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Moving to Greener Pastures
Consumer behaviour over the last few decades has had a detrimental impact on the environment. This has led to a rapid increased awareness of this issue, where consumers and companies alike are becoming more and more proactive to reverse the damage caused.[1]
What Is Green Marketing And Why Has It Gotten So Big:
Corporations are taking action through the practice of green marketing in order to increase their corporate social responsibility (i.e. holding themselves socially accountable for their practices). Green marketing is the use of marketing strategies that incorporate eco-friendly behaviour throughout the production process. This starts at the conception of a product, all the way to its disposal after consumption.[2]
Within the last few years, green consumers have gone from worrying about the price and quality of eco-friendly products to prioritizing the environment’s health. Advertising and media can be thanked for this change in consumer behaviour.[3]
Social media has tremendously improved our ability to communicate with one another. Half the world’s population (4.4 billion people) uses the internet, and about 3.5 billion of them are social media users. We have access to so much more information regarding, not only environmental issues, but also product usage and business practices. This increased awareness has added pressure on companies to adopt eco-friendly production practices, and also helps us to make the most informed decisions.[4]
My Family’s Reaction To The Global Environmental Crisis:
Environmental issues have been a topic of conversation around the dinner table for some time now. But what sparked my family’s big leap into a more sustainable lifestyle was Greta Thunberg, the 16-year-old activist whose speech led to millions of people protesting on behalf of climate change. The many marches that took place due to her activism created a viral phenomenon all over the media.[5]
After hearing her speeches online, and taking part in the Montreal climate protest on September 27, 2019, we knew we had to take an active role in this global issue and figuratively move to greener pastures. Our part consisted of a few steps. The first one was doing an inventory of the products we already had in our home. We decided to stop using as many single-use plastics as we could. This included Ziplock and plastic bags, plastic straws, plastic water bottles, saran wrap, and plastic utensils to name a few. We then did research and found eco-friendly alternatives. We substituted our single-use plastics for items like: reusable stainless steel straws, silicone food savers, reusable produce bags, refillable soap containers, reusable water bottles, and silicone muffin liners. There will always be some items that cannot be reused. Therefore we make sure to buy products that can be recycled after use rather than throwing everything in the garbage. Recyclable Keurig coffee pods is just one example of this. We have now pledged to follow the motto: reduce, reuse, recycle.
Taken by Alexandra Thibault
Taken by Alexandra Thibault
Attention Marketers:
Being a socially responsible company has many advantages. For one, it will improve the company’s image, resulting in consumers having a more positive attitude toward its brands or products, therefore increasing sales. More importantly though, corporate social responsibility plays a major role in promoting a healthier environment.[6]
Marketers can have a huge influence on consumer behaviour, and they should take advantage of this in order to protect the planet. The following are three ways marketers can use their power for good:
- Target non-green consumers.
Most green consumers already know a lot about the green industry and the positive impact it has on the environment. They are the most likely out of all consumers to buy eco-friendly products regardless of marketing efforts.[7]
There are 2 main segments for non-green consumers with the potential for going green: consumers who care for the environment but do not feel that their actions will make a difference; and those who think they can make a difference but do not feel it is important enough to try. In a study conducted in 2013, these segments make up about 60% of the population who are neither for nor against green products. This demonstrates an opportunity for adoption that marketers should take advantage of.[8] For this reason, green marketing and green products need to be advertised more. The more awareness created around this topic, the more likely consumers will be to opt for green products. Emphasizing the meaning behind a product’s function can increase consumers’ attraction to a brand or product.[9]
2. Be willing to adjust your marketing mix for these potential consumers.
A marketing mix can be divided into four components that marketers focus on: price, product, place and promotion[10].
Price can affect a consumer’s decision to buy a product. Eco-friendly products tend to be more expensive than others, which can often deter consumers from choosing the green product over a non-green competitor. Reducing price can be a very effective way of increasing sales.[11]
Through the creation of the product, marketers can emphasize materials used to make it, as well as highlight its positive impact on the environment (before, during, and after use). Examples of ways companies can improve this is by minimizing packaging, providing recycling options for product disposal, minimizing their carbon footprint during the production phase[12], and using ecolabels. Ecolabels, when prominently displayed on the package, are a credible tool to promote green products and increase consumers’ trust in the brand and product.[13]
In the context of marketing, place can be defined as accessibility. The more accessible a product is to a consumer, the more likely the consumer is to purchase it. Therefore marketers should increase accessibility of their products. They can do this by selling them through multiple channels including online, and brick-and-mortar stores.[14]
Lastly, marketers can use promotion techniques to increase consumers’ awareness of products. As mentioned earlier, social media can be a great way for a company to promote its brand. With so many people having access to the internet, marketers should take advantage of this outlet to inform consumers on the health and safety of their practices and products.[15]
3. Avoid greenwashing at all costs.
Greenwashing is when a company falsely claims that they partake in safe and environmentally-friendly practices. They promote corporate social responsibility, but they do not practice what they preach. This often occurs when the company does not actually have sustainable practices, but wants to be able to compete in the market. Greenwashing, if revealed, will only increase consumer skepticism of the brand and product, and in turn, reduce sales.[16]
Takeaway:
The green market has emerged due to the growing concern for environmental health. It is incumbent upon companies who partake in corporate social responsibility to consider the following: target non-green consumers, be willing to modify your marketing mix[17], and be truthful when promoting sustainable products.[18] Consumers should support the companies taking part in this movement. They are being bombarded with new products everyday, and it is crucial that they make informed decisions before making a purchase. Your consumption practices are your voice, so speak wisely. It is time to make this global move to greener pastures.
[1] Ranjan, R. K., & Kushwaha, R. (2017). Impact of Green Marketing Strategies on Consumer Purchase Behaviour. Review of Management, 7(3/4), 9–22.
[2] Selvakumar, M., Ramesh Pandi, G., Sathyalakshmi, V., & Mohammed Abubakkar Siddique, R. (2019). Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis. Productivity, 60(3), 274–284. https://doi.org/10.32381/PROD.2019.60.03.5
[3] Selvakumar, M., Ramesh Pandi, G., Sathyalakshmi, V., & Mohammed Abubakkar Siddique, R. (2019). Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis. Productivity, 60(3), 274–284. https://doi.org/10.32381/PROD.2019.60.03.5
[4] Saeed, M. A., Farooq, A., Kersten, W., & Ben Abdelaziz, S. I. (2019). Sustainable Product Purchase: Does information about Product Sustainability on Social Media affect Purchase Behavior? Journal of Marketing Development & Competitiveness, 13(6), 1–21.
[5] Thunberg, G. (2019). Our house is on fire. Spokesman, 142, 79-80.
[6] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[7] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[8] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[9] Selvakumar, M., Ramesh Pandi, G., Sathyalakshmi, V., & Mohammed Abubakkar Siddique, R. (2019). Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis. Productivity, 60(3), 274–284. https://doi.org/10.32381/PROD.2019.60.03.5
[10] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[11] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[12] Selvakumar, M., Ramesh Pandi, G., Sathyalakshmi, V., & Mohammed Abubakkar Siddique, R. (2019). Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis. Productivity, 60(3), 274–284. https://doi.org/10.32381/PROD.2019.60.03.5
[13] Ranjan, R. K., & Kushwaha, R. (2017). Impact of Green Marketing Strategies on Consumer Purchase Behaviour. Review of Management, 7(3/4), 9–22.
[14] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[15] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[16] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[17] Oliver, J. D. (2013). Promoting Sustainability by Marketing Green Products to Non-Adopters. Gestion 2000, 30(3), 77–86. https://doi.org/10.3917/g2000.303.0077
[18] Selvakumar, M., Ramesh Pandi, G., Sathyalakshmi, V., & Mohammed Abubakkar Siddique, R. (2019). Identification of Factors Influencing Consumers thoughts on Green Marketing Practices: Application of Factor Analysis. Productivity, 60(3), 274–284. https://doi.org/10.32381/PROD.2019.60.03.5
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