Will green marketing really change consumer behaviour?
We Homo sapiens are an incredibly young species. We really are. It's understood that if the Earth's timeline is given as a single calendar year starting with the birth of the Earth on January 1, and we are now at December 31, the human race as we know it got here about 15 minutes ago, and all of recorded history has flashed by in the last 60 seconds. And it's quite phenomenal how much we have changed the Earth and affected the fate of its various species.
We sometimes fail to understand that the battle we are now fighting to keep the world greener is a battle that involves just us: the Earth is not on the other end of the battlefield. It's us, with our social, economic and technological accomplishments. Our deeds have resulted in what we call global warming. In a bid to address this and other environmental problems consumers are now turning to green initiatives and, by virtue of that, green marketing has taken root.
By definition, green marketing refers to the satisfaction of consumer needs and wants in conjunction with the preservation of the natural environment. We are quite familiar with the former part of the definition, but it's the latter part the preservation of the natural environment - that adds a twist to the tale. It sounds simple but in practice it can be very complex.
The fact is you are entering the consumer's comfort zone and asking him to do the most difficult thing of all change. Advertisers know that environment-friendly campaigns have shifted the perceptual map of the consumer, but can green marketing genuinely influence consumer behaviour, and, if so, how?
There is no one rulebook that dictates how green marketing should be practised, but there are certain guidelines that should be followed to qualify a product as green before it can be marketed. It's important to start out right.
What makes a product green?
It does not present a health hazard to people or animals.
It is relatively efficient in its use of resources during manufacture, use and disposal.
It does not incorporate materials derived from endangered species or threatened environments.
It does not contribute to excessive waste in its use or packaging.
It does not rely on unnecessary use of or cruelty to animals.
Now that we understand what makes a product green, let's see what guideposts are useful in marketing it. Let's call these the three Cs of green marketing:
Consumer value positioning
Design green products to perform as well as (or better than) alternative/traditional products. An example is Clorox's new range of natural home care products, Green Works. These are made with natural, plant-based ingredients and, post testing, were found to be as effective as conventional cleaners in their category. Green Works is 99 per cent petrochemical-free, biodegradable and made from renewable materials. The range is expected to be launched in the region this month.
Promote and deliver value, and target the correct market segments. In evaluating a product, consumers look at efficiency or performance, cost effectiveness, health and safety, symbolism, status, and bundling - Ford's hybrid Escape SUV comes with an optional 110-volt AC power outlet, suitable for work, tailgating or camping.
Calibration of consumer knowledge
Educate consumers with marketing messages that connect environmental product attributes with desired consumer value. Citizen's solar-powered Eco-Drive watch connects a convenient, high-performance product with a rock-solid green credential: the watch's battery never needs replacing.
Frame environmental product attributes as "solutions" to consumer needs. For example, rechargeable batteries offer longer performance.
Credibility of product claims
Employ environmental product and consumer benefit claims that are specific, meaningful, unpretentious and qualified.
Procure product endorsements or eco-certification from trustworthy third parties and educate them on the meaning behind those endorsements.
Green Works for example has partnered with the US's Environmental Protection Agency.
Use green labels. Studies prove that green labels (recycle logo, Energy Star) positively influence purchase behaviour.
We might all be in a hurry to practise green marketing, but do ensure that you don't fall prey to what Environment magazine in a June 2006 article called "green marketing myopia". According to the article, "green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. isunderstanding either or overemphasising the former at the expense of the latter can be termed 'green marketing myopia' ".
It is important to communicate the greenness of the product or issue, of course, but not selling the benefits of the product could damage the value of the brand and lead to customer dissatisfaction.
It will be interesting to observe in the coming years how consumers respond to green marketing.
Will it be a case of selective retention and convenient avoidance or will it be the desired responsible consumption behaviour?
© Gulf Marketing Review 2009
