Factors influencing the firm adoption of green marketing strategies : a marketers’ perspective

M.Com. (Business Management)Abstract: Accelerated global warming and climate change, and the depletion of natural resources, have resulted in a need for persistent action from business in transforming practices so as to protect the environment. One important way organisations can do this is through green marketing. Green marketing is an ethical practice undertaken by engaged and responsible organisations that centres on manufacturing and selling products based on their ‘green’ attributes. This study aims at understanding, from a marketer’s perspective, factors that affect the firm adoption of green marketing strategies. The study deploys a qualitative research approach. In-depth interviews were held with 12 respondents who lead marketing strategies in prominent South African organisations. This was done in order to ascertain the factors that contribute to adoption of green marketing, from a marketer’s point of view. The interviews sought to investigate overall attitudes towards green marketing, and the various drivers and challenges that exist. The findings show that the key drivers of green marketing include a positive impact on reputation, customer interest shown (including increased interest in green issues on the part of millennials), government and legislation requirements, technology and access to information, as well as investor demand. Various challenges are also identified and these require mitigation if green marketing is to be adopted. These challenges include aligning green marketing practices with company goals and overcoming generally poor awareness of green marketing within the marketing community and amongst the customer base. The current state of the economy is also a challenge as, due to slow economic growth, businesses are more likely to engage in proven business practices and less likely to engage in green marketing. The findings also show that, where businesses in South Africa are actively engaged in sustainability strategies, they do so as a means to improve their processes so as reduce water use, reduce energy consumption, reduce packaging, reduce waste generation and increase recycling practices..