Green Marketing

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GREEN MARKETING
Resul Öztürk (Necmettin Erbakan University)
Introduction
The future circumstances of both the world and human population are closely
related to economic issues, and also to social problems in general (Chaffey & El-
lis-Chadwick, 2016, p. 165). As economic units, enterprises have to fulfil their
functions as institutions that produce goods and services by interacting with the
environment in which they operate. Such environments are heavily influenced by
social, political, and cultural factors, and at the same time respond to the needs
of the society and help solve social problems. Problems such as rapid population
growth, scarcity, hunger, conflict, and urbanization damage the environment, caus-
ing its rapid deterioration and the destruction of environmental values. It has be-
come necessary for enterprises to contribute to finding solutions to the above in
the face of the social danger caused by the environmental and ecological problems
that are constantly emerging (Eser, Korkmaz, & Öztürk, 2011, p. 72). This envi-
ronmental and ecological view, within the scope of the functionalist approach, as
well as the marketing purposes developed by effectively matching the goods and
services offered by enterprises with the demands of households, forms the basis
to the various approaches to marketing activities, including the managerial ap-
proach that evaluates the most appropriate activities to enable enterprises to suc-
cessfully adapt to their environments. Therefore, macro-marketing, which is car-
ried out by focusing on the macro-environment and the problems developing in
this environment, reveals the marketing activities that will require enterprises to
adopt a new and more harmonious relationship with the environment. There-
fore, in line with this view and approach, the effect and importance of green mar-
keting activities for enterprises is paramount (Stone & Desmond, 2007, p. 3).
In this section, after giving general information about green marketing, the emer-
gence and development of the concept of green marketing, its definition and

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importance, the components of the green marketing mix, and issues related to
the typical green consumer will be discussed.
1. The Emergence and Development Process of Green Marketing
The concept of green, which has created a vast change in today’s marketing ac-
tivities and is used worldwide, is considered an extreme phenomenon in terms of
the attempt to maintain an environmentally sensitive lifestyle in the 1960s and
included the concept of green in particular, in the shopping habits of consum-
ers (Ottman, 2011, p. 1). The relationship between the environment and mar-
keting activities was first evaluated in the early 1970s. Its main purpose was, and
indeed remains, to include environmental principles in marketing processes, to
identify environmentally friendly consumers who want to buy environmentally
friendly products, and to make best efforts to create an ethos of recycling in or-
der to direct industrial societies towards adopting modes of behaviour that do
not ultimately result in any harm to the environment. In the 1980s, with the
emergence of the idea of protecting the environment becoming a necessary mode
of consumption-related behaviour, changes in the associated marketing tenden-
cies began. After it was accepted for the first time that the volume of consump-
tion would pose a bigger problem than its quality, the concept of green products
began to be elucidated along with strategies for the development, use, transpor-
tation, and end-of-life treatment of products (Kilbourne, 2010, pp. 360-361).
Environmental problems were examined in depth by the marketing literature in
the 1970s and 1980s, but the interests of both consumers and enterprises with
regard to these issues remained minimal. The report published in 1987 by the
Brundtland Commission, previously known as the World Environmental Protec-
tion and Development Commission, led to the discussion of sustainability termi-
nology as well as green marketing and environmental marketing terms in terms
of the marketing literature to meet today’s needs without compromising the abil-
ity to meet the needs of future generations by themselves (Murphy, 2010, p. 91).
The report failed to achieve the desired results in the 1990s, despite the work car-
ried out by marketers and academics, where it was determined that there were
five ways, namely green spinning, green selling, green harvesting, enviropreneur
marketing, and compliance marketing, that were among the reasons for leading
to businesses to failure. On the other hand, it was stated that four basic features,
namely it starts with the customer, it has a long-run perspective, it involves full

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use of all the company’s resources, and it is innovative, were vital to green mar-
keting activities. In addition, it was stated that a number of elements in market-
ing understanding and practices should be reshaped in order to achieve improved
development in green marketing (Peattie & Crane, 2005):
• Redefining products within the scope of green marketing,
• The desire to make changes in the markets,
• Specifying the benefits to be gained from the use of the product,
• Providing marketing communication that aims not only to influence but to
inform,
• Establishing a focal point beyond current consumer needs,
• Willing to manage demands and expectations,
• Emphasizing cost instead of price,
• Taking more responsibility.
Marketing literature are clearly stated and enterprises are affected by global and
ecological approaches are today defined as “green marketing” (Saren, 2010, p.
35). While enterprises try to control, change, affect and adapt their inputs de-
spite external environmental factors, they can only shape, manage and create the
elements in this environment with environmental management practices up to a
point (Mathur & Mathur, 2000, p. 193). Marketing performers have an obliga-
tion to integrate corporate environmentalism with environmental problems with
the strategic plans of enterprises. Green marketing practices, which failed in the
past, have now become successful by convincing consumers that they are acting
in line with the long-term well-being of both themselves and their communities,
for reasons such as environmentally friendly products being less costly, healthier
and safer. Green marketing myopia has been eliminated thanks to expert opin-
ions on positioning consumer value, adjusting products to consumer informa-
tion, and focussing on the reliability of product claims. Thanks to this, sustaina-
bility and green marketing practices that provide better environmental solutions
and awareness of the increasing concerns of consumers about the future of the
environment, especially with the scarcity of raw materials such as water, increas-
ing energy costs and pollution levels, there are issues that marketing practitioners
should take into consideration (Kotler & Keller, 2012, pp. 81-92):
• Although raw materials are one of three types, infinite, limited renewable and
limited non-renewable, the costs of limited non-renewable products (petrol,
coal, etc.) increase significantly.

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• As the price of petrol, which is a limited non-renewable resource, increases,
businesses are looking for ways to benefit from alternative energy sources, such
as solar and wind.
• As a result of certain industrial activities harming the environment, while de-
veloping pollution control solutions such as recycling centres and waste stor-
age systems, markets are also emerging that seek alternative ways of produc-
ing and packaging goods.
• The countries which economically underdeveloped do not take any precau-
tions due to the lack of political will and funds for environmental pollution,
additionally rich countries do not have the necessary funds too.
Today, the concept of sustainability is being implemented as a corporate strat-
egy, and it increases the need to switch to environmentally friendly products for
both marketing practitioners and consumers. Although there is an extensive body
of the literature that examines the interrelationships between customer attitudes
and environmental strategies with regard to green marketing, environmental is-
sues are addressed within the scope of green marketing efforts (Cherian & Jacob,
2012, pp. 117-119). In recent years, an increasing number of enterprises have
been adopting environmental sustainability policies by accepting their share of
the responsibility for not harming the environment. Environmental sustainabil-
ity is defined as a management approach that includes both continuing to pro-
tect the environment and developing profit-generating strategies for business. It
is thought that it is more appropriate to take steps to ensure the environmental
future of consumers, enterprises, society, and the world rather than making short-
term gain (Kotler & Armstrong, 2016, p. 637). Strategies related to environmen-
tal sustainability and sustainable values are shown in Figure 1.
Internal
External
This framework addresses more than just natural
environmental challenges. It also points to
opportunities for creating sustainable value for
markets and the firm through environmentally
sustainable strategies and practices.
Pollution Prevention
Eliminat ing o r red ucin g was te b efor e it is
created
Product Stewardship
Min imizing en viro nment al impa ct
throughout the entire product life cycle
New Clean Technology
Developing new sets of environmental
skills an d ca pab ilities
Sustainability Vision
Developing a strategic framework for
creating sustainable value
Today:
Greening Tomorrow:
Beyond Greening
Figure 1. Environmental Sustainability and Sustainable Value
Resource: Kotler & Armstrong, 2016, p. 637.
In Figure 1, which shows a network that enterprises can use to measure their pro-
gress towards achieving environmental sustainability, there are greening activities

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for both internal and external elements that will pay for themselves in the long run
for the business and the environment in the short term. At the most basic level,
enterprises may choose to implement pollution prevention, involving more than
controlling their processes and cleaning up waste after it has been created. Essen-
tially, preventing pollution means removing or minimizing waste before it occurs.
Enterprises that choose this strategy conduct their green marketing programmes
according to more efficient energy operations by ensuring pollution control with
the help of ecologically more reliable products, and recyclable and biodegradable
packaging (Kotler & Armstrong, 2016, p. 637), for instance.
2. Green Marketing Concept and Its Importance
The concept of green marketing, which requires the inclusion of environmental
aspects in marketing activities, is used as a term that includes concepts such as
ecological marketing, sustainable marketing, and green consumerism in the liter-
ature (Crane, 2000, p. 278). In addition to these concepts, green marketing, also
known as environmental marketing and responsible marketing, is the integration
of value-creating change into the natural environment as well as consumers and
society (Polonsky, 2011, p. 1311). The term green marketing describes attempts
by marketers to develop strategies that target environmental consumers (McDan-
iel & Rylander, 1993, p. 4). The concept of green marketing, which aims to re-
duce the social and environmental impacts of existing products and production
systems and is used to describe the marketing activities carried out to promote
products that are less harmful to the environment, has evolved since first appear-
ing and is examined according to three different stages (Peattie, 2001):
• Ecological green marketing: This is related to marketing activities for environ-
mental problems that can be encountered in positive and negative qualities.
• Environmental green marketing: Where concepts such as clean technology,
green consumers, eco-performance, sustainability and environmental quality
emerge, and the vulnerability of the environment and the people in it and the
danger of extinction are emphasized.
• Sustainable green marketing: Green markets and products, which have become
effective with the development of the environmental marketing approach, of-
fer opportunities to green consumers, and activities have been carried out for
the continuity of efforts to change the behaviour of communities.

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Green marketing, which is considered to stem from social responsibility, is the
development and marketing of products designed to minimize or even eliminate
negative effects on the physical environment or, indeed, to improve it (Lamb, Hair,
& McDaniel, 2011, p. 94). Although social marketing adopts a different per-
spective, green marketing is defined as the development and marketing of prod-
ucts designed to minimize negative effects to the physical environment. Green
marketing management, on the other hand, is defined as the process of planning
and executing the marketing mix in order to facilitate consumption, production,
distribution, promotion, packaging and product improvement in a manner that
is sensitive to ecological concerns (Dahlstrom, 2011, pp. 5-6). The concept of
green marketing, as a concept that includes ecological and social marketing con-
cepts and integrates and expands these ideas, is defined as a holistic management
process responsible for determining, predicting and satisfying the needs of con-
sumers and communities in a profitable and sustainable way. The main differ-
ences between the concept of green marketing and social marketing are (Peattie
& Charter, 2003, p. 727):
• Emphasis on the physical sustainability and social acceptability of the market-
ing process,
• Developing a more holistic and interdependent perspective on the relation-
ship between economy, society, and environment,
• Developing an open-ended perspective with the possibility of realization of
expectations over a longer period of time,
• To be considered as a concept that has an inherent value beyond its useful-
ness to the environment and society,
• Focussing on global concerns rather than problems that arise in particular so-
cieties.

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Organization
Traditional
Marketing
Strategies
Traditional
Production
Strategies
Traditional
Procurement
Strategies
Traditional
Human
Resources
Strategies
Traditional
Research &
Development
Strategies
Macro
Environment
In divi dual
En vir onm ent Co ncern T oda y
* Depletion of Natural Resources
* Wat er Pollution
* Air P ollutio n
* Deforestation
* Global W arming
* Hazardous Waste
* L and P o llut ion
Green Marketing Strategies
* Green Product Strategies
* Green Pricing Strategies
* Gre en Dist ribut io n (L ogist ics) Strategies
* Green P romotion Strategies
* Green Packaging Strategies
* Green Consumption Strategies
OrganizationalP erformance
* Co mp et itive Adv antage
* Diffe rentiating Offerings
* Pr ofit & D evelo ping I mage
Result ed P h ysic al E nvir onmen t
* ReducedAir, Wat er, & Land Pollution
* Diffe rentiating Offerings
* Pr ofit & D evelo ping I mage
Sustainable Development
Figure 2. Conceptual Framework of Green Marketing and Sustainable Development
Resource: Patel, 2016, p. 140.
The main idea behind green marketing is to raise awareness about environmental
problems and the help they will provide to the environment if consumers choose
green products. Therefore, while green marketing activities aim to provide peo-
ple with more information, at the same time, more options are offered to people
to consume green products and make it part of their lifestyle (Cherian & Jacob,
2012, p. 119). Green marketing focusses on undertaking all marketing activities
as well as protecting the environment. As a result of the protection and improve-
ment of the environment, with sustainable development, the natural environment

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will be transferred to future generations in its current or better form. Therefore,
sustainable development appears to be a dependent variable of green marketing
as independent factors and other factors. In Figure 2, the conceptual framework
underlying green marketing and sustainable development in which this relation-
ship takes place is illustrated. Through traditional purchasing strategies, oppor-
tunities such as environmentally friendly behaviour, social responsibility, com-
petitive advantage and the cost reduction offered by green marketing contribute
to the elimination of the environmental concerns faced by the world today, not
only with the marketing function of the enterprises but also within the scope of
other functions (Patel, 2016, pp. 141-142).
Although the idea of green marketing and sustainability takes a holistic view, it
emphasizes that green marketing should take into account all activities that en-
terprises are involved in (Dief & Font, 2010, p. 159). The purpose of green mar-
keting is to ensure the inclusion of environmental issues in traditional marketing
efforts (Rex & Baumann, 2007, p. 568). Green marketing is more closely associ-
ated with the greening of different aspects of traditional marketing. This generally
includes the production of green products for green consumers whose associated
waste can be recycled subsequent to their consumption (Kilbourne, 1998, p. 642).
Global enterprises contribute to economic development by finding creative ways
to conserve natural resources while creating economic opportunities for local con-
sumers with green marketing activities (Keegan & Green, 2013, p.50). Multina-
tional enterprises may face a variety of legislation designed to address environmen-
tal issues. The global concern for the environment is assessed beyond industrial
pollution, hazardous waste disposal and deforestation to encompass a direct focus
on consumer products. The focus in this sense is on green marketing laws, envi-
ronmentally friendly products, and product packaging and their impact on solid
waste management (Cateora, Gilly, & Graham, 2011, p. 207).
A marketing strategy that does not have the financial incentives to adopt green
activities is perceived as a challenging task for enterprises, but enterprises will not
choose such a strategy in the absence of superior profits. Enterprise and market-
ing management must adapt to social pressures and demands in order to maxi-
mize the current market value of the enterprise to its stakeholders. There are three
types of green strategies, green innovation, greening the enterprise, and green alli-
ances, that meet the needs of different stakeholder groups while trying to achieve

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the goals of an enterprise (Cronin, Smith, Gleim, Ramirez, & Martinez, 2011,
pp. 162-163). There are various external pressures (meeting consumer demand,
reacting to competitors’ environmentally sensitive activities, requesting channel/
supplier entries) and internal pressures (cost and philosophy/management under-
standing) that businesses may face as a result of adopting green activities (Polon-
sky & Rosenberger III, 2001, p. 22).
While the environmental problems of humanity create the necessity for transfor-
mational green marketing, they require the incorporation of macro-level prob-
lems into the micro-level behaviour of consumers, businesses and governments,
where the behaviour of these elements needs to change and environmental prob-
lems be better integrated into this system. Marketers need to expand their activi-
ties, look for alternative ways to present value and cost to society, change the way
people interact with the environment, and rediscover ways to achieve sustaina-
ble satisfaction with consumption (Polonsky, 2011, pp. 1317-1318). Businesses
should develop new and alternative ways to meet unlimited demands with lim-
ited natural resources. At this point, while green marketing examines the use of
limited resources in marketing activities, it enables businesses that sell to reach
their goals to satisfy the demands of both individuals and businesses in the sec-
tor (Polonsky, 2008, p. 4).
3. Green Marketing Mix
In terms of green marketing components, it is necessary to understand public
policy processes as well as traditional marketing mix elements. Due to its close
connection with industrial ecology and environmental sustainability issues such
as expanded producer responsibility, life cycle analysis, material use, and eco-ef-
ficiency, the issue of green marketing is quite extensive and has important im-
plications for business strategy and public policy (Prakash, 2002, p. 285). Due
to the fact that the markets of ecological products are not homogeneous (Gurău
& Ranchhod, 2005, p.549), an analysis of the potential of green markets, ac-
tions to meet green market needs and an analysis of the environmentalist behav-
iour of competitors are actions that fall within the scope of strategic marketing
management in the implementation of the green marketing concept. In terms
of marketing management, the marketing mix of the concept of green market-
ing is activated by using green product design policy, distribution with green cri-
teria, pricing of environmentally friendly products, green promotion, and green

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sponsorship (Rivera-Camino, 2007, p. 1333). Apart from these actions, there are
green marketing tools such as eco-labels, eco-brands, and environmental adver-
tisement. These tools will make it easier to perceive and be aware of the attrib-
utes and properties of green products, and as a result they will direct consum-
ers to buy environmentally friendly products (Rahbar & Wahid, 2011, p. 73).
Green products are renewable, reusable, and recyclable and are designed to meet
the needs of people, do not harm them or, indeed, the environment, and are con-
sidered green in terms of their lifecycles (Charter, Peattie, Ottman, & Polosky,
2002, 20). In the green product strategy, although they are defined as recyclable
and preservable products that do not harm living things or the environment, do
not pollute the earth, and ensure less consumption of natural resources, they are
described with the 4S Formula (Erbaşlar, 2012, p. 6):
• Satisfaction: This is evaluated as meeting the needs and desires of the consum-
ers.
• Sustainability: This is defined as ensuring the continuity of products, energy,
and natural resources in the natural environment.
• Social Acceptability: This is the societal acceptance in terms of not harming
living things and the natural environment as a result of the activities of the
enterprises.
• Safety: This refers to the necessity to arrange the products in such a way that
does not endanger the health of the people in society.
As a result of the extra costs incurred in the production and control processes of
green products, consumers have the perception that green products are more ex-
pensive (Ayazlar & Arslan Ayazlar, 2015, p. 355). In consumer markets, prod-
uct groups have emerged in varying categories, where environmentally sensitive
consumers are prepared to pay high prices to protect the environment and reap
the associated benefits. Therefore, most consumers around the world are likely to
compromise more between product quality and performance advantages due to
the green advantages that can be achieved in terms of purchasing decisions (Kot-
ler, Wong, Saunders, & Armstrong, 2005, p. 105). In the green pricing strategy,
internal restrictions, customer demand, legal restrictions, and competitive actions
affect the price planning process (Dahlstrom, 2011, p. 208).
In terms of green promotion, enterprises use promotion tools to convey to their
target audience that they are interested in environmental issues and to give the

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impression that the enterprise’s image to the target audience is sensitive to envi-
ronmental issues. For this reason, the promotional tools used by enterprises aim-
ing to operate in green markets should not harm the environment (Varinli, 2012,
p.39). In order to create consumer demand for more environmentally sensitive
products, sales can be increased, business image can be strengthened, and support
can be provided to increase the morale of employees who operate in line with
this goal, thanks to opportunities to offer new products that can provide profit-
ability by introducing greener products (Ottman, 2011, p. 9).
As a result of climate change and the global climate emergency, businesses need
to reduce their impact in terms of supply, production, distribution, raw material,
energy use and so on, otherwise, they may encounter regulations and decreas-
ing customer demand (Grant, 2008, p. 25). In addition to being a fundamen-
tal problem of distribution activities for businesses, it is one of the functions that
can minimize environmental costs. Enterprises have started to reduce the use of
raw materials by changing their packages that can reduce direct or indirect dis-
tribution costs. Although green logistics is seen as an integrated strategic activity
for businesses; it is the implementation of activities that are less harmful to the
environment. Again, it includes reverse logistics activities, which are considered
one of the more complex developments in distribution activities, and the stages
of taking back packaging and used goods from consumers and collecting them
in enterprises through distribution channels. This process includes the process re-
ferred to as 6R (Polonsky & Rosenberger III, 2001, p. 25):
• Recognition: Monitoring the flow of products in the reverse logistics process.
• Recovery: Collection of products for reprocessing.
• Review: Testing materials for compliance with reprocessing standards.
• Renewal: Demanding suitable parts for reproduction and reuse of products
according to original standards.
• Removal: disposal of non-remanufactured materials and marketing of reman-
ufactured products to new or existing customers.
• Re-engineering: Evaluation of existing products for a better design.
4. Green Consumer Behavior
Most people think that steps are taken to promote and advertise only environ-
mentally friendly products through green marketing activities (Polonsky, 2008,

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p. 2). The reason for this is that, in the past, some enterprises exploited consum-
ers’ increasing environmental awareness and carried out marketing activities to
take advantage of this without actually changing their products and production
processes (Mendleson & Polonsky, 1995, pp. 4-5). Marketers will be able to help
enterprises create appropriate market offers and gain competitive advantage by
trying to identify green consumers in case societies face increasing environmen-
tal concerns and by looking for the motivations for purchasing products that will
address their such concerns (Peattie & Charter, 2003, p. 736).
Environmentally conscious consumers are willing to pay more by choosing green
or environmentally friendly products. The main problem here is that only a small
group of consumers compared to the general consumer give serious considera-
tion to the environmental aspects of the products in their purchasing decisions.
At this point, it would be appropriate for marketers to inform consumers about
green products (Lamb et al., 2011, p. 94). Although it is seen in public opinion
surveys that consumers prefer to choose green products under the assumption
that all conditions are equal, it is thought that some consumers exhibit irregular
green feelings in terms of their habits and purchasing behaviours. Marketers need
to do research whether the emphasis on green and environmentally friendly is an
appropriate sales technique to understand target consumers and how they should
be included in the marketing mix. In order to determine the varying degrees of
consumers’ environmental concerns, the consumers in the markets were divided
into different shades of green and subjected to a fivefold distinction (Gingsberg
& Bloom, 2004, pp. 79-80):
• True Blue Greens: This group feel responsible for creating positive change in
society and the environment due to their strong environmental values. It has
been observed that non-environmentally conscious businesses are four times
more likely to avoid the products they produce.
• Greenback Greens: Their difference with True Blues is that they do not ac-
tively participate the in political activities. But they are more eager to buy en-
vironmentally friendly products than an average consumer at the point of pur-
chase.
• Sprouts: Although theoretically they believe in environmental causes, they do
not in practice. They rarely buy green products if it leads to higher spending,
but can be persuaded to buy green if approached properly.

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• Grousers: In addition to being uneducated in environmental issues, they also
display a cynical approach to affecting the changes that may occur in society.
Although the prices of green products are very high, they think that their per-
formance is not as good as the substitute products.
• Basic Browns: They are concerned with daily worries rather than prolonged
worries. Therefore, they do not care about environmental and social issues.
As a result, consumers’ awareness of environmental issues is increasing day by day
(Kalafatis, Pollard, East, & Tsogas, 1999, p. 441). Enterprises, on the other hand,
have redesigned their products and production methods to minimize environ-
mental impacts by including environmental management in their enterprise cul-
ture. In this sense, steps have been taken to protect the environment by reduc-
ing packaging as well as using recyclable and environmentally friendly materials
(Başaran Alagöz, 2007, p. 6). With the effect of increasing awareness and sensi-
tivity towards environmental and social issues, it is seen that green marketing is
inevitably the approach that should be implemented with sustainable develop-
ment in the twenty-first century (Lee, 2008, p. 575).
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CURRENT AND HISTORICAL
DEBATES IN
SOCIAL SCIENCES
Field Studies and Analysis
Edited by
EMRAH DOĞAN
CURRENT AND HISTORICAL
DEBATES IN SOCIAL SCIENCES
Field Studies and Analysis
Edited by
EMRAH DOĞAN

CURRENT AND
HISTORICAL DEBATES
IN SOCIAL SCIENCES:
FIELD STUDIES AND
ANALYSIS
Edited By
Emrah Doğan

CURRENT AND HISTORICAL DEBATES IN SOCIAL SCIENCES:
FIELD STUDIES AND ANALYSIS
Edited by: Emrah Doğan
IJOPEC
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CURRENT AND HISTORICAL DEBATES IN SOCIAL SCIENCES
Field Studies and Analysis
Historical and current debates in social sciences mirror the
reality of human existence. However, the reality and facts of
human existence are also different from each other. At the same
time, these phenomena in social sciences are multidimensional. In
this sense, some of the human cases were included in this study.
Besides, historical and current analyses in this study have been
examined in other social science studies. The multidimensional
perspective of the eld of social science encourages re-examining
the topics covered and revealing different trends. In this
context, this study aimed to clarify light on the dark points in
the eld of social science by reconsidering the discussed or not
discussed issues.
CURRENT AND HISTORICAL
DEBATES IN SOCIAL SCIENCES
Field Studies and Analysis
Edited by
EMRAH DOĞAN