Many companies and other organizations attempt to market their products and services by boasting about ways in which they benefit the environment. This so-called "green" marketing is intended to make a consumer feel good about purchasing the product or service not just for the use it provides them, but also because it protects the environment. Companies will often conduct extensive research to identify the best strategies for eco-friendly marketing.
Market Sentiment
One of the main objectives for research on eco-friendly marketing is to determine what consumers apt to purchase the organization's product or service want. For example, consumers interested in purchasing a car may be way a car that uses fuel efficiently and gives off low emissions. Through research, an organization can focus its marketing on assuaging he concerns that customers may have about a product's environmental impact or in convincing consumers that the product helps the environment.
Product's Environmental Effect
To effectively market a product as environmentally friendly, a company should know the actual effect that the product has on the environment. This will require research into all aspects of how a product is made, from the harvesting of the raw materials used to make the product to where the product will end up after it is thrown out. Then the company can gear its advertising to explaining in what ways this product is "green."
Marketing Copy
Explaining environmental concepts is tricky. While some consumers may be savvy to terms like "carbon footprint" and "fossil fuels", others may not know what these terms mean. Therefore, to market a product to its target market, an organization should research two main things. First, it should look at exactly how well its target market is educated about the environment. Second, it should research what language and images to use to explain the product's environmental effects in a way that is clear to them.
Competition
A product may not be environmentally friendly per se, but it may present a vast improvement when compared to similar products made by competitors. For this reason, organizations should investigate exactly how its products compare with those of its competitors in terms of environmental affect. For example, if a car company found its vehicles on average used 10 percent less fuel that a competitor's vehicles, this could provide potent fodder for a green marketing campaign.
Related posts
A re-usable grocery bag is a simple and inexpensive eco-friendly product.Going green is widely recognized as a responsible lifestyle choice. One of the most effective ways to go green is to replac...
A trend in new housing is going "green." With all the concern for the environment, suppliers of building materials now make much of their product eco-friendly. As more and more of these...
Choose an eco-friendly moving company.Moving is stressful, as well as usually being environmentally unfriendly. With conventional movers, all those cardboard boxes and wrapping and packing materia...
Buy Eco-Friendly ClothingClothing labels typically reveal what fibers were used to make a garment and clean it. However, those labels don't outline all the chemical finishes applied to the garment...
Help your classroom go green with eco-friendly products.The universal effort to go green and eco-friendly in our everyday lives is no doubt helpful, but it doesn't have to stop at home. You can br...
