WHAT DO BUSINESS NEED TO KNOW BEFORE ENGAGING IN GREEN MARKETING STRATEGY

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Benjarut Chaimankong Mayookapan Chaimankong

Abstract

Business has been viewed as a major cause of economic, social and environmental problems. Companies around the world are perceived to be responsible for supporting the broader community. Engaging in environmentally responsible practices has been using as a key component of a company’s marketing strategy to respond to its stakeholders’ expectations and concerns; and to improve corporate reputation that expected to show the result on financial performance. Going green may incur additional costs for businesses which in turn affect the competitiveness of the companies. It can be challenging to be green, while remain competitive. Companies may question whether targeting green consumers is worth. This article aims to layout an essential guideline for businesses to consider before engaging into green marketing strategy. Once companies carefully identify the greens market segments, sales of green products and services could explode.

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บทความวิชาการ

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