Green Marketing
pg xv
- consumers wanted environmental products
- consumers don’t just want companies to follow legislation
they want to see environmental results in products
pg xvi
- companies are using environmental awareness and concern to
create products
pg xvii
- people feel the need to act through concern for the environment
- there is increased environmental behaviour within consumers
- companies realise both environmental concerns and profit can
work together to meet legisalation
- companies are changing products in the realisation that both
environmental, economic and - legislative concerns can be met through green
products
pg xviii
- learning form historical successes and failures and through
technological improvements, allows companies to meet the needs of consumers and
the environment
- Green is in
pg 1
- 1980s saw many environmental disasters
- This brought environmental problems to the forefront of
peoples mind
pg 2
- environmental concern is at its peak now
- concern for the environment is widespread
pg 4
- the effects of increased industrialisation and population
growth affect the whole world
pg 5
- 64% of people believe protecting the environment should be
top priority despite the effects of economic growth
- Baby boomers drive environmental consumerism in America
pg 6
- people feel politics and profit can hinder environmental
action, however they realise change is being made
- consumers are aware of the impact of their consumption on
the environment
- people do not think legislation is strong enough to deal
with the problems and encourage a stronger line
pg 7
- recycling is loved by consumers
- more efficient products are created in response to energy
use awareness
- consumers are more energy, health and recycling conscious
which has spurred the creation of greener products
pg 9
- phases of environmental concern
-
Anxiety high – action low
-
Society more informed and action begins
-
Action becomes part of life
- Green consumerism in second stage
- For green consumerism to become mainstream information,
technology and systems need to be improved to enable action
pg 12
- companies see link between environment concern, increased
efficiency and increased profit
- environmental practices can improve a companies perception
- efficient products reduce waste, energy and material use
pg 13
- perceived quality of a product and environmental impact are
linked now
pg 15
- green products meet consumer needs and reduce environment
impact – green products meet consumers practical needs and enable them to
reduce environmental impact - green products satisfy consumers desire for
products that meet their practical needs and the - needs of the environment
- lower rates of brand loyalty
- some consumers base purchasing decisions on products that
can be recycled
- a large proportion of consumers will buy or not buy brands
based on environmental credentials
pg 16
- altruism plays a role in swapping brands however the
perception green products being better quality is more of an incentive –
altruism influences the decision to swap brands however it is mainly encouraged
by the perceived increase in quality of products
pg 17
- practical benefits of green products will increase market
growth of environmental products
- green products allow consumers to act to help the
environment
- green products allow consumers the opportunity to help the
environment and improve their way of life
pg 19
- demographics of green consumers are hard to pinpoint
- educated women age 30 – 44 earning $30,000+ are most
environmentally inclined
their position in social circles enables them to influence
others making them a strong target market
pg 20
- consumers need to feel enabled to help in environmental
issues if they are to buy environmental products
- if they do not they will not buy
pg 22
- True Blues
10% of people have strong environmental beliefs
Feel they can individually make an positive impact on the
environment
Engage in environmental action and influence others to do so
too
pg 23
- Greenbacks
Will pay more for environmental products
Do not change their lifestyle but have concern for the
environment and agree with environmentalism
Action shown through purchasing power
- Sprouts
Occasionally take part in environmental actions that take
little change to behaviour e.g. recycling
Unlikely to buy more expensive green products
pg 28
- Grousers
Do not think environmental problems are an individuals
problem
Hold government and companies as responsible
Negative about going making changes to their lifestyles,
functionality of green products and how their actions will make little
difference to the wider issue
For someone else to solve problem
- Basic Browns
Don’t see environmental damage as a problem
Do not care about issues
pg 29
- True Blues will influence other groups making them targets
for marketers
- Deep Greens are divided into categories – Planet
Passionates, Health Fanatics, and Animal Lovers
pg 31
- universal needs motivate green consumers
- this should affect how products are marketed
- Green Consumer Psychology
Information – Read Labels
Control – Take preventative Measures
Make a difference / alleviate guilt – switch brands
Maintain lifestyles – buy interchangeable alternatives
pg 32
- the lifecycle of a product is examined by green consumers –
all aspects of a product are examined by green consumers
- want to know details about a products impact throughout its
life
pg 34
- purchasing of new products and shopping less desirable
- societal concern for implications of materialism and
consumption on the environment
pg 37
- green consumers want to feel they have helped in some way
- fuelled by the need to be in control and by guilt associated
with environmental problems
- feel more guilty about actions they have control over
- understand that their personal consumption affects the
environment
pg 38
- have a constant awareness of their affect on the environment
however small the action
pg 40
- feel like they should be doing more to help the environment
– green products and small environmental actions alleviate guilt and help
maintain their beliefs
- recycling is a positive reinforcer
- it is difficult for green consumers to know which ‘green’
products to buy and which have a genuine impact
pg 41
- more information is needed to educate consumers and to make
green mainstream
- educating consumers about environmental impacts of products
is important to get them to buy products
- dedicated green consumers will go without to benefit others
(altruism)
- most consumers will not compromise on some product areas
pg 42
- pricing and increased benefits of a green product must be
clear to become more mainstream
- consumers cannot pay more and this belief is further fuelled
by discounting
- the quality of green products is no longer an issue despite
historical examples
- early green design has affected the perception of green
product quality
- green products are quality and meet expectations
pg 43
- consumers are suspicious of green products with higher
prices and general environmental claims
pg 45
- marketing for environmentally conscious consumers is
different to that of conventional consumers
- products need to meet consumers primary needs, reflect
quality and regard for the environment, both in terms of product features and
company initiatives
pg 46
- companies and marketers are highlighting environmental
practices and qualities to stay competitive and meet demand from consumers who
will pay more for these products
- early false or weak environmental claims by some companies
had a negative response from consumers which marketers have learnt from
- environmental efforts need to be value based within a
company
pg 113
- environmentalism is a core value for consumers which has led
them to take more responsibility for their consumption activities and makes
companies more inclined to use environmental messages within marketing
- primary benefits of a product can be enhanced with
environmental messages
- environmental marketing can increase company perception and
meet legislation
pg 114
- educating consumers about the benefits of technology is needed
- people are more aware (environmentalists and lawyer) of
green washing, green marketing that is not genuine
- it can have negative impacts for a company if green
credentials are not shown as this can reduce market shares
pg 115
- for effective environmental communication:
-
Green products qualities are clear, correct and
have meaning to a wide consumer group
-
Benefits to the environment need to be real and
communicated clearly
-
Educational communications increase likelihood
of consumer purchase and brand credibility
- illustrations and statistics are used to make environmental benefits
more tangible
pg 116
- emotional messages with clear actions to help allow
environmentally concerned consumers to take control
pg 118
- positive environmental messages are important for marketing
to be successful – back to basics messages can have a negative impact
- consumers unlikely to give up their ‘have’ lifestyles for
‘have nots’
pg 119
- encouraging simple activities are more likely to encourage
consumers to engage rather than playing on fear, pessimism or guilt
- illustrative visuals increase the positive message of
environmental marketing messages
- Research into green ads found three things:
- Environmentalism is visual this should be played
upon with large and bright illustrations. Drama within imagery is more emotive
-
Be specific and clear when visually portraying
an idea
-
Environmental messages should be clear and bold.
People have environmental concerns and will respond to / engage with things
they agree with
pg 121
- address consumer motivations
-
True Blue greens – show how they can contribute
and reward them
-
Greenbacks – show how environmental change is
convenient in busy lifestyles
-
Grousers – allow engagement to be easy and cost
effective
-
Basic Browns – show how lots of small actions
make change
- Passive green consumers motivated by being able to fit into
society – environmental problems are social
- People in high society care about the environment so people
aspire to be like them
pg 121
- show how an environmental product will benefit their lives
(health, money, safety etc) as a way of getting them to pay a little extra and
rewarding them for their positive action
show how products and actions can save time and effort,
making them conducive with busy lifestyles
- outlining how a product saves money, time and the
environment increases the likelihood of a purchase
- products (organic food, compact detergents) which make the
link between the environment and well-being are increasing because people can
feel the benefits
pg 123
- environmental technologies and products may perform
differently to conventional products leading to people thinking they are
inferior in quality
- advertising is preferred for mass communication however
green marketing uses other forms of marketing such as non paid media which is
considered more credible and able to reach green consumers searching for
information
pg 124
- paid advertising gives access niche and mass market
consumers however environmental messages have less credibility in this form
- True Blue Greens like messages on packages / through direct
marketing and community programs
- Ads have little effect on strong environmentalists
- Green communication methods include packaging, the internet
and information
- Consumers actively look for environmental messaging and
recycling guidance
pg 130
- consumers do not think it benefits industry to be more
environmentally friendly because the current economic structure pushes for
growth and profit
- advertising encourages the consumption of products people
don’t need
only 30% of consumers believe advertising that says products
are better for the environment than others
- it is impossible for products or companies to be completely
green
pg 132
- consumers know that money is not the solution to
environmental problems
- state the need for sustainable consumption and make it easy
to consume more sustainably
pg 133
- green consumers examine the medium environmental messages
are put across with
- environmentally friendly print use recycled paper, are
recycled, use soybean inks or are electronic
- common terms used in environmental marketing can mislead
consumers
- packaging can be recycled but not necessarily in the consumers
area
pg 134
- recycling arrows can mislead consumers into thinking that
they can recycle their products anywhere
pg 135
- this confusion puts pressure on local services and puts off
consumers from engaging in recycling
- clear and simple language and differentiation between
product and package qualities avoids deception
pg 137
- consumers know even good companies will a have environmental
impact, so promoting a complete green persona will create criticism
- using general environmental statements with no link to a
company’s actual activities is not effective
pg 138
- environmental certification can come from various government
bodies and organizations
pg 141
- environmental certification can be beneficial for green
marketing in creating confidence however there are pitfalls as many are created
for products in particular categories and diffing standards
pg 142
- products can have multiple environmental credentials
pg 144
- environmental credentials add credibility and encourage
purchasing from environmentally aware consumers
- criticism of environmental labels says that the process is
subjective, varies depending on country , limits production innovation and does
not educate consumers about the products environmental benefits
pg 145
- using common environmental labels means consumers are less
likely to be desensitized to them
- consumers assume the products are superior in all aspects if
have environmental labels- make it clear to consumers how a product is better
in a specific area
- environmental labels need to be backed up with positive
action
pg 146
- seals are not always widely known, promote them through
multiple communication methods
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