Green marketing is the marketing of environmentally-pleasant products and services. It is turning into more famous as greater human beings grow to be involved with environmental problems and decide that they want to spend their money in a manner that is kinder to the planet.
Green marketing can contain some distinctive things, such as creating a green product, the usage of green packaging, adopting sustainable business practices, or focusing marketing efforts on messages that talk about a product’s green benefits.
This sort of marketing may be more expensive, however, it is able to additionally be profitable because of the increasing demand. For example, products made locally in North America tend to be more high priced than those made in remote places by using reasonably-priced labor, however, they have a much smaller carbon footprint due to the fact they don’t have to fly across the globe to get here. For some consumers and business owners, the environmental gain outweighs the price difference.
LOHAS
Consumers who prefer to buy green products even though they are probably more costly fall into the ‘LOHAS’ category. The full form of LOHAS is Lifestyles of Health and Sustainability. According to Wikipedia:
“LOHAS describes an integrated, rapidly growing market for goods and services that appeal to consumers whose sense of environmental and social responsibility influences their purchase decisions.”
These consumers are active supporters of environmental health and are the heaviest consumers of green and socially responsible products. They also have the strength to influence different consumers.
Green Marketing Methods: –
Beyond making an environmentally pleasant product, business owners can do different matters as a part of their green marketing efforts. The following can all be a part of a green marketing strategy:
Using eco-friendly paper and inks for print advertising and marketing materials
Skip printed materials altogether and opt for digital marketing.
Having a re-usable utility and liable waste disposal practices.
Using eco-friendly product packaging for the Consumers
Using efficient packing and shipping methods for the consumer
Use of green energy sources.
Take action to offset the environmental impact.
“Greenwashing”
Some marketers attempt to capitalize on the developing range of inexperienced consumers by honestly taking a green marketing approach to products that won’t otherwise be considered green. They attempt to role their products as a higher preference for the environment while they’re simply now no longer. An example of that is when an organization makes use of the color green of their packaging, or the phrase inexperienced someplace of their messaging, while there isn’t something mainly green approximately their product, nor it’s now no longer extra green than competing products. Greenwashing is not the most effective deception, but it can also damage an organization’s reputation.
If consumers want to be sure that they are really buying a green product, they should look for the official certifications that are listed on the product packaging.