Green marketing strategies
Contribuinte(s) |
Sarker, Dibyendu Datta, Rupali Mukherjee, Avinandan Hannigan, Robyn |
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Data(s) |
01/01/2016
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Resumo |
This chapter presents the fundamentals of “green” marketing by drawing on traditional marketing theory as well as researchfocused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketingtheory and practice that examines the logic for reducing the environmental impact of value creation and exchange. The second criticalarea highlights green marketing strategy that focuses on achieving organizational goals in ways that can reduce or eliminate negativeimpacts on the natural environment. The third critical area examines the green marketing mix that accounts for green products, greendistribution, green pricing, and green promotion. By using traditional marketing concepts, the chapter identifies how the entiremarketing mix elements should consistently provide a complete green product offering. Green products and processes need to beresearched, designed, and manufactured to include environmentally safe ingredients and components. Products need to be strategicallypriced to reflect their green values, distributed in the green chain channels and displayed effectively to highlight their status, and accuratelycommunicated to consumers and stakeholders. The fourth critical area illustrates governance and control. It shows how theholistic transformation toward greening the organization requires organizational culture change to gain support within and outside thefirm to ensure environmental issues are appropriately considered. These can be assessed by using existing management mechanisms,such as environmental management systems and/or triple bottom line management, which ensure best practice and continuousimprovements to occur. Lastly, the chapter discusses the future of green marketing and the direction that businesses need to take if theyseek to be sustainable. |
Identificador | |
Idioma(s) |
eng |
Publicador |
John Wiley & Sons |
Relação |
http://dro.deakin.edu.au/eserv/DU:30079888/taghian-greenmarketing-2015.pdf http://dro.deakin.edu.au/eserv/DU:30079888/taghian-greenmarketing-evid-2015.pdf http://dro.deakin.edu.au/eserv/DU:30079888/taghian-greenmarketing-post-2015.pdf |
Direitos |
2015, John Wiley & Sons |
Palavras-Chave | #green marketing theory #green positioning #green demand #green purchase decisions #stakeholders green sentiments #green products #green manufacturing processes #green prices #green logistics #green distribution #green distribution chain #green promotion #environmental logos #third‐party certification #environmental management system #triple bottom line accounting #green R&D |
Tipo |
Book Chapter |