Recent global developments leaded to big environmental challenges like resource depletion, global warming and environmental degradation and the current population is using already 50 % more resources than the planet earth can provide. Hence people become more and more aware of environmental problems and the pressure for companies to act in an environmentally friendly way is increasing. Today much more than about 30 years ago, citizens, enterprises and institutions concern about these environmental problems. Thus ecological products, also called green products are increasingly marketed through green marketing. There are many chances of successfully market green products but many things have to be taken into account and to be analyzed before conducting green marketing.
The aim of this paper is to describe general chances and problems of the marketing of ecological products and how problems can be mitigated. In addition strategies will be highlighted, how to overcome these problems and how to conduct green marketing successfully.
Table of Contents
1. Introduction
2. Overview about "Green Marketing" and "Ecological Products"
2. 1 What is considered "green marketing" and "ecological products"
2. 2 History and development of green marketing
2.3 Actors and influencing factors of green marketing
2.4 The 4 P´s in green marketing
3. Chances and Problems of marketing of ecological products
3.1 Chances for companies
3.2 Problems for companies
3.3 How can problems be mitigated and chances used
4. Case study – Marketing of green buildings
4.1. Theoretical Marketing of green buildings
4.2. Practical Marketing of green buildings – shopping center development in Finland
5. Conclusion
References
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