The ecological crisis that our planet is suffering owes its appearance to a production and consumption system that requires a level of use of natural resources, the generation of waste and pollutants that exceed the capacity of nature to regenerate itself.
This has generated a worldwide trend of a steady increase in the number of companies that follow standards on the issue. It is not only about raising the level of awareness of managers about the environmental issue but also about creating a whole philosophical position about the company - environment relationship where the ecological ethics based on the preservation of the natural environment does not contradict the Economic objectives of the company, moreover, that can be achieved from this position more economic efficiency. Therefore, the business response must go beyond the elaboration of strategies to satisfy consumers of organic products and take advantage of that market opportunity,a global concept is needed that permeates all areas and functions of the company and forms part of its value system and organizational culture. To contribute to this, Marketing has developed its notion of Ecological Marketing focusing on strategic planning and all the basic variables from this position.
Modern Marketing must consider social problems related to ecology. Hence, companies should pay special attention to public opinion and not only to economic indicators, since the unfavorable opinion of society could cause disruptions in business development, since this business conduct represents a decisive factor for competitive positioning.
The concern about the deterioration of the environment is not only a complex social trend, it is also a marketing phenomenon, which is giving rise to the emergence of a new consumer segment: green consumers.
The green or ecological consumer can be defined as a consumer who expresses concern for the environment in their purchasing behavior, looking for products that are perceived as having a lower impact on the environment.
For these consumers, the term ecological is a valued attribute in the purchase decision process. In some cases, this assessment will manifest itself in paying a higher price for products perceived as organic; in other cases it will manifest itself in the rejection of those most polluting products; and in other cases it will manifest itself in preferring the most ecological product in equal functional conditions (quality, comfort,…) and economic (price, sales promotion, quantity,…).
The appearance of this new consumer concerned not only with the satisfaction of their current needs but also with the protection of the natural environment, forces companies to adopt a new way of understanding marketing: ecological marketing (also called environmental marketing, green marketing, ecomarketing or sustainable marketing).
It is very important to respect the social dimension in marketing, as it is clear that long-term business objectives cannot be achieved without taking care of the needs of the customer as a whole.
Ecomarketing must:
- Be guided by resource constraints and not by stimulating consumer needs Attributing more importance to the stabilization of the ecosystem and energy consumption than the manufacture of disposable products Seeking alternatives that avoid the devastation of nature and Replenish the deteriorations produced by industrial development Promote the design of ecological products and develop the concept of recycling Reduce the size of industry and production scales Develop clean technology Green marketing can be conceptualized from two different perspectives: from the social perspective and from the business perspective.
From a social perspective, ecological marketing is a part of social marketing, that is, of that set of activities that “seeks to stimulate and facilitate the acceptance of ideas or social behaviors that are considered beneficial for society, in general or, for the on the contrary, they try to stop or discourage those other ideas or behaviors that are deemed harmful ”. In this sense, ecological marketing could be defined as: “A set of actions carried out by non-profit institutions (administrations, environmental groups, consumer associations, etc.) to spread environmentally desirable ideas and behaviors among citizens and the different social and economic agents ”.
The objectives pursued by this ecological marketing concept can be:
- Inform / educate on environmental issues. An example of this type are the campaigns carried out after the approval of the Packaging and Packaging Waste Law with the aim of reporting on the use of selective collection containers for urban solid waste.
- Stimulate beneficial actions for the environment. For example, the different campaigns for citizens to save water and energy are intended to encourage more appropriate environmental behavior.
- Change harmful behaviors for the natural environment. The campaigns against fire that take place every summer try to prevent citizens from carrying out activities that may accidentally cause a fire.
- Change the values of society. Within this objective, campaigns to recommend respecting the life cycle of fish and general campaigns for the protection of forests can be framed.
As can be seen, from this point of view, ecological marketing is mainly formed by demarketing activities, that is, by actions that lead to the discouragement of consumers, in general or partially, temporarily or permanently, of a certain demand.
From a business perspective, green marketing is the marketing applied by those companies that adopt a social marketing approach to commercialize green products, that is, those companies that seek to satisfy social needs alongside the current needs of consumers. In this sense, it can be defined as: “The process of planning, implementation and control of a product, price, promotion and distribution policy that allows achieving the following three criteria: (1) that the needs of the clients are satisfied, (2) that the objectives of the organization are achieved and (3) that the process generates the minimum negative impact on the ecosystem ”.
The complexity of marketing decisions with this green approach makes it extremely difficult for a company for several reasons.
1. They need an adequate information system
2. They do not always have the means to analyze the social effects.
3. Economic objectives are much better formulated than ecological and social needs.
4. The social commitment of a company is limited by the wishes of the shareholders and their relationship with the competition.
5. A green Marketing orientation that is not motivated by profit is almost unacceptable.
From the ecological perspective, marketing must contribute to sustainable development, in such a way that it designs commercial offers that allow satisfying the present needs of consumers without compromising the ability to satisfy the future needs of this and the next generations. To do this, ecological marketing must assume three functions as its mission: redirect consumer choice, reorient the company's marketing mix, and reorganize the company's behavior.
Since the vast majority of today's society is not willing to reduce their level of consumption, the challenge of marketing is to transform the way of consumption, to consume differently. To do this, the marketer must get the consumer on their side through education, both in environmental problems and solutions. It is about ensuring that concern for ecological issues is transferred to purchasing and consumption behavior. Or what is the same, it is about increasing the size of the organic consumer segment.
Consumer education becomes a necessary step to overcome what can be described as "the greatest ecological problem that the planet suffers": the lack of environmental information.
Green consumer behavior
Knowledge about the ecological issue and its understanding have increased in recent years. This knowledge has not had an appreciable effect on the consumer level, the following reflections could be made:
Organic consumers will be willing to pay the costs of these products.
Green consumers believe in the goodness for health of organic products.
Green-minded people are prepared to accept certain sacrifices in the subjectively perceived quality of organic products.
The sales figures for organic products are related to the sales of standard products.
The ecological attitude governs the purchasing habits of consumers.
To this reflection we respond as follows:
The ecological attitude of consumers is still limited, that explains the sales of eco-products on a small scale, although there is an increasing trend.
The organic consumer's purchase decision is fundamentally related to information, availability, product price and accessibility.
It is not enough to know the number of people motivated by the ecological approach, it is necessary to incorporate sales, price and distribution policies.
It is necessary to develop the ecological conscience of the consumer, for which it is necessary to: be informed of the ecological consequences of current consumption habits, they must be willing to change those habits to contribute to the environmental solution, for which which is necessary a comprehensive program of environmental education.
If consumers are not aware, any business policy of sales of green products is bound to fail.
Marketing has the responsibility to contribute to forming that ecological conscience, not only in the formation of the habit of ecological consumption, but also to attend to the problems of classification and recycling of ecological waste.
Companies are now in a position to identify ecologically important consumer groups as market segments and respond to this challenge through differentiated marketing. Taking into account that it is not the same to have an ecological conscience than ecological consumption habits.
The decision to buy organic products is limited by non-environmental reasons such as: convenience, pleasure, low yields of organic products and the development of aggressive marketing for non-organic products.
To ensure that the quality of the environment is not adversely affected by marketing decisions, it is necessary to incorporate environmental objectives into each of the marketing policies. In this sense, it is necessary to be clear that it is not about facing the economic objectives of each marketing variable with the ecological objectives, it is about seeking to achieve both at the same time.
Product policy.
The most relevant characteristic of product decisions in the leading companies of the developed capitalist market is the importance given to the manufacture of packaging products that are not harmful to the environment. The product policy follows the criteria of placing new products, modifying existing ones, as well as production methods, responding to the demands of caring for the environment.
The specialists in this matter make the following suggestion for the ecological improvement of the products:
- Products should be tested for environmental compatibility Green products could be marketed in a form that is identifiable by the public Recyclable products should come to the fore in business strategies Services should be intensified customers to ensure the use of products that are respectful of the environment. The packaging design process must take into account factors such as: reduction of the material used or the multiple use of the same. The design of the ecological product must maintain a constant concern for saving energy and materials at all stages of the life cycle.
The strategies for the product variable can be:
1. The improvement of existing products through modification and differentiation.
2. Disposal of existing products. This is done in the event that the company's image is jeopardized by having a product in its portfolio of products that affects the environment and that its modification is impossible.
3. The introduction of new products.
4. Open new markets for new products.
5. New uses for the product, exploiting knowledge in protecting the environment.
6. Relaunch of new products based on recycling.
Distribution policy
The ecological criteria impose the need to find new directions for the distribution of products. In some products, the distribution system has been designed around the concept of returnability. The traditional one-way flow for most items is being replaced by a two-way flow. The less willing consumers are to bear the costs of waste disposal, packaging, the more the manufacturer will try to find solutions. Therefore, the need for a feedback system for products and their packaging after consumption or use is imposed. Consumers tend to have a preference for those products for which the manufacturer and distributors accept responsibility for receiving the old one as part of the deal, for example:refrigerators, computers, cars, etc.
There must be a close relationship between distributors and producers, since assuming this responsibility causes a whole series of problems, especially for distributors, such as: increase in staff, increase in storage costs, etc., which can only be offset by the response positive from consumers.
The distribution policy also covers environmental logistics, which not only covers physical distribution and storage problems, but also environmental factors such as emissions and waste. In this sense is the elimination of toxic materials, search for alternative means of transport. The need to cover a market in a certain territory quickly should not be the basis for the use of non-ecological criteria for transportation.
Collaboration between various distributors is also necessary not only in distribution but also in back-distribution, for which the collaboration of consumers, wholesalers, retailers, manufacturers and environmental organizations is also required.
Pricing policies
As a general rule, higher investments for environmental protection reasons will be accompanied by higher costs. Additional costs are generated mainly due to intensive R&D work, the conversion of means of production and technologies or the expansion of communication policies, which is aggravated because in the first stage of the launch of these products the rate production and sales are quite low.
Companies may try to pass the increased costs on to the consumer. This requires a refined information policy to legitimize the price of the new product. According to studies carried out in the European market, consumers prefer products that are respectful with the environment and with their health, although they may be somewhat more expensive. The positioning of these products with high prices is a reflection of the willingness of this market segment to pay because these products are more attractive to consumers.
Communication policy
A green communication policy tries to convey a well-informed company image on environmental issues and to get messages about the product to potential customers. This is accomplished through advertising, sales promotion, public relations, and other instruments. Therefore, the goal of communication policies is to create a clear and solid corporate identity for the company. Clearly, the marketing mix must match the desired environmental image. Short-term, superficial communication policies will never find credibility.
Communication strategies can be:
Defensive: Strives to counter an environmentally poor image. The sectors most involved with environmental problems tend to disseminate information about their achievements in the field of environmental protection and place a lot of emphasis on their social responsibility.
Offensive: Sees the ecological challenge as an opportunity to create potential for long-term success in the market, makes many efforts to strengthen ecological awareness and respond to long-term consumer demands.
Among the communication instruments we have:
Advertising: For a long time, respect for the environment was nothing more than an added factor to the product, now at an astonishing rate it is gaining importance as a sales argument, being for some customers and products an absolutely essential requirement to be sold.
Advertising of ecological products should never be a superficial way of carrying out the defense and conservation of the environment as one more argument. Campaigns in defense of the environment are very complex and require sustained long-term argumentation. It is not enough to use an ecological label or packaging if this product is not supported by a long-term ecological marketing strategy. The greatest potential of green marketing for its contribution to the environment and the economy of the company is the development of ecologically sound products that reduce pollution, benefit the environment and the health of its consumers. Green advertising is complex as it must present a range of data in an accessible way,showing that there is a real contribution to the environment and consumers' health to achieve careful positioning and successful differentiation of products on the basis of environmental protection, as well as social recognition and prestige. The supports for this type of advertising should preferably be: labels, packaging, brand, etc.
Sales promotion: Sales promotion offers special short-term incentives to buy at the point of sale, is aimed at the end consumer and distributors, through products and services and can be done through games, contests, events, etc. related to the environment.
Public Relations: The role of public relations is to promote the company in relation to green issues. The only way to regain and create trust in the public is to have a good public relations system that is consistent with environmental concepts, that is, going beyond a positive image of the company, it must awaken the awareness and sensitivity of the customers by offering them reliable information.
Public relations actions with an ecological approach:
- Statements that can be subjected to any type of test No intentions, only actions Contribution to the environmental education of as many people as possible Publicize the progress of the company in aspects related to the environment: recycling, conditions work, compliance with legal regulations, etc.
Public relations instruments: The classic public relations instruments are appropriate for the environmental public relations task, such as:
- Press conferences and newsletters Environmental conferences and seminars Report on environmental treatments Open days for the public Permanent hotlines on the environment Environmental sponsorship Charities related to the environment and nature Collaboration with environmental associations Training of personnel in environmental matters Suggestion box, etc.
Public relations cannot be just an isolated action, but a public relations campaign must be carried out that serves to strengthen ecological awareness, create an ecological culture and an image of a competent company in environmental matters.
Conclusions
Green marketing is the reaction of marketing science to an evolution in the business environment of companies: the emergence of green consumers. This starts from the hypothesis that it is possible to achieve at the same time the satisfaction of the needs of the consumers, the maximization of the benefits of the company and the minimization of the negative impacts on the environment of the exchange activity.
Ecological marketing, therefore, does not seek to market ecological products by sacrificing the characteristics necessary for the product to satisfy current consumer needs (price, comfort, quality, efficiency, etc.). It has a triple function: educating consumers and other interest groups on the environment, redesigning the marketing mix to incorporate the environmental factor and creating an organizational culture based on the continuous search for environmental improvement of the company.
Ecomarketing is not just designing communication campaigns with ecological messages. Green marketing is, above all, a philosophy that must permeate the entire operation of the organization. In the not too distant future, those companies that do not take environmental criteria into account may be left out of the “game”.
