Green Marketing: Environmental Conserving Public Image of Companies

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Recommended: Relationship between green marketing and societal marketing

Companies have acknowledged the positive impact that the environment plays for the long term operations of the business, be it manufacturing, product improvement, advertising or even workers satisfaction (Antonio 2009 p. 23). In addition everyone, including the consumers, has become more sophisticated and aware in comprehending environmental issues (Samson & Daft 2012 p. 83). In regard to the increased dissemination of information concerning the importance of conserving our environments, companies have tried to create an impression to the people that the organizations are doing more to the environment than what they really are doing in reality, and this is referred to as green washing. In order to present an environmental conserving public image, companies have given deliberately misleading information about their operations (Antonio 2009 p. 23). Moreover, producers may mislead consumers on the environmental gains from their products and it is a way of green washing (Samson & Daft 2012 p. 152).

The expansion of capital, consumer markets for green goods and services, have also contributed to green washing. In 2009, consumer markets for green goods and services was anticipated at $230 billion and estimated to rise up to $845 billion in 2015 (Heid, 2009 p.80). At the beginning of 2010, assets that were managed professionally, through the employment of socially accountable investing strategies, within which environmental performance is a key component , were estimated at $3.07 trillion in the United States, which is an increase of not less than 380 percent since 1995, which was valued at $639 billion (Social Investment Forum Foundation, 2010 p.12). Thus, in order for firms to obtain the gains of the continually intensifying green ...

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...cent.cfm, accessed on April 2nd 2014.

Paul, D & Walter, P. 2009. The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields,” American Sociological Review, 48/2 147-160.

Rawlins, B. 2009. Give the emperor a mirror: Toward developing a stakeholder measurement of organizational transparency. Journal of Public Relations Research, 21(1), 71-99.

Samson, D. & Daft, R. 2012. Fundamentals of management: Asia Pacific. edition with student access 12 months, 4th ed.

Social Investment Forum Foundation, “2010 Report of Socially Responsible Investing Trends in the United States, Executive Summary,” www.socialinvest.org/resources/pubs/ accessed on April 2nd 2014

Terra Choice Group, Inc. “The Seven Sins of Greenwashing,” 2009, www.sinsofgreenwashing.org/findings/greenwashing-report-2009/ , accessed on April 2nd 2014.

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