The Concept of Green Marketing

The Concept of Green Marketing

Mertcan Tascioglu (Istanbul Medeniyet University, Turkey)
DOI: 10.4018/978-1-5225-5409-7.ch009

Abstract

Environmental concerns have become one of the most important issues of today's business world. Companies have discovered the importance of green marketing and sustainability and that consumers will buy products that are greener and sustainable. This chapter focuses on the concepts of green marketing and sustainability. The concepts of green marketing and sustainability are discussed, analysis of green markets and green market examples are provided, and viable green marketing strategies are also suggested.
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Analyzing The Green Markets

In order to challenge increasing environmental concerns, Ginsberg and Bloom (2004) suggest that companies can segment the market into five different categories: True blue greens, greenback greens, sprouts, grousers, and basic browns. True blue greens have very strong environmental ties and they definitely don’t make purchase from companies that are not practicing green marketing. Greenback greens are not as active as true blue greens but they are still willing to purchase environmentally friendly products. Sprouts believe in environmental problems but that does not reflect to their purchase behavior, they hardly purchase green products. Grousers are uneducated about environmental problems and skeptical about them, they also believe that green products are very expensive. Finally basic browns do not care about environmental problems and green products at all (Ginsberg and Bloom 2004).

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