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The Green Marketing at Work: The Push-Pull Effects of the Green Communication Strategies

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Author(s): Victor Danciu

Journal: The Romanian Economic Journal
ISSN 1454-4296

Volume: XV;
Issue: 46;
Start page: 3;
Date: 2012;
Original page

Keywords: green marketing | green consumer | push-pull strategy | green communication strategy | push-pull effects | quality of life improvement | environment preservation | sustainable development

ABSTRACT
The constant deterioration of the environment and the bad effects on the quality of life cause many challenges for the businesses, consumers and governments. These require a new philosophy of living and new solutions which must be incorporated in the concept of sustainable development. The goal of this paper is to outline the particular effects of putting into practice a new green marketing paradigm which should incorporate the sustainable development issue. We emphasize the contribution of the push-pull strategies to the achievement of the dual role of the green company, of an organization with a social cause and as a business with a profit motive. This contribution may be identified in the push-pull effects on consumer, business, environment and sustainable development.The analysis focuses on the push-pull green communication strategies and on the role they could play for obtaining successfully push-pull effects. These effects go beyond the essential meanings of marketing communication which are informing, convincing and deciding by educating and empowering the consumers with green solutions. All these effects can be found in the impact on the well-being of the consumers and the society, on the business, on the environment and on the sustainable development. The increase of the green purchasing and consumption, the well-being improvement, and a better profitability are the forms the push-pull effects could take at a micro level. At a macro level, the most significant effects are the slowing of global warming, reduced air, water and soil pollution, waste energy depletion and new sources of green energy, diminishing of deforestation, and prevention of depletion of natural resources. These effects are multiplied by a slower rhythm of energy resources consumption, the saving of the crude oil resources and other raw materials and of drinking water. The sustainable development is backed also by stopping the intense exploitation of the natural resources and energetic resources, and by more lasting products.
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