GREEN MARKETING, AS A STRATEGY TO PROMOTE ENVIRONMENTAL SUSTAINABILITY WHILE INCREASING BRAND AWARENESS

Abstract

GREEN MARKETING, ALSO KNOWN AS ECOLOGICAL MARKETING, INVOLVES IMPLEMENTING COMMERCIAL STRATEGIES FOCUSED ON THE SALE OF ENVIRONMENTALLY FRIENDLY PRODUCTS THAT MINIMIZE ADVERSE EFFECTS ON THE PLANET. BY HIGHLIGHTING THE ECO-FRIENDLY ATTRIBUTES OF THEIR PRODUCTS, COMPANIES CAN ATTRACT THE GROWING NUMBER OF ENVIRONMENTALLY CONSCIOUS CONSUMERS. THIS APPROACH NOT ONLY HELPS REDUCE THE ECOLOGICAL FOOTPRINT BUT ALSO DIFFERENTIATES THE BRAND IN A COMPETITIVE MARKET. OVERALL, GREEN MARKETING ALIGNS A COMPANY'S PROFITABILITY WITH ITS ENVIRONMENTAL RESPONSIBILITIES, CREATING A WIN-WIN SCENARIO FOR BOTH THE BUSINESS AND THE PLANET.