√ Definition of Green Marketing, Purpose, Benefits and Components
Definition of Green Marketing, Purpose, Benefits and Components – In this discussion, we will explain about green marketing. Which includes the definition of green marketing according to experts, green marketing goals, benefits and components of green marketing with complete and easy-to-understand discussion.
Definition of Green Marketing, Purpose, Benefits and Components
For more details, please see the review below carefully.
Understanding Green Marketing According to Experts
Before knowing the meaning of green marketing as stated by experts, we first know the meaning of green marketing in general.
Green Marketing (green marketing) is a strategic effort to create a business based on the environment and health that has been known since the late 1980s and early 1990s. There are other names for green marketing, including environmental marketing, sustainable marketing, greener marketing, societal marketing, ecological marketing.
1. Peattie
Understanding Green Marketing according to Peattie is a holistic management process that is responsible for identifying, anticipating and satisfying consumer and societal wants in a profitable manner and sustainable.
2. Lozada (2000)
The definition of Green Marketing according to Lozada is the application of marketing tools to facilitate change provide organizational satisfaction and individual goals in carrying out protection and conservation maintenance on physical environment.
3. Salmon Dan Stewart in Irandust and Bamdad (2014)
Understanding Green Marketing according to Salmon and Stewart is a marketing strategy that supports environment by creating benefits to the environment this is based on what consumers do expect.
4. Polonsky (1994)
The definition of Green Marketing or environmental marketing according to Polonsky is the consistency of all activities that designing services and facilities for the satisfaction of human needs and wants without causing any impact on natural environment.
5. Henion and Kinnear (1976)
The definition of Ecological Marketing according to Henion and Kinnear is as a science that studies impact the positives and negatives of marketing activities on the police, energy depletion and non-resource depletion energy.
Green Marketing Goals
The purpose of green marketing is not only to see profit/profit as the only goal of the company, but there is additional concern for the environment. In the book "The Green Marketing Manifesto" John Grant (2007) explains that green marketing goals are divided into three stages, namely:
-
Green
Having a goal in the direction of communicating that the brand or company cares about the environment. This stage is the initial stage for companies implementing green marketing concepts. -
greener
Greener has the first goal to be commercial, the company's goal is also to achieve goals that will affect the environment. The company will change the style of consumers consuming or using the product. For example, saving paper, using used paper or recycled paper, saving water, saving electricity, using air conditioning and so on. -
greenest
The company seeks to change consumer habits in a direction that will care for the environment. The desired consumer culture is to care for the environment in all activities without being influenced by the company's products offered.
Benefits of Green Marketing
The concept of green marketing is another option that marketers can use in carrying out marketing activities by utilizing limited resources efficiently and effectively. With such a green marketing concept, it can be concluded that the benefits of green marketing include:
- Become a producer of products that are friendly to the environment
- Producers and advertisers carry out product development that they try to fulfill the wishes of people who care about the environment
- Innovation. Love for the environment will make the company more innovative, both innovative in input, process, output to marketing or marketing strategies.
Green Marketing Components
The components of green marketing include the following:
Green Customers
Green customers are people who buy and consume products that are safe for the body and for the environment in which they live, so that their environment is maintained.
Green Production Process
Green production process is a method of production with technology that reduces pollution or has benefits for the surrounding environment.
Green Financial Affairs
Green financial affairs are a variety of accounting approaches that try to consider financial and monetary values for ecological investment and forest destruction.
Reasons Of Being Green
Reasons of being green is a basis for a person or company in changing behavior to care for the environment.
Thus has been explained about Definition of Green Marketing, Purpose, Benefits and Components, hopefully can add to your insight and knowledge. Thank you for visiting and don't forget to read other articles.
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