Green Marketing in a Unified Europe

Alma T Mintu-Wimsatt, Hector R Lozada

• Publisher: Routledge
• Year: 2013
• Print ISBN: 9781138992061
• eBook ISBN: 9781136589492
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

The physical environment--its preservation, protection, and conservation--has become an urgent agenda for international marketers. Many marketing professionals have acknowledged that, in order to succeed, it is crucial that they integrate environmental considerations into their marketing strategies. Green Marketing in a Unified Europe gives marketing professionals insight into the opportunities available to competitively position themselves in the green environment, providing some companies with a much-needed strategic boost.Addressing the issue of green marketing at empirical and conceptual levels, contributors to Green Marketing in a Unified Europe give readers examples of how green marketing can be effectively integrated into international marketing. Chapters reveal green marketing's repercussions on the corporate world, on governments and governmental agencies, and on societies. Marketing professionals learn the specifics of:

• European green marketing strategies
• the practice of sustainable development in Europe
• eco-friendly companies and their practices
• consumer green environmentalism
• European public policy and the green environmentThese chapters represent a compilation of current research on green marketing and the European and/or international communities. This information provides marketing professionals and government policymakers with a good research base for developing effective green marketing policies, rules, and regulations in their own countries and companies. Readers learn of opportunities for businesses to competitively position themselves through an environment-friendly philosophy or through a stronger pro-environment stance.Marketing professionals, academics interested in public policy and green/environmental marketing, multinational companies, and practitioners hoping to jump on the "green" bandwagon will find Green Marketing in a Unified Europe an invaluable guide to learning how sustainable development affects policy-making in the European Union. They can then see how green marketing consequently impacts upon their own practices in Europe and in other regions with green marketing policies.

Index

Note: Page numbers followed by f indicate figures; page numbers followed by t indicate tables.

Advertising Age, 33

Age, as factor in green consumerism, 56–57

Alliance for Social Responsibility, 31

Amway Corporation, environmental awareness of, 30

Apple Alar, 47

Ariel, 45

Australia, environmental concerns of, 44f

Blue Angel, 30

Body Shop, 30

Bohlen, G., 50

Brown, L., 30–31

BS7750, 47

Carlson, L., 33

Catalytic converters, 45

Cernea, M.M., 72

Chlorofluorocarbon (CFC) gases, reduced usage of, 45

Clark, M.E., 72

Cochrane, A.C., 3

Colehour, J., 68–69

Colgate-Palmolive, in green claims, 31

Converters, catalytic, 45

Corporate executives, perceptions on environmental issues, Hungarian companies versus international companies, 5–27

Council on Economic Priorities (CEP), 33

Croydon, D., 48

Daly, H., 72

Davies, C.A., 3

Davis, J., 31

Dean, N., 31

Diagnostic Social and Market Research, 48, 48f

Diamantopoulos, A., 50

Dual collection system, 71

E for Additives, 47

Economic conditions, in Hungary, 8–10

‘Egg Debate’, 47

Elkington, J., 47

Environmental awareness, Green Seal in, 31

guidelines for products, 30–31

historical examination of, 29–31

in households, prevalence of, 32

literature review, 32–34

of Amway Corporation, 30

Environmental development programs, 68

Environmental issues, challenges related to, in Hungarian and international companies, 14–15, 15t

concern about, men versus women, 48

corporate executives perceptions on, Hungarian companies versus international companies, 14–16

countries’ concerns related to, 44, 44f

health-related, 47

in business practice, significance of, 7–8

in Hungary, 8–10
and internationally, 10–11

in Northern Ireland, classification of, 43–63

in product packaging, 29–42. See also Product packaging, environmental issues related to

in value-added chain, seriousness of, 18

management of, benefits of, 16

manufacturers’ roles in tackling of, 44–47

partnerships in solving of, 15–16

Environmental labeling ...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright
• Contents
• Preface
• Introduction
• How Corporate Executives Perceive Environmental Issues: Comparing Hungarian and Global Companies
• What’s in a Label? Environmental Issues in Product Packaging
• Forty Shades of Green: A Classification of Green Consumerism in Northern Ireland
• Sustainable Development and International Business: A Holistic Perspective
• Index