Green marketing, used in the most effective way can become a very powerful instrument to raise awareness, promote sustainable consumption habits and reduce environmental impact (to name a few of the benefits).
Green Marketing Definition
The first workshop on Green Marketing was carried out by the American Marketing Association (AAA) back in 1975. This workshop is considered a grassroot step in the development of Green Marketing and brought forward the first official definition.
“Marketing of products that are presumed to be environmentally safe”.
From this definition, the concept of green marketing has evolved along with the increased number of consumers that are more likely to make a purchase only from brands that offer eco-friendly products.
Green marketing refers to the process of selling products or services based on their environmental benefits (Green Sustainable Packaging Company)
Green marketing can involve a number of different things, such as creating an eco-friendly product, using eco-friendly packaging, adopting sustainable business practices, or focusing marketing efforts on messages that communicate a product’s green benefits (Shopify)
Green marketing in a broader sense is corporate social responsibility because it helps businesses to become socially responsible as well (Kotni, V.P 2020).
Consumers are more conscious of the products they buy; they seek brands that inspire and that lead by example, using purpose to guide decision-making and marketing efforts. Even companies in sectors such as mining, oil, and construction are trying to deliver more sustainable solutions and finding ways to commit with reducing the existing threats of climate change and environmental degradation.
Want to learn more about Green marketing? Read the next post on our green marketing series!