Contemporary Issues in Strategic Marketing
The Color of the Future in Marketing is GreenAzamat Maksudunov, Murat Avcı
Green Marketing refers to efforts that in the production and marketing of products and services cause less harm to the environment. It is now difficult to open up to local or international markets and to gain competitive advantage over rivals. In this sense, it became necessary to meet the expectations of the consumers and to adapt to the changing world. Today, as environmental problems increase, the consumers’ expectations from businesses have changed. Green consumers are generally defined as individuals who adopt environmentally friendly behaviors and / or buy green products among standard alternatives. It is important to create a good image as an environmentalist company in the consciousness of consumers and society, to be environmentalist from the production of the products to putting them on market and to improve recycling. In other words, the creation of the Green Marketing Mix (4P) enables the business process to reach the green goal. Green product refers to the process of environmentally friendly, quality and recycling oriented processes in the emergence of the product. Green price refers to the expenditures in the manufacturing processes up to the presentation of the product affect the purchasing behavior of the consumer. Green distribution refers to the business activities such as logistics carried out required in delivering the product to the market with the least harm to nature. Green promotion is the introduction of a green product and the transfer of environmental information to consumers through the right connections in the field of green product in its corporate activities. Within this process, green strategic marketing is the planning and policy making process by including the green factor in the marketing strategies of the enterprises. In this sense, this study focuses on the green marketing, green marketing mix, green consumer concepts, green marketing strategies and global green practices.