Final Green Marketing (Body)

Final Green Marketing (Body) - Green Marketing and Consumer...

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Green Marketing and Consumer Behavior Before environmental marketing there was environmental concern. As early as 1948 the U. S. EPA passed laws such as the Federal water pollution control act, now known as the Clean Water act, and the Clean Air Act in 1963 which was later amended in 1970 and 1990 to enforce more restrictions (EPA.Com 2008). These laws helped regulate water and air pollution caused by large corporations and civilians. According to the Encyclopedia of Small Business Green marketing is defined as “a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. Green marketing campaigns highlight the superior environmental protection characteristics of a company's products and services, whether those benefits take the form of reduced waste in packaging, increased energy efficiency in product use, or decreased release of toxic emissions 1 With the increasing trend of going environmentally green there are many new marketing tools that companies and consumers need to be come aware of. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such product can either be itself, produced with environmentally friendly ingredients, or packaged in environmentally friendly way. There are a few ways of consumers to know they are getting truly green products by looking for the appropriate seals. Many celebrities are backing this green movement by purchasing hybrid cars and asking people to watch their carbon footprint. This paper will go into detail about the
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and other pollutants in production” (Encyclopedia of Small Business 1999). Green Marketing: The Idea The incorporation of green marketing ideas in new advertising schemes, packaging, and manufacturing has become a must. As the American people become more environmentally conscious more and more green products are appearing on store shelves. It has become apparent that businesses are not only promoting their green products but promoting their efforts in attempting to be eco friendly corporations. As corporations such as Wal-Mart catch on to this trend green marketing has gone form “Hippie to Hip” (Paoletta 2007) Green Marketing & the Automobile Industry Mobile sources (cars and trucks, of course, but also lawn mowers, airplanes and anything else that moves and puts pollution into the air) is one out of four emission categories the U.S. EPA regulates for air pollution. This is why the automobile industry is so carefully trying to reposition itself as environmentally conscious. The most popular car rental corporation, Enterprise rent-a-car along with its sister companies National and Alamo rent-a- car are all joining together to fulfill a promise to help off set their car fleets carbon emissions by planting one million trees every year for the next fifty years 2
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(Halliday 2008). They have devoted an entire website, KeysToGreen.com, to motivate their customers to pursue their
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Final Green Marketing (Body) - Green Marketing and Consumer...

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