Marketing Shifts Green – Utilization and Impacts of Green Marketing Activities in the 2020s

Abstract

The planet`s ecosystem is in a fragile state due to consumption, which drivers politicians, consumers, and companies to find greener alternatives. Green marketing can provide answers not only for companies and consumers but also for broader society to raising green knowledge. Green marketing seeks to protect consumers` well-being and the environment by producing, consuming, and disposing of environmentally friendly products. It allows a green brand to practices green business and exposes it to consumers. It is essential to be open and truthful about environmental performance, thus avoiding the greenwashing stamp.

Based on the literature review, I developed a green marketing repercussion model that shows the impact of green marketing activities on the consumers and the brand. The literature reviews is based on fifteen of the most recent and relevant articles dealing with green marketing. The articles is published between 2019-2020. The main findings of the review are: green marketing can affect consumer perception and green knowledge; consumers` green knowledge does not influence consumers` purchasing decisions other than indirectly through green marketing activities; consumer satisfaction and trust are primarily affected by satisfaction with the purchase compared to marketing promises and green knowledge; and satisfaction and trust affect how a consumer perceives a brand. If the brand has successfully utilized green marketing, it can become a green brand. This case has a positive effect on the company`s turnover and competitive advantages.

Used the repercussion model to developed five guidelines to adopt green marketing in this decade successfully. First, need to determine and solve a company`s brand and starting points. Next, edit existing and new products as green as possible, and use the evidence to support the green claims. Finally, generate green promotion in an informative and truthful way and use green marketing long-term. For green marketing to be profitable and for consumers to trust that claims and marketing activities, green marketing should be an essential part of a company`s strategy.

All of these results contribute to the understanding of today`s green marketing and offer observation to green brand managers profitably to leverage green marketing. This literature review also functions as a ground for future research.