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Week 11 Overview and Learning Objectives

Sustainable consumption is a fast growing concern in business life nowadays.  This concern is fueled by the heightened concern that the public has developed regarding the sustainable use of resources and the state of the global environment.  To meet and profit from this growing trend, companies and businesses are choosing to “go green”. They achieve this by developing and advertising improved business policies and products which claim to be environmentally friendly or that contribute to “saving the planet”. While these green promises are plentiful,  how much of these claims are verifiable and actually true?

In this seminar we will examine the key benefits, challenges and pitfalls that present themselves to businesses and consumers within the green economy and marketplace.  By developing a clear understanding of these issues, you are expected to achieve and insight into the value of effective green marketing and the importance of reputation maintenance within the green market.

Key Frameworks and Concepts
  • Green Marketing Strategies
  • Reputation Management