ISM AND ISEG MBA - Développement durable

Type of company Goal sought by the Green Patronage
Companies with strong environmental
influence or where there are risks
Big companies or financial institutions
Small and Medium-sized business
Trading companies
Intermediate companies
Strategy of image bypass and of counter-attack
on sensitive issues to create a Green image. e.g.
Chemical companies
To create a warmer image, more human, closer
to the public, and more natural
To take advantage of an expanding market to
locally increase its social recognition
To captivate the consumer by educating him to
increase the sales
To develop the loyalty of trading partners by an
operation across several brand names
It is seen that Green Marketing communication is neither entirely profit orientated nor entirely
trade orientated. Green communications naturally inform the public as to ecological company
activities, its industrial processes, or new technologies used to improve health or cleanliness.
Through its environmental activities, Green Communication also has the objective of developing
customer loyalty to the brand name. However, Green Communication targets many other sectors:
the employees within the company (accepting that employees can also be consumers); outside the
company there are environmental protection groups; NGOs including consumer protection
organizations; local authorities; the media, etc. This type of communication has for objective, to
demonstrate to the public generally the sincerity of the green image portrayed by the company,
this with the clear purpose of avoiding breakdown of understanding, boycotts and sanctions.
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