GREEN MARKETING

Green marketing is the production, promotion, pricing, and distribution of products and services that are environmental friendly. The concept of green marketing has its roots in the three distinct environmental movements that have occurred since the 1960s. These various environmental movements have become known as environmentalism. Environmentalism is the action of government agencies, for-profit businesses, nonprofit organizations, and others seeking to both protect and improve the environment.

The first movement occurred during the 1960s and 1970s when citizens and environmental groups became concerned with ecosystem damage such as clear-cut logging and human health problems resulting from polluted air and water. The second movement occurred during the 1970s and 1980s when environmentalism was driven by federal, state, and local governments that passed various laws and regulations designed to reduce the negative impact on the environment from business practices, products, and services.

The third movement of environmentalism is driven by businesses. During this stage, business has accepted responsibility for not causing harm to the environment. This acceptance of responsibility is known as environmental sustainability. Businesses practicing environmental sustainability seek to do no harm to the environment while at the same time remaining profitable through the products and services they sell. One strategy that businesses use to remain profitable is green marketing.

Examples of environmental sustainability and green marketing abound as more and more businesses continue to adopt environmentally sustainable practices. Dell, for example, understands that its responsibility for the computers it produces does not end when they leave the factory. As such, Dell has created the Dell Recycle program in which it attempts to lessen the impact of obsolete computers, keyboards, mice, monitors, and printers that might otherwise end up in landfills. By recycling obsolete computers, Dell is able to keep toxic chemicals out of landfills and to reuse useful materials.

Another example of environmental sustainability and green marketing are the forest management practices adopted by International Paper. International Paper practices sustainable forest management by administering and conserving all forest resources for current and future generations. As such, International Paper's environmental sustainability and green marketing encompasses the complete forest environment: air, plants, soils, trees, and wildlife. International Paper also partners with academic institutions, environmental groups, and government agencies to develop new ways of promoting responsible forest resource management. As such, International Paper's sustainable forest practices demonstrate that the planting,

growing, and harvesting of trees and a healthy forest ecosystem can go hand in hand.

Further, the concept of environmental sustainability and green marketing has been extended by retailers of forest-based products. For example, Home Depot established a wood purchasing policy in 1999 that gives preference to the purchasing of wood products originating from certified well-managed forests, when practical, and to eliminating the purchase of wood products from endangered regions such as the Amazon. In addition, Home Depot practices and promotes the efficient and responsible use of wood products and the development and use of alternative environmental-friendly products as wood replacements.

BIBLIOGRAPHY

Boone, Louis E., and Kurtz, David L. (2005). Contemporary marketing 2006. Eagan, MN: Thomson South-Western.

Kotler, Philip, and Armstrong, Gary (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Pearson Prentice-Hall.

Ottman, Jacquelyn A. (1998). Green marketing (2nd ed.). Lincolnwood, IL: NCT Business Books.

Pride, William M., and Ferrell, O. C. (2006). Marketing concepts and strategies. Boston: Houghton Mifflin.