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Transcript of 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.
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.
Definition of Green Marketing
-Mistrust of Manufacturers
-Mistrust of Green Products
Temporal Risk Theory
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.
Fewer choices for green brands
Cost time to find green products
This theory looks at actual costs
and perceived costs
Cost of alternatives
Truth in Marketing
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
What consumers want
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