketing. Green marketing is intimately connected to corporate social responsibility^[1] and may include actions to decrease greenhouse gas emissions, advocate for sustainable practices, and boost customer^[3] knowledge of environmentally friendly products. It is characterized by both obstacles, such as increased manufacturing costs and allegations of greenwashing, and advantages, such as cost reductions through resource efficiency and enhanced brand reputation. The future of green marketing points towards the expansion of circular economy initiatives, the utilization of renewable energy sources, and a focus on supply chain transparency.

Terms definitions

1. ↑ corporate social responsibility. Commonly abbreviated as CSR, Corporate Social Responsibility is a business approach that promotes the consideration of environmental and societal impacts in every aspect of corporate operations. Originating in the 1960s, the concept has grown and developed to include not only economic and legal factors but also ethical and philanthropic elements. CSR sees companies voluntarily surpassing legal demands to enhance their societal and environmental contributions, which can range from minimizing their carbon emissions to participating in charitable activities. However, CSR extends beyond mere charity; it necessitates the incorporation of these factors into the business strategy. The execution of CSR can result in heightened customer loyalty, an improved public image, and potentially greater long-term profitability. It's crucial to understand that CSR strategies differ worldwide due to regional consumer tastes and varying government regulations. Despite skepticism about its efficiency and fears of it being exploited as a diversion, CSR continues to be a critical component of contemporary business operations. Its validity is confirmed through multiple industry resources and often forms an integral part of a company's stakeholder reporting.

2. ↑ advertising. Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.

Green marketing (Wikipedia)

Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task. Other similar terms used are environmental marketing and ecological marketing.

Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but also seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.

The legal implications of marketing claims call for caution or overstated claims can lead to regulatory or civil challenges. In the United States, the Federal Trade Commission provides some guidance on environmental marketing claims. The commission is expected to do an overall review of this guidance, and the legal standards it contains, in 2011.

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