This paper focused on green marketing intervention strategies and sustainable development with an emphasis on green marketing intervention strategies to environmental problems facing the world today. The review indicates that individuals and organizations can benefit from green marketing strategies and at the same time protect the environment to achieve sustainable development. The weaknesses and the future of green marketing as a discipline and future directions for researchers are also reviewed.
Earth is constantly abused by inconsiderate corporations who wish to gain self-profits as its natural resources slowly depletes day by day. The firms have to develop alternative manner to satisfy the need of the customers by using green marketing. The importance of going green is to save the earth by reducing the hazardous wastage, sewage, deforestation and air pollution (Kinoti, 2011). This will also preserve and conserve the limited sources for our future generation. Most of the international firms started to realize the importance of going green and started to develop green marketing.
Green Marketing Matrix
Green marketing mix strategies include developing green-based products, green logistics, green promotion, green pricing and green consumption. The general strategies are not limited to marketing discipline but may be used by marketing as well as other functional areas of organization in dealing with problem of sustainability. They include; adoption of eco-marketing orientation as a business philosophy, government intervention, undertaking life-cycle analysis and teaming up for success.
Benefit of Green Marketing
They create profitability where green based products create less waste, use fewer raw materials, and saves energy. Companies that are first to put their environmental innovation on the shelve enjoying competitive advantage. Green products offer consumers with the benefits of healthier, more fulfilled lives and power to make the world a better place. Well-co-ordinated use of all green marketing strategies will result in better physical environment in terms of reduced air and water pollution, waste energy depletion, global warming, deforestation, depletion of natural resources, and rate of landfills.
Challenges of Green Marketing
In general all the green marketing strategies are expensive and difficult to implement in the short run. The environmental benefits are intangible, indirect or insignificant to consumers. Environmental benefits are difficult to measure or quantify while some strategies (e.g. promotion) are subject to manipulation. For example some marketers use false environmental claims in order to gain competitive advantage. The success of green marketing depends on several stakeholders who must work as a team. These include; general public, employees, retailers, government, environmental groups, and suppliers (Mary, 2011).
This paper has suggested that marketing like other functional areas of a business contribute to environmental concerns facing the world today. Therefore, it has a role to play in looking for solutions to these environmental problems. The paper further suggests that marketing through green marketing and specifically green marketing strategies is addressing the challenge with positive outcomes of improved organizational performance, better physical environment which will lead to sustainable development.
To ensure that development is sustainable over the long-term, marketers need to confront and implement solutions to rising environmental challenges. The common theme throughout the strategy of sustainable development is the need to integrate economic and ecological considerations in decision making by making policies that conserve the quality of agricultural development and environmental protection.
Kinoti, M. W. (2011). Green marketing intervention strategies and sustainable development: Aconceptual paper. International Journal of Business and Social Science, pg2 (23)
Mary, W. K. (2011). Green marketing intervention strategies and sustainable development: A Conceptual paper. International Journal of Business and Social Science, pg23