Green Marketing Strategies Term Paper by Nicky

Green Marketing Strategies
A disucsison on the significant role of green marketing strategies in organizations today.
# 149354 | 2,183 words | 20 sources | APA | 2011 | US

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The paper discusses how CSR programs have become pervasive as frameworks and foundations for sustainability and green initiatives and they reflect the growing dominance of consumers who seek to minimize their impact on the environment. The paper specifically looks at HP's green business technology initiative and describes the typical green or eco-friendly consumer. The paper addresses the concept of "green washing" and how it highlights the importance of sustainability programs being structured so the entire process of sourcing, producing and servicing a product is consistent with sustainable values.

The Importance of Green Marketing
Understanding the Eco-Friendly Consumer
Creating Green Marketing Strategies

From the Paper:

"Both business and consumer customers are more skeptical than ever, more suspicious of product claims given how many companies have made inflated claims about how their products can help the environment and really do not. Comparable to the groundswell that is occurring in social networking today (Bernoff, Li, 2008) the interest in green marketing is growing very rapidly due to high levels of concern over the future of the environment and specifically climate change, and the concern over natural resources being depleted at a consumption rate that will eventually lead to severe shortages. The accountability and transparency that is inherent in social networking (Bernoff, Li, 2008) is also the cornerstone of green marketing efforts. What is so powerful about the confluence of social networking and green marketing is the vigorous analysis of consumers of whether products that claim to be "green" or contribute to reducing mankind's impact on the environment actually do. The website is an example of how at the intersection of social networking and the consumers' demand for transparency and accuracy there is the need to get to the truth of product claims. Skeptical, even jaded, consumers are turning to social networks and the Internet to validate the claims companies make of having green or sustainable products."

Sample of Sources Used:

  • Bernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
  • Jonathan Birchall (2007, May 31). Nike to strengthen efforts to combat worker abuse :[London 1ST Edition]. Financial Times,p. 9.
  • William M. Bulkeley. (2008, December 10). Battery Deal Takes On Green Hue --- Boston Power's Devices for Laptop Maker H-P Won't Be Replaced as Often. Wall Street Journal (Eastern Edition), p. B.4.
  • Hewlett-Packard and a Common Supplier Code of Conduct. (1 January, 2007). Case Research Journal
  • Vidhi A Chaudhri. (2006). Organising Global CSR: A Case Study of Hewlett-Packard's e-inclusion Initiative*. The Journal of Corporate Citizenship,(23), 39-51.

Cite this Term Paper:

APA Format

Green Marketing Strategies (2011, December 11) Retrieved September 22, 2023, from

MLA Format

"Green Marketing Strategies" 11 December 2011. Web. 22 September. 2023. <>