Ethical and Green marketing Flashcards
What is a marketing ethical issue?
Any time an activity causes marketing managers or consumers to feel manipulated or cheated, regardless of the legality of the action
How does packaging create ethical issues?
1) Slack Packaging - large packages to usually overstate quantity
2) Health Halo effect - when claims are made that make customers infer wider positive benefits than it acc has leading to potential over eating
3) Supersizing and bundles
4) Subliminal advertising - where messages are presented in a way thats people aren’t consciously aware of them
Whats an example of deceptive advertising?
Naked Juice - Claimed to have no added sugar when actually had 50% more than a can of pepsi
What is green washing?
The use of tactics designed to mislead consumers regarding the pro-environmental stance of an organisation or the environmental benefits of a product or service (Prague et al 2011)
What are the 5 examples of green marketing identified by Peattie and Crane?
1) Green Selling
2) Green Spinning
3) Green Harvesting
4) Enviropreneur Marketing
5) Compliance marketing
What is green selling?
- This is when companies take for granted the growth in concern from consumers on sustainability and they learn that ‘green would sell’
- Companies would introduce the same products/some with slight with different green advertising
- Little to no effort was actually put into the product to improve it
What is green spinning?
- When companies who have previously been accused of non-green products promote green campaigns in an aggressive style
- Common from corporations in ‘dirty industries’ such as Oil companies
- Usually try to promote through glossy brochures but typically fail to convince consumers
What is Green harvesting?
- Although companies cost cut in terms of energy, material input meaning products cost less to produce green produces are sold at a premium to cash in on their interest in green products.
What is enviropreneur marketing?
When companies seek to bring green products into the market but only do it for profit, so haven’t spent time researching, understanding green products in demand or educating consumers on why these products may not as be as good as non-green alternatives. As a result, companies ‘ended up producing products that were perceived as either under-performing, over-priced or just too worthy and “unsexy”’
What is compliance marketing?
These are firms whose environmental initiatives don’t go beyond responding to regulations
- Many adopt a ‘two handed’ approach where they proactively respond to pressures for change, putting up barricades against further legislations.
Unethical advertising examples?
- Reinforcing stereotypical values
- Idealised images - Imc target individuals through fantasy appeals that are aimed to bridge the gap between our actual and ideal self
What is Festingers social comparison theory?
This is the theory that we have the innate drive to compare ourselves with similar others and to evaluate our opinions and abilities in order to improve ourselves
- Our ideal self is nurtured through elements of consumer culture such as who were see in advertisements
- IMCS communication specific standards of beauty which can result in damaged identities and have unrealistic body images
What is meant by hetrosexual bias?
Lack of representation of gay, lesbians etc
What is consumer vulnerability?
A state of powerlessness that arises from an imbalance in the market place
What sort of groups of people are classed as vulnerable?
1) The elderly - Can be ripped off by aggressive marketing tactics
2) Low illiterate groups - most people struggle with reading and this isn’t taken into consideration
3) Kids - They are vulnerable due to there inability to distinguish, understand and process marketing messages
- Have limited personal experiences and information sources
