Introduction
Environmental issues started playing a significant role in business a few decades ago. At present, ‘green’ marketing can be regarded as “mainstream” (Ottman 2011, 3). Now people are ready to pay more for products which have little negative impact on the environment, or which are said to have little impact.
It is necessary to note that ‘green’ marketing has quite a few standards and regulations. However, ‘green’ businesses have certain peculiarities which make them differ from the conventional businesses. These peculiarities enable ‘green’ companies to successfully compete with conventional businesses.
Major peculiarities of the ‘green’ marketing are its focus on sustainability, progress, and responsibility. Thus, ‘green’ products are also characterized by these values and differ from conventional products to certain extent.
The Difference Between ‘Green’ and Conventional Businesses
First, it is possible to define ‘green’ marketing as the way to do business without causing a lot of harm to the planet and environment (Cronin et al. 2011, 159).
It is necessary to define the difference between the two types of businesses to understand major peculiarities of ‘green’ products. ‘Green’ marketing is different from the conventional form of marketing as environmental issues are brought to the fore.
‘Green’ businesses stress that their products have little negative impact on environment (Ottman 2011, 12). These companies often emphasize their involvement in innovative programs and incentives aimed at addressing certain environmental issues.
Development, innovations and research aimed at creating new environmentally friendly products are brought to the fore. It is also important to note that people consuming ‘green’ products are seen as responsible individuals. In other words, it is considered to be generally accepted and even expected to buy ‘green’ products (Cronin et al. 2011, 159).
These are values promoted by ‘green’ companies. These values differ from those associated with conventional marketing. ‘Green’ businesses focus on their being eco-friendly.
There is one more significant difference between the two forms of marketing. Conventional businesses are regulated by the government and there are a variety of norms to comply with. At the same time, green companies have almost no regulations to comply with.
More so, there are hardly some standards in this sphere (Ottman 2011, 161). This adds certain confusion and even violations as some companies only proclaim their being sustainable and eco-friendly (Cronin et al. 2011, 159). The lack of control is another difference between ‘green’ and conventional marketing.
However, there are some similarities between the two forms of marketing. Contemporary ‘green’ companies also try to meet customers’ expectations (Ottman, Stafford, and Hartman 2006, 24). Now it is not enough to claim that the product is ‘green’.
Customers want it to be efficient and easy to use. This peculiarity makes ‘green’ marketing similar to conventional businesses that strive to meet consumers’ expectations. At the same time, this similarity often becomes a certain difference as some ‘green’ companies fail to understand the importance of meeting customer’s expectations.
Key Ingredients to Successful Marketing
One of the most conspicuous examples of ‘green’ products is Toyota Prius. This car became very popular in the early 2000s. This product has all the necessary ingredients to successfully market it.
In the first place, it is a really ‘green’ product as it gives off reduced amount of harmful gases as this a gas-electric hybrid (Ottman, Stafford, and Hartman 2006, 25). Therefore, this product meets people’s expectations as for minimum harmful impact on the environment.
Consumers may enjoy comfort of a car and, at the same time, they may feel they are making difference. The product is also associated with innovation and development. The marketing strategy used to promote Prius has focused on innovative approach to the car production.
Producers as well as consumers state that “the dazzling digital dashboard… and other car operations provides an entertaining driving experience” (Ottman, Stafford, and Hartman 2006, 26). Of course, this contributes to creation of a positive image of a product which is associated with innovative technology and progress.
Furthermore, this product also meets customer’s expectations as it is efficient and modern. It fulfils its primary tasks providing customers with enjoyable driving experience at a good price. Maintenance of these cars is not very expensive which contributes to the product’s popularity.
Finally, Prius gained popularity as many celebrities bought them and promoted these cars. Some top celebrities created certain image of a responsible driver and car buyer.
Admittedly, it has been fashionable to be ‘green’ since the 1990s and now many models (as celebrities are models for many now) emphasize their being ‘green’. New generations tend to strive for sustainability and eco-friendly innovations.
Conclusion
On balance, it is necessary to note that ‘green’ marketing is the way to sell products without causing a lot of harm to environment. ‘Green’ marketing differs from conventional forms of marketing as the former focuses on innovation, sustainability, ‘greenness’ and development of certain public opinion.
‘Green’ products have certain peculiarities. They are ‘green’, efficient, innovative and fashionable. These values are of vital importance for any ‘green’ product.
Reference List
Cronin, J. Joseph, Jeffery S. Smith, Mark R. Gleim, Edward Ramirez, and Jennifer Dawn Martinez. 2011. “Green Marketing Strategies: An Examination of Stakeholders and the Opportunities They Present.” Journal of the Academy of Marketing Science 39 (1): 158-174.
Ottman, Jacquelyn A. 2011. The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Sheffield: Berrett-Koehler Publishers.
Ottman, Jacquelyn A., Edwin R. Stafford, and Cathy L. Hartman. 2006. “Avoiding Green Marketing Myopia.” Environment 48 (5): 22-36.