Green Marketing Strategy
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Green Marketing Strategy Karolos Papadas University of York Management School, York, UK
Synonyms Ecological marketing; Environmental marketing
Definitions Synthesizing the pertinent literature as discussed below, green marketing can be defined as a holistic strategy that aims at creating, communicating and delivering products and/or services with the minimal environmental impact.
The Evolution of the “Green Marketing” Concept Early literature positions marketing within an environmental context by integrating ecological issues to marketing strategy, and introducing concepts such as ecological marketing (e.g., Henion and Kinnear 1976), green marketing (e.g., Ottman 1993), or environmental marketing (e.g., Coddington 1992; Peattie 1995). The evolution of the concept starts with most authors drawing
attention to the negative impacts of marketing on the natural environment, including Henion and Kinnear (1976) who first debated the interdependency of marketing and ecology. Despite the novelty of the concept, ecological marketing tends to focus on the most toxic and damaging industries (e.g., mining, chemicals) while few of those industries adopt ecological practices. Historically, the majority of companies perceived environmental issues as a constraint and cost factor rather than a marketing function, a view that endures for some organizations (Shrivastava 1995). In the late 1980s, changing social and business landscapes mirrored the appearance of environmental and green marketing within the marketing literature (Prothero 1998). Compared to Ecological Marketing, Green/Environmental marketing narratives are not limited to energy consumption but capture environmental issues like species extinction, ecosystem destruction, and the broader moral externalities or unintentional harms (Gowri 2004). Environmental issues are now a core competitive factor in product markets (McDonagh and Prothero 2014). There is a much broader adoption of environmentally friendly behavior across all industries compared to the ecological marketing era where the focus was primarily on what remain the front line polluters. Since the 1990s, green/ environmental marketing features across the consumer goods industries, for example, clothing, electronics, even services and tourism.
© Springer Nature Switzerland AG 2021 W. Leal Filho et al. (eds.), Industry, Innovation and Infrastructure, Encyclopedia of the UN Sustainable Development Goals, https://doi.org/10.1007/978-3-319-71059-4_121-1
2 Green Marketing Strategy, Table 1 The evolution of the “green marketing” concept
Green Marketing Strategy Concept Ecological marketing is concerned with all marketing activities that have served to help cause environmental problems and that may serve to provide a remedy for environmental problems Environmental marketing is the holistic management process responsible for identifying, anticipating, and satisfying requirements of customers and society, in a profitable and sustainable way Green marketing involves strategic, tactical, and internal processes and activiti
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