Spiraling fuel prices and global warming fears have increasingly put environmental issues on the front page and in advertising efforts. But as more companies adopt these campaigns, consumers are growing increasingly confused over what it means to be “green,” making it harder to create effective environmental marketing efforts, according to a recently released study by Landor Associates, New York.
Fast developing technology, more informed consumer and government regulations are forcing product designer and marketers to consider the environmental aspects of product and market. The Term “Green marketing”or “Environmental Marketing” is much written about subject today. However, green consumer and green marketing remain equivocal from product and market perspective. There are many questions for a Green marketer. Will a consumer willing to pay premium for environmental cause, if yes what is premium, how many consumers are willing to pay premium. In the article Strategic Marketing of Greener Products by Jacquelyn Ottman and Virginia Terry they quote the following study. A Green Gauge Report 1996 study conducted by Roper Starch Worldwide (US) showed that 75% of Americans think they should take more positive action towards the environment. However, the same report also showed that the percentage of Americans willing to pay more for environmental products has declined from 11% ten years ago to just 5% in 1996. This trend is not confined to the US. Generally, the consumer’s increased environmental concern, and indeed his or her environmental sophistication, does not necessarily translate into increased green purchasing. Clearly, marketing greener products will have to entail more than attaching a green label or featuring images of wildlife in media advertisements!
To make Green marketing organization should focus for immediate benefits of product being green in terms of usability, price and value it offers. The Green marketing should offer differentiation in product positioning in a manner that enhances the brand The green marketing should make careful consideration before making environmental claims and should use meaningful terms and images in the communication Should be able to communicate clearly what are environmental characteristics, benefits how benefits are achieved. It should talk about the comparative difference with the other products and justification for the differences. Green marketing should also be seen from the wider perspective of enterprise. It should involve not only marketing but also the product material, production process and dispoal system of retired product