NOT A MYTH
Unfortunately, a majority of people believe that Green Marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with Green Marketing. While these terms are Green Marketing claims, they are actually a part of a much broader concept, one that can be applied to consumer goods, industrial goods and services.
For example, around the world there are resorts that are beginning to promote themselves as “ecotourism” facilities, i.e., facilities that “specialize” in experiencing nature or operating in a fashion that minimizes their environmental impact. Thus Green Marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task. Indeed the terminology used in this area has varied, it includes: Green Marketing, Environmental Marketing and Ecological Marketing.
However, Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
It appears that all types of consumers, both individual and industrial are becoming more concerned and aware about the natural environment. In a study of 16 countries, more than 50% of consumers in each country indicated they were concerned about the environment. Green marketing covers more than a firm’s marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald’s is often blamed for polluting the environment because much of their packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who chooses to dispose of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not lay with them alone.
Ultimately Green Marketing requires that consumers want a cleaner environment and are willing to pay for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the Green Marketing revolution.