What is sustainable marketing?

Sustainable marketing is a process of promoting products that are environmentally safe at retail level and praise the company's commitment to sustainable procedures at public relations. It uses traditional marketing techniques, but in a particular context. This category of marketing seeks to earn an increased value of consumers on ecological products and companies that have a perceived commitment to sustainability in their production and supply chains. These initiatives often require a significant capital investment to change the way of doing business or innovate their products and services, so they have a more positive environmental impact. Investments in sustainability are useful for corporation if they result in increased profitability. While social objectives are admirable, corporations are to maximize profits for their shareholders. Sustainable marketing assumes that this investment is viable by creating messages that associate with this consumer interest with the stitchesby being converted to a purchase decision.

For example, a company that produces detergent can design a product that has less volume, needs less packaging and uses natural ingredients instead of chemicals. This product innovation costs a large amount of money to achieve. He only carries out this investment if he believes that consumers appreciate the product and make a decision to purchase on the basis of its new functions. Sustainable product level marketing is designed to highlight these new environmental functions. At Public Relations, the company can inform its shareholders and customers that it is a responsible corporate citizen who is CEO of compliance with sustainable product innovations for future generations.

In this way, business analysts consider sustainable marketing to be a triple bottom line, resulting in the benefits of the customer, life freedilute and corporation. However, the real impact of sustainable marketing is still questionable because consumer concerns that are identified through a survey and research are not always reflected in real purchase decisions. Purchases of sustainable products are often influenced by external forces, such as comparative usefulness, costs and availability that can distort the impact of marketing. Sustainable marketing deals with identification where the consumer can afford to make a sustainable purchase decision, as is the case with the awareness report.

Now that the concept of sustainability has been intrigued in consumers' thinking and has become the value for corporations, environmentalists want to move the definition forward. Byjak has happened that it has changed to reflect the social responsibility to the market in a sustainable way that is profitable, but responds more to real worldwide need than uncontrollable consumption. Ideally, sustainable marketing would cease to encourage irresponsible before consumptionIn developed countries simply to improve profits.