ISM AND ISEG MBA - Développement durable

Customer reaction to “green” offers: would he be interested in purchasing ecological or
organic products if the price were higher?
Customer expectations
The potential benefit to the customer
Consequently, before exploring Green Marketing, this report addresses the subject of sustainable
development.
According to the Brundtland Report (World Commission on Environment and Development), a
development which is effected to the detriment of environmental quality cannot be considered as
a long-term development. By contrast, sustainable development of a naturally renewable resource
must be commensurate with the intrinsic renewal rate of that resource; that for a non-renewable
resource would envisage its future replacement.
b. Characteristics
The notion of Green Marketing has several characteristics.
First, Green Marketing is a short-term activity aimed at improving matters in the long-term; the
present generation is under obligation to preserve today's natural resources for the benefit of
future generations. According to the Brundtland commission, sustainable development is a
“development that meets the needs of the present without compromising the ability of future
generations to meet their own needs”. The commission considered that sustainable development
included three parameters: social equality, economic growth, and environmental protection. The
latter parameter provides the possibility of economic recovery related to natural resources and
environmental protection, this largely due to the fruits of research.
Second, when considering environmental damage from the company's viewpoint, Green
Marketing over the longer-term serves to protect company image. Firms which base
communications and advertising on respect for the environment and natural resources do so to
8