The term »Green marketing« was first used by the American Marketing Association (AMA) in 1975. According to the American Marketing Association, green marketing is the marketing of products that are environmentally safe.
As people become increasingly concerned about environmental issues, the popularity of green marketing continues to soar. In fact, a whopping 77% of consumers in 2020 considered a brand’s sustainability and environmental responsibility to be of significant importance when making their purchasing decisions.
Green marketing can be a very powerful marketing strategy when it’s done right. Consider the following:
- Forty-eight percent of U.S. consumers say they would definitely or probably change consumption habits to reduce environmental impact.
- Products with sustainable attributes have been steadily taking more share of store sales, from 19.7% in 2014 to 22.3% in 2017, to an anticipated 25% in 2021.
- Ninety percent of millennials say they are willing to pay more for products that contain sustainable or environmentally friendly ingredients.
For deeper understanding of »What is Green Marketing?« you can read also:
For deeper understanding »Why Green Marketing is so important?« you can read also:
https://emeritus.org/blog/sales-and-marketing-importance-of-green-marketing/
To understand better the main strategies shown in the figure below, check out the article:
https://sendpulse.com/support/glossary/green-marketing#green_marketing_strategies
You can read about some Good practices of widely known Companies like TOMS, Timberland, Starbucks on these links:
https://www.toms.com/us/impact/planet.html
https://www.starbucks.com/about-us/
https://directory.goodonyou.eco/brand/timberland
References:
- Shopify. 28. October 2022. What Is Green Marketing? Definition and Examples. Link: https://www.shopify.com/blog/what-is-green-marketing
- Jason Fernando. 30. April 2023. What Is Green Marketing? Definition, Example and How It Works. Link: https://www.investopedia.com/terms/g/green-marketing.asp
- Pooja Khatri. 1. September 2021. GREEN MARKETING: BENEFITS AND CHALLENGES FOR MARKETERS. Link: https://www.researchgate.net/publication/354339129_GREEN_MARKETING_BENEFITS_AND_CHALLENGES_FOR_MARKETERS
- Ward, Susan. 20. July 2020. What Is Green Marketing? Link: https://www.thebalancemoney.com/green-marketing-2948347#citation-2
- Emeritus Institute of Management. 9. December 2022. How Green Marketing Helps Brands Build Loyalty While Saving the Planet Link: https://emeritus.org/blog/sales-and-marketing-green-marketing/