We all now know that cheap consumer goods and the “disposable” mindset of consumers have a negative impact on the environment and working conditions in many production countries. Nevertheless, many people have only discovered the real extent of these problems in recent years. In fact, for consumers it is becoming increasingly important to consume responsibly. This is where green marketing comes into being.
It is a tool for companies to communicate sustainable production strategies and environmentally friendly activities. As a result, they attract new customers and strengthen the relationship with existing ones.
Green marketing, ecomarketing, ecologically oriented marketing, sustainable marketing. All these terms refer to the successful market positioning of sustainably produced products.
In the economic context, green marketing is defined as all advertising and information actions that promote or underline the environmental compatibility of products or the sustainability of the production chain. It is not just a question of convincing customers of the sustainability of their products or services with targeted advertising measures. The term also includes all measures that influence the improvement of a company’s environmental balance or production processes.
Green marketing is the means by which companies can play their part in educating people about environmental issues. In fact, companies can (and must) in turn take responsibility and act within the framework of corporate social responsibility. This means acting not only in a sales–oriented way, but also taking into account social, ecological and ethical aspects in the decision-making process.
In the area of corporate responsibility, green marketing focuses on the ecological and sustainable orientation of marketing measures. To put it simply, it is a question of integrating ecological aspects into the entire marketing strategy. The basis is the classic marketing mix with its four pillars:
Each individual area can become “greener” through measures that take into account the ecological aspect. The possibilities range from packaging with recycled materials and more environmentally friendly distribution channels to leasing or depositing models instead of traditional sales.
Ultimately, each company must decide for itself how seriously it will implement its green marketing strategies and how it will communicate them to the outside world. It is important that the perception is credible, otherwise you risk being accused of greenwashing. This term refers to companies that present their products as particularly environmentally friendly and sustainable, without this corresponding to reality. As a result, they deceive deliberately consumers to gain short-term benefits. However, such an approach risks permanently damaging the image of the company.