Critiques of Green Marketing:
Environment:
Green marketing is a huge trend in recent business environments (Kassaye, 2001). Green Marketing was defined by Mintu and Lozardo (1993) as “the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the natural environment is upheld” (Ruth , Kevin , & Debra, 2012).
As Krause (1993) stated; consumers will willingly purchase products that are more environmentally friendly (Saxena, 2015). Consumers believe that if the word ‘green’ is associated with a product that it is good and helping the environment. However, this is not always true. For example, Kimberly Clark’s Diaper Brand P&N
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As we saw above Mintu and Lozardo (1993) defined green marketing as “the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the natural environment is upheld” (Ruth , Kevin , & Debra, 2012). Kirchoff, Koch and Nichols (2011) defined it as “the holistic process of marketing activities within the firm that are aimed at reducing the environmental impact or products and their manufacturing process in a way that is profitable to them” (Koku & Ratnatunga, 2013). These differing definitions of green marketing create delusions of what green marketing is in the minds of consumers, it also gives organizations an easier chance to claim that their products/services are green (Koku & Ratnatunga, 2013).
Works Cited
Kassaye, W. W. (2001). "Green Dilemma," Marketing Intel- ligence and Planni (Vol. 19). MCB UP Ltd.
Koku, P. S., & Ratnatunga, J. (2013). Green Marketing and Misleading Statements: The Case of Saab in Australia. Journal Of Applied Management Accounting Research , 11 (1), 1-8.
Mishra, P., & Sharma, P. (2014). Green Marketing: Challenges and Opportunities for Business. BVIMR Management Edge , 7 (1), 78-86.
Ruth , R., Kevin , B., & Debra, R. (2012). Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management , 28 (3/4), 420-444.
Saxena, S. (2015). Are they Really Green: Flipping the Second Side of Green Marketing Coin - A Critical Analysis Using Selected Cases? Amity Global Business Review ,
Green washing: The disinformation disseminated by an organization so as to present an environmentally responsible public image. In order for big companies to stay on top of the market today, they are forced to think of advertising strategies to help their public image and advertise their product. Over the years the system has become very complex and also very questionable. Companies are willing to lie, change their logo, and sometimes even their company name just to keep their name and image clean in front of the public just to make sure that they are making their money. Green washing helps this by advertising to the public that they are environmentally supportive and responsible. Most people that are into buying “green products” do not even realize that the company they are buying from is green washing in some sort of way just so that they can attract attention to the public. Green washing companies may advertise that they are “eco-friendly”, but when it comes down to it, the facts hidden behind the curtains beg to differ. Just like in the green washing video we watched in class, the companies may look great compared to the worst companies, but that does not mean what they are doing is still productive for our environmental movement. One company that has been notorious for their green washing efforts for the past couple of decades is the Oil/energy company: British Petroleum a.k.a. Beyond Petroleum. They are one of the world’s largest leading oil companies who has also becoming a large energy supplying company with presence in petrochemicals, gas, and solar divisions. Over the past twenty years BP has been the cause of several deadly disasters in the oil business in the U.S. and around the world. Despite their green washing effor...
Shearman, S., 2013. Consumers getting more environmentally conscious. PRWeek, [online] Available at: [Accessed 14 May 2014]
Consumers in today’s market are growing increasingly more aware of the need for companies to be socially responsible in order for consumers to show support through loyal business. Baby Boomers, The Silent Generation, Generation Y and Generation X cultures have embraced the megatrend of environmental and social consciousness of organizations, despite their many different generational characteristics (Kotler & Ketler, 2012). Home Depot has become more than just the orange home improvement store by continuing to effectively integrate multiple marketing strategies into its business plan. Home Depot targets a variety of consumers, helping gain a wide customer base to support the company even through economic swings (Home Depot, 2012). By focusing on all of the macro-environmental factors, Home Depot is now known as a company that helps all Americans create a personal sanctuary in their homes, regardless of their income (Home Depot, 2012).
When businesses make false environmental claims, then they’re greenwashing. In an attempt to respond to the growing demand of customers for greener products and greener processes, businesses have been put in that intricate situation of having to readjust their policies. However, this response has not always been candid and many businesses and corporations have resorted to greenwashing to maintain or even increase their profits.
Young, D. (2012). Green Marketing & Marketing Ethics, Room 009, Block 17, Middlesex University Dubai. (25th March, 2012)
$6. In addition, paperless promotion can be used in promoting Green Express, such as coupon from an app or discount for dine in customer as they did not use any extra boxes or utensils. By using the marketing mix strategy Green Express can get into the drifters segmentation where customers is price sensitivity dictates their action and have a good intention, drifters follow trends when it is easy and affordable. Furthermore, if Green Express can keep its price competitive within the market after turn into the environmental friendly business, the sustainable purchase perception matrix will then move from a “Why Not Purchases”, which is low degree in both confidence and compromise to a Win-Win Purchases, which is low degree of compromise and high degree of confidence.
As a corporation, Staples would be interested in environmental responsibility and sustainability for two reasons: the first is that increased efficiency in facilities while in the short run cost more to build, will save money over time and the savings will accrue to be worth the initial investment. The second reason is that a more sustainable and environmentally responsible image might lure customers who are environmentally conscious. This produces a “win-win” situation for both capitalists and environmentalists. (Humphrey, Lewis & Buttel, 2002, p.230)
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.
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.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
The approach to Green Supply Chain Management (GSCM) aims to provide companies with a supply chain route, which focuses on ecological and sociological aspects while making a managerial decision. There is a growing need for integrating environmentally sound choices into supply-chain management research and practice. Due to this factor a growing number of companies such as Coca-Cola, Procter and Gamble, PepsiCo, and HJ Heinz are developing environmentally green products (Min et al, 1997).
This word refers to the act of purposefully deceiving the public into thinking that a specific product is environmentally friendly, “green”, when in actuality it is not. Greenwashing has been used by such companies as Ford and McDonalds (Business Ethics). There are several issues with greenwashing besides the blatant lying to the masses. For one it encourages consumer and regulator complacency. If one corporation gets away with greenwashing, others will also follow which would feed into this illusion of sustainability. Greenwashing also gives rise to cynicism in that consumers would grow to find all corporations untrustworthy (Davis, J). One of the worst instances of greenwashing has been committed by the American Coalition for Clean Coal Energy. The Coalition pooled money from coal and utility industries to fund propaganda that stated that coal can be used in a way that is not harmful to the environment (webecoist). However, the Union of Concerned Scientists published research that states that coal plants are the nation’s top source of carbon dioxide emissions. It is a known fact that these emissions are a major factor in global warming. During 2011, U.S. utility coal plants emitted 1.7 billion tons of carbon dioxide. In addition, burning coal is the main cause of acid rain, smog, and toxic air pollution. Most of these emissions could be significantly reduced with the addition of advanced technologies.
Environmental conservation is a major challenge for businesses today. This is because environmental measures are often regarded as measures that reduce profitability of an organization. As a result of this, ethics are introduced to ensure that a business is doing what is right all the time. These ethics become fundamental elements in defining what is moral and what is legal because a legal action does not necessary imply that it is ethical. In the US, companies are under pressure to comply with demands of safeguarding the environment. The pressure is not only emanating from federal regulations, but also from the clients. A latest development in marketing strategies has even identified that packaging is becoming influential in attracting customers. Clients in the 21st century do not go to the market and buy an item just for the sake of satisfying their needs, but rather consider other features regarding the product they want to buy. One of the main features they look at is how the product, in its entirety, is conforming to the necessities of making the earth a better place to live. In this regard, clients, in this century, are very considerate on how a product is packaged. Any business that wants to succeed in this century must presume that each customer is an environmentalist. Using this presumption, the business will not have a problem with ethical issues in packaging their products. This paper examines ethical issues surrounding packaging practices in the US and how the packaging practice conform to the environmental regulations for a better environment. This paper also checks on how the packaging practice has evolved and aligned itself to ethical pract...
The more experience you have putting these tips into practice, the more they will become instinct. And by making informed decisions and ensuring that the product’s claims are accurate, you can feel good about the choices you make and their positive impact on the environment. If more greenwashing means that marketers are increasingly responding to the demand for sustainable products, this could be a positive trend. If left unchecked, greenwashing creates significant risks. Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. Recent developments suggest companies should be prepared for the new wave of measures. Greenwashing has become a buzz word for consumers and the media. Unfortunately, the rules are not always clear when it comes to responsible environmental marketing.
Kneidel, Sally, and Sadie Kneidel. Going Green: A Wise Consumer's Guide to a Shrinking Planet. Golden, CO: Fulcrum Pub., 2008. Print.