Question

The textbook discusses the basic requirements for successful green marketing. Which of the requirements do you believe are the most important, and why?

Answer 1

Green marketing is nothing but the marketing of environment friendly products which involves different activities like socially responsible operation and production process, sustainable marketing, sustainable packaging, etc. 3M has set goals to drive sustainability and to protect the customers and society. Pollution prevention pays program has been implemented to improve the manufacturing process, distribution process, promotion process, etc. in order to deliver sustainable products to the customers and society.

The requirements for successful green marketing that are most important are: -

• Knowing the customer - It is very important for the company to understand the needs and preferences of the customer which can give clear picture to the customers about the issues that are addressed by the product.
• Empowering the customers - It is important for the company to make customer feel connected to the product by making them aware that their decision can make a big difference. This will make the consumers to buy greener products.
• Maintaining transparency - The product description and marketing strategy should be legitimate so that the consumer can get connected to the product easily.
• Maintaining quality - It is important for the company to maintain the quality of the product as the consumer will not want to compromise on quality in the environment.
• Price - The pricing of the product should be affordable and the consumer must feel that they are getting value for the price paid.