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Green Marketing: Changing the Way Marketing is Executed
Abstract
Green marketing is a rapidly growing practice that relays environmental, and sometimes social, factors of products and production to consumers. While some may look at green marketing as a trend, it has proven to be an essential step towards the sustainability of an organization. Since our economy cannot exist outside the boundaries of the environment, companies must recognize the strain that their products have on that same environment and work to create well-designed products that reduce the overall impact and resource strain. Creating a successful green marketing campaign comes with challenges such as the ethical issues of green-washing a product or a business, or completely changing the foundation of an organization to convey the importance of becoming truly green. Although challenging, green marketing has shown to increase profitability and consumer trust, perhaps leading green marketing to someday become known simply as marketing.