Green Marketing

Paper Summary:

This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the opportunities businesses have with green marketing. The paper also examines the message of green marketing and describes the deceit of 'greenwashing'. The paper considers three green campaigns of the New Leaf Paper company, the Courier Corporation and Clorox bleach and concludes that green marketing is something that will continuously grow in both practice and demand.

Outline:
A Green Introduction
The Green Consumers
The Opportunities Available To Green Marketing
Green Marketing's Message
The Deceit of Greenwashing
Three Campaigns
Conclusion

From the Paper:

"Green marketing is a phenomenon which has developed particular import in the modern market. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques as will be explained are as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. (Menon and Menon 1997)"

Sample of Sources Used:

• Banerjee, S., Gulas, C. S. and Iyer E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-32.
• "How 'Green' are consumers?" MMR. 25.19 (Nov 17, 2008): p. 46. Retrieved on 12 December 2008, from: <http://find.galegroup.com/itx/start.do?prodId=ITOF>.
• "Benchmark needed for 'greenwash' complaints." Choice (Chippendale, Australia). (Nov 2008): 65.1. Retrieved on 12 December 2008, from: <http://find.galegroup.com/itx/start.do?prodId=ITOF>.
• Rowzie, Kathi, and Roger Ynostroza. "Green manufacturing: gains momentum. " Publishers Weekly. 255.47 (Nov 24, 2008): p. 24-29. Retrieved on 12 December 2008, from: <http://find.galegroup.com/itx/start.do?prodId=ITOF>.
• Neff, Jack. "Green Works; Jessica Buttimer." Advertising Ag. 79.43 (Nov 17, 2008): S-2. Retrieved on 12 December 2008, from: <http://find.galegroup.com/itx/start.do?prodId=ITOF>.

More papers on Green Marketing:

• Term Paper # 149354 : "Green Marketing Strategies"
• Article Review # 146838 : "Avoiding Green Marketing Myopia"
• Term Paper # 146336 : "Branding and Green Marketing"

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