9.9 : グリーンマーケティング

Green marketing is about promoting products or services by highlighting their environmental advantages.

These products or services are produced and packaged in an eco-friendly way, resulting in them being perceived as nature-friendly.

Successful green marketing requires well-planned strategies such as creating energy-efficient and durable products with flexibility for prolonged use or reuse.

Like, ocean-recovered plastic used for creating clothes and shoes.

Next is highlighting green product attributes, like The Body Shop promoting eco-friendly and cruelty-free products.

Another strategy is green pricing, which boosts sustainability through informed decisions that save money and resources.

For instance, Tide Plus Coldwater Clean reduces electricity usage by switching washing loads from warm to cold cycles.

Lastly, eco-friendly packaging and disposal provide a visible symbol of green commitment to customers.

For example, Zara produces recyclable packaging and offers in-store textile recycling for customers.

Conversely, a few brands engage in greenwashing by falsely portraying sustainability for short-term gains.

For example, many petroleum companies use green marketing to mask harmful practices while selling fossil fuels.