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water pollution and solution essay
water pollution and solution essay
environmental movement research paper
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TABLE OF CONTENTS:
Introduction 1
The historical overview of environmentalism and going green 1
Green consumer behaviour 2
Factors of environmentalism that affect consumer behaviour 3
Economic potential of environmentalism 4
Implications of environmentalism for marketers 6
Effects of environmentalism on the STP Process 6
Conclusion 8
References 9
INTRODUCTION
The Earth’s natural resources are depleting at a very fast pace. Forestry is being destroyed at an alarming rate, thereby contributing to the increasing amount of carbon in the atmosphere. Water sources are being heavily polluted, destroying underwater life. All these factors have led to the rising of a group of consumers called environmentalists. This group aims to consume in a way that is sustainable for the planet and its resources, mitigating the extent of damage to the Earth.
The research question to be explored in this paper is:
What has been the impact of “The Green Revolution” on marketing?
The objectives of this paper are to:
• Investigate the history of environmentalism and going green,
• Explore the purchasing behaviour of environmentalists,
• Highlight the factors that affect the consumer behaviour of environmentalists,
• Investigate the economic potential of the Green Economy,
• Determine the implications of environmentalism for marketers, especially from a segmenting, targeting and positioning perspective.
This paper uses relevant literature on environmentalism obtained from scholarly journals and articles, books, government documentation, as well as online articles.
The obtained data will be used to critically analyse the effects of environmentalism and going green on marketing. Conclusions will then be drawn as to what the impact ...
... middle of paper ...
...), [available at https://www.catholic.org/news/green/story.php?id=49191]
• Sara (2008), “A Brief History of Modern Green Movement in America,” (accessed May 14, 2014), [available at http://webecoist.momtastic.com/2008/08/17/a-brief-history-of-the-modern-green-movement/].
• Strong, Carolyn (1996), “Features contributing to the growth of ethical consumerism – a preliminary investigation,” Marketing Intelligence and Planning, 14 (5), 5-13
• The Paley Centre (2009), “Away we go on our green journey,” (accessed May 12, 2014), [Available at http://www.paleycenter.org/away-we-go-on-our-green-journey/].
• United Nations Framework Convention on Climate Change (2011), “Kyoto Protocol (2005)’’.
• VanAuken, Brad (2012), “Success And Radical Brand Repositioning,” (accessed May 12, 2014), [available at http:// http://www.brandingstrategyinsider.com/brand-repositioning]
He delves into the history of the word “environmental” as well as the history of environmental activism. He pinpoints the beginning of the movement to Rachel Carson. According to Quammen, she began the revolution by publishing her book Silent Spring. He says the negative connotations of the word began with her book, pairing “environment” and “the survival of humankind” as if they go hand in hand. This played a major role in the distortion of the word and the intentions of environmentalists.
The first two acts of this film are truly inspiring because they capture the "fire" of the environmental movement. It chronologically begins by discussing the origins of conservative environmentalists, to documenting the details of successful environmental movements, and concluding by explaining the merging of civil rights with environmentalists. Ultimately, “A Fierce Green Fire “serves as a dynamic call for the continuing action of protecting and conserving our biosphere.
In 1989, seventy five percent of Americans identified themselves as environmentalists, and the number has continued to grow since then (Walls 1). Environmentalism is now the most popular social movement in the United States, with over five million American families donating regularly to environmental organizations (Walls 1). Environmentalists today focus on what kind of world they hope to see in the future, and largely deal with limiting pollution and changing consumption rates (Kent 1 and 9). Modern environmentalists also have much different issues than those Carson’s America faced. With climate change becoming more threatening each year, protection of the natural world is needed more than ever. Pollution has caused the warmest decade in history, the deterioration of the ozone layer, and species extinction in extreme numbers (Hunter 2). It not only threatens nature, but also human populations, who already suffer from lack of clean water and poisoning from toxic chemicals (Hunter 16). Unlike environmental actions in the 1960’s, which were mostly focused on protection, a massive increase in pollution has caused efforts to be focused on environmental restoration (Hunter 16). Like in the time of Silent Spring, environmentalists are not only concerned with one country. Protecting the environment remains a global issue, and every nation is threatened by the
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
In today’s market, there is I a drive for people to be a more conscientious consumer, this means that they think about their personal health and the effect of global health before they buy. (Solomon.2017) Due to the fact, that people are thinking more about the environment and effects products have on the world, marketers have found themselves taking a different approach to reach their target audience. A new way of marketing is called Green Marketing, this type of marketing involves the development and implementation of environmentally friendly products. (Solomon.2017) This method is especially stressed to the customer that is buying the product. For example, in the KIA Niro, Melisa McCarthy is showing traveling around the world to do her best to save
Boggs, Grace Lee, and Scott Kurashige. The next American revolution: Sustainable activism for the twenty-first century. University of California Pr, 2012. Print.
To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. “The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results” (“The "six sins," 2007). Terrachoice has conducted a study of the “Environmental Claims in North American Consumer Markets” and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
Withgott, J., & Brennan, S. (2011). Environment: the science behind the stories (4th ed.). San Francisco, CA: Pearson Benjamin Cummings.
Green is good. Political color-coding and branding as of late associates the adjective “green” with nature, with balance, and with a sense of regard toward Earth. Greenpeace, Green Party, Going Green. Owing in part to basic consumer awareness, shifting political winds, and ever-evolving market sensibilities, advertising has grown much greener in the past few decades. However, the idea of green advertising offers a striking contradiction. With the basic philosophy of advertising essentially dirty and “brown,” and with the tenets of pure capitalism fundamentally opposed to a truly ecological society (Corbett 237), the term “green advertising” offers little more than an oxymoron. Though research on marketing trends indicate a decline in pandering
The more experience you have putting these tips into practice, the more they will become instinct. And by making informed decisions and ensuring that the product’s claims are accurate, you can feel good about the choices you make and their positive impact on the environment. If more greenwashing means that marketers are increasingly responding to the demand for sustainable products, this could be a positive trend. If left unchecked, greenwashing creates significant risks. Consumers will give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. Recent developments suggest companies should be prepared for the new wave of measures. Greenwashing has become a buzz word for consumers and the media. Unfortunately, the rules are not always clear when it comes to responsible environmental marketing.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Kneidel, Sally, and Sadie Kneidel. Going Green: A Wise Consumer's Guide to a Shrinking Planet. Golden, CO: Fulcrum Pub., 2008. Print.
Sustainability Revolution: Earth, the planet we call home, is a complex system made of interdependent parts and pieces of life that are constantly changing. Earth’s planetary system has maintained a balance of dynamic equilibrium—it has been sustainable— since its beginnings about 4.5 billion years ago. This balance, however, has been progressively disrupted by us—humans— especially during the last few decades. Mother Nature has provided us with natural resources and the habitat for all species to sustain life on our planet. Since the industrial revolution, we have maintained a belief that these resources are infinite, and that economic growth and our attempts to improve our standards of living can continue forever. All forms of human economic
The Green movement began in the Western World during the 1970’s around the time of the Vietnam War. The green movement is a social movement regarding concerns for environmental conservation and improvements to the current health of the environment. The Green movement also promotes the conservation, restoration, and the overall improvement of our environment. Many people disagree with the green movement and its values because they don’t see the immediate benefits from them. However, supporting the green movement by recycling, researching alternative energy sources, and mandating eco-friendly laws will lead to a better, greener, country.