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What is Green Marketing?

❶So although strategic greening is not necessarily strategically integrated into all marketing activities, it is nevertheless strategic in the product area. It would be interesting to compare the findings with another SMEs to perhaps understand to what level incremental green initiatives plays a part amongst small businesses.

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If there is a price premium, educate consumers about why they should pay that price premium. The more a product offers, the more consumers will be willing to pay.

However, if customers do place high importance on green products and sustainability issues, green marketing can be a powerful way to positively position the company and its products and services. For more information about green marketing, or to find out if it makes sense for your company, contact AVS Group. Learn more about our strategic marketing services here. Current Articles Archives Search. What is Green Marketing? Who is doing Green Marketing?

Effectiveness Successful marketing is customer-centric, so if sustainability and eco-friendly products are important to customers, green marketing may be effective. Credibility Companies have been touting the green benefits of their products and initiatives for quite some time. A contextual framework has been developed to illustrate the explored variables and their relationships Miles and Huberman, Thus, due to these constraints small businesses fail to understand and implement new forms of marketing Carson, ; Gilmore et al.

The conceptual framework takes into consideration both the advantages and the complexity of adopting green concepts. The literature throws up many ways of adopting green marketing, however this study puts emphasis on defensive, assertive and strategic alliances, which Mendleson and Polonsky indicate, to be the most suitable in developing green marketing.

Given the shortage of disagreement within the literature regarding the utilization of green marketing by SMEs as part of their business strategy Darcy et al. As a result, research will be conducted appreciating the view of Grain and Leverton of the importance of empirical evidence to fulfill a gap in the literature.

To however ensure the research undertaken contributes to the academia, below are three questions articulated by the study. Following on from the research questions outlined above, Saunders et al suggests the importance of choosing the appropriate research design to ensure an effective research outcome.

Thus, the research will use a qualitative, exploratory approach, putting emphasis on examining of participant interpretation. Moreover, several authors have indicated a qualitative approach to be the most suitable when researching marketing phenomenon within the SME context Hill, ; Hill and Wright, , offering the opportunity for deep dialogue with participants Moriaty et al.

As a result, obtaining credible value judgment and subjective opinions Dibb and Simkins ; To assist with the exploratory research Saunders et al indicates the use of one-to-one interviews as a credible way in exploring a subject. Thus, the research will opt for one-to-one interviews with all participants. In addition taking into consideration Simpson et al. In-depth semi-structured interviews will be will conducted; with a list of questions to be asked, however the structure of each interview may vary Blumberg et al.

Brayman and Bell further, suggest the order in which the researcher ask the questions will entirely depend on the flow of the conversation.

The use of semi-structured interviews according to Saunders et al. Bryman and Bell add, participants will use words and statements in way that if probed, can add significance and depth to the data obtained. Conversely, it is vital the implication of semi structured interviews to be taken into consideration. Silverman , suggest most researchers mistakenly fail to realise the way in which they interact with interviewees can have an affect on the data collected. In support of such argument Saunders et al emphasize there to be different forms of bias.

The interviewer being the first cause, where a behavior or tone can have a significant impact on the responses received. Furthermore, it is also suggested bias can occur through the interpretation of responses Easterby-smith et al. The second cause of bias relates to the interviewee.

The intrusive process of taking part in an interview is acknowledged, especially in the case of semi structured interviews Quinlan, Despite the interviewees willing to take part in an interview, they may practically be very sensitive to taking part in the exploration of certain themes Bryman and Bell, An argument supported by Silverman suggesting interviewees may detest, or refuse to elaborate on issues in which the researcher chooses to explore.

As a result only a partial picture of the situation will be given, where the respondent cast him or herself in a socially desirable role Saunders et al. It is imperative every factor that could affect the data collected to be considered. Thus, the researcher suggest for each interviewee to select the location in which they wish to undertake their interview. As a result, this will stimulate a comfortable environment where the interviewee will feel relaxed and will to participate in further dialogue Moriaty et al.

The interviews will last for approximately 35 to 45 minutes, all of which to be conducted by the researcher. In addition the significance of ethical practices is taken into consideration, thus, providing interviewees with aliases by their Job title i. Key Account Manager , ensuring maximum anonymity Braun and Clark, Following the indication of the interview structure, opting for the right sampling method is imperative. According to Bryman and Bell however purposive sampling enables there to be a difference in respondents.

In support of such argument, Patton and Quinlan emphasize purposive sampling to be the best method, which allows in-depth understanding into a small sample. For these reasons, a maximum variation purposive sampling technique will be considered.

In support of such decision, Saunders et al argues this form of sampling will demonstrate a selection of characteristics amongst respondents; suiting the distinct nature of an SME. In order for a sufficient sample, it is eminent not only the right sample size is chosen but also the most significant respondents to represent the context of study Patton, The opted respondents and their characteristics are documented within Table 1.

Each interview was recorded and transcribed with transcript amounting to 45 pages of text. Also, as suggested widely by practitioners Saunders et al. The recommendations of Miles and Huberman will be followed for thematic analysis as a way to identity themes and patterns.

Stage 1 Firstly, interviews for all six respondents were transcribed and read several times to enable familiarization. Stage 2 The data was then segmented according to research question and read again to allow preliminary themes to surface.

Stage 3 The researcher then started to highlight matching words throughout the interviews for each respondent. Moreover, coded any intrinsic sentences from each interview transcript. The collected data was put in tables ready for further analysis. Stage 4 At this stage cross-referencing was used, to marge similar categories, this enabled the researcher to come up with initial six themes.

Stage 5 At this stage the researcher had decided to merge the fifth theme into another and the sixth to be discarded due to being less pertinent to the study. Findings The data analysis from the sample size of six respondents See, Table 1. Additional commentary is provided see, Table 3.

To a large extent, the analysis underpins the current issues of SMEs and their relationship with marketing. However for our imperative understanding the data is further examined to deem the key features and issues of SME marketing activities see , Table 4. The belief that the concept of green marketing lacks the power to bring any competitive advantage to a small business operating in the technology sector with a hand full of clients who are perceived to have very little or no care for such concept as an added value to a business proposition is supported by the Data Manager.

A contrary argument however was put forward by the HR director, who suggested the concept of green marketing should be one that is adopted by all organisations regardless of the size or the level of pressure received by any environmentalist or government bodies. A common agreements between the rests of the respondents however, suggest small businesses lack power in the relationships with their counterpart, there is a sense dependency on larger organisation for both new and ongoing business in order to survive within a dynamic business environment where only a considerable amount of customers exist.

This perhaps suggests the lack of understanding and observation of such phenomenon to marketers over the years is seen problematic and troublesome to the organisation Krate, When prompted to discuss their marketing function in more depth, most of the respondents point out that the availability and credibility of resources to be one of the key barriers the business faces in the articulation of any marketing strategy.

The inadequate accessibility of finance meant certain ideas could not be pursed. It emerged from the interviews that lack of capital was the fundamental barrier to the scarce of skills within the marketing department. The lack of skills also meant the exploitation of marketing intelligence was an issue for the business as commented by the key Account Manager. Evidently, for small businesses the lack of resources remains a critically affect to the marketing function Carson, The idea of having a full time dedicated marketing consultant to respectively take care off all marketing activities was desired, however not considered due to insufficient financial resources.

Moreover, the idea to acquire any financial support was also not on the agenda. Any form of growth may not be able to sustain. Marketing is more or less never planned or executed in full effect.

This theme emerged by analyzing the interviews and it showed the business tend to grow organically and the fundamental marketing approach is through networking and word of mouth WOM which are perceived to be integral not only to growth but also survival Gilmore et al. Although, marketing centers around networking and WOM for the business, an intrinsic online presence was introduced as part of the marketing strategy.

However, the business struggled to utilise the concept to their advantage. The business continues to find the concept of marketing one that is difficult to persevere with over other business functions. With the ultimate aim of survival, it emerged the business has a very narrow mindset. The business is very much concerned with activities that yield short-term financial impact, which largely consisted of making sales Stokes, Mineral, vegetable, or animal materials such as perlite, vermiculite, rock wool, glass wool, cork, plant fibers cotton, flax, hemp, coconut , wood fiber, cellulose, and sheep's wool can be used for the production of insulation panels.

EPA's Energy Star label to add credibility as well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an otherwise flat market. Car-sharing services address the longer-term solutions to consumer needs for better fuel savings and fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of more open space and reduction of greenhouse gases.

Consumers who drive less than 7, miles a year and do not need a car for work can save thousands of dollars annually by joining one of the many services springing up, including Zipcar East Coast , I-GO Car Chicago , [33] and Hour Car Twin Cities.

The consumer electronics sector provides room for using green marketing to attract new customers. One example of this is HP 's promise to cut its global energy use 20 percent by the year Now companies are offering more eco-friendly alternatives for their customers. Recycled products for example, are one of the most popular alternatives that can benefit the environment. These benefits include sustainable forestry , clean air , energy efficiency , water conservation , and a healthy office.

One example, is the E-commerce business and office supply company Shoplet which offers a web tool that allows you to replace similar items in your shopping cart with greener products. From Wikipedia, the free encyclopedia. Green marketing activities [27]. It's Not Easy Being Green: Retrieved 8 January Check date values in: Green Markets International, Inc. Journal of Consumer Marketing. Friedman April 15, The New York Times. Guerrilla Marketing Goes Green.

From eco-friendly to eco-intelligent. Marketing News, 15 October, 7. A theory of environmental buyer behavior and its validity: Retrieved 27 March Sustainable incentives in marketing and strategic greening: Baltic Journal on Sustainability, 14 2 , — How Green Should You Be: Journal of advertising research, December , The role of eco-labels in the assessment of product sustainability and routes to sustainable consumption.

International Journal of Consumer Studies, 33, — International Journal of Life Cycle Assessment, 16, — Retrieved 20 March Archived from the original on Social and environmental accountability.

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Green marketing subsumes greening products as well as greening firms. including product modification. promotion) of the traditional marketing mix. systems or processes). green marketing is the marketing .

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Marketing research in general has been dominated by the characteristics of larger organisations (Iravania et al., ). Moreover, much of the research on green marketing has been within the confinements of larger organisations in the B2C sector opposed to the little or no research into green marketing in the context of SMEs in the B2B sector. Explore the latest articles, projects, and questions and answers in Green Marketing, and find Green Marketing experts.

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Research Paper on Green Marketing Ameet Sao, M.B.A.(Assistant Professor) Shaheed Sukhdev College Of Business Studies (University Of Delhi) Abstract: Green marketing is a phenomenon which has developed particular important in the modern market. Introduction Green Marketing is a broad term covering all aspects of marketing decision making that keep the ecology and environment in marketing works on two issues that are - To check the misuse of natural resources.