Transformative green marketing : impediments and opportunities

Polonsky, Michael Jay 2011, Transformative green marketing : impediments and opportunities, Journal of business research, vol. 64, no. 12, pp. 1311-1319.

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Title Transformative green marketing : impediments and opportunities
Author(s) Polonsky, Michael Jay
Journal name Journal of business research
Volume number 64
Issue number 12
Start page 1311
End page 1319
Total pages 9
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2011-12
ISSN 0148-2963
1873-7978
Keyword(s) green marketing
marketing and society
sustainability
systems thinking
transformative marketing
Summary Green marketing is not achieving its potential for improving the quality of life of consumers, while improving the natural ecosystem. The failure is the result of the inability of consumers, firms and governments to adopt systems thinking, in which macro-marketing perspectives are integrated into their respective micro-decisions, that is, the anthropocentric view of the natural world is disregarded. The paper discusses why the three groups above have had difficulties in embracing environmental issues, thus impeding real transformative green marketing from occurring. To address the difficulties three proposed actions need to be undertaken: (1) Marketers need to look for new ways of calculating and communicating value that integrates environmental value, thereby moving away from financial measures which have no real environmental meaning. (2) Change the discourse regarding the environment, highlighting the importance of action and inaction, which needs to be based on increased education about the human–environment interface. (3) Marketing needs to refocus its emphasis on want satisfaction, shifting away from the acquisition of goods, thereby enhancing how marketers create value. Making these changes will allow marketers to operationalize transformative green marketing so the human condition and the natural system that humans operate within are both improved and bring about transformative green marketing.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036962

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