ISM AND ISEG MBA - Développement durable

deserve it. It would serve to reduce the credibility of the company leading to a loss of good image
and corresponding reduction in the number of customers.
Given that the environment is a sensitive subject, it is strongly recommended not to abuse
consumer faith; below are just two reasons:
Environmental sensitivity is growing and as mentioned previously, is not just a trend.
The environment issues evoke personal and highly emotive reaction. More and more
consumers are becoming involved with protection of the environment or who at least feel
concerned.
The second level relates to those companies which are not engaged in environmental activities at
this moment, but which intend to integrate this approach as they evolve. They want to exploit
new markets by developing sustainable products or services. These companies will probably
adopt an environmental global strategy.
The third level is made up of companies integrating environmental consideration, the economy
and social aspects into their global strategy. Generally, these companies base their marketing
strategy on social or environmental issues, and pay considerable attention to the customer's
perception, his identity, his expectations and his willingness to receive green publicity.
It is thus seen that environmental issues are becoming omnipotent from the consumer's point of
view. The movement is so strong that companies are obliged to adapt their policies and strategy
to avoid possible confliction with their customer's ideals.
5. Limits
Green Marketing has limits! Even if this new form of sales argument based on the protection of
the environment is gaining importance of place within companies, it seems that there are limits
and that this form cannot be used by every type of society.
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