Green Marketing

By: Julia Edwards

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Increased awareness of how consumer behaviour impacts our environment has led to a noticeable rise in green marketing. With a bigger eco-conscious consumer market than ever before, many people care deeply about their direct and indirect impact on the environment. Companies have taken advantage of this and have adopted green marketing to show not just that they care about the earth but also about their customers' values as well. How does green marketing work, though?

In simple terms, green marketing is an approach that promotes a product's or service's environmental benefits. Green marketing forces companies to improve their operations alongside various environmental, social, and goverance (ESG) criteria. The biggest improvements companies usually aim to achieve are reducing carbon emissions, water footprint, reducing waste, and using biodegradable materials. Businesses also aim to conserve natural resources by using sustainably sourced, recycled, or renewable raw materials.

Green marketing works so well because consumers are more likely to support a business that aligns with their personal values and demonstrates a genuine commitment to protecting the environment. When customers feel like a brand is making an active effort in reducing their ecological footprint and owning up to corporate social responsibility, consumers are more willing to support and promote that business to others, as well as even pay a premium for what is being offered. People like to feel good about themselves more than anything, and when they buy a product or service from a company that allows them to feel like they are having a positive impact rather than a negative one, they are going to continue choosing that brand over its competitors. This emotional satisfaction strengthens the connection between the consumer and the company, creating long-term loyalty.

Overall, green marketing creates a positive cycle where businesses are encouraged to continue adopting sustainable practices, ultimately benefiting both the company and the planet.