Artikel 3: Towards sustainability: The third age of green marketing

Question 1

The 3 evolutionary stages of green marketing

Answer 1

1. Ecological marketing:
   Narrow focus: reduce dependence on damaging production
2. Environmental marketing:
   Broader focus: reduce damage by tapping into demand for green products.
3. Sustainable marketing:
   More radical: meet full cost of production and consumption for long-term sustainability.

Question 2

Sustainability

Answer 2

A material standard of living today, which isn’t at expense of the living standard of future generations.
(Use recources at a rate at which human and ecological activities can replenish them)
(Only produce waste and pollution at a rate the environment can absorb)

Question 3

The green consumer typically avoids products that…

Answer 3

• Endanger health
• Significantly damages the environment
• Consume disproportionate resources
• Lead to unnecessary waste (over-packaging etc)
• Use material from endangered species/places
• Involve animal cruelty
• Negatively impact other countries

Question 4

The First Age: Ecological Green Marketing

Answer 4

• Concerned itself with marketing activities that…
  a) causes or helps to cause environmental damage.
  b) may help to remedy environmental problems.
• Narrow focus on environmental problems, such as pollution, DDT, oil reserves etc.
• Narrow selection of industries: Cars, oil, agro-chemicals.
• Mostly firms complied with regulations and viewed the as a cost.

Question 5

The Second Age: Environmental Green Martketing

Answer 5

• Came about in the eighties due to a bunch of disasters such as Chernobyl.
• The succesful consumer boycott of CFC-driven aerosols showed that consumers would mobilize for a cause they understood could relate to.
• Brought sustainability to the forefront
• Brought everyone on board, if to different degrees.
• A global perspective
• Going green became a way to seek competitive advantage. Eco-friendly design turned out to also be efficient design. Regulation started to be seen as win-win.

Question 6

Eco performance

Answer 6

Seeks to encapsulate the overall social and environmental impact of a firm, to help with consumer decisions.

Question 7

Clean tech

Answer 7

Elimination of pollution at the design stage, instead of “end-of-pipe” clean-up.

Question 8

TQEM

Answer 8

“Total Quality Environmental Management”
Firms sought to ensure Eco performance by including the environment in their existing Total Quality Management schemes.
(Made sense since pollution can be viewed as a form of inefficiency)

Question 9

The Green Wall

Answer 9

Once all the low hanging green fruit had been plucked, environmental regulation and policys became more expensive. I was less of a given that you’d make money on greening.