Question

1. Define green marketing and explain what is meant by "greenwashing." Provide an example of a product/marketing effort that uses this approach. Explain how/why the marketing effort could be effective in the influence of consumers.

Answer 1

As the name suggests green marketing is a process in which an organization sells and promote a green product or eco-friendly products. It is a strategic process as it is responsible for satisfying the needs and requirements of the customers as well as the society in a most profitable and sustainable way. And it is beyond redesigning eco-friendly system as it is providing eco-friendly products to the society.

Greenwashing is a process in which large manufacturing organization label products as green or eco-friendly to increase their sales even though the product itself does not live up to those labels, that means these products are not eco-friendly.

Volkswagen was one of the renowned brands which use the greenwashing marking techniques to promote and boost their sales. But afterwards it was caught and till now it was one of the biggest examples of greenwashing. Volkswagen claims and advertises that they are using some device through which they can reduce pollution of the vehicle but this was not true and later on it was identified by many agencies that it is not true so they were caught.

Marketing efforts are always effective in influencing the customers. The marketer nowadays designs such advertisement which creates a need for their product in the life of the consumer, they portray the product as a vital necessity. Marketing also creates a sense of brand loyalty and trust. It increases the visibility of the product in front of the consumer so whenever they are in need of any product, the marketed brand pops up into their mind and hence the consumers are influenced to purchase the product. Marketing also plays a very important role in changing the brand preference of the consumer, if a product is displayed in an attractive way then more consumers will be attracted towards it.