Guide on Green Marketing
                     GREEN 
MARKETING
What Is Green 
Marketing?
Green marketing refers to the practice of 
developing and advertising products based 
on their real or perceived environmental 
sustainability. 
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How Green Marketing 
Works?
Green marketing is one component of a 
broader movement toward socially and 
environmentally conscious business 
practices. 
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Eco-friendly product
Green marketing can involve a number of 
different things, such as creating an eco-
friendly product, using eco-friendly 
packaging, adopting sustainable business 
practices, or focusing marketing efforts on 
messages that communicate a product’s 
green benefits.
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Green Marketing 
Methods
• Using eco-friendly paper and inks for 
print marketing materials
• Skipping the printed materials 
altogether and option for electronic 
marketing
• Having a recycling program and 
responsible waste disposal practices 
• Using eco-friendly product packaging
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Green Marketing 
Methods Cont.
• Using effi cient packing and shipping 
methods
• Using eco-friendly power sources
• Taking steps to offset environmental 
impact
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Greenwashing
• Some marketers try to capitalize on the 
growing number of green consumers by 
simply taking a green marketing 
approach to products that might not 
otherwise be considered green. 
• They try to position their products as a 
better choice for the environment when 
they’re really not.
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Greenhouse gas 
reduction market
• The emerging greenhouse gas reduction 
market can potentially catalyze projects 
with important local environmental, 
economic, and quality-of-life benefits. 
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LOHAS
• LOHAS stands for Lifestyles of Health 
and Sustainability, and describes an 
integrated, rapidly growing market for 
goods and services that appeal to 
consumers whose sense of 
environmental and social responsibility 
influences their purchase decisions. 
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The green marketing 
mix
• A model green marketing mix contains four 
"P's":
• Product: A producer should offer ecological 
products which not only must not contaminate 
the environment but should protect it and even 
liquidate existing environmental damages.
• Price: Prices for such products may be a little 
higher than conventional alternatives. 
• Place: A distribution logistics is of crucial 
importance; main focus is on ecological 
packaging. Promotion: A communication with the 
market should put stress on environmental 
aspects
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THANK YOU
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