A New Era in Green Marketing

Recent years, intensive focus on climate change has lead to mounting pressure towards corporate environmental responsibility which in turn has resulted in many companies attempting to communicate various environmental claims in promotional activities. Green marketing´s difficult past which included wide-ranging false environmental claims and green-washing during the 1990´s seems to have completely revolutionised the current use of green marketing Many businesses now prefer to communicate precise and clear green messages often connected to specific results, benchmarks or awards. The internet and public relations is commonly used communication channels for green marketing. There are many companies that help businesses to monitor its carbon footprint and emission yet few external platforms to directly communicate with potential consumers regarding corporate environmental initiatives. However, there is one new strongly upcoming online platform, Green Conduct, which equips businesses with great user-friendly online tools to educate potential consumers about environmental initiatives.

There is a concise view that governments has and have had strong influence on green marketing in terms of shaping consumer behaviour and legislation. Green marketing could be seen as a means for introducing and normalising new innovations. Events such as natural disasters and the award winning documentary “An Inconvenient Truth” as well as other external incidents assist to create environmental awareness and demand. However, consumer demand as a motivator in green marketing has been highly debated amongst researchers. Green marketing has many positive aspects including the fact that it could help to cut production cost or even restructure entire organisations. It could also be used to increase employer and stakeholder morale, achieve organisational objectives and others believe it could provide competitive advantage.