بازاریابی سبز مجدد: یک رویکرد استراتژیک

A lot of companies today are asking, “Can we be green, clean, and profitable all at the same time?” While many have been trying to promote a greener image, some have been unable to live up to their claims. So consumer skepticism of “green hype” is an understandable reaction, especially when firms attempt to associate themselves with environmental issues without substantially improving their environmental performance or that of their products. Opportunistic tactical greening, notes Peattie (1999b), often results from a view that “Commodities which have no market are assumed to be worthless” and “Market mechanisms can correct environmental problems.” Although such opportunism is on the decline, its early use caused long-term damage to genuine environmentally responsible activities. Of course, this is not to suggest that all tactical greening is inappropriate or exploitative; rather, firms need to realize that there may be limited long-term benefit to this approach, unless tactical activities are supported by broader organizational greening.