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Green Marketing

Satisfactory Essays
Most consumers consciously attempt to buy products that are friendly to the environment (McClendon, 2010). Marketers first took advantage of this fact in the early 1980s, beginning with the implementation of Corporate Social Responsibility (McClendon, 2010) and the creation of a new form of advertising called “green marketing.” These advertisements presented products as eco-friendly to appeal to environmentally aware consumers. Since then, the trend for green marketing has expanded drastically. The two advertisements examined in this essay are examples of green marketing. The first ad is presented by Consol, a company that specializes in a wide range of glass packaging products. The second ad features Ozarka, an eco-shaped water bottle product produced by Nestle with less plastic than the average competing half-liter. Both ads present their products as environmentally friendly; however, the second ad implies their product as superior to competing brands, while the first advertisement credits glass products as a whole. Although green marketing is occasionally misleading for the sake of appealing to consumer guilt, this form of advertising has encouraged environmentally aware consumers in a modern market.
The first advertisement features an outdoor setting. Lush, tropical foliage, highlighted with dashes of light covers the top one third of the advertisement. Sitting on a weathered-gray wooden table is half-peeled banana, but instead of a banana inside, there is a tall, clear glass bottle. The banana skin is fresh-looking and yellow, with hints of green on the edges and few brown spots. To the right of the banana-skinned glass bottle, in white copy against the dark green background, is the catch phrase, “Packaging made from nature....

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... versus want or convenience, and educating ones self about a company or product, can one be assured they are supporting something truly good for the planet.
Green marketing has created a more environmentally healthy market. Compared to twenty years ago, twice as many Americans are taking proactive measures to help the environment (Semrau, 2011). As campaigns continue, more products will be expected to come out green until it is the business standard. While green advertising can be useful to the consumer to make them aware of potentially eco-friendly companies and products, there is a limited benefit to the consumer. Like most advertising, even green advertising encourages consumerism, a trend that an environmentally friendly mindset is suppose to oppose. Consumers must be wary of green advertising, and use it as only part of their information when making a decision.
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