Environmental Issues In Ecological Marketing

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Environmental issues are still the main subject and concerns of humans all over the world. Global warming, Climate change, Air/Water Pollution, Waste disposal and numerous more are becoming the number one concerns for most of the governments and the public. People are turning out to be further aware of their part in the nature and environment. This sense of responsibility towards the environment has been rising in the past decades in which consumers started searching for “eco-friendly products in order to minimize the crime in respect to the surrounding. A positive change within consumer behavior towards environmentally related products can be seen due to the elevated level of environmental awareness since the 1970s. This change contributed…show more content…
There is a score of examples of firms that have strived to become more environmentally responsible, attempting to better satisfy their consumer needs.
The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".
Today, the natural environment is a vital arena for economy and competition. Ecological issues regarding energy, natural resources, pollution, and waste offer both competitive opportunities and constraints. They are changing the competitive landscape in several industries (Shrivastava, 2007). These drawbacks lead to a trend of green marketing used by the firm as one of the strategies in in order to earn profit, competitive advantage, and preservation of the environment. Brorson and Larsson (2006) explained that organizations have to integrate environmental care as part of their operations due to the reason that they are in a competitive and global settings
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The main objective is to develop consciousness in people about green marketing and to encourage them to optimistically respond toward ecological products, and to inform them about environmental issues. Green advertising has developed rapidly in the last two decades (Futerra, 2008), it became a suitable and powerful force behind increasing the society's understanding of ecological issues and rapidly increasing demand for eco-friendly goods (Easterling et al., 1996; Polonsky et al., 1997). In addition, many researchers define green marketing as the process of marketing and advertising green products. According to the American Marketing Association, green marketing is the marketing of Products that are presumed to be environmentally secure. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, Packaging changes, as well as modifying advertising. Firms are concentrating their efforts on building a strong and challengeable promotion and green advertising strategies in order to meet consumer’s needs and retain their satisfaction

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