ABSTRACT
Green marketing is quickly becoming more of a mainstream necessity rather than an initiative to be taken by proactive companies or those with a niche green product line. We are seeing green marketing occurring in all types of products and industries. Global consumers are demanding products that have greener attributes; a Nielson report indicated that “Fifty-five percent of consumers from sixty countries around the globe say they’re willing to pay more for products and services from companies committed to making a positive social and environmental impact.”
Companies are profiting from marketing more sustainable products. Firms called Green Giants have over $1 billion in sales of more sustainable products. Companies have asked their suppliers to provide them with greener products; Kaiser Permanente and Procter & Gamble (P&G) have developed scorecards to judge the sustainability of supplier’s products to facilitate decisions for more sustainable products. Various examples of Green Marketing are discussed via case study analysis, some companies covered include: Honest tea, Timberland, Neutrogena Naturals, GE Ecomagination, and BASF.
