Reasons for Failure of Green Marketing and Remedies.

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PROBLEMS WITH GREEN MARKETING Many organizations want to turn green, as an increasing number of consumers want to associate themselves with environmental-friendly products. Although a large number of firms are practicing green marketing, it is not an easy job as there are a number of problems which need to be addressed while implementing Green marketing. The problems associated with Green marketing are: Just being green is not enough. The purists look for green products. But the majority of people don't make decisions purely on green. Although many consumers think green is nice, when given a choice they select the brand they like or the lowest-priced product. For many green brands that leave them nowhere, since they are not the cheapest and own a weaker brand position. That is a huge problem facing green products. For a green product to move beyond the green enthusiasts and cross-over to the mainstream, the consumer will need to think of the brand in a different way. To do that, work green into the message, but also remember to build a strong brand. Consumers perceive that green is not as good as the regular stuff. It is the same problem when "diet" is put on a product. The brand owners want consumers to think of diet products as healthier and with fewer calories. But people instantly think the diet product must taste disgusting. With a "green" label, consumers think that the product is over-priced, that it's not going to work, or doesn't taste as good. Selling green on the hard data sounds very logical to left-brained management, engineers and sustainability practitioners. The facts even appeal to consumers when asked about their concern about the environment and desire to buy green. Then consumers go into the store and leave their logical brain behind. Consumers buy with their emotional side -- based on a gut decision. They are not considering facts and

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