The paper "Whether Green Marketing Is a Fad " is a good example of marketing coursework. Environmental degradation is a major threat to the survival of all living things in the world. It is seen as one of the major calamities that the world is faced in recent years. This is caused by many factors but the major factor is human activities, which have caused deterioration of the quality and quantity of the environmental resources. It is encouraging to see that people have recognized that they have played a role in this environmental degradation.
This calls for a need for the consumers, government environmental agencies and other stakeholders to come up and take steps towards making sustainable development in conserving and renewal of our environment. The stakeholders in this initiative are supposed to play their roles. There should be collaboration among all the stakeholders in order to come up with a sustainable solution to this menace. Companies and industries can get involved in this initiative through the use of green marketing. This is a process by which the companies sell products and other services in accordance with the benefits that they have to the environment.
The companies engaged in this initiative to renew the environment should deal with products that do not have negative effects on the environment and packed in a way that is environment-friendly (Andres et al 2008, 263). The objective of this paper is to look at whether green marketing has become a fad today. In order to attain this objective, the paper will use different steps. The first step the paper will look at is the kind of appeals used in the advertisements in relation to this subject.
The paper also looks t the reasons as to why consumers go for this and try to examine how the consumers get involved in this green product's movement. In the end, the paper will look at usefulness and the implication of the trends to marketers. The kind of appeals used in advertisements Advertisements make consumers form feelings and judgments when they get exposed to them. The consumers’ attitude is affected by the advertisements and contributes to their belief about the brand that is advertised.
There are various factors that contribute to the formation of feelings to the customer in regard to a certain advertisement. For example, how the advertisement is similar to other advertisements, the mood of the consumer, and the present environment. The feelings, which are conveyed by an advertisement, do not only affect the attitude of the consumer but also his or her evaluation of the brand being advertised. (D’ Souza and Taghian 2005, 53-4) There are different appeals that can be used in an advertisement in regard to the environment. The best appeal, which can be used, is guilt.
Marketers would like consumers to feel some feelings of guiltiness if they continue behaving in a certain manner. This would make the consumers feel that they need to change their behaviors to prevent the consequences. For example, the advertisement in appendix 1 would make the consumers have a feeling of guiltiness. It shows the destruction that can occur due to environmental destruction. This shows that if people do not stop cutting down trees then that would be the consequences of their actions.
People and animals would perish just as the trees are being depleted. This is a kind of an advert that can make the consumers change their behavior as it has impacts in heir feelings that something disastrous will happen out of their behavior.
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