What is Green Marketing and what advantages does it bring?

Green Marketing is known by other names such as Ecological Marketing or Green marketing. It is an area of marketing aimed at advertising different environmentally friendly products,. With the increase in competition it is increasingly difficult for companies to differentiate themselves, so brands have been evolving using techniques that allow them to modify the attributes of their products or services to be better positioned in the minds of their consumers.

The world is facing environmental chaos and the strategies to stop its degradation are increasing, and companies are aware of this and are developing innovations to improve their production processes so that the impact on the ecosystem is as small as possible.

This is why Green Marketing develops tactics aimed at improving the quality of products through efforts to produce, promote and market environmentally responsible products, taking advantage of consumers' new way of buying oriented to care for and preserve the ecosystem, therefore, it can be deduced that Green Marketing is the good practices that companies develop with their brands to protect and care for the environment.

These types of strategies are determined by success factors such as, for example, finding the right segment to which the product or service is directed, which forces to increase the efforts when it comes to establishing the target audience, on the other hand, the price must be competitive, although in some cases the products associated with environmental preservation may be more expensive, they are also synonymous of being products with reduced prices since in the production chain the processes in the transformation of raw materials are optimized with zero waste, which gives the entrepreneur a margin to offer competitive prices.

Innovation is a key factor when wanting to associate the company with Green Marketing, hence the importance of being careful with the information conveyed in advertising campaigns when you want to identify the company as environmentally friendly.

However, entrepreneurs who develop environmentally friendly products have their detractors, cases have been seen taking advantage of the boom that has this type of market brands put on their products eco-labels they ensure that they were manufactured with these procedures, however, have been discovered companies that were caught marketing products that do not have such ecological attributes deceiving consumers, for this reason, there are organized communities that pursue companies that offer brands with green labels and are not.

The truth is that nowadays information systems help consumers to have more clarity about what they are acquiring, reviews in virtual stores, comments on social networks, and public complaints are tools that force the company to develop products with transparent processes sharing public information when it comes to representing Green Marketing.
 

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