GREEN ADVERTISING AS A KEY TO A SUCCESSFUL SUSTAINABILITY STRATEGY AND EFFECTIVENESS ON CONSUMERS' GREEN CONSUMPTION BEHAVIOR: A CASE OF MOROCCO
Abstract
Increasing the exposure, demand, and sales of a product or service is the goal of marketing, which is both a discipline and a set of tactics. It includes everything from conceptualization through the distribution of a product or service. In 1975, the American Marketing Association came up with the term "ecological marketing," whereas the term "green marketing" did not arise until the late '80s as a development of the original idea. Despite the lack of consensus regarding what constitutes "green marketing, Polonsky provided a useful definition in 1994: "Green or environmental brand management consists of all activities designed to generate and facilitate any exchanges intended to satisfy human desires or requirements, such that the satisfaction of these needs or wants occurs with minimal detrimental impact on the natural environment." Eco-friendly products are often the costliest on the market. There's a chance that these prices are 160%-200% more than average. The major reason eco-friendly products cost more is the higher price of their components, production methods, or specialized technology. Due to the low manufacturing and consumption volumes, such commodities also have greater transportation expenses. Eco-friendly goods and services account for less than one percent of most markets. But the green marketing should not be confused with public service initiatives that aim to get people to live greener lives. On the contrary, "green" marketing promotes the acquisition and use of products that are hypothesized to be less harmful to the environment. To protect consumers, "green" marketing should be completely transparent about all aspects of production, including the raw materials and energy utilized.
JEL: Q10; Q13; O12
Article visualizations:
Keywords
Full Text:
PDFReferences
Aaker, D. (2006). Measuring brand equity across products and markets. California Management Review. 30 (3), 102-120.
Asgharian, R.; Saleki, Z. (2012). Green product quality, green customer satisfaction, and green customer loyalty. IRACST- International Journal of Research in Management & Technology. 2 (5), 400-501.
Azzone, G.; Manzini, R. (2004). Measuring Strategic Environmental Performance. Business Strategy and the Environment. 3 (1), 1-14
Baker, William E.; Sinkula, J. (2005). Environmental Marketing Strategy and Firm Performance: Effects on New Product Performance and Market Share. Journal of the Academy of Marketing Science. 33 (4), 461-405.
Bansal, P.; Roth, K. (2000). Why Companies Go Green: A Model of Ecological Responsiveness. The Academy of Management Journal. 43 (4), 010-036.
Ginsberg, J. M.; Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review. 46 (1) 00-04.
Henion, K.; Thomas, C. (2006). Ecological Marketing. Columbus, Ohio: American Marketing Association.
Hennig-Thurau, T.; Klee, A. (2000). The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology & Marketing. 14 (0), 030-050.
Howard, T. (2005). Being Eco-Friendly Can Pay Economically; ‘Green Marketing’ Sees Growth in Sales, Ads. USA Today.
Johnson M., Ettlie J. (2001). Technology, customization, and reliability. Journal of Quality Management. 6(2): 203-210.
Karp, David Gutierrez (2006). Values and Their Effect on Pro-environmental Behavior. Environment and Behavior. 111-131.
Kardash, W. (2004). Corporate Responsibility and the Quality of Life: Developing the Ecologically Concerned Consumer, in Henion and Kinner (eds), Ecological Marketing, American Marketing Association.
Keller, G. (2000). Industry and the Environment: Toward a New Philosophy. Vital Speeches. 54 (5), 154-150.
Leonard, D.; McAdam, R. (2002). The Strategic Dynamics of Total Quality Management: A Grounded Theory Research Study, - Quality Management Journal. 0 (1) 50-62
Levitt, T. (2000). Marketing Myopia. Harvard Business Review. 30 (4), 24–40
Lindstrom, M. (2005). Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight & Sound. New York, New York: Free Press.
McTaggart, D.; Findlay, C.; Parkin, M. (2002). Economics. Addison-Wesley, Sydney.
Menck, A.; Oliveira, J. (2014). Green Marketing and Corporate Social Engagement as Strategy Tools – A Conceptual Framework. International Journal of Humanities and Social Science. 2 (5).
Moser, M. (2003). United we Brand: How to Create a Cohesive Brand that’s Seen, Heard and Remembered. Boston, Massachusetts: Harvard Business School Press.
Oppenheim, B.; Przasnyski, Z. (2000). Total Quality Requires Serious Training. Quality Progress. 32 (10) 63-03.
Ottman, J.; Stafford, E.; Hartman, C. (2006). Avoiding Green Marketing Myopia - Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment. 40 (5), 22-36.
Peattie, K. (1995). Environmental Marketing Management: Meeting the Green Challenge. Pitman Publishing, London.
Singh, P.; Pandey, K. (2012). Green marketing: Policies and practices for sustainable development. Journal of Management. 5 (1) 22-20.
Steg, L.; Dreijerink, L.; Abrahamse, W. (2006). Why are energy policies acceptable and effective? Environment and Behavior. 30 (1), 02-111
Winner, L. (2006). The Whale and the Reactor: A Search for Limits in an Age of High Technology. Chicago, University of Chicago Press.
DOI: http://dx.doi.org/10.46827/ejmms.v8i1.1456
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Mkik Salwa
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
