A Case Study on green marketing

Jun 18th, 2015
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Alabama State University
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What is green marketing? Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifyin

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Definition:What is green marketing? Green marketing refers to the process of selling products and/orservices based on their environmental benefits. Such a product or service may beenvironmentally friendly in itself or produced and/or packaged in an environmentally friendlyway.The obvious assumption of green marketing is that potential consumers will view a product orservice's "greenness" as a benefit and base their buying decision accordingly. The not-so-obviousassumption of green marketing is that consumers will be willing to pay more for green productsthan they would for a less-green comparable alternative product - an assumption that, in myopinion, has not been proven conclusively.According to the American Marketing Association, green marketing is the marketing of products thatare presumed to be environmentally safe.[1] Thus green marketing incorporates a broad range of activities,including product modification, changes to the production process, packaging changes, as well asmodifying advertising. Yet defining green marketing is not a simple task where several meaningsintersect and contradict each other; an example of this will be the existence of varying social,environmental and retail definitions attached to this term.[1] Other similar terms used are EnvironmentalMarketing and Ecological MarketingGreen Marketing is an art of creating an awareness among consumers about carefully planned anddeveloped eco compliance products and services using competitive

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