There are debates regarding the function of green marketing from various standpoints. On the one hand, the concept may refer to the promotion and encouragement of ecological way of consumption and production. On the other hand, it may also be linked to the idea that green marketing merely exploits the concern for nature, hence commodifies the environment. What do you think?
I suppose it depends on the company, but anyway green marketing, as marketing or communication in general, helps people to get knowledge and became aware of different matters/problems.
I believe yes. It create awareness about environment and push customers to think of it as when u see green marketing practices.
I think both sides can be seen in green marketing. As the positive side, green marketing promotes customers to identify the global environmental problems and how companies profit with balanced nature of sustainable practices such as mitigation and adaptation. As a negative consequence, some companies try to get more profits pushing unnecessary loads to indigenous values which cause unprecedented results such as gene pirates.
Green marketing does improve environmentalism but the onus lies in implementing it in right spirit. It should not be limited to mere green washing rather it should be focused on changing the overall way of doing business in green manner right from the operational process to selling it to consumers. The value chain must also address the disposal of green products after consumption in green and environmentally sustainable manner.
Thank you for your responses, they have been enlightening. I guess that depends on its applications and maybe we should pay attention to the practices of green marketing to observe how they address environmental issues...
You can read my paper in green marketing on my page “To study the Factors effecting Purchase of Green products for Generation Z in India,"Journal of Asia Entrepreneurship and Sustainability (ABDC-C)
Jaspreet Kaur thank you very much for your kind reply and suggestion.
Good question. Commodification is inevitable. So, we must ask, what are the safeguards? Do we have requisite global regulatory structures? The most effective regulation would come not from statutory structures but science imbued in the state. Unfortunately, the science that followed Brundtland in 1987 (The Natural Step) did not diffuse well.
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