Skip to main content

Green Marketing: What Works; What Doesn’t - A Marketing Study of Practitioners


We took a critical look at green marketing and found that marketers who have actually experimented with green messages generally found them much more effective than their typical messaging fare. But there are areas where it proved more and less effective. We studied the media used, the types of companies, and the internal management and politics of those organizations. All showed interesting trend lines that showed influences of whether a marketing campaign would ultimately prove successful.

The study includes data on:

  • Green marketing effects on product pricing
  • Which companies are spending on green marketing
  • What media are most used
  • What media are most effective

Providing specific examples, we include four case studies of green marketing campaigns from USPS, Timberland, HSBC and Aveda.

Some Findings

  • 80% expect to spend more on green marketing
  • 4 times as many marketers said green marketing was more effective than those who said it was less effective
  • The internet was both the most popular medium employed, and also the one that marketers found the most effective
  • Nearly half said decision-makers hold green marketing in high regard


“In what may come as a surprise to marketers – a group sometimes defined by a level of skepticism – the results of the study indicated that, for the most part, marketers are engaging in green marketing because they perceive it has value. 33% of respondents said green marketing was more effective than their normal marketing efforts, with just 7% saying it was less effective. ...”

“Companies that view themselves as the most green spend the most on green marketing, while those that see themselves as least green spend just a fraction of their marketing budgets on such tactics. This indicates that marketers are backing up their beliefs of the company’s level of ‘greenness’ with marketing campaigns, rather than creating green campaigns to be part of the trend, or more cynically, to deliberately shore up a known weakness. ...”

“Interestingly, most firms indicated that they were in the ‘somewhat green’ to ‘very green’ categories, but they tended to believe their customer base thinks them less green than they really are (71% who think themselves ‘somewhat’ or ‘very’ green, compared to 67% who think their customers view them as green). This gap, while small, is persistent among the respondents, and may indicate why green marketing is on the rise. ...”

See our executive summary for more details.

Posted via web from eWaste Disposal and Recycling

Post a Comment

Popular posts from this blog

Bottled Water Carries Hidden Cost to Earth

Good for You, Bad for Mother Earth? | $1.79 might seem like a small price to pay for a bottle of water. But it costs the Earth far more than that.

Compared to a liter of tap water, producing a liter of bottled water requires as much as 2,000 times more energy, according to the first analysis of its kind. The study also found that our nation's bottled water habit sucked up the equivalent of 32 to 54 million barrels of oil last year.

"The bottom line is that we should understand better the implications of our choices," said Peter Gleick, president of the Pacific Institute for Studies in Development, Environment, and Security in Oakland, Calif. "It suggests more ways to reduce energy use than maybe we otherwise think of."

Bottled water is a big business that is rapidly getting bigger. From 1976 to 2007, the average amount of bottled water drunk per person per year in the United States jumped from about 6 liters (1.6 gallons) to 116 liters (30.6 gallons).

In 2007, …


Air pollution can cause serious health problems. Rarely, it can even kill people — and we’re not exaggerating. That’s why we care so much about the laws that protect us from air pollution. Read on to learn more about the specific parts of our bodies that are affected by air pollution. Air pollution can be made of tiny particles or gases, and these get into your body when you breathe. Different types of air pollution do different things inside your body. Air pollution can directly irritate the eyes, nose, and throat, before it even gets into the lungs. It can cause runny nose, itchy eyes, and scratchy throat. LUNGS When you breathe in, air moves through your nose or mouth, down your throat into your trachea, and then into your lungs. Pollution can irritate the airways. When that happens, muscles around the bronchi get tight; the lining of the bronchi swell; and the bronchi produce excess mucous. When the airways are constricted, it b…

Hazardous Waste

A hazardous waste is a waste with a chemical composition or other properties that make it capable of causing illness, death, or some other harm to humans and other life forms when mismanaged or released into the environment. PLEASE NOTE This new page is part of our Hazardous Waste Management Program web page update process and is under construction. The links to the left will take you to the main Hazardous Waste page, as well as the general category pages, and the Related Links are those links related to the content on the page.  longer be available.  DEFINING HAZARDOUS WASTE A waste is a hazardous waste if it is a listed waste, characteristic waste, used oil and mixed wastes. Specific procedures determine how waste is identified, classified, listed, and delisted. TYPES OF HAZARDOUS WASTE Hazardous waste is divided into different types (e.g., universal waste) or categories, including RCRA hazardous waste and non-RCRA hazardous waste. Properly categorizing a hazardous waste is necessary f…