Recent global developments leaded to big environmental challenges like resource depletion, global warming and environmental degradation and the current population is using already 50 % more resources than the planet earth can provide. Hence people become more and more aware of environmental problems and the pressure for companies to act in an environmentally friendly way is increasing. Today much more than about 30 years ago, citizens, enterprises and institutions concern about these environmental problems. Thus ecological products, also called green products are increasingly marketed through green marketing. There are many chances of successfully market green products but many things have to be taken into account and to be analyzed before conducting green marketing.
The aim of this paper is to describe general chances and problems of the marketing of ecological products and how problems can be mitigated. In addition strategies will be highlighted, how to overcome these problems and how to conduct green marketing successfully.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Overview about "Green Marketing" and "Ecological Products"
- What is considered "green marketing" and "ecological products"
- History and development of green marketing
- Actors and influencing factors of green marketing
- The 4 P's in green marketing
- Chances and Problems of marketing of ecological products
- Chances for companies
- Problems for companies
- How can problems be mitigated and chances used
- Case study – Marketing of green buildings
- Theoretical Marketing of green buildings
- Practical Marketing of green buildings – shopping center development in Finland
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to explore the general chances and problems of marketing ecological products, highlighting strategies to mitigate problems and successfully conduct green marketing. The paper focuses on defining green marketing and ecological products, examining their historical development, identifying key actors and influencing factors, and analyzing the challenges and opportunities companies face in this market.
- Defining and explaining the terms "green marketing" and "ecological products"
- Tracing the historical development of green marketing and its influencing factors
- Identifying the chances and problems companies face when marketing ecological products
- Analyzing strategies to mitigate problems and utilize opportunities in green marketing
- Providing a case study on green building marketing to illustrate theoretical concepts
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the current environmental challenges facing the world and highlights the growing need for companies to act sustainably. It emphasizes the increasing importance of green marketing and ecological products in addressing these challenges.
- Overview about "Green Marketing" and "Ecological Products": This chapter provides comprehensive definitions of "green marketing" and "ecological products," tracing the historical evolution of green marketing and exploring its influencing factors and key actors. It also examines the role of the marketing mix in the context of green marketing.
- Chances and Problems of marketing of ecological products: This chapter analyzes the opportunities and challenges faced by companies when marketing ecological products. It examines specific advantages and disadvantages associated with green marketing, focusing on areas where companies can capitalize on opportunities and mitigate potential problems.
- Case study – Marketing of green buildings: This chapter presents a practical case study on the marketing of green buildings, using a shopping center development in Finland as an example. This case study provides concrete insights into the theoretical concepts discussed in previous chapters.
Schlüsselwörter (Keywords)
Key terms and concepts discussed in this paper include green marketing, ecological products, environmental marketing, eco-marketing, sustainable consumption, environmental challenges, marketing mix, case study, green buildings, and shopping center development.
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- Sarah Schmidt (Autor), 2015, Chances and Problems of Marketing of Ecological Products, Múnich, GRIN Verlag, https://www.grin.com/document/302515
