Green but How Green?: Green Product Evaluation Programs in Terms of Marketing

Green but How Green?: Green Product Evaluation Programs in Terms of Marketing

Volkan Polat (Yalova University, Turkey) and Baris Morkan (Stevens Institute of Technology, USA)
DOI: 10.4018/978-1-5225-9558-8.ch003

Abstract

Consumers have gradually started to show more and more interest in green products and switched their purchasing behavior to buy green products. Changes in consumers' demands have created a growing market for green products, as customers become more concerned on the environment, health, and wealth in order to protect the earth's resources and the environment. On the other hand, manufacturers have become more active and sensitive about the issue of contributing their brand image to satisfy the demand and be compatible with compelling legal regulations. Green products refer to the products that have less or no impact on the environment, help to preserve the natural environment, and can be recycled or conserved. In this chapter, the authors aim to draw a framework for green product evaluation programs and explain how they could be used in terms of marketing.
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Background

Evaluation of Marketing

The supply and demand that emerged after the industrial revolution pushed firms from a product and a sales orientation to a market - oriented evaluation. The development of industry and technology as well as marketing have mutually developed and changed. Therefore, in order to better understand the development and emergence of green marketing, changing production and consumption concept and this evaluation should be taken into consideration.

Product - Production Orientation

The period covering the end of the 19th century and the beginning of the 20th century is the period of production - oriented enterprises. In this period, since the supply did not meet the demand, the enterprises did not exhibit sales efforts, promotions, advertisements, etc., because they could sell all of the products they produced. In addition, the customers' requests and needs and the quality of the product have not been taken into consideration.

The marketing approach, valid between the 1st and 2nd World War, focused on the quality and performance of the product produced. In this period, consumers are expected to prefer the products with the highest quality, performance and characteristics offered to them. The enterprises have started their efforts to develop and produce the best product and have acted on the assumption that the best product will be sold.

The difference of this period from the production - oriented period is that the consumer is being conscious and forcing the companies to produce better quality as a result of choosing the right one for the quality among the existing products.

Key Terms in this Chapter

Green Marketing: The whole of the marketing activities of green products, in order to meet the demands and needs of consumers.

Green Product Evaluation Organization: The organizations help purchasers to evaluate, compare, and select products based on their environmental and health concerns.

Marketing Mix: Marketing components to be considered when creating marketing activities and strategies.

Responsible Consumption: The behaviors and attitudes of the consumers to consume or less consume products and services that have the potential to directly or indirectly harm to society, economy, the world, and all living and non-living things.

Societal Marketing: A marketing concept that takes long-term and social benefits into consideration.

Green Product: Environmentally friendly products that are harmless to living and nonliving things.

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