Analysis of Green and Fair Trade Marketing: A Critical Report

This report critically examines the effectiveness of green and fair trade marketing, questioning whether they are genuine efforts towards sustainability and fairer trade or merely marketing tactics to increase profits. It presents a thesis arguing for the benefits of green marketing, such as providing health benefits through pesticide-free products, promoting eco-friendly practices, and enhancing farming activities. The anti-thesis counters this by highlighting the comparatively high prices of environmentally friendly products, questioning the artificial environments used in their production, and noting potential unavailability issues. The synthesis emphasizes the importance of thorough market research, consumer behavior analysis, and awareness campaigns to dispel myths and promote the benefits of sustainable products. The report concludes that green marketing can significantly contribute to attracting customers, capturing market share, and enhancing environmental sustainability, ultimately encouraging more environmentally conscious practices.

Marketing and society.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Thesis..........................................................................................................................................3
Anti Thesis..................................................................................................................................5
Synthesis ....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Green marketing refers to the marketing where the companies follows more sustainable and eco
friendly products that are environmental friendly and are in the favour of the nature. It refers to
the advertising or developing a product by the company which is showing concern about nature
and are based on environmental sustainability. The companies can make sure that they are taking
full advantage of the sustainable processes that they are following in their production processes
in order to make their marketing and advertising activities more effective. The use of post
consumer recycled material that is used for product packaging, reduced emission associated with
a product's manufacturing process or other sustainable activities done by the company can be
taken into sustainable practises and will increase the brand reputation of the company in the
market (Noris and et. al., 2021, pp34). In context to grow bristols, is leading a movement for
smart urban farming which helps the company in farming organic products in the urban cities
under controlled environment. The controlled environment helps the company in growing all
type of products without using pesticides and without harming the environment at all all year. It
is important for the company to make sure that they are not harming the environment at all and
are providing freshly grown vegetables and fruits.
MAIN BODY
Thesis
As the company is providing greens to the consumers by applying a new technique of farming, it
will help the consumer in getting food which is pesticides free and is also fresh which provides
large number of health benefits to the consumers and is also making sure that the company is
providing best in class products to its customers the company is able to fulfil the demands of the
market of seasonal food items as well without using any harmful chemicals or anything else
which can harm the health of the consumers (Paas., 2019, pp 234.). The benefits that the
company is providing to its customers are very helpful for those who wants to go for vegetarian
diet or are looking for protein rich options that can replace meat. Some of the benefits are as
follows:
Health benefits: One of the major benefit that the innovative method of farming is providing is
the health benefit. The healthy eating habits of the consumers will enhance the physical as well

as mental health and will also ensure that it is helping the consumers in increasing their
immunity system. It is important for the consumers to understand the importance of greens in
their diet.
Eco friendly product: it is important for the consumers to understand that by implementing
these innovative idea of farming in the company the company is promoting eco friendly products
and are increasing the environment sustainability which is very beneficial for the environment as
well as for the people as a whole (Kumar and et. al., 2019, pp 145.). The current trend is also
towards the environmental friendly products which are encouraging sustainability and by this
method the company will be able to increase the brand reputation and also awareness.
No use of pesticides: The company is providing products to the consumers that has no
pesticides. The company is aware of the harmful affects of the pesticides and make sure that no
pesticides are involved in their products. It is important for the company to make sure that they
are providing healthy and organic products to their consumers so that they can promote greens in
the market. Many of the natural farming techniques involve pesticides in it which is not at all
good for the company and in order to make the product safe for every age group the company is
focused on not using pesticides.
Enhancing farming activities: Majority of the food in the country is imported from other
countries and it is natural that the imported products are not fresh at all. They use chemicals to
keep the food safe for consumption (Uncles, M.D., 2018 pp 189.). It is important for the
consumer to understand that the benefits that fresh food have will not be available in the food
that is imported or is from any other state or country. The farming activities that are promoted by
the company are beneficial for the consumers and will also encourage farming activities in the
industry.
Availability of every food all round the world: The company is providing all the food round
the year irrespective of the nature of the food and the climate in which the food is available. As
the company is using controlled climate or weather for the food items they can farm any product
that the market demands and will also ensure that the product will be available irrespective of the
season. It is important for the company to make sure that they are providing best in class and
quality food to their customers according to the demand of the customers or the market.
Protein rich diet without killing animals: People nowadays are very concern about the killing
of animals just because some people wants to enjoy their food. The consumers are looking for

options that can replace meat but can also provide same amount of protein to them. It is
important for the people who are concerned about their physic to have a protein rich diet which
can help them in making their muscles strong and alternatives that can provide same amount of
protein without animal killing can be a great option for them (Lemoine and et. al., 2018 pp
200.).
Anti Thesis
Lack of trying is not the reason for the failure of green marketing but it is a fact that green
marketing is reaching nowhere. Activists, government agencies, schools, universities and
companies are encouraging consumers to make choices which are sustainable and eco friendly
but the efforts are not that much impactful as people are not really ready to buy environmental
friendly products even now. The electric cars can be a major example of this factors as even now
only 1% of the market segment is captured by the electric cares segment. If people are so much
concerned about this factors then why not they are purchasing electric cars. It can be a fact that
the prices of environmental friendly products are little high because of the new technology or
else but as the markets are highly price sensitive it is important for the companies to identify
ways in which they can provide sustainable products in affordable costs. Some of the arguments
are:
Comparatively high prices: The products that are environmental friendly generally have a little
high prices and are also costly from the point of view of average buyers. The markets are highly
prices sensitive and competitive when it comes to market share (Daellenbach and et. al., 2018, pp
422.). It is important for the company to make sure that the difference between the substitutes is
as low as possible so the the company can attract those customers who are willing to pay slightly
higher prices. In that case the company will be able to sell their products and will also be able to
make decent profits as well. Once the company has settled their market share or has a strong
consumer base then oinly company will be unable to earn high profits otherwise the company
will not be able to make at least minimum profits and will eventually go in loss.
Artificial environment: it is a belief that the products that are made with natural environment
are healthy and artificial environment are not. It is important for the company to understand that
as they are using artificial and controlled environment in their farming area. If the company
successfully able to erase this myth from the minds of the customers then there is a possibility
that the company will be able to attract large number of customers and will also be able to make

sure that the consumers are happy with the products and the offerings of the company. It is
importantr for the cust9omers as well to make sure that before believing this myth they are doig
proper research about the product so that they can also avail the health benefits that the company
is offering.
Unavailability: It is a major possibility that the company that are making or manufacturing
organic products are out of stock soon because of the popularity also because of the limited
production capacity. It is important for the customers to make sure that they are constantly
making efforts to get their desired products in order to make sure that the customers are getting
what they actually wants (Delbaere, M. and Slobodzian, A.D., 2019, pp 400). It is important for
the company to make sure that they are making adequate amount of products that are sufficient
in order to fulfil the demands of the consumers and in order to capture the large share of market.
Synthesis
In order to avoid any of these problems it is important for the company to make sure that they are
doing full research about the market and the behaviour of the customers. It is important for the
company to analyse the behaviour of the consumers towards the products of the company in
order to analyse what the customer actually wants and what the company can provide in order to
capture a large market share in the industry.
It is important for the company to make sure that they are providing enough awareness to the
customers so that there is no space for myths or any other disbelief. The advertising and
promotion campaigns of the company must make sure that they are bursting the myths and are
also making sure that the company is spreading awareness about the products of the company. It
is important for the company to make sure that the customers are aware of the process that the
company is using in order to produce their products only in that way the company will be able to
attract a large segment of the market and will also be able to haver a competitors advantage in
the market.
In order to have a better understanding of the market it is important for the company to make
sure that they have analysed the internal as well as external factors of the market and the
company in order to make sure that the company is aware of the trends that are ongoing in the
market and the factors that can be a possible threat or opportunity for the company can be
analysed by the company. It will help the company in also analysing the taste and preferences of

the consumers and a way in which the company can work according to the taste and preferences
of the consumers.
CONCLUSION
From the above report it is concluded that green marketing can immensely help the company in
attracting customers and in capturing market share. It will also help the company in enhancing
the environmental sustainability practices that can help the company in increasing brand
reputation and will also help the company in making sure that the awareness about the products
of the company is increased. Green marketing can not only support the environmental friendly
practices but can also help the company in making sure that the work that the company is trying
to do is encouraging a lot of other people as well to do activities which can support environment.
It will enhance the mental peace as well as the physical well being of the consumers and will also
make sure that the diet that the consumers are having is healthy and safe for all age groups. It
will help the customers in decrease the cruelty on animals that are done in order to serve meat to
customers and also will make sure that the company is able to provide protein rich substitute to
the customers which can actually help them in replacing meat with those substitute.

REFERENCES
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