Green Marketing Myopia

8/13/2019 Green Marketing Myopia

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Avoiding

Green Marketing Myopia



Green Marketing

Process of selling products or services based ontheir environmental benefits.



Eco friendly produced and packaged



Objectives of Green Marketing

• Improved environmental quality



Objectives of Green Marketing

• Customer Satisfaction



Green Products which scored

success

•Toyota Prius

44 mpg hybrid

Customers enduring waiting period and higher price

• High demand due to meeting customer expectation

along with green product label. Academy Awards,2003

Eco-friendly label after names Motor Trend’s Car of year

2004

Higher fuel economy, Performance and technology

Dazzling looks



Green Products which scored success

Google CEO Larry Page in his Toyota Prius, after widespread demand of Prius



Successful Green Products

• Organic food

20% annual growth since 1990

5x faster than conventional food market

Increase in Organic baby food for kids’ development

• Construction Industry Demand for resource efficient and cost effective office buildings

No Volatile Organic Compounds – healthy for occupants

Home buyers looking for natural lighting, solar heating, reflectivewindows

• Increased Market growth due to perceived safety and moneysavings + environmental factors







Green Marketing must satisfy two objectives: improved

environment quality and customer satisfaction. Misjudging

either or overemphasizing the former at the expense of the

latter can be termed “green marketing myopia”.



Whirlpool Refrigerator GMM

CFC free cooler , one that was 30% more efficient than the U.S. Departmentof Energy’s highest Standard

Whirlpool won the “Golden Award” a $30 million award package of

consumer rebates from Super-Efficient Refrigerators Program.



Mobil’s Hefty Photodegradable

Introduced in 1989, Hefty

degradable plastic trash bag.

“Degradable ” with special

ingredients promoted itsdecomposition into harmless particles

in landfills.

Seven state attorney general sued

Mobil on charges of deceptiveadvertising.



Keys to Avoiding

Green Marketing Myopia• Consumer Value Positioning (design

environmental products to perform as well asalternatives; products that have health benefits;

fixed price for renewable energy products)• Calibration of Consumer Knowledge (connect

environmental products attributes with desiredconsumer value—pesticide-free; solar powered);

use of internet.• Credibility of Product Claims (environmental

product and consumer benefit claims)



Consumer Value

Positioning



Calibration of Consumer

Knowledge

• Employ compelling, educational marketing

messages and slogans that connect green product

attributes with desired consumer value

• Environmental benefits positioned secondary, if

mentioned at all

• Ambiguous but Myopically focused on pollution

rather than a more mainstream consumer benefit• Encouraging consumers to think implicitly about

what else they are “saving”.



• Connection between environmental benefit

and consumer value

•Compelling marketing communicationseducating consumers to recognize green

products as “solutions” for their personal

needs and the environment

• Analysis suggests that advertising that draws

attention to how the environmental product

benefits and deliver desired personal value

can broaden consumer acceptance of green

products



Credibility of Product Claims

• Foundation of Effective Green Marketing

• Products should meet consumer expectations

by delivering the promised consumer value

• Provide Substantive Environmental Benefits

• Misperceptions and Skepticism created as

consumers don’t have the expertise or ability

to verify green products’ environmental and

consumer values



• Green marketing that touts a product’s or a

company’s environmental credentials can

spark the scrutiny of advocacy groups or

regulators

• Green product attributes should be

communicated honestly and qualified so that

the consumer believes and trusts it



The Future of Green Marketing



What’s lacking ?

• Business scholars have viewed it as a “Fringe”

topic.

• It does not mesh well with marketing’s axioms

i.e. “give customers what they want” and “sell

as much as you can”



• Sustainability is destined to dominate 21st

century commerce.

• All marketing will incorporate elements of

green marketing.

How it will work out ?



Product dematerialization

“Innovations that transform material goods into efficient streams ofservices”



Thank You :)

Green Marketing Myopia

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