Green Marketing SolutionsGreen marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively.While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their *s, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices. Presenting a product or service as green when it's not is called greenwashing.Green marketing can be a very powerful marketing strategy though when it's done right. See Three Keys to Successful Green Marketing.Also Known As: Environmental Marketing, Ecological Marketing, Eco-Marketing.
