Green marketing and its role in the non-profit sector

Abstract

Due to the growing awareness of environmental issues, there is an increasing need for green marketing to meet consumer demand. This approach has gained popularity in academic and business circles because both businesses and consumers now recognize the importance of environmentally friendly products and services. The shift is driven by a better understanding of responses to factors causing environmental damage. Green marketing shares principles with traditional marketing but emphasizes eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. Additionally, integrating green marketing into non-profit organizations’ strategies can enhance their brand image and strengthen their position in the highly competitive market. This chapter introduces green marketing and its mix, analyzes its importance for non-profit sectors, and identifies practices and trends.