Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
Historical Development of the Concept of Green Marketing:
Over the past few decades, the world has faced serious environmental concerns such as air pollution, water pollution, ozone layer depletion, and global warming (Mishra, 2014; Ariffin et al., 2019).
Approximately 70% of pollution is caused by manufacturing companies, which has led to global commitments to environmental conservation and sustainable development.
There have been several initiatives to encourage global sustainable behaviors, such as the United Nations Sustainable Development Goals (SDGs) agreed upon in 2015, which include strong commitments to this approach (Pimonenko et al., 2020).
The concept of green marketing can be traced back to the 1970s. At that time, it was referred to as eco-marketing, which was first defined in 1976 as a marketing approach that addresses all marketing activities that contribute to environmental problems and may provide solutions to these problems.
(Dangelico and Vocalelli, 2017)
This concept was initially introduced due to concerns about industries causing significant environmental damage. The interest in finding technologies that could solve such environmental challenges also prompted marketers to integrate environmental aspects into marketing theories (Baker, 2012). Over the years, new and advanced concepts related to this topic, such as environmental marketing and sustainable marketing, have been noted in the literature (Kardos et al., 2019).
The development of green marketing can be explained in three phases:
The first phase was called ecomarketing, which occurred from the 1970s to the late 1980s, followed by the second phase, called environmental marketing, until the late 1990s.
The third phase, referred to as sustainable marketing, has been prominent since the late 1990s and early 2000s (Baker, 2012) (Mishra, 2014). Activities have been growing at a significant rate and have gained sufficient consumer confidence to be sustainable and convenient since 2010 (Shabirt et al., 2020). These concepts can be used interchangeably because they refer to the same phenomena (Kardos et al., 2019).
