Green marketing and sustainable development in France: What are their impacts on a company's strategy?

Résumé du document

The environment and its protection occupy an increasingly significant part of our quotidian. The safety actions of our environment are growing, thus we can see the development of the selective sorting, green transport (bus functioning with gas for example), the removal of the plastic bags at cashiers' desks etc. This tendency was initiated mainly by the citizens and NGO and it starts to be used by companies. By convictions or for not being late, many companies change their modes of production and consumption, and are thus becoming increasingly attentive to the respect of the environment. This green "turn" can be used to sell more, Green Marketing puts in its appearance. This dissertation will be divided into three main parts. The first part will deal with general considerations about environment and responsible consumption, in order to settle the actual context, including a brief historical and explanation of the evolution on these subjects. The second part is going to be more focused on the consumer. The following questions will be tackled and discussed: What's his role in the sustainable development? Do its choices have a great impact on companies' strategies? What level of sacrifices can they bear? The third and last past of this dissertation is going to speak about the different actors of green marketing such as employees or distributors. At least, a comparison will also be made between the reaction and the solution found in Taiwan and in France, facing to the environmental issues.

Extraits

[...] Moreover, some employees are still tired with all these new norms and regulations in their companies so they might be reticent to other new norms concerning their private life. Companies thus need to install a real dialog with their employees in order to know the employees' real motivations concerning the environment. The measures have to be negotiated and to be set up progressively. Anyway, every person in the company needs to be involved in these environmental actions. Indeed, an environmental policy will only be efficient if it needs to be setting up, adopted and followed by everybody in the company. [...]

[...] Elisabeth Laville (Green marketing, 2002) says that social and environmental responsibility is not a luxury reserved for flourishing companies but is the key of the success. Nevertheless, environmental issues are a very many-sided and intricate subject. Indeed, the action sphere is reduced concerning the setting up of environmental policies. It is not possible, for example, to remove partially plastic bags from cashier's desks. If this action was setting up like that, this would create a conflict with engaged associations and organizations and they would feel free to call in question again the communication policy of the company. [...]

[...] Companies will have to adapt their ways of production and distribution. Moreover, the fact that environment is not a concept could be another reason for companies to take it into account. Indeed, a concept can often be assimilated to a fashionable effect which means something ephemeral. Nowadays, according to the strategy counsel agency “Marketing business Conseil”, there are three levels of implication for companies concerning the environmental question: - The first level is the one for companies which are the less implicated. [...]

[...] Green marketing and sustainable development in France : What are their impacts on companies' strategies? ABSTRACT: The environment and its protection occupy an increasingly significant part of our quotidian. The safety actions of our environment are growing, thus we can see the development of the selective sorting, green transport (bus functioning with gas for example), the removal of the plastic bags at cashiers' desks etc . This tendency was initiated mainly by the citizens and NGO and it starts to be used by companies. [...]

[...] But employees also are consumers it is thus interesting to evaluate how do they get involved into environment and its protection in their daily life but also at work. The employees' environmental view: A recent survey (ADEME agence de l environment et de la maitrise d'energie) explains and quantifies this involvement from the employees. This survey was aiming to answer to the following questions: - Does this ISO norm change employees' and consumers' behavior? - In which area do employees feel ready to act in? - Does it create an impact on beyond professional life? - Who is responsible for the environmental policy in the company? [...]