| Titre : |
With the explosion of Green Washing, do consumers still believe in Green Marketing? |
| Type de document : |
Mémoire |
| Auteurs : |
Aude HOVASSE, Auteur |
| Année de publication : |
2022 |
| Importance : |
25 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
ECOLOGIE ; PUBLICITE ; IMAGE DE MARQUE ; CLIENT ; CONFIANCE
|
| Résumé : |
Over the last few decades, environmental degradation has become one of the major issues in our societies (Damert & Baumgartner, 2018) and that is why the trend of ‘Green Marketing’ has been expanded (Chen & Huang, 2019). Kotler and Keller (2012) argued that the starting point of a business is not the company, but the market. Also, to remain competitive, a company has to adapt its vision and mission to match what consumers need and want. As consumers’ behavior has changed toward green products since the 1970s (Alwitt & Pitts, 1996), it has forced firms to adopt Green Marketing strategies. However, Green Marketing is only in its beginning and has not completely explored its full capacity (Vinayagamoorthy & Sakila, 2013). The idea of Green Marketing was founded in 1980 after the first workshop on ‘Ecological Marketing’ in 1975. The American Marketing Association (AMA) defined Green Marketing as ‘the marketing of products that are presumed to be environmentally safe’. Thus, it incorporates various activities such as production process, change of packaging, and product modification of marketing communications (Murthy, 2010); enabling ethical decisions within a business. Indeed, not only does Green Marketing change and improve existing marketing strategies, but it also tries to call them into question and give a significantly different perspective. It links corporate ethics and firm performance. In fact, it can transform potential growth opportunities into concrete business performance. The growth of Green Marketing strategies has several explanations: firms see it as a tool to reach their objectives (Shearer, 1990), firms have a moral commitment to become responsible (Davis, 1992), governments oblige firms to be more responsible, and competitors put pressure on each other to be more responsible (National Association of Attorneys-General [NAAG], 1990). As proof, the global skincare market was evaluated at US$ 11,820 million in 2021 and is expected to reach US$ 14,850 million in 2028. This proves that consumers let their consumption talk about their worries about the environment. Moreover, green consumers are seen as ‘lead users’ (Lemke & Luzio, 2014). Since lead users exceed current consuming trends and do not have the same needs as current consumers, companies have to meet these needs. As lead users will become mainstream with time (Lewandowska et al., 2017), it is necessary for firms to be aware of lead users’ needs and already try to respond to them. However, Green Marketing is often jeopardized because many firms claim false information about their products and services (Tinne, 2013). Indeed, in the 1990s, a study in the Journal of Public Policy and Marketing proved that 58% of environmental endorsements had at least one ambiguous affirmation. Derived from the term ‘White Washing’, this practice is called ‘Green Washing’.The following analysis examines if the explosion of Green Washing has put an end to the belief in Green Marketing. The literature review will present first the concept of Green Washing, then it will analyze its two main consequences, namely consumers’ misunderstanding and skepticism, which strongly affect the belief in Green Marketing. Finally, the empirical study will examine if consumers still believe in Green Marketing despite the profusion of Green Washing. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572753 |
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With the explosion of Green Washing, do consumers still believe in Green Marketing? / 2022 
