The concern related to the degradation of the environment has given birth to a new segment of consumers: the green or ecological/environmentally-friendly consumers. Before explaining how the STP process would affect green marketing, a green consumer should be defined.
• Definition of Green Consumers
A green consumer may be defined as a consumer who has concerns environment related issues. These consumers are supportive to environmental causes to the extent of switching product brands even if results in a higher cost to the consumer.
The consumer will tend to only purchase environmentally-friendly or energy saving products. These include products that are made from natural ingredients, products that don’t cause pollution or products made from recycled materials.
The rising trend of green marketing has a great impact on the STP process. This rising trend in green marketing will also result in reduced segment of potential consumers; it is reduced only to consumers who have adopted green or environmentally friendly values.
• How Does Green Marketing Affect Segmentation
The rising trend of green marketing has a great impact on the STP process. This rising trend in green marketing will also result in reduced segment of potential consumers. Before the market can be further segmented it should be noted that there are two types of green consumers. Whilst green consumers consist of a vast majority of consumers who have environment related issues in mind, there is also a notable percentage of consumers who indulge in green products without environmental issues in mind. Examples of this include consumers who purchase energy saving products to reduce their personal household bills or consumers who purchase green products with the intentio...
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...to these products.
• How Does Green Marketing Affect Targeting
Due to the vast scope of green consumers, marketers may implement concentrated targeting strategies when targeting consumers for their product. An example to justify this choice of targeting strategy may be a company targeting consumers who have the objective to conserve resources. The company will market resource saving products to this segment of green consumer. The fact that there is a large scope of green consumers makes it difficult for marketers to implement other targeting strategies as opposed to a concentrated targeting strategy. The different segments of green consumers have different objectives when buying green products and by using concentrated targeting strategies for their target market is the most effective way for the targeting process.
• How Does Green Marketing Affect Positioning
With sustainable business the retailer is forced to look at the full production chain of the product and analyze how best they can address socio-economic and environmental issues associated with their
Shearman, S., 2013. Consumers getting more environmentally conscious. PRWeek, [online] Available at: [Accessed 14 May 2014]
One of the largest and biggest market for Unilever dominated by their brand PG Tips comprised a market worth of £850 million. Unilver’s research outcome suggested that the average profile of a consumer in this market is well aware of the issues surrounding sustainability and has moderate knowledge of what it means to be sustainable while doing your business, but are unwilling to pay a bigger price for sustainable products. Since the main aim for their sustainable products was to deliver a product that is sustainable but will not have a change in price on the shelves helped the marketing strategy developers in Unilever to focus on telling the story of the Rainforest Alliance certified products and what it means to be a part of it as a consumer.
According to a Mintel Market Report, 51 percent of Millennials almost always, or always, buy green products over less environmentally-conscious competitors. In addition to seeking out these more sustainable options, many consumers reported that they would be willing to pay more money for products if they knew they were more ethical or
$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.
Companies are becoming more competitive and consumers are concerned on the environmental problems. The organisations are attracting consumers with promotions of Green technology and services and companies claiming it to be green. In the last several years, there are companies issuing Green claims and accused of Greenwashing. The green products and Greenwash products are labeled to be eco-friendly while they are not and overstatement of high ratings of environmental claims. This also causes confusion and difficult to determine genuine eco-friendly products from a Greenwashing product. Many labels such as organic, earth-friendly or biodegradable are tools of marketing to attract consumers. Many consumers ask, “ Are they genuine green product and how much does it impact to the environment?”
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
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.
Green is good. Political color-coding and branding as of late associates the adjective “green” with nature, with balance, and with a sense of regard toward Earth. Greenpeace, Green Party, Going Green. Owing in part to basic consumer awareness, shifting political winds, and ever-evolving market sensibilities, advertising has grown much greener in the past few decades. However, the idea of green advertising offers a striking contradiction. With the basic philosophy of advertising essentially dirty and “brown,” and with the tenets of pure capitalism fundamentally opposed to a truly ecological society (Corbett 237), the term “green advertising” offers little more than an oxymoron. Though research on marketing trends indicate a decline in pandering
Consumers are more apt to purchase product from a company they believe to be environmentally friendly, “green marketing is strongly related to the building corporate image, which further enhances the capability of the firm,” (Kushwaha & Sharma, 2016, p. 119). Marketing is also going to go hand in hand with advertising; the consumer needs to be aware of the products and practices. The company also needs to build strong alliances throughout the supply chain with suppliers that are in the same mind set, which will reinforce the company’s image. A company sustaining alliances and creating a partnership along the supply chain will enhance the green capabilities of the supply
From research I have learned that consumers attitudes towards environmental protection is increasing. I have discovered that having a green image does matter to consumers. They are aggressively trying to change the way they have impacted our world (Green Marketing, 1 of 7). Some of the reasons that consumers are changing their attitudes are because of their gain in knowledge.
"Green." What do you think of when you hear this word? Conservative Americans trying to help the earth? People who are willing to bend over backwards to save the natural world? People who will sacrifice their own desires in order to save the land and animals? If this is what you think of when you hear the term "green," you are perfectly correct. To be "green," gives an environmentally protective, conservative, and unselfish appearance, and isn't that what most corporations, organizations and Americans want? Calling oneself green may give that particular business or organization that desired reputation. Presenting oneself as caring about the environment could conveniently bring themselves customers, sales, a tax break, a good name, and most of all money.
With the development of the science and technology, more and more people are going for healthy and green products. According to this situation, there are many companies claim their products are “green”. However, there are thousands of so-called “green” products, but not all of them live up to their claims, a considerable part of products not only damage the human’s body, but also pollute the environment. People called these companies “greenwashing”. Greenwashing refers to the practice of deceiving consumers into believing that a company is practicing environmentally friendly policies and procedures. Seems like anything and everything has “gone green” these days. Such as airlines, car companies, retailers, restaurants, even networks and stadiums. Thankfully, more often than not, that’s a good thing. It is only bad if it is greenwashing — that is bad for the environment and consumers, because of businesses doing the greenwashing.
Important companies like Shell, DuPont, BP has been reorganised to generate profits from this green market of goods and services. In this sense, it may sound altruistic, "the sustainability", the logic of profitability and competition is what will determine the ability of companies of the future to meet the changing needs of consumers.
...d concern for the environment.” (Koch and Domina 1999). They state that the people associated with having concerns for the environment are “white, young, well educated, and politically liberal” (Koch and Domina 1999), which could suggest that studies focused on young consumers at university will not provide results that are reflective of the nation’s concerns and attitudes.