green marketing: is new paradigm of marketing anastasia petukhova institute of sectoral management...
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Green marketing: is new paradigm of
marketing
Anastasia Petukhova
Institute of Sectoral Management
Moscow, 2015
1. Basics of green marketing
• Definitions
• Green consumer
• Eco-labeling
• Eco-innovation
• Greenwashing
2.Case study
3.Conclusion
Contents
Green is mainstream
Personality Sociality Publicity
Green marketing pie
10%
0.18
0.310.12
0.22
0.07Green Tech Leaders
Green Tech Fol-lowers
Tech Savvy Green Sympathizers
Enviro-Friendly Skeptics
Naive Consumers
Anti-Greens
19%
15%
24%
25%
17%
LOHAS Naturalites:
Conventionals Drifters
Unconcerned
U.K.
U.S.
Models of Green Consumers
Consumer purchasing behavior
Eco-labeling
Israel1993
Brazil 1992
Russia 2001
Northern Europe
1989
U.S.1989
Germany 1972
Canada1988
Japan 1990
Kenya2009
Australia1991
China1993
Korea1992
Sustainable product innovationE
nvi
ron
men
tal
imp
rove
men
t fa
cto
r
Sustainable technology development
Eco-innovation
Product eco-redesign
Greenwashing
Enjoying the outdoors to the
fullest, and leaving it the way
you found it.
The Timberland Company
Conclusion
Thank you for attention!
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