Green Marketing - 3851 Words

Table of Contents 1.0 INTRODUCTION 2 2.0 OBJECTIVE OF GREEN MARKETING 3 3.0 LITERATURE REVIEW 3 3.1 Introduction 3 3.2 Green Marketing legislation 4 3.3 Evolution of Green Marketing 5 3.4 Benefits of Green Marketing 6 3.5 Reason Firms Use Green Marketing 7 3.5.1 Opportunities 7 3.5.2 Social responsibility 8 3.5.3 Governmental pressure 9 3.5.4 Competitive Pressure 10 3.5.5 Cost or profit Issues 10 3.6 Problems with green Marketing 11 3.7 Keys to Successful Green Marketing 12 3.7.1 Being genuine 12 3.7.2 Educating customers 12 3.7.3 Giving your customers an opportunity to participate 12 4.0 GREEN MARKETING CASE STUDY: 13 4.1 Family farm not Factory farmed (Santa Fe farmers Markets) 13 5.0 CONCLUSION AND†¦show more content†¦Some evidence of this is development of journals such as business Strategy and the Environment and Greener management international which are specifically designed to disseminate research relating to business environmental behavior One business area where environmental issues have received a great deal of discussion I the popular and professional press is marketing. Terms like Green Marketing and Environmental Marketing appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them(Polonsky 1994a) .For example united States(US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing issues(FTC 1991,NAAG 1990)one of the biggest problem with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. 3.2 Green Marketing legislation Multinational corporations also face a growing variety of legislations designed to address environmental issues. Global concern for the environment extends beyond industrial; pollution, hazardous waste disposal, and rampant deforestation to include issues that focus directly on consumer products. 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