Key Green Marketing Principles

KeyGreen Marketing Principles

KeyGreen Marketing Principles

Differenteconomists have different definitions of green marketing. Accordingto Lesonsky(2012),green marketing involves all the activities that facilitatesatisfaction of human wants and needs. Ottman(2012) defines green marketing as the marketing tools that make itpossible for exchanges and fulfils individuals and organisationsobjectives. In addition, he urges that green marketing upholdprotection, conservation, and preservation of the physicalenvironment. Further, he defines green marketing as all theactivities designed to facilitate and generate exchanges to satisfyhuman wants and needs. It protects the interest of an organisation,as well as its consumers by encouraging voluntary exchange wherebythe buyers and the sellers are in mutual terms. In other words, greenmarketing are the activities that facilitate the exchanges thatintend to satisfy human wants and needs causing minimal or no harm tothe natural environment. It protects the natural environment byminimizing the detrimental impact. Green marketing products andservices are environmental friendly. For the green marketing to beeffective, an organisation should adopt the following key principles:know its customers, empower consumers, be transparent, reassure thebuyers, and consider the product prices.

Firstly,an organisation needs to know its customers. If an organisationchooses to sell green products, they should first conduct anexclusive research on their targeted customers. For instance,Whirlpool made a loss after implementing green marketing strategieswithout learning about their customers. It won the golden carrotprize after introducing CFC-free fridge. However, its consumers couldnot pay for the premium since they were not aware about CFC and theydid not have other value-added benefits. This principle addresses thebusiness owners whom are encouraged to know and interact with theircustomers. This means that an organisation need to know whatmotivates people to purchase green products. Baker(2011),urges that 85% green shoppers do what is right, 80% purchase greenproducts to preserve the environment, and more than 90% want to saveon time and money. Therefore, manufacturers of the green products optto meet all the above criteria.

Secondly,the organisation should empower their consumers. This is to ensurethat all the consumers are comfortable with the green products.Further, they should ensure that the green products are much betterthan the non-green products. For this principle to be effective, abusiness needs to conduct many campaigns and empowerments forums toeducate people about their green products.

Thirdly,green marketing needs to be transparent and genuine. Therefore, abusiness needs to prove that their products are indeed environmentalfriendly. Furthermore, their business policies should be inconsistent with their campaigns. A business needs to fulfil these twoconditions for it to establish environmental credentials in order tosucceed in marketing campaign. Furthermore, the organisation needs tobe specific. Most consumers are dubious about green products hence,an organisation needs to use simple language to elaborate that theirproducts or services are environmentally friendly. In fact, complex,vague, and scientific terms are likely to send customersaway.Instead, the products should contain symbols to illustrate greencertifications. According to Baker(2011),products with green certifications attract more than 80% of theconsumers to purchase the product.

Fourthly,an organisation needs to reassure its buyers that the products aregreen products. Consumers should believe that the products that theyare purchasing would not cause any harm to the environment (Ottman,2012).In addition, the organisation should educate its customers andprospects. In fact, education is the key to distinguish greenproducts from non-green products. While advertising, the marketingdepartment should explain the advantage of the product or service, aswell as the environmental benefits. For instance, a company thatmanufactures low-energy light bulbs sells them at higher prices.Therefore, they should educate their customers that although theprice of each bulb is higher, it takes long to replace it. Most ofthe green products last longer, saves money, and can be recycled.

Lastly,an organisation needs to consider the prices of the products(Lesonsky,2012).Most environmental friendly products are more expensive due to theeconomies of scale and the high-quality ingredients. Nevertheless,the prices should be considerate and affordable to most consumers.Currently, most consumers cannot afford premium prices of the greenproducts hence, an organisation put should put this in mind as theyintroduce their products in the market.

Theabove principles can be summarized into two principles Hannoverprinciple and precautionary principle. The Hannover principle focuseson the environment (Lesonsky,2012).It states that all human beings need to live in a healthy andcoexistent environment. It encourages every home, office, company,industry, or building space to utilize recycling to minimize waste.The principle also elaborates the advantages of taking care of theecosystem lives. On the other hand, precautionary principleencourages the business owners to conduct their activities withenvironmental consideration and try to minimize or prevent damages tothe environment. This principle is applicable to business owners toencourage them work in ethical manner and take care of theenvironment. In addition, this principle deals with environmental andhuman health. For example, companies that manufacture toxic chemicalshould be careful while discomposing their waste.


Baker,R. (2011, November 22). Unilever shares green marketing principles.MarketingJobs &amp Marketing News.Retrieved August 8, 2014, from

Lesonsky,R. (2012, May 24). How to Use Green Marketing Effectively in YourBusiness | Use Green Marketing Effectively in Your Business | August 8, 2014, from

Ottman,J. (n.d.). J.Ottman Consulting. SustainabilityMarketing, The New Rules of Green Marketing Book.Retrieved August 8, 2014, from