TABLE OF CONTENTS:
Introduction 1
The historical overview of environmentalism and going green 1
Green consumer behaviour 2
Factors of environmentalism that affect consumer behaviour 3
Economic potential of environmentalism 4
Implications of environmentalism for marketers 6
Effects of environmentalism on the STP Process 6
Conclusion 8
References 9
INTRODUCTION
The Earth’s natural resources are depleting at a very fast pace. Forestry is being destroyed at an alarming rate, thereby contributing to the increasing amount of carbon in the atmosphere. Water sources are being heavily polluted, destroying underwater life. All these factors have led to the rising of a group of consumers called environmentalists. This group aims to consume in a way that is sustainable for the planet and its resources, mitigating the extent of damage to the Earth.
The research question to be explored in this paper is:
What has been the impact of “The Green Revolution” on marketing?
The objectives of this paper are to:
• Investigate the history of environmentalism and going green,
• Explore the purchasing behaviour of environmentalists,
• Highlight the factors that affect the consumer behaviour of environmentalists,
• Investigate the economic potential of the Green Economy,
• Determine the implications of environmentalism for marketers, especially from a segmenting, targeting and positioning perspective.
This paper uses relevant literature on environmentalism obtained from scholarly journals and articles, books, government documentation, as well as online articles.
The obtained data will be used to critically analyse the effects of environmentalism and going green on marketing. Conclusions will then be drawn as to what the impact ...
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...), [available at https://www.catholic.org/news/green/story.php?id=49191]
• Sara (2008), “A Brief History of Modern Green Movement in America,” (accessed May 14, 2014), [available at http://webecoist.momtastic.com/2008/08/17/a-brief-history-of-the-modern-green-movement/].
• Strong, Carolyn (1996), “Features contributing to the growth of ethical consumerism – a preliminary investigation,” Marketing Intelligence and Planning, 14 (5), 5-13
• The Paley Centre (2009), “Away we go on our green journey,” (accessed May 12, 2014), [Available at http://www.paleycenter.org/away-we-go-on-our-green-journey/].
• United Nations Framework Convention on Climate Change (2011), “Kyoto Protocol (2005)’’.
• VanAuken, Brad (2012), “Success And Radical Brand Repositioning,” (accessed May 12, 2014), [available at http:// http://www.brandingstrategyinsider.com/brand-repositioning]
Hooley, G., Piercy, N. F., & Nicoulau, B. (2008). Marketing strategy and competitive positioning (4th ed.). Upper Saddle River, NJ: Pearson.
---. “Environmentalist for the Twenty-first Century.” IPA Review 52.3 (September 2000): pages 3-8. 3 April 2006 .
He delves into the history of the word “environmental” as well as the history of environmental activism. He pinpoints the beginning of the movement to Rachel Carson. According to Quammen, she began the revolution by publishing her book Silent Spring. He says the negative connotations of the word began with her book, pairing “environment” and “the survival of humankind” as if they go hand in hand. This played a major role in the distortion of the word and the intentions of environmentalists.
The fundamental concept Andrew Dobson brings out in his novel Green Political Thought, is the revolutionary im-plications of ecologism.
With the spark of the “Modern Green Movement” created by the book Silent Spring many people began to reevaluate their impact on the world. Later many laws would be passed to insure the preservation of Earth as a whole. Environmentalism is advocacy for or work toward protecting the natural environment from destruction or pollution. This was the main idea to work towards living a more “green” lifestyle. Henry David Thoreau’s book Maine Woods was another book promoting his love for nature and how he wanted to preserve it. This was a major way these new ideas got to the public. George Perkins Marsh was another major figure in the new ideas of preservation of the environment. He was one of the first “conservationists” and shared his message to the public about creating an impact on the land as much as the Native Americans did. His popularity became relevant during the early nineteenth century.
Today’s Green Movement has its beginnings in the Transcendentalists writings of the 1830’s, 1840’s and later. In 1835 Ralph Waldo Emerson wrote the essay Nature, beginning the American Transcendentalism writing period. Several transcendentalist writings of this era contributed greatly to the formation and foundations of what became the modern Green Movement, such as Henry David Thoreau’s Walden, published in 1854, and Maine Woods, published in 1864. In Maine Woods, Thoreau called for the conservation of nature and the federal preservation of forests.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. “The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results” (“The "six sins," 2007). Terrachoice has conducted a study of the “Environmental Claims in North American Consumer Markets” and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Every company global or domestic has external factors that exist that eventually have an effect on the company’s operations. Some of these external factors can be controlled but a larger portion is uncontrollable and yet they can be managed and or influenced by the company. These specific factors make up the marketing environment in which a company has environmental factors that influence the company’s decisions. In this paper, the author will explore the domestic and global environmental factors that could have an impact on FedEx’s marketing decision. The five environmental factors that the author will be discussing are social, economical, technological, competitive, and regulatory.
A Green History of the World has been very educational reading and has given me a new prospective on the environment. While I do disagree with some of Clive Pointing’s views I have learned a lot from his work. A Green History of the World was a very in-depth look at the past and the future of our environment. Pointing raised my consciousness regarding the trials we face as inhabitants of this great planet and left me with some food for thought.
This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.
The ‘New Environmentalism’ movement of the late twentieth century is particularly relevant here. With its inception popularly placed in the early 1960’s, New Environmentalism saw a more urgent and global conception of the natural environment come to the fore. Here, environmental activism took shape...
Sustainability Revolution: Earth, the planet we call home, is a complex system made of interdependent parts and pieces of life that are constantly changing. Earth’s planetary system has maintained a balance of dynamic equilibrium—it has been sustainable— since its beginnings about 4.5 billion years ago. This balance, however, has been progressively disrupted by us—humans— especially during the last few decades. Mother Nature has provided us with natural resources and the habitat for all species to sustain life on our planet. Since the industrial revolution, we have maintained a belief that these resources are infinite, and that economic growth and our attempts to improve our standards of living can continue forever. All forms of human economic