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Various aspects and challenges of Green Marketing
Various aspects and challenges of Green Marketing
Various aspects and challenges of Green Marketing
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Green advertisements are those that propagate environmentally friendly lifestyles with or without the promotion of eco-friendly features of a particular product or a brand, or those that promote corporate social responsibility activities to build corporate reputation (Banerjee et al., 1995). The current thesis concentrates on green advertisements that encourage the adoption of environmentally friendly lifestyles by consuming green products of specific brands or companies. Green product advertisements (hereafter referred to as green advertisements) and conventional product advertisements differ as to their characteristics. For example, green advertisements often consist of ambiguous or scientific terms which confuse consumers such as “environmentally friendly”, “carbon footprint”. Besides, green advertisements often aim to create awareness of environmental issues and stimulate the demand of specific products by emphasizing on products’ eco-friendly features (D’Souza & Taghian, 2005). Due to the growing significance of green advertising, scholars have conducted research on various topics such as content analysis of green advertisements and characteristics of effective green advertisements. For instance, a content analysis research conducted in the US revealed that from 1990 to 2010, the majority of green advertisements were expressed in the responsibility frame (presenting the environmental issues in a way that emphasizes the responsibility of the government or individuals for the causes or solutions of these issues). In addition, most green advertisements had a positive valence but the percentage of positively framed message decreased over time (from 87.3% in 1990 to 73.7% in 2010) (VanDyke & Tedesco, 2016). Other studies on the ch... ... middle of paper ... ...ietnam use the terms “environmentally friendly” and “protect the environment” as the main green-related appeals although these terms lack information and are perceived to be ambiguous (see table 1). In addition, tactics which were used in Western developed countries such as using guilt appeals (including claims which induce a sense of guilt) and achievement appeals (including claims which induce a sense of achievement) are rarely used in Vietnam (see table 2). Therefore, in order to design effective green advertising messages in Vietnam, there is a need to explore how tactics used in Western developed countries would work for Vietnamese consumers. Table 1. Green-related claims in advertisements of consumer products in Vietnam (major brands only) Table 2. Green-related claims in advertisements of consumer products in Australia and New Zealand (major brands only)
Reese’s is one of the most iconic brands of candy, beloved by Americans and known for chocolate and peanut butter treats. Yet, even the most beloved brands most advertise to maintain their presence, which is what Reese’s did in early 2009 when they released an advertisement that utilized a renewed awareness of global warming in the public. This came on the heels of the 2008 election, when President Obama won in a landslide with one of the main tenets of his platform being a focus on global warming. The purpose of this Reese’s advertisement is to to encourage their target audience, educated and liberal individuals, to purchase their Reese’s cups candy. Through the use of attention grabbing language, appealing imagery, and masterful ethos, Reese's appeals to an educated and liberal audience by relating its food brand with the
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The abovementioned process is influenced by the commoditisation of products and blurring of consumer's own perceptions of the companies' offering. In order to differentiate and position their products and/or services today's businesses employ advertising which is sometimes considered not only of bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to such extent that organisations like Adbusters have embraced the tactics of subvertising - revealing the real intend behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on the corporate image building communication activities of the big companies: "We know that oil companies aren't really friendly to nature, and tobacco companies don't really care about ethics" (Arnold, 2001). On the other hand, the "ethics and social responsibility are important determinants of such long-term gains as survival, long-term profitability, and competitiveness of the organization" (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility the concepts of total quality and customer relationships building become elusive. However, there could be no easy clear-cut ethics formula of marketing communications.
...ne’s social approval would increase, and they may positively affect customers’ self respect, as being environmentally positive. If these campaigns are focusing on customers as a social responsibility and engaging customers through making an environmental-green and healthy eating community, customers and self satisfaction and loyalty level of engagement would increase.
As environmental concerns become more of an issue for consumers, they will be more aware of the impact that a company has on themselves and the environment and therefore be more conscious of who they support with their dollar.
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
In the economical market, competition is harsh. There are a myriad of companies that have one common purpose: to sell to the public their products, commoditites or services. Attracting the largest number of customers is their common goal. Advertisements are extensively used as a persuasive means of making their products appeal to a targeted population of consumers. Effective techniques are therefore employed in the creation of these advertisements. Such a technique, one might argue, is the use of nature, of a connection between the products and "natural" elements. These advertisements draw on our attitudes about nature, attitudes that are largely shaped by the history and culture we are a part of.
This includes but is not limited to soil degradation, greenhouse gas emissions, water pollution, and depletion of natural resources. While this may be true, there are many recommended avenues to minimize environmental impact in the household. A study done by the CFIC showed that 80% of respondents said that the environmental impact was at least somewhat important when choosing which foods to purchase (Conference Board of Canada 13). It was recognized that Canadian consumers would like more information on their food labels especially regarding health and environmental factors (Conference Board of Canada 14). Some of these factors are growth hormone levels, antibiotic levels, and pesticide use (Conference Board of Canada 14).
One of the clearest cases is found in the positioning of the cars. The dominant discourse is green in the category linking the consumer with Less eco / more efficient and less CO2, when what is expected of the marks are engines with alternative energy.
Doug McKenzie-Mohr studied how social psychological methods can be employed to persuade people to change their behaviors in such ways that will promote a sustainable environment for the future. According to McKenzie-Mohr, since the earth’s population continues to swell, resources must be used more competently. To persuade people to preserve these resources, psychologists have been looking at ways to overcome the difficult task of changing attitudes and actions. Community-based social marketing is a proposal for sustainability that not only offers suggestions on how to influence people to actively protect resources, but is also designed to look at potential barriers to change. It combines psychological knowledge and social marketing skills to create a successful means of promoting positive behavioral changes. The first step in the community approach is to select a behavior that needs to be changed. There are “two classes of environmentally related behavior: one-time and repetitive actions” (McKenzie-Mohr, 2000, p. 532). One-time actions require a person to make a change only once. This could be something simple such as installing a low-...
The slogan “Singapore, a clean and green city” is not there for nothing. Singapore, one of the world’s busiest port and city with a constantly increasing population of over 4 million people, is also one of the world’s cleanest countries. Singapore has been constantly coming up with new campaigns to remind Singaporeans to keep the county clean. There is also recycling campaigns which promotes the 3’R’s, reuse, recycle, reduce. Such campaigns have been proved successful with the amount of litter on the streets decreasing as time goes by. Such campaigns also make deep impressions in Singaporean’s minds as campaigns like this has mascots which go about the schools and streets to advertise and promote.
Americans are doing whatever they can to go green, and not the color. The “green” movement is about people making small lifestyle changes that could help the environment. Recently the economy has been bad enough that the housing market in a state of crisis; therefore, home owners with a need of change are resorting to remodeling and construction in their existing homes instead of moving. In order to save money on products for their home and be compliant with a green lifestyle, people are making decisions and buying products that are more resourceful and less wasteful. The green movement has people educating themselves about how they can better their environment. People with a greener conscious are buying the more eco-friendly products, choosing products that are or will be recycled. This green home movement is coming to consumers from news sources or word of mouth instead of being pressed by the media, such as home media networks that are viewed as the authorities on this matter, to create an effective attitude about environmentalism. In fact, most viewers are immediately hooked by the showing of demolition of furniture and cabinets that could easily be donated to a family in need instead of being hauled away to the dump. Home media networks, such as Home and Garden Television (HGTV) and Do It Yourself (DIY) Network, have the responsibility to portray and educate their viewers about recycling options for household goods that are not easily disposable.
Thai Namthip’s eco-crush bottle, marketing project done by Coca-Cola Thailand is an excellent case study of a contradiction in ethical marketing. In recent decades, ethical marketing mix has become increasingly important among all organization especially the concern over environmental impact of packaging. Plastic waste problem becomes a momentous issue globally (Hawkins, 2011). Many leading businesses have tried to develop new approaches in producing green packaging or named as Design For the Environment (DFE) approach (Hauschild et al., 2004). Namthip drinking water has rebranded itself and launched new slogan, ‘Namthip Thinking Water’. The claim on its green packaging is that eco-crush bottles will help saving the environment in many aspects. This leads to several amounts of benefits and innovations within the society. Furthermore, it has yielded back an ethical criticism on its marketing as well.
This shows that environmental awareness has a great effect on developing environmental attitudes which cultivate environmentally friendly behaviours among people proving advantage of widespread environmental awareness is its contributions to public support for government action in environmental policy and management. The main tool for creating environmental awareness at macro level is by far, the media. The mass media that can be used for the study of environmental consciousness are newspaper, radio and television programs which are widely and frequently used. Recently, different countries have started to strive for environmental development, protection and sustainable use of environmental resources by establishing environmental agencies, but actions are still not compatible with the magnitude of the environmental challenges. Environmental awareness needs a political answer. This is an emergency and emergency situations need emergency actions (UNEP