The History of Environmentalism and Going Green

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]

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• 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]