3 facts about green marketing

Redaktion PSI Journal

Published on 31.03.2022

Everybody is talking about green marketing. But what is it all about? Here are three relevant facts about green marketing:

  1. Green marketing is the process of planning, implementing, and controlling the development, pricing, promotion, and distribution of a product following three aspects: customer needs are met, organizational goals are attained, and the process is compatible with ecoystems. (Donald Fuller, Sustainable Marketing, Managerial-Ecological Issues, 1999). 
  2. In fact, green marketing is considered as a trend, but it is not new at all. The term “sustainable marketing” was already coined a quarter of a century ago. 
  3. Authentic green marketing can be a real competitive advantage: It identifies customer needs better, creates a long-term improved corporate image and can be applied to almost all industries. (duesseldorf-wirtschaft.de, “Nachhaltigkeitsmarketing“)

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