Green Marketing: Holistic Approach

Green marketing, in another words as sustainability marketing differ from the conventional marketing as it consists of marketing products and services based on environmental factors or awareness to reduce production impacts to the environment (Bueckner 2010). There is more than one explanation that defined Green Marketing. Here, the term “green” is referred to purify as in quality of the productions and fair as well as in dealing. The organization that participates in such concept makes decisions and manufactures throughout the entire process of production levels, for instance the methods of producing, packaging and distribution. There are many companies nowadays practice green marketing in their business model to be more compatible with the

By employing green marketing, holistic approach is required at which referring to the impacts that affect product and services manufacturing, distributing as well as marketing that included pollution controlling, raw materials supplying and more. Besides, ecological approach is about the organization managing practices cautiously in its products and services to reduction of natural or renewable resources as well as lessening the environmental impacts (2013). It also differ as both conventional marketing and green marketing are relying on its supplier network on the functionality and quality of products and services, but the green concept will force its suppliers to going green in order to increase the environmental sensitivity (Linking Sustainability

Other limitations of the green concept included the confusion that may create among the consumers as the market is flooded with various green products. For instance, there will be many people unaware of the manner in which to deal with recycling process. Hence, the usage of green products often cost a lot more than the conventional materials. Green marketing in general is expensive as the green production involves in renewable and recyclable materials to manufacture as they require long term planning as well. For example, the business conveniences such as the switch to solar power will generate the need to install solar panels in which increasing the cost reductions in energy saving instead and it will always not enough to neutralize the initial upfront conversion costs by practicing going green concept in the business. Aside from that, most of the environmental benefits cannot be measured easily as well as the outcomes of green marketing concept that cannot be expected in the short run are indirectly related as they cannot be directly identify them and attributed it to a marketing strategy. The consumers also tend to pay more as of the increasing cost of