Eco-marketing
The eco-marketing , environmental marketing or ecology-oriented marketing ( Green Marketing ) is an expression of Societal marketing. The term sustainable marketing is often used in this context . The aim of eco-marketing is to avoid and reduce environmental pollution in the planning, coordination, implementation and control of all sales - market -related transactions. In doing so, the company takes into account the wishes and needs of current and potential customers.
However, eco-marketing cannot be reduced to marketing more environmentally friendly products and companies. Rather, its task is to educate customers about product quality, product use, care, disposal or repair. Ecomarketing is even more geared towards long-term customer benefits and the company's credibility. Nevertheless, eco-marketing is only a sub-area of market-oriented environmental management .
Customer demands
The customer's demand for high-quality and environmentally friendly products has increased in recent years. Customers are even willing to pay up to a tenth more for organic products.
Legal requirements
EU certification
The EU has strict guidelines for the labeling of products with the name "bio" or "eco". This is intended to increase the credibility of environmental advertising.
criticism
If eco-marketing takes into account (relevant) environmental relief over the entire product life cycle and environmentally friendly companies, there are also negative examples of eco-marketing.
Pseudo-ecological marketing
This form of marketing uses ecological arguments in its advertising without actually offering an environmentally-oriented product.
Shortened eco-marketing
The ecological approaches are only reduced to partial areas and not to the entire product life cycle.
Greenwashing
Greenwashing describes PR methods that try to give a company a "green", responsible and environmentally friendly image without this being the case for the company concerned.
Individual evidence
- ↑ http://wirtschaftslexikon.gabler.de/Definition/oekomarketing.html
- ↑ Archived copy ( memento of the original dated December 29, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ http://www2.leuphana.de/umanagement/csm/content/nama/downloads/download_publikationen/Schaltegger,%20Petersen_Strategisches%20Umweltmanagement.pdf
- ^ Frank-Martin Belz: Integrative Eco-Marketing. Springer-Verlag, 2013, ISBN 978-3-663-08590-4 , p. 11 ( limited preview in the Google book search).
- ↑ Stangl / Drobiunig-Stangl Stangl, A .; Drobiunig-Stangl, S. (2015): Healthwashing - How the food industry uses advertising research to influence our buying and eating behavior , Saarbrücken: AV Akademikerverlag, ISBN 978-3-639-87632-1
