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1 Introduction "5 euro save an endangered species: you" in this way, the WWF promotes the protection of the Amazon in public But this is not the only issue for environmental organizations The demand for green products from fair trade is growing all the time around the world As early as 1975, the American Marketing Association (AMA) * organized a workshop on "Ecological Marketing" for the first time Green marketing, as well as eco- and environmental marketing, was developed in the nineties of the last century and calls for reformulation of the marketing objectives and integration of ecological aspects This requires a reduction to avoid environmental pollution and is closely linked to sustainability marketing The presented work deals with the way in which the Green Marketing strategy works and what its goals are The marketing tools are used to explain how the avoidance of environmental impacts is implemented and which economic and image-promoting benefits can be achieved Green marketing is compared with what it means and what risks exist when a company pretends to operate organic marketing Subsequently, the opportunities and risks of green marketing are clarified in the SWOT analysis and by means of examples Words marked with a * are explained in the appendix History of Green Marketing At the end of the 1970s, the population began to become increasingly interested in the topic of "environment" as well as "environmental protection" For the first time, discussions about the phenomenon of an "ecological crisis" took place Even at that time it was understood that a steady supply of resources would lead to a resource shortage This awareness of the environment has increasingly been strengthened, supported by daily reports in the media about environmental changes, such as groundwater pollution, the disappearance of biotopes and environmental disasters In the 1980s, the party "Die Grünen" first appeared in public Within a very short period of time, the latter succeeded in establishing itself in the state and federal parliaments As a result of the increasing interest of the public, an increasing number of industrial enterprises were being criticized The need for action was then counteracted by advanced companies using ecologically oriented business concepts and the appointment of environmental officers Environmental management has become increasingly established through the first environmentally oriented company institutions and the growing interest in the topic of "environmental protection" Ecological action has become a permanent brand component that environmentally conscious customers are also willing to pay Between the end of the 1980s and the beginning of the nineties the legislation became more and more acute (UN World Summit, 1992) For businesses, the need for action has become more and more drastic Environmentally damaging products have been withdrawn from the market and banned Characterization of "environmental protection" & "sustainability" The term "environmental protection" characterizes the survival of the natural habitat as our lifeblood, by external interventions, which eliminate the environmental harming factors, try to correct or remedy already occurring damage This refers to all areas of our environment; The climate, the soil, the air and the water The concept of "sustainability" also gains in importance Sustainability resp Sustainable action stands for satisfying the needs of today's generation, without endangering the possibilities of future generations, for example by crossing ecological boundaries such as the overburdening of natural resources Resources should be used for sustainability only to the extent that they can also regenerate naturally Environmental protection and sustainability today exist side by side with the concept of "fair trade" which is also called "fair trade" This is defined by controlled, fair trade with usually a fixed minimum price for the traded products of the often disadvantaged trading partners from developing countries Due to the steadily increasing interest in these subjects, new consumer groups are emerging, such as the LOHAS (Lifestyle of Health and Sustainability) * Around 30% of the world's population is already a member of this culture, which is characterized by better education and better income, and is willing to pay higher prices for ecologically safe products than the average consumer 8th Design of the Green Marketing s 4.1 Characterization of the term "green marketing" Nowadays the concept of green marketing is becoming increasingly important Whether it is in the form of product characteristics or packaging or the company guidelines of local companies; Green Marketing is represented around the clock in our everyday life, even if we sometimes not even notice it The term was first debated in the 1970s Green marketing, also called ecological marketing, is first and foremost characterized and developed by values and models of society The entire business process of a company, from purchasing through research & development to sales, is environmentally friendly and aligned with the preservation of natural resources This is to meet the societal requirements for more environmental protection and thus to satisfy the needs of the customers, to generate new environmentally conscious customers and thereby to achieve more sales Legal requirements can be met by a greener corporate management There is the possibility to improve the image of the company and to something else for our environment 10 4.2 Tasks and objectives of green marketing Green marketing involves the planning, coordination, enforcement and control of all marketing-related activities in order to achieve a reduction to avoiding environmental pollution and to meet the company's objectives by satisfying the needs of the customer, exploiting competitive advantages, and ensuring social legitimacy 11 The principle is to make maximum use of the resources used as effectively as possible In order to meet these requirements while respecting the truth-oriented policy, environmental analyzes and an expansion of the company philosophy are necessary with regard to the principles Marketing has the task of optimally fulfilling the communication of environmental activities to the sales market, eg through environmental certification, eg through "ecoaudits" * 12 Creating a balance between economics, ecology and social demands and fulfilling the desire of the customers for ecological products or services and possibly influencing the individual lifestyle and politics is a major challenge to marketing 13 4.3 The instruments of "green marketing" Product policy, contracting policy, distribution policy and communication policy - these four standard marketing tools can be applied to green marketing as well as to traditional marketing based on operational marketing "The design of the marketing mix is based on the positioning decision for environmentally compatible product variation and innovation In addition, to determine whether the environmental flanking equal or dominant as a product property is taken into account in the brand positioning " 14 4.3.1 Contraction and price policy Determining the optimal price relation of products with regard to their different environmental compatibility is a relevant decision in green marketing If you look at eco-conscious businesses (eg Worldshops *) 15 and environmentally conscious products (eg fair trade *) 16 look, you win easily the impression that they are always more expensive than the same transactions and products without a label Often production costs are increased by additional environmental protection investments, eg through intensive research and development work, an expansion of communication policy and changes in production processes However, a concentration on the sales activities can be saved by measures, production techniques and in the sense of the German Circulation Administration Act *, for example through less packaging material or less water consumption Although there is a great demand for environmentally-friendly products, it differs from actual price stability In order to avoid a drop in demand due to price increases, the price should be justified by the company 17 That is why communication on the market is an important element, as the customer knows what he gains in product safety and usability Environmentally conscious consumers are aware of these benefits and are willing to pay a higher price for environmental benefits 18 4.3.2 Distribution policy In the sense of green marketing, the term "distribution policy" refers to the design of as ecological sales systems as possible This implements the selection of appropriate sales and distribution channels within a company's logistical system On the one hand, environmental pollution is reduced and the credibility of the company's environmental objectives is respected 19 In order to ensure this, companies must rethink and new distribution channels take place For example, a gasoline-saving vehicle fleet or new recirculation systems, which should take effect after the consumption and consumption phase of the product, should be introduced for this purpose An example of a successful return system is the withdrawal of old appliances, such as refrigerators, when purchased by the seller In order to further expand ecological distribution routes in the future, there must be cooperation between all market participants 20 4.3.3 Communication policy The communication policy has the task of truthfully spreading the ecological and environmentally friendly measures within the company Due to the increasing environmental awareness in society, companies are pushing for an environmental report Through the introduction of the ISO 14000 standards for environmental quality and green marketing, the assessment of the needs and the development of concepts for international environmental standards, global guidelines have been created for companies 21 This will be gradually expanded The Environmental Statistics Act, introduced in 2005, obliges companies to collect statistics that are used for the purpose of environmental policy and the fulfillment of European and international reporting requirements 22 In addition to the classic communication tools such as advertising, promotion, public relations, etc., Green Marketing creates a dialog-oriented information policy, which is characterized by the individual, personal approach and the appropriate design of the advertising medium All elements of the marketing mix must correspond to the desired environmental concept This is the prerequisite for a clear and honest corporate identity, the corporate identity Depending on the company's focus, it chooses the defensive or offensive environmental strategy The defensive environmental strategy is often used when a company is ecologically critical and for this reason environmental protection measures, especially tools in public relations, are emphasized more strongly in order to prevent image loss An offensive environmental strategy emphasizes the opposite Companies that offer this strategy ecology-oriented services, use the new consumer awareness by operating primarily through advertising and personal selling en Marketing 23 4.3.4 Product Policy New products adapted to the needs of environmentally conscious customers are to be brought onto the market It is required for innovations and modifications of existing products If some products can not meet the duplicating environmental standards, it must be withdrawn from the market Apart from all these factors, the satisfaction of the customer continues to count The product must be maintained over the entire life cycle, but it can benefit from an additional consumption, for example through a productionsaving manufacturing process 24 For product policy, each company should take into account the Thomé checklist This method reveals potential environmental stresses in the individual product life cycle phases In the production phase, the use of abundant resources, the life of the planned product and the later recyclability of previously produced waste have to be considered in detail In the consumption and consumption phase, environmental compatibility is measurable in terms of the health compatibility of products The criteria to be considered in the disposal phase include the waste volume and the recyclability of the product or the product components 25 SWOT Analysis in Green Marketing Companies must constantly face new environmental challenges and develop new concepts to meet the demands of environmentally conscious consumers, the everchanging market, as well as the state's requirements For this purpose, they must research and analyze the relevant environmental problems that may arise in the course of the product life cycle or in the future This is done by means of a positioning analysis of one's own strengths, weaknesses, opportunities and risks compared to the competitors 26 A company profile of the internal strengths and weaknesses (Strengths and Weaknesses) as well as a opportunities and threats (Opportunities and Threats) referring to the external market environment are created In an analysis, the company's activities are examined and decided, which should be expanded, secured, caught up or avoided 27 Some of these activities may merge, such as the chance with Green marketing activities to protect the environment and the strength to achieve a positive impact on the image of it A risk, on the other hand, exists for the company when it is accused of operating "greenwashing" because of false environmental promises and non-ecological action or production This threatens the customer's loss of trust Internally, this can be offset by the elimination of a weakness in the form of, for example, the purchase of new, environmentally-friendly machines or the cost-intensive employment of process-monitoring environmental officers 28 Passive behavior, concealment of self-generated environmental pollution or even the violation of environmental regulations (eg the VW exhaust gas scandal 2015) can have very negative consequences The supply of environmentally-friendly products, however, which continue to be contrary to the environment, can lead to a high imagery 29 Through the task of green marketing in all processes of the company the environmental impacts to reduce and at best to eliminate, new customers can be generated or new buyer groups addressed and new markets be opened up 30 The LOHAS (Lifestyles of Health and Sustainability) *, which already account for about 30% of the population, * can be mentioned as an example of a new purchasing group 31 An ecological company management or company management also has a very positive influence on the image function as well as the credibility of the Group 32 Greenwashing "We are going green!" 33 is the slogan of more and more companies and businesses But what is behind it? Where green is, is not always green in it Greenwashing (green wash) is the green coloring of companies that not have any or only a little sustainable, ecological and social commitment 34 Therefore, it is important to distinguish this concept from real green marketing, in which the greatest possible benefit to the public is an intact nature The term "greenwashing" was derived from "whitewashing" (white washing) and refers to the misinformation to create an environmentally friendly, responsible social image 35 But why companies operate greenwashing? The market for green products has risen significantly in recent years, and by the increasing awareness of our environment, demanders are demanding products that are ecologically sound In Figure (see Annex), this can be seen by a comparison between 2011 and 2012 of the significant increase in demand One speaks of the seven sins of greenwashing 36 However, not all companies can and / or want to meet this standard and are thus quickly exposed to the greenwashing accusation Bluewashing is also a growing term, which refers to the implementation of the UN measures by the Global Compact * These standards present themselves in the public in a uniform blue and serve the image improvement of companies 37 Through the global environmental risks, the growing eco-awareness and rising ecological market economy lead to these new environmental publishing obligations Green, sustainable and organic have long become a big business and some companies are now employing departments in communications agencies in order to meet the demands With images from nature, a green spot in the logo or a complete new-green painting, companies and campaigns are advertising the new trend 38 McDonalds and Coca-Cola are a prime example of greenwashing and achieved high profits with it 39 For this reason, transnational corporations in particular are using the rising trend and are therefore a major cause of green-washed, unsustainable production "For consumers often can not be seen at first glance whether the yogurt with the" Naturally, "seal of approval or donated hectares of rainforest for the case of beer are particularly ecologically valuable indeed in comparison to other products or companies." 40 Many labels can consumers also lead to misguided conclusions, including the seal of the Warentest Foundation & Co or the Öko-Test Seal Although this test legal limits, but they still not comply with the bio / organic logo of the EU That is why good transparency and the aspect of marketing credibility are becoming increasingly important 41 Conclusion The change in our thinking about our environment has changed fundamentally "Going Green" is no longer just a slogan, but is increasingly established in our values, norms, regulations and laws The consciously applied marketing strategy of green marketing has become an integral part of the image advertising of companies In times when people know that the Earth has a limited lifetime, rethinking is required at all levels This trend presents many challenges When is a product pure green? Some companies use the blindness of consumers by consciously operating greenwashing For this reason, consumers are also encouraged to inform themselves Real green companies provide their information transparently It is important that each and every one of them understands their contribution to the environment in order to achieve the goal of a reduced pollution In doing so, the economy and the environment are no longer opposites, but they should complement one another "Economics and ecology are building on one another ( ) Neither one nor the other can live alone in the long term We need the balance between economy, ecology and societal demands as defined by sustainability This is not a conflict but a task In the long term, the company will not accept a product that is not ecologically " 42 Green marketing contributes to a better, more equitable and more ecological world Because it can save an endangered species: you! Bibliography A Books Hoepner, Gerd A / Liner, Lutz H (authors) [Dialog Marketing] Hofbauer, Günter (Editor) Dialogue marketing and e-commerce : an application-oriented and conceptual compendium for practice and training Publishing company, Uni - Edition Gmbh March 2012 Hops Beck, W [Umweltorientiertes Management] Environment-oriented Management and Marketing: Concepts, Instruments, Practical Examples / Aufl Landsberg / Lech: Publisher Modern Industry, 1994 Kerin, Roger A / Hartley, Steven W / Berkowitz, Eric N / Rudelius, William [Marketing] marketing McGraw-Hill / Irwin (Editor) USA, 2006 Kirig, A / Wenzel, E [LOHAS] LOHAS : conscious green - everything about the new worlds Munich; Redline Publishing, 2009 Meffert, H [Market-oriented company management] Market-oriented corporate management in change In addition, Meffert, H / Kirchgeorg, M [Marktorientiertes Environmental Management] Market - oriented environmental management, conception - strategy - implementation with practice 3rd, revised And Erw In addition, Stuttgart, 2013 Sietz, M [Environmental Management] Environmentally friendly management Taunusstein: Blottner, 1992 Wöhe, G [Introduction to general business administration] Introduction to General Business Administration, 25th Edition Munich, September 2013 Eg Internet pages Http://blog.ska-network.com/green-economy/green-marketing/green-marketing-vskonventionelles-marketing-3 Date: 5.11.2015 Http://www.bund.net/themen_und_projekte/nachhaltigkeit/, Date: 1.11.2015 Http://www.business-on.de/definition-greenwashing-gruenes-image-by-greenwashing_id44407.html Date: 5.11.2015 http://www.greenality.de/blog/terrachoice-greenwashing-report-2010.html , Date: 06/11/2015 http://www.katja-oestreicher.de/leistungen/green-marketing , Date: 1.11.2015 Http://www.climate-and-umweltschutz.de/ Date: 28.10.2015 Http://reset.org/knowledge/greenwashing-%E2%80%93-die-dunkle-seite-der-csr Date: 5.11.2015 Http://www.responsibility-research.de/resources/WP_4_Greenwash_Bluewash.pdf Date: 5.11.2015 http://www.slideshare.net/yhelson1/green-marketing-17145309 , S 16f, Date: 05/11/2015 http://webecoist.momtastic.com/2009/12/14/greenwashing-so-absurd-its-almost-funny/ , Date: 6.11.2015 Powered by Blogger Date: 2.11.2015 Http://www.wirtschaftslexikon24.com/d/marketing-oekologisches/marketingoekologisches.htm Date: 3.11.2015 Economic Development http://wirtschaftslexikon.gabler.de/Definition/umweltstatistikgesetz.html , Date: 05/11/2015 C Other Prof Dr H Liner, Lecture Marketing Mix Date: 26.10.2015 Hackel, Marcus, PhD "Sustainability Marketing of German Architectural Services" Berlin, 19 December 2008 Annex 9.1 Explanations American Marketing Association (AMA): "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings." Http://www.digitale-unternehmung.de/2010/03/ama-definition-provider-and-consumer-alscompensation-partners/ LOHAS (Lifestyles of Health and Sustainability): "The abbreviation 'LOHAS' stands for a group of people whose lifestyle is oriented towards health consciousness and sustainability ( ) LOHAS has made it its task to improve the situation on the world market through targeted consumption of organic products and fair trade products They want to make companies more transparent and more environmentally aware Yet they are less political-ideological, rather than sensualaesthetic " Https://www.nachhaltigkeit.info/artikel/lohas_1767.htm World Shops: "World stores are specialized shops for fair trade In Germany, there are now around 800 world shops The world stores were also the ones who were responsible for the sale of fairly traded products from the outset and at the same time spread the idea of Fair Trade " Http://www.fairtrade.de/index.php/mID/3.2.2/lan/en Fair trade: - Fair Trade "The minimum prices and surcharges laid down in Fair Trade guarantee the producers the coverage of their production costs and the maintenance of the livelihood As a result, and through the establishment of long-term trade relations, they are largely independent of fluctuating world market prices and unjust structures of conventional trade The Fair Trade supports projects and initiatives that safeguard the rights of small farmers and workers " Home Circulation Law: "(It) creates a duty hierarchy, according to which the generation of waste is to be avoided as far as possible Unavoidable wastes are to be recycled materially or energetically Non-recyclable wastes must be disposed of properly The priority of recovery is not required if disposal is the most environmentally-friendly solution " Http://wirtschaftslexikon.gabler.de/Definition/kreislaufwirtschaftsgesetz-krwg.html Global Compact: "(A) Covenant between the United Nations and Enterprises, organized by K Annan, the former Secretary-General of the United Nations; The operational phase started in July 2000 The participation is voluntary for companies (voluntary self-commitment) and requires the submission of a corresponding declaration of intent In this way, companies commit themselves to the observance of ten principles in the fields of human rights, working standards, environmental protection and the fight against corruption " Http://wirtschaftslexikon.gabler.de/Definition/global-compact.html Bio / organic logo of the EU : "You may use the Bio-Siegel (hexagonal logo) to label your products in addition to the EU Bio-Logo (Euro-Leaf on a green background) This requires that your company has already been certified by a control body in accordance with EU legislation on organic farming and that you are entitled to use the EU organic logo " Https://www.oekolandbau.de/bio-siegel/ 9.2 Pictures illustration Seen in DieBahn, advertising from the WWF, date 1.11.2015 Http://www.wwf.de/activities/downloads/freianzene/freianzeigen-amazonas/ Figure 2: Historical development in marketing - in the 90s: environment Hoepner, Gerd A and Schminke, Lutz H (Authors) [Dialogmarketing], Fig 7, p.21 Figure 3: World Shop in Fulda Http://fabi2012.fairtrade-deutschland.de/allgemein/spende-fur-weltladen-fulda/ Figure 4: Fair trade Http://www.freudenstadt.de/235 Figure 5: Example of a SWOT by company Http://www.conceptdraw.com/examples/marketing-product-positioning-example Figure 6: Http://webecoist.momtastic.com/2009/12/14/greenwashing-so-absurd-its-almost-funny/ Figure 7: Comparison Http://www.umweltbundesamt.de/daten/private-haushalte-konsum/gruene-produktemarktzahlen Figure 8: Http://lisaschweitzer.com/2010/11/04/greenwashing-sins-and-big-box-stores-as-gentlegreen-giants/ Figure 9: Http://www.slideshare.net/PreetiAcharya/green-marketing-green-marketing-examplesgreen-marketing-need-green-marketing-benefits-green-m 9.3 Explanation We hereby declare that we have independently prepared the work according to § of the examination regulations of the Department of Economics of the Fachhochschule Fulda and have not used any sources other than the specified sources and tools The work has no other in the same or similar form Audit office -Stella M Adt -Julia Fieldman Seen in DieBahn, advertising by WWF, date 11.01.2015 See Fig See Hackel, Marcus - Sustainability Marketing of German architectural services, p.35 See Fig Cf Manfred Sietz - Environmental Management, S.15f See Http://www.klima-und-umweltschutz.de/ See Http://www.bund.net/themen_und_projekte/nachhaltigkeit/ See Http://www.weltladen.de/khgweltladen/ See Anja Kirig, Eike Wenzel - LOHAS : conscious green - everything about the new worlds p.19 See Meffert, H., Market-Oriented Management in Transition, S.7ff 10 See Http://www.katja-oestreicher.de/leistungen/green-marketing , Date: 11/01/2015 11 See Meffert, H., Market-Oriented Management in Transition, pp 357 12 Wöhe, Introduction to general business administration, 25th Edition, p.283, S.765f 13 See Http://www.wirtschaftslexikon24.com , Date: 11/03/2015 14 http://www.wirtschaftslexikon24.com/d/marketing-oekologisches/marketing-oekologisches.htm , Date: 03/11/2015 15 See Fig 16 See Fig 17 See Http://www.wirtschaftslexikon24.com/d/marketing-oekologisches/marketing-oekologisches.htm , Date 11.04.2015 18 See Meffert, H Kirchgeorg, M., market-oriented environmental management, p 339 19 See Meffert, H / Kirchgeorg - Marktorientiertes environmental management S.345 20 See hops Beck - Environment-Oriented Management and Marketing S.308f 21 See Roger A Kerin Steven W Hartley; Eric N Berkowitz; William Rudelius - Marketing p.108 22 http://wirtschaftslexikon.gabler.de/Definition/umweltstatistikgesetz.html , Date: 05/11/2015 23 See Http://www.wirtschaftslexikon24.com/d/marketing-oekologisches/marketing-oekologisches.htm , Date: 11/05/2015 24 See hops Beck, W - Environment-Oriented Management and Marketing S 307 25 See Meffert, H / Kirchgeorg - Marktorientiertes environmental management p.292 26 See hops Beck, W - Environment-Oriented Management and Marketing p.116 See Fig 5, example of a SWOT based on companies See Wirtschaftslexikon.gabler.de/Definition/swot-Analyse.html#sachgebiete, Date: 06/11/2015 29 See hops Beck, W - Environment-Oriented Management and Marketing S.308 30 See Meffert, H / Kirchgeorg - Marktorientiertes environmental management, S 273f 31 See Prof Dr Lutz H Liner, Marketing Mix lecture (26.10.2015) 32 See Meffert, H / Kirchgeorg - Marktorientiertes environmental management, S 273f 33 See Fig 34 See Http://blog.ska-network.com/green-economy/green-marketing/green-marketing-vs-konventionellesmarketing-3 , Date: 11/05/2015 35 http://www.slideshare.net/yhelson1/green-marketing-17145309 , S 16f, Date: 05/11/2015 36 See Fig & 37 See Http://www.responsibility-research.de/resources/WP_4_Greenwash_Bluewash.pdf 38 See Http://webecoist.momtastic.com/2009/12/14/greenwashing-so-absurd-its-almost-funny/ , Date: 11/06/2015 39 See Fig 40 http://reset.org/knowledge/greenwashing-%E2%80%93-die-dunkle-seite-der-csr , Date: 11/05/2015 41 http://www.greenality.de/blog/terrachoice-greenwashing-report-2010.html , Date: 11/06/2015 42 See Walter Seufert, Chemical Reaction, in brand eins, 4th year, No 9, brandeins Verlag GmbH, Hamburg, November 2002 cited by Hackel, Marcus 27 28 ... Fair trade Http://www.freudenstadt.de/235 Figure 5: Example of a SWOT by company Http://www.conceptdraw.com/examples/marketing-product-positioning -example Figure 6: Http://webecoist.momtastic.com/2009/12/14/greenwashing-so-absurd-its-almost-funny/... Http://lisaschweitzer.com/2010/11 /04/ greenwashing-sins-and-big-box-stores-as-gentlegreen-giants/ Figure 9: Http://www.slideshare.net/PreetiAcharya/green-marketing-green-marketing-examplesgreen-marketing-need-green-marketing-benefits-green-m... the work according to § of the examination regulations of the Department of Economics of the Fachhochschule Fulda and have not used any sources other than the specified sources and tools The work