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Green Marketing

GREEN MARKETING
Green marketing is the production, promotion, pricing,
and distribution of products and services that are environ-
mental friendly. The concept of green marketing has its
roots in the three distinct environmental movements that
have occurred since the 1960s. These various environmen-
tal movements have become known as environmentalism.
Environmentalism is the action of government agencies,
for-profit businesses, nonprofit organizations, and others
seeking to both protect and improve the environment.
The first movement occurred during the 1960s and
1970s when citizens and environmental groups became
concerned with ecosystem damage such as clear-cut log-
ging and human health problems resulting from polluted
air and water. The second movement occurred during the
1970s and 1980s when environmentalism was driven by
federal, state, and local governments that passed various
laws and regulations designed to reduce the negative
impact on the environment from business practices, prod-
ucts, and services.
The third movement of environmentalism is driven
by businesses. During this stage, business has accepted
responsibility for not causing harm to the environment.
This acceptance of responsibility is known as environ-
mental sustainability. Businesses practicing environmental
sustainability seek to do no harm to the environment
while at the same time remaining profitable through the
products and services they sell. One strategy that busi-
BP p.l.c. has a world wide green marketing campaign. IMAGE
nesses use to remain profitable is green marketing.
COURTESY OF THE ADVERTISING ARCHIVES.
Examples of environmental sustainability and green
marketing abound as more and more businesses continue
to adopt environmentally sustainable practices. Dell, for
example, understands that its responsibility for the com-
puters it produces does not end when they leave the fac- growing, and harvesting of trees and a healthy forest
tory. As such, Dell has created the Dell Recycle program ecosystem can go hand in hand.
in which it attempts to lessen the impact of obsolete com- Further, the concept of environmental sustainability
puters, keyboards, mice, monitors, and printers that and green marketing has been extended by retailers of for-
might otherwise end up in landfills. By recycling obsolete est-based products. For example, Home Depot established
computers, Dell is able to keep toxic chemicals out of a wood purchasing policy in 1999 that gives preference to
landfills and to reuse useful materials. the purchasing of wood products originating from certi-
Another example of environmental sustainability and fied well-managed forests, when practical, and to elimi-
green marketing are the forest management practices nating the purchase of wood products from endangered
adopted by International Paper. International Paper prac- regions such as the Amazon. In addition, Home Depot
tices sustainable forest management by administering and practices and promotes the efficient and responsible use of
conserving all forest resources for current and future gen- wood products and the development and use of alterna-
erations. As such, International Paper’s environmental sus- tive environmental-friendly products as wood replace-
tainability and green marketing encompasses the complete ments.
forest environment: air, plants, soils, trees, and wildlife.
International Paper also partners with academic institu- SEE ALSO Environmental Protection Agency; Marketing
tions, environmental groups, and government agencies to
develop new ways of promoting responsible forest BIBLIOGRAPHY
resource management. As such, International Paper’s sus- Boone, Louis E., and Kurtz, David L. (2005). Contemporary
tainable forest practices demonstrate that the planting, marketing 2006. Eagan, MN: Thomson South-Western.

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