{"id":314,"date":"2014-12-11T10:40:16","date_gmt":"2014-12-11T10:40:16","guid":{"rendered":"http:\/\/zoldenergiablog.hu\/en\/?page_id=314"},"modified":"2016-05-05T08:08:19","modified_gmt":"2016-05-05T08:08:19","slug":"green-marketing-part-i","status":"publish","type":"page","link":"http:\/\/zoldenergiablog.hu\/en\/archive\/green-marketing-part-i\/","title":{"rendered":"Green marketing Part I"},"content":{"rendered":"

Green marketing is the marketing of products that are presumed to be environmentally preferable to others.Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.<\/p>\n

The term Green Marketing came into prominence in the late 1980s and early 1990s.<\/strong>The American Marketing Association (AMA)<\/a> held the first workshop on “Ecological Marketing”<\/strong> in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled “Ecological Marketing”.<\/sup><\/p>\n

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The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called “green consumer” movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers’ minds.While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers’ efforts to do so in real life have remained sketchy at best.<\/p>\n

Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services.<\/p>\n

In 1989, 67 percent of Americans stated that they were willing to pay 5-10 percent more for ecologically compatible products.By 1991, environmentally conscious individuals were willing to pay between 15-20 percent more for green products.Today, more than one-third of Americans say they would pay a little extra for green products<\/strong>.<\/p>\n

A model green marketing mix<\/strong> contains four “P’s”:<\/p>\n