The environment and its protection occupy an increasingly significant part of our quotidian. The safety actions of our environment are growing, thus we can see the development of the selective sorting, green transport (bus functioning with gas for example), the removal of the plastic bags at cashiers' desks etc. This tendency was initiated mainly by the citizens and NGO and it starts to be used by companies. By convictions or for not being late, many companies change their modes of production and consumption, and are thus becoming increasingly attentive to the respect of the environment. This green "turn" can be used to sell more, Green Marketing puts in its appearance. This dissertation will be divided into three main parts. The first part will deal with general considerations about environment and responsible consumption, in order to settle the actual context, including a brief historical and explanation of the evolution on these subjects. The second part is going to be more focused on the consumer. The following questions will be tackled and discussed: What's his role in the sustainable development? Do its choices have a great impact on companies' strategies? What level of sacrifices can they bear? The third and last past of this dissertation is going to speak about the different actors of green marketing such as employees or distributors. At least, a comparison will also be made between the reaction and the solution found in Taiwan and in France, facing to the environmental issues.
[...] It shows that people are more and more aware of the fact that resources of the planet are not inexhaustible and that environment issues are not going to do better in the future what encourages companies to take interest into green marketing, the marketing of the future. Green marketing thus corresponds to the use of environment and its protection to sell more. Protection of environment is one of the mainstays of the sustainable development, term that we can find almost everywhere today. [...]
[...] According to ken Peattie (1992, pp25-26), to be green means: - A concern for life on earth - A concern for future generations - A concern for other countries and other people - A desire to develop sustainable alternatives to environmentally destructive economic growth. - A desire to protect the environment as part of a process of improving the quality of human life, globally and in the long term. - A desire for a ‘fairer' world, through more equitable patterns of trade and through open participatory government at every level of society - A desire to move away from the values of consumption and materialism towards the values of conservation, sharing and self-reliance. [...]
[...] But employees also are consumers it is thus interesting to evaluate how do they get involved into environment and its protection in their daily life but also at work. The employees' environmental view: A recent survey (ADEME agence de l environment et de la maitrise d'energie) explains and quantifies this involvement from the employees. This survey was aiming to answer to the following questions: Does this ISO norm change employees' and consumers' behavior? In which area do employees feel ready to act in? [...]
[...] There are three mainstays of which the sustainable development is made up: the protection of the environment and the planet stability the social equity and he fight against social inequalities and poverty a new form of economic growth According to Ken Peattie (1992, p11), can define it as the management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable If companies want to subscribe to the protection of the environment, they need to adapt their mode of production and consumption in order to try to produce more healthily, to offer products more respectful of environment. [...]
[...] Even if customers were given the choice, to use or not to use “green cashier's desks”, some of them were still unhappy because these green cashier's desks, though in a few number, were reducing the number of available traditional cashier's desks. All this shows how difficult it is to make environmental actions be adopted while keeping customers satisfied. Carrefour, another distribution group, has set up some punctual actions and especially has launched an advertising campaign with the following message consume better, it is urgent!” Before to decide on the different actions which have to be established, Carrefour needs, first, to answer to some following questions. [...]
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