Green marketing is the marketing of products
that are presumed to be environmentally safe. Thus green marketing incorporates
a broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising. Yet
defining green marketing is not a simple task where several meanings intersect
and contradict each other; an example of this will be the existence of varying
social, environmental and retail definitions attached to this term. Other
similar terms used are Environmental Marketing and Ecological Marketing.
Green,
environmental and eco-marketing are part of the new marketing approaches which
do not just refocus, adjust or enhance existing marketing thinking and
practice, but seek to challenge those approaches and provide a substantially
different perspective. In more detail green, environmental and eco-marketing
belong to the group of approaches which seek to address the lack of fit between
marketing as it is currently practiced and the ecological and social realities
of the wider marketing environment.
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