The definition of Green or Environment Marketing has yet to be standardised, which poses a problem to Green Marketing. Consumers often associate terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environment Friendly with green marketing.
But Green Marketing is much more than those terms.
Polonsky has described Green Marketing as the following:
Green or Environment Marketing consist of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
To enhance this definition should “environmentally friendly” be changed to “less environmentally harmful“? With this change, Green Marketing should look at minimising environmental harm, not necessarily eliminating it.
Marketing Eye can provide powerful marketing strategies through green marketing for businesses and professional who grow their businesses using best green and sustainable practices.