ISM AND ISEG MBA - Développement durable

Part I: Green Marketing and sustainable development
1. Presentation
a. Definition
Green Marketing is “the positioning and segmenting of consumers by ecologically-driven
concerns and the development of strategies and solutions that will meet their needs and desires
with as little negative impact on the Earth as possible” 1 . It relates to the package of company
measures which aim to use the ecological positioning of the company or brand name to promote
increased sales or improve company image.
“Green Marketing must satisfy two objectives: improved environmental quality and customer
satisfaction” 2 . It can be based on the ecological characteristics of a product (ecological raw
materials, recyclable products, ozone friendly cars which emit less CO2), green activities
(withdrawal of plastic bag distribution in supermarkets), or on ecological company activities. In
this context, products which respond to the desires of ecologically-driven consumers are called
“green”. The message delivered by advertising and promotion of such products addresses issues
such as the environmental impact of energy consumption, production processes, and the emission
of toxic substances.
It is in the interest of most companies to employ Green Marketing. The introduction of this form
of marketing must address the following points:
The initial desired direction to be taken by the company (the consumer sector to be
targeted and the market position occupied by the product)
The company image as perceived by the customer
Whether the company's activities on environmental issues are perceived as credible
1 Presidio Graduate School. Green Marketing. The dictionary of sustainable Management, from
www.sustainabilitydictionary.com/g/green_marketing.php
2 Hartman, C. L., Ottman, J. A. & Stafford, E. R. (2006, June). Avoiding Green Marketing myopia. Environment, 48
(5), 22-36.
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