ISM AND ISEG MBA - Développement durable

Another type of limit can result from the fact that Green Marketing is at times capable of harming
product quality. For example, customers of the French insurance company MAIF receive a
monthly informative circular. This information sheet and its packaging are manufactured from
recycled paper. It is possible however, that some customers might prefer that it be printed on
good quality paper, more pleasant to the feel, kinder to the eye, and more tear resistant. When
exposed to rain in the mailbox, the newspaper quickly becomes unreadable, whereas if it were to
be plastic-wrapped, it would be protected from the weather.
Another example is given in the public transport sector where buses which run on LPG (liquified
petroleum gas) are less-polluting than those operating on conventional fuel. Unfortunately there
have been several cases of explosion of gas cylinders mounted on bus roofs. In such cases the
public is torn between their good intentions for the state of the environment and concern for their
own safety.
The plastic bags which have almost totally disappeared from french supermarkets were
appreciated by those who wanted a strong, free carrier bag for their purchases, many reusing
them for other household duties. The alternative carrier bags proposed today are not free, are
often too big to be reutilized, and above all, there is no evidence that they are more biodegradable
then the previous free issue. Moreover, supermarkets are not seen by the public as representing a
high risk to environmental conservation. According to public opinion it is the farm-produce
industry which presents the highest risk. Apparently such opinion sees the farm-produce industry
as producing a direct negative effect on health, but the distribution industries as producing only
an indirect effect on their well-being.
Consequently it appears doubtful as to whether all companies with such diverse activities can
benefit from Green Marketing. A commonly held view is that companies have a role to play in
sustainable development, not only for their own image, but also for the well-being of all.
Unfortunately whilst there is solid proof that the consumer expects responsible action from
companies, few have actually mounted convincing environmental campaigns.
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