I am currently writing my thesis on sustainable/responsible marketing and I am looking for more insights from experts (and good articles - after 2010) about the subject.
Looking forward to exchange with you all.
1. Green brands - specialization of the concept in different fields/industries;
Article GREEN BRAND: AN INTEGRATED CONCEPTUAL FRAMEWORK
2. Sustainable marketing channels for the distribution of green products;
3. Improving the accessibility of green/sustainable products to as many consumers as possible (availability, prices, etc.)
4. Promotion that respects the care for the environment (resources used), along with informing and educating the green consumer;
Dear Audrey-Ann Caron-Goudreau,
Currently, one of the dominant trends in the field of sustainable marketing is, on the one hand, adding to the content of advertising campaigns addressed to potential customers the message suggesting the implementation of pro-ecological reforms, the implementation of the principles of sustainable development into economic processes, compliance with the principles of social environmental (ecological) responsibility, etc. by a specific company, institution that commissioned a marketing company to carry out a specific advertising campaign. In this type of advertising campaigns and public relations activities, a positive, pro-ecological (pro-environmental) image of the company is promoted, environmental values are added to the interpretation of key aspects of the company's mission and development strategy, including a suggestion about the growing scale of activities, business ventures taking into account the implementation eco-innovation for economic processes, etc. Therefore, sustainable marketing can be an important element of a sustainable green economy. However, it is important that the promoted green business philosophy in the mission and strategy of a specific company is consistent with the facts, and not only or mainly an element of marketing activities aimed at improving the company's image. On the other hand, sustainable marketing is also marketing carried out in accordance with the principles of business ethics and corporate social responsibility. This means that sustainable marketing does not deliberately mislead potential customers through unreliable advertising campaigns in which the information messages addressed to potential customers contain false and / or incomplete information. An example of marketing that is not carried out in accordance with the principles of business ethics, corporate social responsibility and social environmental (ecological) responsibility is an advertising campaign carried out in various media for at least several months, encouraging the purchase of a supposedly special and medically recommended sinus irrigation fluid (paranasal and leading), while after purchasing this supposedly super-medical drug, it turns out that the citizen has bought sachets containing only common table salt. According to the instructions on the leaflet, this table salt should be dissolved in water and, using the enclosed plastic (not respecting the principles of social environmental responsibility) bottle, rinse your sinuses. Well, on the packaging, and even more so in the movie advertising spots, there is no information that this super medicine is ordinary table salt. A company selling this kind of medicine through pharmacies consciously uses the asymmetry of information between the producer and the consumer, and the Office for Competition and Consumer Protection does not inform about this practice that is inconsistent with the principles of business ethics, corporate social responsibility. there should be as few examples of unsustainable marketing as possible. Sustainable green marketing should be developed.
Best regards,
Dariusz Prokopowicz
In my opinion, green product is an interesting topic, and I took it as the theme of my dissertation on the willingness of consumers to pay more (WTPM) for green products. I'm having a little trouble getting the dimensions / indicators of WTPM. I hope there are new insights into that object from experts. Thank you
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