Green marketing - How to integrate environment inside companies?

Résumé du document

Sustainable development has become an established phenomenon. Society is becoming increasingly environmental conscious, this has even been used as an electoral argument. Environmental protection is due to a movement introduced jointly by the population at large and the NGOs through a governmental policy. Under the influence of this trend, companies are forced to think about the ‘environment'. Sustainable development was tabled for the first time during the UNO summit of 1987 by Mrs. Brundland, Norwegian Prime Minister. The concept has been developed over the years and has found many definitions.

Respect for the environment has to be integrated into a company's policies. Marketing Mix has in consequence changed, with production methods now brought into consideration. Companies cannot claim to have a credible environmental protection policy if their production methods are not environmental friendly. For protection measures to be accepted as effective, all aspects of a company's activity have to use the best solution, from product conception to final distribution. Financial and communicational aspects are more traditional. Company communications must be truthful and now have to consider more than just the external activity of the company. Sanctions are severe and production methods are under surveillance by ONG inspectors. Companies toeing the line can expect to reap healthy benefits.

Market surveys determine consumption trends in order to define consumer behavior. Results give consumer reaction towards environmental issues, their personal involvement, how far they would go in supporting protection measures, and the faith that they put in the published company information relating to environmental protection activities.

Extraits

[...] They want to exploit new markets by developing sustainable products or services. These companies will probably adopt an environmental global strategy. The third level is made up of companies integrating environmental consideration, the economy and social aspects into their global strategy. Generally, these companies base their marketing strategy on social or environmental issues, and pay considerable attention to the customer's perception, his identity, his expectations and his willingness to receive green publicity. It is thus seen that environmental issues are becoming omnipotent from the consumer's point of view. [...]

[...] o Free answers [1]Presidio Graduate School. Green Marketing. The dictionary of sustainable Management, from www.sustainabilitydictionary.com/g/green_marketing.php Hartman, C. L., Ottman, J. A. & Stafford, E. R. (2006, June). Avoiding Green Marketing myopia. [...]

[...] This study addresses and seeks to understand the changes implemented by today's Green Marketing affecting both the consumer and the company: How do companies make use of environmental issues and more specifically, Green Marketing? How has the state of the environment and its protection influenced firstly consumer thinking and purchasing habits, and secondly the strategy of some companies? Part Green Marketing and sustainable development 1. Presentation a. Definition Green Marketing is positioning and segmenting of consumers by ecologically-driven concerns and the development of strategies and solutions that will meet their needs and desires with as little negative impact on the Earth as possible'[1]. [...]

[...] It enables people to discriminate between products that are harmful to the environment and those more compatible with environmental objectives. An eco- label makes the customer more aware of the benefits of certain products, for example, recycled paper or toxic-free cleaning agents; it also promotes energy efficiency, waste reduction and product stewardship Promoting economic efficiency Eco-labeling is generally cheaper than regulatory controls. By enabling customers and manufacturers to make decisions associated with environmental protection, the need for regulation is kept to a minimum; this benefits government and industry alike Stimulating market development When a customer chooses eco-labeled products, he is exerting a direct influence on supply and demand in the marketplace. [...]

[...] These firms are not particularly concerned by the environment and just publish propaganda. There are no real operational activities or financial commitment to protect the environment. Consequently, company communication avoids concrete facts. Prudence must be observed by such companies using Green Marketing only from an external point of view and not as an inherent part of their global strategy (or at least within manufacturing or distribution strategies). It could prove to be very negative marketing indeed if consumers were to discover the true strategy of such companies and their desire to simply portray a picture without doing anything to deserve it. [...]