Sustainable Development and Green Marketing

Sustainability and Green Marketing: Opportunities for the poor.

The influence of economic development on green marketing issues The doubt about the close relationship between “Green Marketing” or “sustainable marketing” and “Sustainable Development” is certainly cleared by this paper. The strategy proposed in this literature is simply a combination and adaptation of the stakeholder theory discussed by Polonsky [9] and the fight against the “Green Marketing Myopia” discussed by Ottman, Stafford and Hartman [8], with as communication tool the “AIDA” model of Kotler and Armstrong [10]. The result can only be the set of opportunities as illustrated by examples in the previous sections (“opportunities for going green” and “The Proof: some examples”). A summary of all that is the following diagram showing the outcomes of the GM strategy propose in this text.

2012

Hervé AZEMTSA S² Services SARL

5/10/2012

xtremely hot summers, long

winters, unexpected heavy

rains, burning forests and

other natural disasters are there to

remind us that “Mother Nature” is not

just fine. This is unfortunately not new

to the humanity. The technological and

industrialization race resulted in

natural chaos and increased to a

certain extent the social gap between

riches and poor.

Today, one of the issues that bother

most of us (if not all) is the health of

“Mother Nature”. The former

development model was more

economically oriented while

nowadays, it is almost impossible to

dissociate the 3 “E’s”: Environment-

Economy-Equity when it comes to

development issues. The development

has to be “sustainable”. Mentioning

the term “Development” implies the

consideration of the World’ structure

as 3 main groups: Developed

Countries, Developing Countries and

Poor Countries. With such a

consideration, it is obvious that the

problems related to the concept of

“Sustainable Development” (SD) are

not the same. When some countries

should still battle against hunger,

extreme poverty and social disparities

(the case of developing and poor

countries), some are struggling to

decrease environmental damages.

To respond to the challenges of

Sustainable Development, different

strategies are adopted worldwide.

Governments, companies and

individuals are working together or

separately, just as the United Nations

and the international community as a

whole is. Industries and corporations

in different levels (national, regional or

international) are responding with the

expansion of their portfolios with

“green products”. If one considers that

the supply (production) responds to

demand (consumption), one of the

most important tools towards

sustainability will be a “sustainable

consumption” or “sustainable

demand”. This gives marketing a

power that should be used to trigger

“sustainable development” worldwide

and especially in developing countries.

This paper intends to present the

concept of “green marketing” as a

battle horse towards Sustainable

Development in developing countries.

This implies showing that rather than

negative impacts, going “Green” can

E

3

create opportunities in the Developing

World and hence increase the level of

“sustainability” if existing or create it if

not. This will be done by defining key

terms as a first step for outline

purposes, and the basic stakeholders

will be presented secondly. The “Green

Marketing” strategies and benefits in

developing countries will follow, with

as a last step some examples as

support for the whole paper.

___________________________________________________________________________

Concepts and Definitions

Sustainable Development (SD)

There are some words that are used

commonly when it comes to define the

term or the concept of “sustainable

development”. These are “social or

equity”, “economics” and

“environment or ecology”. The

popularity of the term “Sustainable

Development” raised with the

publication in 1987 of the report “Our

common future” by the World

Commission on Environment and

Development (WCED). Worldwide

that report is known as the “Brundtland

Report”, named after Mr. Gro Harlem

Brundtland, who was Norway’s prime

minister and the chair of the

commission back then.

That report defines sustainable

development as: “a development process

that meets the needs of the present without

compromising the ability of future

generations to meet their own needs”.

That is a development that is

environmentally friendly, socially fair

and that brings an economic growth.

Green Marketing (GM)

Shortly, marketing in general can be

defined as “meeting needs profitably”1.

The term profitable should be looked

at from both customer and producer

sides. Any given producer would like

to maximize profits while consumers

maximize utility. For that to happen,

there is a new factor to consider:

Nature. Nature is for both consumers

and producers the host, and the

1 P. Kotler, K.L. Keller, Marketing Management,

12th Edition Page5 [2]

4

supplier of goods and raw materials.

Maximizing utility will also mean then

having that “host” forever if possible:

in other words “sustain” our “host”.

That is where “Green Marketing”

comes into action. The glossary of

“www.SustainableMarketing.com”

defines green marketing as “Marketing

based on the promotion of the

environmental attributes of a product”2.

This is unfortunately where many

definitions stop, while Green

Marketing is in fact more than only

promotion of environmental friendly

products. In “An Introduction to Green

Marketing” [1], Michael J. Polonski

recalls a definition of green marketing

as “all activities designed to generate and

facilitate any exchanges intended to satisfy

human needs or wants, such that the

satisfaction of these needs and wants

occurs, with minimal detrimental impact

on the natural environment”. This

definition implies more an interaction

between humans and their living

environment early mentioned in the

introduction as “host”. To reinforce

this concept of green marketing and to

link it to sustainable development, one

2 Web Glossary of Marketing terms,

www.sustainablemarketing.com. Full address See

[3]

can quote the article of Peattie (2001)

“Toward Sustainability: The Third Age of

Green Marketing” [13] in which he

describes the evolution of the concept

of green marketing. Today, Green

Marketing should easily be replaceable

by the term “Sustainable Marketing”

since it involves social principles as

well, making it even closer to the

concept of sustainability. Moreover

one can quote Peattie (1995) defining

green marketing as “The holistic

management process responsible for

identifying, anticipating and satisfying the

needs of customers and society, in a

profitable and sustainable way”. In the

same direction Fuller (1999) defines

sustainable marketing as “the process of

planning, implementing and controlling

the development, pricing, promotion, and

distribution of products in a manner that

satisfies the following three criteria: (1)

customer needs are met, (2) organizational

goals are attained, and (3) the process is

compatible with eco-systems.”3 These

definitions reinforce the existence of a

strong link between green marketing

and sustainable development; further

in this paper, “Green Marketing” will

be referring to these definitions.

3 Quoted after Ken Peattie, see [5] Page -141

5

Developing Countries (DCs)

If one can define the possible behaviors

regarding the health of our natural

environment, three major ones would

probably be mentioned: A curative

behavior “pollute and bear the cost”, a

preventive behavior “spend not to

pollute” and a position in between.

Like for conventional marketing,

analyzing and understanding the

market environment is of a major

importance for green marketing. Most

DCs have some characteristics [4] that

make of them important and strategic

targets for green marketing. These are:

poverty4, low industrialization

(consumer societies), high dependence

on agricultural products (nature highly

exploited daily), high dependence on

the export of primary product and

natural resources. Added to these

characteristics are the low level of

education, the health and wealth

problems and the social and

economical disparities. Putting all this

together will put the majority of

humans living in DCs between the

level one and three of the Maslow’s

4 The World Bank defines Poverty as living with

less than two US Dollars per day.

Hierarchy of Needs5. Such a position

can only leads to a “consumer

behavior”6 that is particularly hostile

for the environment.

This brief description of developing

countries and the indicators of

sustainable development of the United

Nation Commission on Sustainable

Development7 indicate that strong

actions are needed in developing

countries. The right Green Marketing

strategies will surely be one of those

actions.

Green Marketing and Stakeholders in DCs For green marketing to contribute to

sustainable development in DCs there

is a variety of stakeholders to identify;

their attributes, influence and duties

should be well known. In the case of

GM for SD in Developing Countries,

one should point the followings

stakeholders:

NATURE (our living environment):

From the Stone Age on, humans used

5 These needs are Social needs (3), Safety Need (2),

Physiological needs (1). Kotler & Keller, Page 185. 6 “Consumer behavior is the study of how

individuals, groups, and organizations select, buy, use and dispose of goods, services, idea or

experiences to satisfy their needs and wants” Kotler

& Keller Page 173. 7 These are Environmental, Social, Economical and

Institutional indicators of Sustainable Development.

See [6] Pages 3-5

6

the nature for their physiological

needs. Today it is being used for all the

five needs of the Maslow’s Hierarchy.

In the 1960’s and the early 1970’s some

books like “Limits to Growth” of the

Club of Rome or “Silent Spring” of

Rachel Carson called human’s

attention about environmental

problems [5]. This was as Ken Peatties

named “the first age” of environmental

marketing, or the beginning. Today

and for at least the last decade, one can

feel and hear “Mother Nature”

speaking via catastrophes, climate

change, global warming and other

natural disasters. These voices are

strong enough for “deaf humans” to

hear.

CONSUMERS (Buyers): Markets exist

because there are needs to be satisfied.

The consumers drive the production

and in the case of SD through GM in

developing countries, local consumer

behavior is of a capital importance.

Equally important is the behavior of

international buyers since the

economies of DCs is often based on

export. Today this point is even more

critical if we consider the fact that the

environmental quality is now a must

when it comes to exporting product in

developed countries.

SUPPLIERS: Even if they are

responding to a certain demands

producers can decide which

environment responsibilities they

would like to consider. This means a

choice between strategic greening

(fundamental changes in the company’s

corporate philosophy), quasi-strategic

greening (substantial changes in business

practices) or just a tactical greening

(shift in functional activities)8. They

should be motivated to play an active

role in the implementation of the

concept of sustainable development,

by offering a broader choice to

customers and implement economical

and social standards (even when those

are not compulsory).

LOCAL POPULATIONS: When

“Mother Nature” speaks, they are the

one that suffers and bear the costs.

Some impacts of the environmental

problems are local and others are

global. The local ones can affect the

way consumers behave. Moreover,

local populations are the one to be in

8 Polonsky, M.J.; Rosenberg III, P. J. (2001) define

these positions as the three levels of Environmental

Marketing. Each of them corresponds to a different

level of implication (Design, Pricing, Promotion

and Logistic) of companies: see [7].

7

the front line especially in developing

countries to fight for a sustainable

development. They are with Mother

Nature the primary beneficiary of a

sustainable world. They need to know

that in order to change their

“consumer behavior”.

Non Governmental Organizations

(NGOs): They represent local

communities and their interest. In

developing countries, they are

important because they are formed of

groups of persons able to understand

the issues being discussed locally or

externally. This is a small solution for

the problem of such as analphabetism

or misinformation in DCs.

INTERNATIONAL

ORGANIZATIONS (Green and Social

Movements): They represent the local

and internationals communities

socially and they are the second voice

of “Mother Nature”. Green movements

and international organizations

(United Nation’s bodies like United

Nations Environmental Protection

Agency and United Nation Council for

Sustainable Development) are there to

act as a regulators, guardians and

consultant for a “Sustainable World”.

GOVERNMENTS: They are the main

referees in the local sphere (Countries

or State). They should create a

macroeconomic platform that allows

transparence and free development of

ideas toward SD, and create and

market incentives for local

communities and businesses to go

“Green”. They have to develop for

communities and companies incentives

to participate in the sustainability

effort, like taxes, subsidies and other

sort of rewards (material or non

material).

CREDITORS: For DCs creditors play a

key role in the sustainability process.

Poverty has been mentioned as a

characteristic of DCs. This implies that

there is a problem of development

funds. OECD (Organization for

Economic Cooperation and

Development) countries, the IMF

(International Monetary Fund), the

World Bank, the Asian Development

Banks and the European Union are the

main fund sources for DCs. Today and

more than ever, DCs need their

expertise, some regulatory frameworks

8

(without pressure)9 and their most of

all logistic and financial help to stay or

start a Sustainable Development path.

There are other stakeholders like

scientists (they drive the research and

development in all field and

innovation), media (they inform or

misinform others), employees (salaries

and opportunities are their interests),

legal Systems (enforcement of

regulations…), and companies’

shareholders (they want to maximize

profit while keeping a good image)

that play an important role as well and

they all need to be identified, analyzed

and addressed properly.

Green Marketing for Sustainable Development in DCs “Green marketing must satisfy two

objectives: improved environmental quality

and customer satisfaction”: Ottman,

Stafford, Hartman (2006)10. The overall

goal is to promote the concept of

“sustainability” in DCs, using as battle

horse GM. It this case the sellers are

governments of DCs and the buyers

are firms and communities. This means

9 This help should not be used by donors as

pressure for unsustainable practices or as a new

form of colonization. 10 See [8], Page - 24

that the objective is clear: Governments

need to influence or change the

consumer behavior to drive or turn

them into “sustainable consumers”.

Strategy:

A: Adapt the “Stakeholder Theory”11

to the case of GM for SD in DCs (this

means government in the center

position instead of firms) and B: Fight

and kill the “Green Marketing

Myopia”12 by the right communication

strategy like the “AIDA” that will be

explained in this section. The very first

step will be for the government to

identify the stakeholders. This was

done in the previous section of this

document. The following diagram

illustrates the interactions13 between

the different stakeholders from

government’s prospective in DCs.

11 Polonsky showed how this theory works for

green marketing. See [9] 12 “misjudging either or overemphasizing the

former at the expense of the latter” is called “Green

Marketing Myopia” see [8], Page - 24 13 The direction of the arrows describes the

direction of the influence. Double arrows means the

influence is both ways. The dashed green arrows

describe the interactions directly connected to the

environmental protection and the others are more

social and economically oriented.

9

Diagram 1: Green Marketing for Sustainable Development in Developing Countries: Stakeholders

and their interactions. Source: Self Prepared

The diagram 1 shows that the interactions are multi-directional and in a high

number. Thus, like for products and services, marketing communication14 has the key

role to play for the promotion of sustainable development.

14 “Marketing communications are the means by which firms attempt to inform, persuade, and remind

consumers (directly or indirectly) about the products and brands that they are selling” Kotler P. & Keller K.L.

[2] Page - 536

GOVERNMENTS of

DCs

CREDITORS and

DONORS UN and other International

Organizations International

Customers

MOTHER

NATURE

NGOs and National Green

Movements

Local

Communities

SUPPLIERS &

INDUSTRY

Local Customers

Local

Stakeholders

External Stakeholders

MOTHER

NATURE MOTHER

NATURE

10

AIDA (Awareness – Interest – Desire

– Action) [10] is a communication tool

that is described in (2001) Kotler &

Amstrong‘s book “Principle of

Marketing”. To avoid GM Myopia,

AIDA will be used as follow:

Awareness: The financial and

transparency problems make things

difficult in DCs when it comes to

communication. This should be

improved with donors helps (capital is

needed). Communities should be

informed about the concept of

sustainability, educated about the

issues related to environmental

problems regionally and nationally.

On the other hands, firms and

industries should be informed about

the same issues and more over about

the existence and the implementation

of Environmental, Health, Social and

Quality standards. For such purposes,

different communication channels

should be used: Mass mediums (TV,

radio), internet, education (schools and

universities), “word of mouth”, audits,

environmental fairs or events.

Interest: Once people are aware of

environmental and social issues

surrounding them, it is important to

trigger some interest with closer

information campaigns. This will give

them details like how their health and

wealth are affected by the situation in

order to generate interest. This should

include the followings: a clear

statement of environmental benefits, a

better explanation about

environmental characteristics, a

transparency about the pros and cons

and a justification of comparative

differences. To help in this phase, the

same communication channel (as for

“interest”) should be used.

Desire: the desire trigger will certainly

be different from consumer to

producer. However both consumers

and producers would like to be better

off. It means that both should clearly

see their advantages in going “green”,

in many levels (environmentally,

socially and economically). For this,

government should create incentives

(rewards, subsidies, green taxes on

consumptions, research facilities…) to

“green” the firms and to change the

consumer behaviors of communities.

Action: Once the first three steps are

properly achieved, communities will

go “green” because it is better for

them, because it is more sustainable

and because they see some

11

opportunities rather than losses. Firms

will go “green” because of the “new

green demand”, because of the new

regulations and most of all because

they see more profit (short and long

term). Important at this point will be

the availability of some benchmarking

method from the government and the

external stakeholder to keep the whole

process running.

Opportunities from going for a “sustainable consumption”

Sustainable consumption will have a

chain reaction and produce some

benefits for the countries. These

benefits are:

Capital: Donors are more willing to

help if the recipient countries are

adopting sustainable practices15. More

over for poverty reductions financial

institutions like the IMF, the World

Bank, the Asian Development Bank

etc… require today from aid or loan

recipients to show sustainable

practices16 (more transparency,

15 A guideline of Donor Supports was written by the

Development Assistance Committee of the OECD

in which sustainable practices are recommended.

See [12] 16 An example is the HIPC (Highly Indebted and

Poor Countries) initiative launched in 1996 by the

IMF and the World Bank. With this project external

debt of qualified countries were (or will be reduced)

if some major changes are made toward

sustainability in the countries. see [13]

environmental care, health and safety

measures for instance)

Bigger Market: Reputation and Image

is needed when it comes to the

international market. Green

movements and government’s

pressures in developed countries

(major importers of DCs’ products)

made sustainability practices a MUST.

To show corporate governance and

ethics, the firms in developed countries

require today from their suppliers (in

DCs) high standards. This has been a

problem for developing or poor

countries (low qualities, low social,

health and environmental standards,

bad image) for decades as commented

by Chong Ju Cho (1992) [11]. With green

marketing promoting sustainable

practices, a better image will be created

by DCs and their industries will enjoy

competitiveness in the international

market.

Health: with a better environmental

qualities and sustainable practices like

waste management and control, there

will be fewer diseases from the air or

the water or education problems. This

will be a critical turning point in DCs

since such diseases (malaria,

tuberculosis, aids or cholera) are the

12

main causes of death rate. Moreover,

the extra funds that governments

receive from creditors can also help to

build health care centers in rural area

or finance education and information

about “dos and don’ts” for health and

safety.

Employment: Sustainability will bring

along new businesses and other

portfolios (innovation mainly). With

them, employment opportunities will

be created by “green products and

services” such as consultancy,

Ecological and regular tourism. Other

jobs offers will be raised in the forestry

management sector, environmental

management, water and waste

management, waste treatment plants,

education, information and

technology.

Social Security: more than jobs,

sustainability means also “social

responsibility” or “corporate

governance” from the government and

firms. This will diminish the income

disparities and hence the gap between

rich and poor or even better social

disparities as a whole. This is also “NO

CHILD LABOR”, no discriminations

from sex, religions or other grounds.

Productivity and Efficiency: With

investment in research, and with the

“know how” of the developed

countries (development partners), the

productivity and efficiency will

increase in the industrial sector of DCs.

This means competitiveness locally

and internationally.

Micro-development: More of such

opportunities in smaller scales.

Peasants in villages or rural areas will

surely be better off if the produce

together and for more than just family

consumption. Cost of fertilizers can be

solved with small scale waste

management (to produce compost for

instance). Furthermore, recycling will

not only provide job in all levels but

also a better air to breathe, cheaper

furniture and healthier lives.

The Proof: Some examples

Ecological Tourism17 in DCs: Tourism

is an activity known for generation of

revenues in many sectors. It develops

(when well organized) the

transportation industry (road,

railways, automotive…), the real estate

17 The International Ecotourism Society defines

Ecotourism as “responsible travel to natural areas

that conserves the environment and improves the

well-being of local people” see[14]

13

(hostel, accommodation), the

communication. The late or (lack of)

industrial development in DCs saved

natural sites of values. Some of them

are declared today “World Heritage”

and thus protected.

Africa is still known as the “wild”

continents for many. The cultural and

natural diversity available in the

continent make of ecotourism the

potential for the future. “Ecotourism

propels development, but it social

acceptance depends on the economical

opportunities generated for local

communities” stated Frances E. Vieta

(1998) [15].

Based on the World Tourism

Organization statistics, approximately

440 areas are protected (this is around

2.6 million square hectare). Some direct

examples of benefits of ecotourism in

Africa are in Ghana [16]: Kakum

National Park (over 30meters above

the ground), with revenues estimated

over $108000 in 1988 for a local trust

fund to finance sustainable

development projects for local

communities; In Kenya, Zimbabwe,

South African, Madagascar and

Angola tourism (and particularly

ecotourism) represent a major source

of income for the states and local

communities.

Similar examples of benefit of

ecotourism can be found in countries

like Malaysia, Singapore, India, Brazil

and many other developing and poor

countries worldwide.

Agriculture is for most of developing

countries the main or first source of

incomes. But the lack of technology

and finances has kept that activity less

efficient and thus less rewarding. With

better sustainable practices,

developing countries will attract more

foreign help and expertise (needed) to

be able to level other producers

(competitors). An example of

sustainable practice that speeded the

development process is the “ethanol

phenomenon” in Brazil; it brought to

the country new opportunities with

employment and pollution reduction18.

The power of agriculture in Brazil is

not to be proven and nobody will

disagree to the statement that other

developing countries should follow

such an example of sustainable growth

18 Less emissions from the automotive sector since

cars could be powered by ethanol of bio-fuels

14

through agriculture and

environmentally friendly attitude.

Summary The doubt about the close relationship

between “Green Marketing” or

“sustainable marketing” and

“Sustainable Development” is certainly

cleared by this paper. The strategy

proposed in this literature is simply a

combination and adaptation of the

stakeholder theory discussed by

Polonsky [9] and the fight against the

“Green Marketing Myopia” discussed

by Ottman, Stafford and Hartman [8],

with as communication tool the

“AIDA” model of Kotler and

Armstrong [10]. The result can only be

the set of opportunities as illustrated

by examples in the previous sections

(“opportunities for going green” and

“The Proof: some examples”). A

summary of all that is the following

diagram showing the outcomes of the

GM strategy propose in this text.

15

Diagram 2: Outcomes of the proposed GM strategy for SD in DCs. Source: Self prepared19

This shows that there are benefits for developing countries in changing their course

in favor of a sustainable consumption. The governments in DCs should put enough

effort into green marketing strategies and “green” consumers and producers. As it is

shown and described in the diagram 1 and 2, the government plays the central role,

but the irrevocable truth stays that foreign help is needed from donors and creditors

in terms of logistic, expertise and most of all finances. Green Marketing is surely one

of the solutions to address sustainable development issues in developing countries.

19 This diagram is a copy of the diagram on page 8 with additionally the benefits of green marketing (in callouts).

The callouts are place according to the origins of the benefits as discussed in the previous paragraphs.

GOVERNMENTS

of DCs

CREDITORS

and DONORSUN and other

International

Organizations

International

Customers

MOTHER

NATURE

NGOs and

National Green

Movements

Local

Communities

SUPPLIERS &

INDUSTRY

Local

Customers

Local

Stakeholders

s

External

Stakeholders

MOTHER

NATURE

MOTHER

NATURE

GOVERNMENTS

of DCs

CREDITORS

and DONORSUN and other

International

Organizations

International

Customers

MOTHER

NATURE

NGOs and

National Green

Movements

Local

Communities

SUPPLIERS &

INDUSTRY

Local

Customers

Local

Stakeholders

s

External

Stakeholders

MOTHER

NATURE

MOTHER

NATURE

GOVERNMENTS

of DCs

CREDITORS

and DONORSUN and other

International

Organizations

International

Customers

MOTHER

NATURE

NGOs and

National Green

Movements

Local

Communities

SUPPLIERS &

INDUSTRY

Local

Customers

Local

Stakeholders

s

External

Stakeholders

MOTHER

NATURE

MOTHER

NATURE

New products, better quality

Bigger market, competitiveness

CAPITAL form

creditors or

donors

Higher

environmental

and social

standards

Social Security,

Employment, Safety,

health... WEALTH

BETTER and SAFER place to live TODAY and TOMORROW

16

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Introduction to Green Marketing”,

ELECTRONIC GREEN JOURNAL,

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(2006): “Marketing Management 12e”,

12th Edition, New Jersey-USA: Prentice

Hall, Pages 5, 12, 73-97,536

[3] Sustainable Marketing webpage,

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http://www.sustainablemarketing.co

m/index.php?option=com_glossary&c

atid=78&func=display&search=green+

marketing , retrieved on September 26-

2006

[4] Naftiger, E. Wayne (1997): “The

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[5] Peattie, Ken. (2001) “Toward

Sustainability: The Third Age of Green

Marketing”, THE MARKETING

REVIEW, ISSN: 1472-1384, Issue 2,

2001, Pages 129-146, Publisher

Westburn Publishers Ltd, UK

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Sustainable development: Guidelines

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http://www.un.org/esa/sustdev/natl

info/indicators/indisd/indisd-

mg2001.pdf, Retrieve on June 28-2006

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P.J. (2001): “Reevaluation Green

Marketing: A Strategic Approach”.

October, pp. 21-30, Publisher: Business

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[8] Ottman, J. A.; Stafford E. R.;

Hartman C. L. (2006) “Avoiding Green

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17

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