Advantage and disadvantage of green marketing?

Answer 1

Advantages - with the proliferation of environmental stories in the press and broadcast media, individuals (whether as a consumer or acting for a company), are more aware of their personal responsibility to try to make a difference. Appealing to this need can increase response rates to marketing executions and build brand loyalty.

Disadvantages - the press are waiting in the wings to pounce on any company that makes unsubstantiated or inflated claims about their greenness. This can result in a consumer backlash.

Advantages

Effective green marketing targeted at the right audience will make a difference. The corporates realise its importance. Go to Marks and Spencer and read about their 'A Plan'. Smaller businesses are slow to catch on and don't really understand the implications of getting it wrong. However, some businesses base their whole model on being green, e.g. ecowebhosting.co.uk.

Disadvantages

Green marketing is very low on the agenda of most businesses and therefore its still an under-leveraged USP. On a more serious note, if green marketing doesn't have an impact on business process, i.e. becoming green, then chances are the business lacks integrity and is just chasing the 'green pound'.