Green Promotion and Marketing Communication

Arne Nygaard

Chapter Chapter 4 in Green Marketing and Entrepreneurship, 2024, pp 63-81 from Springer

Abstract: Abstract Marketing, often criticized for contributing to unsustainable development, holds the potential to promote sustainability. Promotion, a powerful marketing tool, aims to influence consumer perceptions of sustainable products. However, marketing communication via promotion encompasses diverse channels, necessitating a unified, culture-rooted strategy to prevent conflicting messages. While traditional advertising remains vital, technological advancements enable personalized, interactive communication through transaction tracking and custom offers. Authenticity and traceability are essential in sustainable market communication, meeting customer demands for evidence of sustainability across the supply chain. Advertising has evolved from one-way communication to interactive engagement, while personal sales leverage social mediaSocial media and global networks for two-way interactions. Public Relations (PR) shapes product and company attitudes based on reputation. Consistency across communication forms is crucial for a successful strategy. A unified sustainable approach should encompass advertising, personal sales, and PR, creating a positive interaction effect. Companies engaging in “greenwashingGreenwashing” risk reputation damage. A 2021 Consumer Protection Cooperation Network (CPC) report highlighted the inadequacy and potential misleading nature of over half of environmental claims in digital markets. To promote sustainability, marketing must adopt authentic, consistent, and transparent practices across all communication channels.

Date: 2024
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DOI: 10.1007/978-3-031-50333-7_4

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