Green marketing highlights a product's environmental benefits to attract eco-conscious consumers. This includes sustainable production, recyclable packaging, and carbon footprint reduction.
The Body Shop promotes natural ingredients and cruelty-free practices. Tesla markets electric vehicles as sustainable transportation. Patagonia encourages customers to repair rather than replace products.
However, 'greenwashing' (making false environmental claims) can destroy brand credibility. Authenticity is essential. Consumers are increasingly savvy and demand genuine environmental commitment, not just marketing spin.