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Green Marketing : Think Before You Act Essay

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3.3 Case 3: Green Marketing; Think Before You Act
3.3.1 Introduction
The report entitled Green Marketing: Think Before You Act; a primer for businesses ready to share their sustainability story is taken from Strategic Sustainability Consulting published in April 2012 which is written by Davinder Aulakh. The paper mainly focuses on green marketing and associated risks of greenwashing. It also provides the important role of different standards and certifications in green marketing. It offers an analytical framework to assist businesses choose among them. Certainly, it is very difficult to determine which tools are most beneficial and appropriate for which organizations, this article provides how to use larger collection of green marketing tools in appropriate way.
According to Terrachoice, greenwashing is, “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service” (Terrachoice, 2007). Green marketing is an important component of company general business operations and sustainability strategies. But on the other hand, if the organizations are not designed properly, a company’s green marketing efforts and sustainability attempts might be ruined by greenwashing allegations. Greenwashing creates negative impacts on company’s reputation and it damages relstionships with different stakeholders and organizaional behaviour. Hence, companies should select suitable standards and certifications to minimize

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