There is an assumption that the progression of information and communication

technologies encourages fast living. However, the race for higher economic growth and profit
rates leads to disregard of negative human impact on the environment. Green marketing
incorporates a broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising that promote the
environment in a substantial way while looking for environmentally safe or sustainable
production that will reduce the carbon footprint; which is related to issues such as population
growth and healthcare, healthy food and water, climate change, and urbanization.
Sustainable marketing can provide support to the enhancement of sustainable
development, perceived as the last phase of the evolutionary process from conventional to
ecological, environmental and green marketing. Marketing has always followed socio-economic
development and reflected current socio-economic relations. The growing environmental
awareness of modern society at all levels appears as a sustainable marketing. The role of
marketing in achieving sustainable development arises from the fact that marketing comprises
extensive theoretical and practical knowledge related to customer behavior. The viewpoint
behind sustainable marketing should be a framework for the activities of all money-making and
non-profit entities on the current market, and of other stakeholders such as the government and
local/regional authorities.
The concept of sustainability is significant because it pulls together issues relating to the
physical environment, society and economy, where as previously, these were addressed on
separate agendas with an idea that companies, governments and environmental groups that could
all agree about the long term while others were more concerned about sustaining the natural
providing new opportunities for partnerships and collaborations.

Running head: GREEN MARKETING and ECOLOGICAL IMPERATIVES

Ecological imperative speaks to the fact that humans have the right for healthy life in
sync with nature were preservation and development of the environment for the present and
future generations should be an integral part of the of the social and economic process. In that
process, it is necessary to put into practice conservation in industry in order to eliminate negative
impacts on the environment. Social and economic development must improve to have a positive
effect on the quality of peoples life in acceptable limits of the economy and ecosystem.
Ecological minded awareness for the human race begins with education.
Green marketing has pivotal roles in aiding businesses achieve recognition for its
sustainability efforts. Direct Green Marketing consists of a full service marketing strategy
including marketing plan development, sustainability auditing and planning, branding/creative
strategies, graphic design/copyrighting, PR, and integrated marketing communications
development. Green Marketing is growing to a great extent as increasing numbers of consumers
are willing to back their environmental consciousnesses with their dollars. (Sharma, et.al, 2015)
No company is perfect; however, concealing an unpleasant past is a formula for failure of
all green marketing opportunities with examples of companies who have failed by not
recognizing challenges for sustainability and constructing a plan for its next steps of how to
address issues and setting unrealistic expectations or making green promises they cannot keep.
Issues with Indirect Green Marketing involve disclosure endeavors. Third party
sustainability reporting websites and services poses as a negative affect for Indirect Green
marketing because it is often included in sustainability rankings voluntary provided to disclosure
websites which are designed to elicit comprehensive responses on corporate sustainability efforts
as employees may accidentally disclose confidential or proprietary information which could be
incorrect or misleading resulting in green washing claims or liability. Also, companies need to be

Running head: GREEN MARKETING and ECOLOGICAL IMPERATIVES

aware that disclosure of their sustainability data and programs will allow them to be publicly
ranked relative to competitors. To address this issue, companies should consult an independent
sustainability consulting firm to assist with this matter.
Establishing a sustainability strategy requires a company commitment that involves a
formal governance structure which will sustain and strengthen company environmental policies
and programs. According to Yelton, there is a growing number of companies taking an
enterprise-level approach to sustainability and establishing dedicated governance structures to
guide relevant initiatives, with boards of directors and senior executives being assigned
responsibility for oversight and implementation in greater numbers. In instituting a corporate
governance structure, organizations increase its commitment to auditing sustainability initiatives
to ensure accountability.
Factors that have raised the demand for environmentally responsible products and
services have occurred through issues of climate change. Science has been echoing distress that
humanitys relationship with the global natural environment is changing due to rapid population
growth, accelerating consumption levels and increased demand for natural resources, humanity
has become a dominant force of environmental change. (McGhee & Brent, 2014)
In conclusion, each company, regardless of industry, should consider integrating
sustainability into its business strategy keeping in mind that green marketing is not a cure-all but
those that do will receive recognition for their efforts.

Running head: GREEN MARKETING and ECOLOGICAL IMPERATIVES

References:
McGee, J., & Brent, K. (2014). On Environmental Governance: Sustainability, Efficiency and
Equity. Review Of European Comparative & International Environmental Law, 23(3),
382-384. doi:10.1111/reel.12097
Sharma, M., Pathak, D., Chowhan, S., Srivastava, V. (2015) Green Marketing: Recent Marketing
Strategy in Global Entrepreneur. Retrieved from
http://papers.ssrn.com/sol3/Papers.cfm?abstract_id=2551390
Yelton, G. (April 3, 2014). Why sustainability and proper governance go hand in hand.
Retrieved from https://www.greenbiz.com/blog/2014/04/03/sustainability-propergovernance