Green marketing and sustainability

Question 1

Define green and sustainable marketing

Answer 1

• Green marketing - environmentally-based policies, practices and procedures in the realm of marketing

-Sustainable marketing - a broader approach through
involving the three sustainability dimensions

Question 2

Degrees of sustainability

Answer 2

• UN development goals (weak/mainstream sustainability) are often criticised due to being mutually exclusive
• Regrowth/ecocentrism – requires a radical change in the economic and value systems (may be perceived as anti-human, radical ideology)

Question 3

Why engage into sustainable marketing?

Answer 3

• Targeting a specific customer segment
• Adapting to the mainstream preferences
• Satisfying regulators
• Managing risks (cost-benefits dilemma)