Criticism Of Green Marketing

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Critiques of Green Marketing:

Environment:
Green marketing is a huge trend in recent business environments (Kassaye, 2001). Green Marketing was defined by Mintu and Lozardo (1993) as “the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the natural environment is upheld” (Ruth , Kevin , & Debra, 2012).
As Krause (1993) stated; consumers will willingly purchase products that are more environmentally friendly (Saxena, 2015). Consumers believe that if the word ‘green’ is associated with a product that it is good and helping the environment. However, this is not always true. For example, Kimberly Clark’s Diaper Brand P&N …show more content…

As we saw above Mintu and Lozardo (1993) defined green marketing as “the application of marketing tools to facilitate exchanges that satisfy organizational and individual goals in such a way that the preservation, protection and conservation of the natural environment is upheld” (Ruth , Kevin , & Debra, 2012). Kirchoff, Koch and Nichols (2011) defined it as “the holistic process of marketing activities within the firm that are aimed at reducing the environmental impact or products and their manufacturing process in a way that is profitable to them” (Koku & Ratnatunga, 2013). These differing definitions of green marketing create delusions of what green marketing is in the minds of consumers, it also gives organizations an easier chance to claim that their products/services are green (Koku & Ratnatunga, 2013).

Works Cited
Kassaye, W. W. (2001). "Green Dilemma," Marketing Intel- ligence and Planni (Vol. 19). MCB UP Ltd.
Koku, P. S., & Ratnatunga, J. (2013). Green Marketing and Misleading Statements: The Case of Saab in Australia. Journal Of Applied Management Accounting Research , 11 (1), 1-8.
Mishra, P., & Sharma, P. (2014). Green Marketing: Challenges and Opportunities for Business. BVIMR Management Edge , 7 (1), 78-86.
Ruth , R., Kevin , B., & Debra, R. (2012). Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management , 28 (3/4), 420-444.
Saxena, S. (2015). Are they Really Green: Flipping the Second Side of Green Marketing Coin - A Critical Analysis Using Selected Cases? Amity Global Business Review ,

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