Green marketing: is new paradigm of

marketing

Anastasia Petukhova

Institute of Sectoral Management

Moscow, 2015

1. Basics of green marketing

• Definitions

• Green consumer

• Eco-labeling

• Eco-innovation

• Greenwashing

2.Case study

3.Conclusion

Contents

Green is mainstream

Personality Sociality Publicity

Green marketing pie

10%

0.18

0.310.12

0.22

0.07Green Tech Leaders

Green Tech Fol-lowers

Tech Savvy Green Sympathizers

Enviro-Friendly Skeptics

Naive Consumers

Anti-Greens

19%

15%

24%

25%

17%

LOHAS Naturalites:

Conventionals Drifters

Unconcerned

U.K.

U.S.

Models of Green Consumers

Consumer purchasing behavior

Eco-labeling

Israel1993

Brazil 1992

Russia 2001

Northern Europe

1989

U.S.1989

Germany 1972

Canada1988

Japan 1990

Kenya2009

Australia1991

China1993

Korea1992

Sustainable product innovationE

nvi

ron

men

tal

imp

rove

men

t fa

cto

r

Sustainable technology development

Eco-innovation

Product eco-redesign

Greenwashing

Enjoying the outdoors to the

fullest, and leaving it the way

you found it.

The Timberland Company

Conclusion

Thank you for attention!