What is Green Marketing?
Green Marketing is the marketing of products that are presumed to be environmentally safe. Another term for Green marketing is eco-marketing. Green marketing is the marketing of environmentally friendly products and services.
Companies carry out their marketing campaigns by giving environmentally friendly messages. Green marketing is a marketing strategy that protects both human health and nature. In recent years, the rate of consumers who are more willing to buy environmentally friendly products has been increasing day by day. People's awareness of supporting eco-friendly marketing campaigns and purchasing these products has increased.
Marketing campaigns of companies that protect nature, make sustainable production and care about human health protect existing customers and gain new customers. Recently, consuming expensive products, producing non-nature-friendly products and mass production have caused many problems. Such campaigns prevent a sustainable life and increase environmental pollution day by day.
Green marketing does not only mean environmentally friendly production, but also includes public relations and advertising campaigns. Green marketing has brought a new perspective to marketing campaigns. It has become very important for a brand to produce and market its products with the least harm to the environment.
In the green product marketing strategy, the products are formulated with 4S.
Satisfaction
Sustainability
Social Acceptability
Safety
Green marketing campaigns can provide long-term growth by supporting companies' sustainability efforts. Companies can reach a whole new audience of consumers who prefer green products. Adopting and implementing green marketing campaigns has a great impact on brand reputation.
Customers prefer companies that market products and services that protect nature and human health. As consumers prefer these companies more, competition in the market is increasing. The brand image of companies that are sensitive to environmental issues and create their marketing campaigns accordingly is always better than other companies.
Green marketing is not a type of marketing adopted by every company because operating in the field of social responsibility is not a preferred field of activity for every company.
Green Marketing Campaigns
Starbucks aimed to eliminate plastic straws and open an eco-friendly store. As a company, Starbucks is very interested in social responsibility issues. They consider green marketing strategies to produce, package and deliver the product to the customer. PepsiCo is an important company in water saving and energy use. Brands such as Coca-Cola, Ikea, Colgate, P&G offer their products and services to their customers by considering their green marketing strategies.