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Introduction
British Petroleum (BP) Limited is in the first row among the oil and gas companies in the
world which are pursuing green marketing and sustainable business practice. The company has
also developed a subsidiary foundation to support its additional green and ecological initiatives.
There are two approaches of green marketing technique. These are direct green marketing
technique and indirect green marketing technique. BP implement indirect green marketing
besides direct green marketing. Some ethical issues should be carefully taken into consideration
during the time of implementing the Indirect green marketing by the company.
This paper aims at discussing the impact of consumers’ opinion of the foundation set up
to support the additional green marketing initiative of BP, the pros and cons of indirect green
marketing, and ethical issues associated with indirect green marketing.
Impact of Foundation on Consumers’ Opinion
After 2010 Deep-water Horizon Oil Spill event, which caused to total fine of USD 18.7
to the company, BP concentrated very carefully to green marketing and sustainable business
practices (British Petroleum, 2018). In 2012, the company set up a foundation to support its
additional ecological initiatives (BP Global, 2018). The objective of this foundation is to review,
assess, and advise the BP on alternative energy businesses, research & development, and
achievement of greenhous...