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PROBLEM WITH GREEN MARKETING

                    
    Problems with Green Marketing

          When firms attempt to become socially responsible, they may face the risk that the environmentally responsible action of today may be harmful in the future. Government regulation does not address all environment issues. The pressure to reduce costs or increase profits may not force firms to address the important issue of environmental degradation. Firms must bear much of the responsibility for environmental degradation, but consumers who demand goods also create environmental problems. Green marketing requires that consumers want a cleaner environment and should be willing to “pay” for it, and modified individual lifestyles. Toyota’s Prius may be the first major consumer product that fits nearly all of the criteria for success in the green-consumer marketplace. A good example is Toyota’s 2010 Global Vision. It is a policy statement that envisions a new corporate image, while the Environmental Action Plan sets specific technical goals for the future. One big problem is companies’ lack of understanding about how to address consumers on environmental and social issues. As well as consumers want or know that companies care, and want to see their actions match with their claims. Electrolux the Swedish appliance giant doesn’t go out of its way to market its products as environmental. The company promotes products’ energy-saving advantages on labels, but that is required in both Europe and U.S. However, the company worked very well to educate people about energy. That reputations also reduces pressure on Electrolux when new environmental concerns arise. Netherlands-based Philips’s flagship environmental consumer products are ‘compact fluorescent light bulbs’ (CFLs), which it has marketed since 1978. For years, energy-saving and longer-lasting CFLs languished in the U.S. market, despite their success in Europe. In its research, Philips found a great deal of sympathy (50% positive, 25% neutral) for green issues.

Suggestions for Success of Green Marketing

1. Show that environmental initiatives lead to better-quality products.

2. Make environmental messages consistent with the company’s existing voice in the marketplace.

3. Price environmentally preferable products comparable to conventional ones.

4. Empower consumers to get involved to make a difference.

5. Be seen as a serious thought leader in the scientific and technology communities.

6. Be ready to experiment publicly.

7. Link environmental innovations to other benefits, like quality and durability.

8. Extent thanks to customers for making good, green choices and tell them how they are making a difference.

9. Seek recognition from peers and activist groups.

10. Green products shouldn’t be any different from “regular” ones-in branding, price, use, or performance.

11. Send innovative new products among celebrities-actors, musicians, athletes, and other trendsetters.

12. Acknowledge imperfections.

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