Green Marketing

In recent years, due to the enormous amount of environmental pollution which directly connects with many manufactures and consumers, environmental issues have been noticed increasingly (Arnould, zinkhan and Price 2004). Because of the attention of the society, more and more firms starting to accept the responsibility of being less harmful to the environment. Companies which adopt policies of environmental sustainability and develop strategies such as ÐŽ§Green MarketingЎЁ or ÐŽ§Environmental MarketingЎЁ are not only to reduce the environmental damage but to increase the profit of themselves (Kotler and Armstrong 2004).

The Green Marketing trend is getting popular in many different firms; Epson is an example of it. It has made an environmental policy in order to harmonizing their business with the global environment (Epson 2006). The company claims that they will follow the policies which are: providing earth-friendly products, recycling used products and changing the processes to reduce the burden of the environment. Actually, the group has done some environmental acts such as collects and recycles the ink in nine countries and changes their packaging for the LFP (large format printer) ink cartridge form normal cardboard to recycled cardboard. In addition of those acts, Epson broadens their environmental concern from the products to transportation and packing methods (WedWire 2006).

According to GreenPortfolio (2006) ÐŽ§50% of marketing and PR management believe that green credentials are important to customers; and 84% predict this importance is likely to grow further over the next two yearЎЁ. Green Marketing now has become an important role to companies which can influence the brand image of consumers, the better brand image companies have, the more profit they can make. The Epson group disseminates their messages through websites, print media and TV advertisement. The messages are trying to create