Marketing sustainability - 1333 Words

The relevance of sustainability in marketing decision making What is marketing? What exactly is marketing? Is it just convincing people to buy products through various media? Billboards, TV commercials, junk mail and magazines filled with advertisements? From the consumer’s perspective, that is how it seems (Kotler et al. 2010, p. 5). But from a business’s standpoint, marketing is viewed very differently. Marketing is viewed as being based on an exchange relationship between a business and its customers, where a business offers something of value, and customers purchase this product, which provides the business with the means to continue producing this item of value (Moscardo et al. 2010, p. 277). Where does sustainability fit into†¦show more content†¦Products labelled as â€Å"organic†, â€Å"biodegradable†, â€Å"made from recycled material† or other similar green claims are generally priced higher than conventional products (Kotler et al, 2010 pg 405). Low income earners, students, pensioners and the unemployed may not be able to afford a premium on sustainable products and will buy the cheapest alternative conventional product. Also, not all products on the market may have an available green alternative and therefore the consumer has no choice but to purchase a non-green product (Moscardo et al. 2010, p. 284). Greenwashing In the text, the issue of greenwashing was addressed and its impact on consumer purchase decisions and on the sustainability market. Greenswashing can be described as â€Å"the practice of overemphasising a company s environmental credentials, often by misinforming the public or understating potentially harmful activities† (Doyle 2011). The practice of greenwashing has led to consumers being more sceptical of products marketed as ‘green’ or ‘environmentally friendly’. This scepticism may result in consumers avoiding sustainable products for fear that the ‘green’ labelling may indicate an inferior product using promises of sustainable resources and production to increase its prices (Rettie Burchell Riley 2012, p. 422). One Study in Norway showed that labelling of products was considered the most indicative way to ensure the sustainability of theShow MoreRelatedSustainability in Marketing1764 Words   |  8 PagesRole of Sustainability in Marketing Public Relations at the retail level products that were environmentally safe, sustainable commitment to the process of promoting the practice is known as a permanent market. Alternatively, in other words it is a better business, better relationships, and most importantly it is a practice of making a better life. For example, Apple, as well as for the betterment of the world in all its goods uses recyclable products. 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