GREEN ADVERTISING AS A KEY TO A SUCCESSFUL SUSTAINABILITY STRATEGY AND EFFECTIVENESS ON CONSUMERS' GREEN CONSUMPTION BEHAVIOR: A CASE OF MOROCCO
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https://doi.org/10.46827/ejmms.v8i1.1456キーワード:
green advertising、 consumption behavior、 consumers、 sustainability、 strategy要旨
Increasing the exposure, demand, and sales of a product or service is the goal of marketing, which is both a discipline and a set of tactics. It includes everything from conceptualization through the distribution of a product or service. In 1975, the American Marketing Association came up with the term "ecological marketing," whereas the term "green marketing" did not arise until the late '80s as a development of the original idea. Despite the lack of consensus regarding what constitutes "green marketing, Polonsky provided a useful definition in 1994: "Green or environmental brand management consists of all activities designed to generate and facilitate any exchanges intended to satisfy human desires or requirements, such that the satisfaction of these needs or wants occurs with minimal detrimental impact on the natural environment." Eco-friendly products are often the costliest on the market. There's a chance that these prices are 160%-200% more than average. The major reason eco-friendly products cost more is the higher price of their components, production methods, or specialized technology. Due to the low manufacturing and consumption volumes, such commodities also have greater transportation expenses. Eco-friendly goods and services account for less than one percent of most markets. But the green marketing should not be confused with public service initiatives that aim to get people to live greener lives. On the contrary, "green" marketing promotes the acquisition and use of products that are hypothesized to be less harmful to the environment. To protect consumers, "green" marketing should be completely transparent about all aspects of production, including the raw materials and energy utilized.
JEL: Q10; Q13; O12
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