San Jose, CA (Vocus/PRWEB) April 14, 2011
Green marketing, a relatively recent phenomenon, is driven by the growing awareness amongst consumers and businesses about minimizing the adverse impact on the environment. Green marketing refers to the promotional activities that are aimed at transforming consumer perceptions about a brand. Such perceptions are increasingly being shaped by a company's practices and policies pertaining to the environment, and reflect their level of concern for the community. Green marketing is a relatively recession-proof sector, with sustainable product sales continuing to register steady sales even during adverse conditions, particularly among eco-aware consumers. Such consumers exhibit willingness to pay more for green, sustainable and ethically produced products, and are generally loyal to their companies and brands. The significance of green marketing initiatives during the recession increased in view of the survival challenges facing global businesses and marketers. Green marketing emphasizes on avoiding wastage, make efficient use of available resources, and recycle, as a result of which green marketing is emerging as an affordable alternative to conventional marketing. As a result, green marketing initiatives are finding high level of acceptance among businesses with relatively tight marketing budgets. Internet is one of the most popular media for carrying out marketing of green messages, with print, television, mobile, and direct mail methods emerging as other popular approaches.
The United States and Europe collectively account for a lion’s share of the global green marketing revenues, as stated by the new market research report on Green Marketing. Growing awareness about the environment is driving American consumers to invest in energy efficient homes, fuel-efficient vehicles, recycling, and purchase products that are less harmful to the environment. In order to cash in on the trend, a number of independent businesses have forayed into the green marketing arena, offering ‘green’ products to the consumers. Several traditional businesses such as grocery outlets, electronic appliance stores, and hardware/building materials stores are enhancing their portfolio to benefit from the trend towards green products. Despite the adverse market conditions, environmental considerations continue to drive consumers to invest in ethically produced and green products.
Public concerns have shaped policies of various governments in Europe. The concern for environment is particularly profound among purchasers of food products and automobiles. In response to the concerns, several European countries have adopted stringent laws for environment protection. In Italy, public concerns over the export of waste to developing countries led to the implementation of a new hazardous waste bill, while France, Denmark and Belgium have adopted regulations to address the issue of solid waste. Germany has adopted some of the toughest Green Marketing laws, following the public outcry on the destruction of the Waldsterben forest due to acid rain.
Green marketing efforts face challenges owing to the high cost of development, limited awareness among consumers, and concerns over falsified claims. Greenwashing – referring to exaggerated green claims and falsified green claims – is a major challenge for the industry, as it leads to consumer skepticism pertaining to such green claims. Also, green marketing credentials of a company significant affect the purchase decisions of consumers, owing to the perception that green initiatives of companies are largely aimed at improving public image, or for enhancing sales, with environmental concern not being the core objective.
Major players profiled in the report include Canon Inc., Cereplast Inc., Del Monte Foods, Fairmont Hotels & Resorts Inc., Mary Kay Inc., General Electric Company, General Motors Company, Herman Miller Inc., Nike Inc., The Clorox Company, The Procter & Gamble Company, Toyota Motor Corporation, Unilever N.V, and Wal-Mart Stores Inc.
The research report titled “Green Marketing: A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a strategic review of the industry, key market trends, recent product launches, strategic corporate initiatives, and profiles of key market participants. The report provides analytics for the following geographic markets – US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World.
For more details about this comprehensive market research report, please visit – http://www.strategyr.com/Green_Marketing_Market_Report.asp
About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a reputed publisher of off-the-shelf market research. Founded in 1987, the company is globally recognized as one of the world’s largest market research publishers. The company employs over 800 people worldwide and publishes more than 1200 full-scale research reports each year. Additionally, the company also offers thousands of smaller research products including company reports, market trend reports, and industry reports encompassing all major industries worldwide.
Global Industry Analysts, Inc.
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