Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Green Marketing

No description
by

Youri Chen

on 12 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Green Marketing

Definition
Green marketing
is defined as the holistic management process responsible for identifying, anticipating, and satisfying the requirements of customers and society in a profitable and environmentally sustainable way.




Mistrust of Manufacturers
Mistrust of Green Products
Customers need to take risk if they choose green product.
Green products cost too much (as much as 100% more)
Packaging of green product is not attractive.
Green Marketing
Outline
Green Gap
What consumers believe should be done to save the environment vs. what they actually do

There is a considerable green gap of 40% between self perception and actual action taken to improve the environment.


Alec Bunkers
James Swider
Lingmin Dai
Jake Rajcula

Definition of Green Marketing
Situation Details
-Green Gap
-Mistrust of Manufacturers
-Mistrust of Green Products
-Greenwashing
Applicable Theories
Possible Solutions(Recommendation)
Perception
Functional Risk
Financial
Temporal Risk Theory

Questions?
Belief that products don't work or they do with diminished quality

WOM and TV

Products not tested

Poor product packaging
How much time and effort may I expend to make his purchase?
What are the costs and benefits for me over time?
This theory looks at the buying and investment side of consumerism.
Customers' concerns
Fewer choices for green brands
Cost time to find green products
Trust Issues

Energy-Star

All-Natural

CFC-Free
http://www.fda.gov/aboutfda/transparency/basics/ucm214868.html
This theory looks at actual costs
and perceived costs
Purchase price
Cost of alternatives
Recommendations
Recommendation
Greenwashing
Recommendation
Recommendation
FDA
-Gluten Free

Transparency/Ethics

Truth in Marketing
To Marketers
http://www.fda.gov/newsevents/newsroom/pressannouncements/ucm363474.html
Stick with it, green is an investment
Lower the barrier for consumers
Shift sustainability savings to lower the purchase price of products
Include green products in sales
Perceptions can be fixed

Attention grabbing

What consumers want

Advertising
Internet & TV Spots
Some businesses use 'green' like a fad idea
Energy producers are especially mistrusted
Businesses are shady
Before promoting green products, provide more options
Let customers find those green products easily.
Marketers can provide more information to customers about green products
(http://www.environmentalleader.com/2012/03/28/consumers-dont-trust-green-product-claims-survey-says/?graph=full&id=1)
Full transcript