Green Marketing

Green marketing is also known as ecological marketing, sustainable marketing or Eco marketing. It is a type of marketing that is increasingly being implemented by companies, as it adapts to current trends. As we can infer from its name, these are marketing strategies oriented towards ecological products or services that have a commitment to reduce the negative impact on the environment. The main difference with traditional marketing is the approach – green marketing is oriented from an ecological point of view.  

This type of marketing strategy began to be used in the late 1980s and early 1990s. It arises mainly from the concern of people about the environment. People are increasingly aware of all the problems that affect the environment due to the efforts of social networks and the media to inform people about it. As a result, many people in recent years are willing to change their consumption habits to contribute to the preservation of the planet.  

What is the most important function of green marketing? 

The main function of green marketing is to influence the consumer when choosing products or services. It is necessary for companies that implement this type of strategy to inform people about the products or services they offer that respect the environment, and go hand in hand with consumption that is favorable to the ecological environment. 

The main objective is to make consumers aware of the products and services they use, as well as show new products or alternatives that positively reconcile with the environment.  

Advantages of Green Marketing  

1. New customers 

Currently, there are many people who are willing to change their consumption habits for the benefit of the environment. For this reason, green marketing is a way to attract new customers and reach new segments of the public who choose to consume more sustainable and less polluting products – ecological products.   

2. Brand positioning 

Generally, these types of organic products tend to be of higher quality than other products. For this reason, in the eyes of investors, shareholders, and the general public, the brand remains a brand committed to caring for the environment. 

3. Educate consumers  

Green marketing is a less invasive way to inform people about ecological products that contribute to the preservation of the environment. 

It promotes responsible consumption and the use of eco-friendly materials, while reducing the negative impact on the environment.  

Disadvantages of Green Marketing  

1. High costs 

As we mentioned before, these types of products or services tend to be more expensive. For the same reason, there are still many people who are not willing to pay that price for these products. 

Similarly, the processes of obtaining raw material and resources are more difficult and more expensive, so the products have to have a somewhat high price. 

2. Small market  

As the segment targeted by ecological products and services is still small, there is not much supply of suppliers. 

There are many providers that remain faithful to the techniques and services that have always been carried. For this reason, it is difficult to negotiate with them, and the supply of suppliers is a bit scarce. 

Green marketing is becoming part of the culture and values of companies. Due to the interest of consumers in being more and more responsible with their habits, brands have more responsibility and awareness when making decisions regarding their products and production processes.