GREEN MARKETING: A STRATEGIC BALANCING ACT FOR CREATING VALUE; A QUALITATIVE INQUIRY

Kanwal Durrani and Najam Us Saqib

Journal of Marketing and Logistics (JML), 2019, vol. 2 (Special Issue), 1-15

Abstract: As climate rapidly change, people are now more conscious about green products. “Green marketing” basically refers to the consumer satisfaction, need of existing customers, and desire to purchase environmental based products. Green oriented companies focus to put efforts in bringing green brands awareness in consumer mind by implementing strategies to sell not only green products but to sell green attributes. This paper focuses on strategies for environmental marketing. In today’s world without any technological strategy none of organization can promote their assets. This paper identifies that people are not enough aware of green market and suggest that social media is qualitative platform to promote and sell products that have environmental values. It reports that how can marketers use network marketing to gain competitive advantage. Through this paper, we are targeting consumers who are concern about environmental safety. Our data is being collected by interviewing 20 to 25 organizations. A balancing act for creating value need effective strategies to aware consumers about environmental issues and provide them less damaging product in a most significant manner.

Keywords: Green marketing strategies; market green status; consumer awareness; environmental attributes. patriotism; COO; foreign brands. (search for similar items in EconPapers)
JEL-codes: I21 I22 I23 I28 I31 O15 (search for similar items in EconPapers)
Date: 2019
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