Green marketing Essay Example for Free

Green marketing Essay With the rise of growing consciousness for environmental protection, people are now becoming more less-sensitive with price premiums as long as they earn the benefits of these eco-products. This environmental concern revolution has begun to also uncover the various factors that enable consumers to purchase these specially-packaged products. This stage was able to assess the following: (a) price sensitivity issues, (b) package convenience, (c) environmentally-concerned, and symbolic environmentally-concerned aspects of the individual which are depicted in the results made by the Mintell Poll in Great Britain. From the study of the poll, a considerable number of people are concerned on putting value in the process of packaging of these bio products. See the following for the results The rise of green marketing Peattie (2005:357) It was only during the 1980’s when people start to speak about green marketing. Almost suddenly, consumption of the greenest products and health consciousness came to be the talk of the town. Like any new phenomena, it was soon the topic of the marketing research of most firms. With this awareness of the green market, companies have reverted to environmentally-friendly modes of production and operations. However, there also came to a point when this green marketing was only about selling, and that the green aspect was all a disguise. Legislations and other policies rose to halt this growing and gnawing concern. Redefinition of green marketing A number of marketing processes have been enumerated to reshape the approach of this market, as follows:   a redefinition of the product which encompasses the means of production and distribution. A willingness to change markets as well as changing products as a sustainable economy will require more than new product developments   an emphasis on benefits from product use to show the joys of product ownership   marketing communication that aims to inform rather than impress a focus beyond current customer needs   a willingness to manage demands and expectations   an emphasis on costs rather than price   taking more responsibility on consumer and societal welfare Most firms have long been focused on selling and just making profits, whereas the customer has always been into the marginal interests. Since the birth of green marketing, consumers have favored this product, and thus the producers or the firm has to follow this lead. This would work in a world of entirely marketing oriented firms, but neglects mostly the internal environment. Changes in Medicine / Bio-cosmetics Akoh (2004:513) We have clearly presented our views and thorough research in the previous sections and will now give light to the other side of bio-cosmetics – the various changes in medicine that may help or hamper the lives of the individuals using these products. Innovation in medical treatments in terms of technological-use or through the minimally invasive techniques (MIT) prompted the way for advancements to significantly reduce pain, recovery time, and even hospital stays with marked improvements in cosmetic outcome and overall cost effectiveness. Bio-cosmetics for one, has enabled practicing surgeons to aid their treatments with the latest surgical cares that will serve as a catalyst to one’s full recovery. Yaron Munz (2004:223) MITs were used in a wide range of procedures long before they were applied to surgery, but only then did they become exposed to the general public. Through the close collaborations of innovative surgeons and technologists, MIT was rapidly advanced in the society. Conrad (2005:3-14) Since 1980’s profound changes happened in the field of medicine that have created a huge impact in health conditions. Patients started to become more knowledgeable and involved in the medical information on various treatments even in choosing their health insurance policies and in seeking out medical services. The biotechnology industry in particular has their ups and downs but it definitely gave birth to a promising future that may indeed revolutionize healthcare. Such products of these dynamic changes are the bio-products, such as bio-cosmetics. Bio-cosmetics Ethics Todd (2004:86) In line with the field of an innovative scene in biotechnology, environmental ethics and eco-marketers come together to reinstate the status of these bio-products to garner consumer appeal and make them realize the importance of being socially-involved and responsible. So the question arises, in an era where eco-friendly is hip, how do we infuse ethics and product aesthetics? Ethics simply realizes and acknowledges the fact that these bio products, specifically bio-cosmetics targets the image of beauty related to health and not marked by politics. However, not everyone seems to be pleased with all these biotechnological advancements as these groups believe that these cosmetics, drugs or other bio-products have the potential of threatening the â€Å"soul† or â€Å"dignity† of the person given the extent of effect it impacts the one who intakes. Although these are not sufficiently backed-up by scientific evidences, still the concern or the argument is present. Judgments regarding these agents or products still rely heavily on the ethical principles of both the buyers and the sellers. Holtug (1999:4) In ethics, it is also important to note that in the process of considering the usage of these bio-products for medicinal purposes, we should also draw the line between enhancing or treating. What is indeed the distinction between the two that justifies the use of these products or agents? Treatment can be referred to as an intervention that aims to cure a disease or an ailment. Enhancements on the other hand, do not attempt to cure a disease or reduce its effects. Therefore, the question on whether one should enhance or treat a person is touching on the ethical composition of the individual. With the pool of genes in a person, in the community and in the world, how can one identify which feature or trait should be eliminated or enhanced through medical interventions? How is it being determined? How are people with these inequalities being compensated for their state of difference? At the end of the day, how will it also affect the social attitudes of those undergoing medical treatments or enhancements?