Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
The Concept of Green Marketing:
Green marketing is a broad concept that can be applied to all types of goods (consumer and industrial) and even services. It encompasses a wide range of activities, including modifying products, altering manufacturing processes, modifying packaging methods, and even changing promotional methods and pricing policies, as well as creating new distribution channels. (Al-Bakri, 2007)
The first definition of green marketing was provided by the American Marketing Association (A.M.A.), which defined it as: “The process of studying the positive and negative aspects of marketing activities and their impact on environmental pollution and energy depletion.” Stanton defined green marketing as: “Any marketing activity specific to a specific company that aims to create a positive impact or eliminate the negative impact of a specific product on the environment.” Al-Bakri and Al-Nouri provided one of the most mature definitions of green marketing, defining it as: “An integrated, systematic approach aimed at influencing consumer preferences in a way that motivates them to seek environmentally friendly products, modifying their consumption habits accordingly, and working to provide an integrated marketing mix based on creativity in a way that satisfies this trend, such that the final outcome is environmental preservation, consumer protection, and achieving the organization’s profitability goal.” (Thamer Yasser, 2006)
Green marketing is a type of marketing that focuses primarily on companies that care about environmental sustainability. Regarding the environmental aspect while preparing and designing the company’s product or service, this type of marketing is called sustainable marketing. Through environmentally friendly marketing, all goods or services are presented to the target audience in a way that shows the extent to which these products are environmentally friendly (Kafi 2014
