Green Marketing: when Eco and Bio are the keywords

Today, consumers are more aware and attentive to the environment. All of this has led to a significant impact on the organizational and business processes of companies.

In this perspective, we have Green Marketing, which is a new approach to selling. It promotes, develops, and markets products or services that meet the needs of potential consumers while minimizing negative impacts on the environment as much as possible.

The strategies of Green Marketing are now an important strategic lever, thanks to the growing sensitivity of users/consumers to the world of eco-sustainability.

We will see what Green Marketing is, how it is done, and what the most adopted strategies are. Ending with two company cases history.

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What is Green Marketing?

Green Marketing, as the definition suggests, is the marketing of ecological products. Easy, right? Absolutely yes, but also no. Because the action of ecological marketing refers to a wide range of activities.

For example, the change that the product undergoes in the production process must adhere to all ecological standards. The use of eco-sustainable packaging and advertising requires even more specific targeting than general marketing.

Green Marketing (also called Environmental Marketing, Ecological Marketing, and Environmental Marketing) in a sense opposes the general definition of marketing because it addresses delicate social and environmental issues that characterize the market.

However, like traditional marketing, Ecological Marketing follows the “4P” model:

  • Product: obviously, we’re talking about ecological and eco-sustainable products that, in addition to not polluting the environment, must also protect it and limit existing environmental damage.
  • Price: given the exclusivity of research and the high cost of processing, the price of green products may be slightly higher than conventional products.
  • Place: distribution is the focal point of environmental marketing, which is sometimes local, with no importation.
  • Promotion: communication in green marketing follows specific targeting and focuses on sustainable initiatives, such as actions that address environmental protection. Expenses that weigh on a company, of course, but the resulting advertising significantly improves the company’s image.

Why embark on a Green Marketing strategy?

Improving one’s image and reputation by promoting the eco-sustainability of products/services are the primary goals for those choosing to adopt an eco-marketing strategy.

Involving customers in the design and production of the final product facilitates their loyalty. The more certain the consumer is about contributing to environmental improvement, the more willing they are to pay a higher price.


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How is Green Marketing done?

In today’s world, where the concepts of eco-sustainability and organic products are highly lucrative realities, strategies adopted for Environmental Marketing are challenging and costly for companies.

However, they can take advantage of the enormous potential offered by the world of environmental sustainability. Certainly, reputation and visibility are among these, in a sector that, despite its niche for cost, is closely followed by consumers.

Users/consumers are increasingly attentive to product components, from packaging to social activities, influencing their purchases. To operate in Green Marketing, companies need to demonstrate their eco-sensitivity.

This is achieved through environmental certifications (such as the well-known ISO 14001 and EMAS), allowing them to affix the main ecological labels on Green products.

As we have seen, documentation is of great importance, and it should be prepared before choosing to enter an eco-sustainable market.

This involves compiling documents such as environmental accounting, environmental balance, and socio-environmental reports to demonstrate to consumers which and how many pro-environment strategies have been adopted and the results achieved.

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Importance of Green Marketing

Today, our planet faces a lot of challenges such as air and water pollution, food waste; plastic contamination in addition to deforestation.

The toxicity of factory chemicals changes a variety of environments and companies to reassess their manufacturing processes in the light of sustainable environmental practices.

Because of this, consumers become environmentally conscious, willingly opting for eco-friendly products despite their higher costs.

In response to consumer preferences and acknowledging their responsibility as inhabitants of the planet, numerous brands are transitioning to the production of sustainable goods.

Green marketing positively impacts both public health and the environment, encompassing every aspect of business, from packaging to public relations.

Let’s delve into the advantages of this approach to gain a deeper understanding before integrating it into your business.

Advantages of Green Marketing

Through green marketing, companies have a remarkable chance to positively impact our planet and support environmentally conscious individuals.

When making sustainable products, companies aim to reduce the impacts of waste on our surroundings.

Embracing eco-friendly practices not only earns the trust and loyalty of customers but also allows you to:

  • Be a cut above the rest in this competitive environment
  • Mitigate the negative environmental impact of production
  • Conserve energy, reduce natural resource consumption, and minimize carbon footprint
  • Develop recyclable products
  • Enhance credibility
  • Tap into new audience segments
  • Ensure long-term growth
  • Foster innovation
  • Attain higher revenue

Understanding the advantages of green marketing is crucial, but equally important is being acquainted with effective strategies. Fortunately, there are various ways to adopt sustainable practices. 

What are the most adopted strategies for Green Marketing?

The two specific actions to take if you want to engage in environmental marketing are essentially two:

  • Collaborations: partnerships are essential in eco-friendly initiatives, especially with those involved in environmental sustainability (groups, companies, and associations).
  • Regulations: they are essential to assert the company’s competitiveness in the green sector, as most ecological products must, in turn, comply with strict policies to be considered as such.


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Green marketing: company case history

Let’s analyze two case histories related to green marketing.


John Grant, the guru of environmental marketing and author of “The Green Marketing Manifesto”, was also a consultant for IKEA for 12 years.

He brought innovative ideas that still make the Swedish multinational considered a sustainable company, influencing the consumption and lifestyles of its customers. The relationship between IKEA and environmental sustainability dates back to 2000.

green marketing importance

The company introduced regulations establishing minimum requirements for all business suppliers, including guidelines related to environmental respect, social impact, and working conditions.

Twelve years later, IKEA launched its new sustainability strategy for 2020, “People and Planet Positive”. A project aiming to raise awareness among customers to live a more sustainable life, using LED bulbs and energy-efficient appliances, for example.

Furthermore, amid the sharing economy, IKEA launched the initiative “The Bargain Corner” with the sale of used furniture.


Even in the textile sector, the theme of eco-sustainability is becoming an important subject, so much so that the well-known brand, also Swedish, has committed to environmental protection by embracing the cause of circular economy.

used clothing recycling operation

In 2015, it launched the “H&M Conscious” initiative. This used clothing recycling operation produced more than 12,000 tons of used garments collected in H&M stores worldwide, using eco-friendly fabrics such as hemp, organic linen, and leather (only from organic farms).

The brand has thus become the world’s leading consumer of organic cotton, contributing to reducing the environmental impact of the fashion industry by minimizing water resources and decreasing emissions from waste disposal.

The future of Green Marketing

Green marketing’s future trends create opportunities for financial success while positively impacting the planet.

Technology integration, driven by internet advancement, artificial intelligence, and data analytics, allows businesses access to real-time environmental data for precise tracking and reporting on sustainability.

Global collaboration for sustainability is a growing trend. Governments, businesses, and non-profits worldwide collaborate to address environmental challenges, requiring streamlined communication.

Marketing automation and CRM tools facilitate seamless global communication and collaboration. Shifting consumer expectations toward environmental consciousness is another key trend.

CRM and email marketing are beneficial in making communication strategies targeted at green programs, teaching customers, and illustrating a progressive attitude.

Sustainable marketing is now a fixture rather than just a new fad. Embracing environmental responsibility is strategic for connecting with conscious consumers.


Green Marketing opens up new opportunities for businesses that, through implementing environmental communication strategies, manage to obtain new forms of competitive advantage.

In the US, the trend of companies opening up to Green Marketing and investing in low-impact technologies is growing.

Green Marketing, in addition to environmental improvements, is also generating positive repercussions in the social sphere, creating new job prospects with the emergence of so-called “green jobs“, new jobs that contribute to preserving environmental quality.

We can therefore say that Environmental Marketing represents the future, not only because it offers an intelligent and sustainable opportunity to exploit the natural resources at our disposal but also because it makes Green Companies more appealing to consumers.

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