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Green Marketing: A Strategic Balancing Act For Creating Value; A Qualitative Inquiry

Author

Listed:
  • Kanwal Durrani
  • Najam Us Saqib

Abstract

As climate rapidly change, people are now more conscious about green products. “Green marketing” basically refers to the consumer satisfaction, need of existing customers, and desire to purchase environmental based products. Green oriented companies focus to put efforts in bringing green brands awareness in consumer mind by implementing strategies to sell not only green products but to sell green attributes. This paper focuses on strategies for environmental marketing. In today’s world without any technological strategy none of organization can promote their assets. This paper identifies that people are not enough aware of green market and suggest that social media is qualitative platform to promote and sell products that have environmental values. It reports that how can marketers use network marketing to gain competitive advantage. Through this paper, we are targeting consumers who are concern about environmental safety. Our data is being collected by interviewing 20 to 25 organizations. A balancing act for creating value need effective strategies to aware consumers about environmental issues and provide them less damaging product in a most significant manner.

Suggested Citation

  • Kanwal Durrani & Najam Us Saqib, 2019. "Green Marketing: A Strategic Balancing Act For Creating Value; A Qualitative Inquiry," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 1-15, January.
  • Handle: RePEc:ksb:jourml:v:2:y:2019:p:1-15
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    File URL: http://jml.kasbit.edu.pk/Volume/2/page%20no%201-15.pdf
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    More about this item

    Keywords

    Green marketing strategies; market green status; consumer awareness; environmental attributes. patriotism; COO; foreign brands.;
    All these keywords.

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • I22 - Health, Education, and Welfare - - Education - - - Educational Finance; Financial Aid
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • I28 - Health, Education, and Welfare - - Education - - - Government Policy
    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration

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