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THE GREEN CONSUMER By Green marketing is one of the hottest trends being used by marketers these days In 1989 it barely existed but by 1990 it was all the rage In the past decade Americans have displayed an increasing concern for the environment as they begin to realize it is slowly deteriorating More than seventy percent of the 180 million tons of trash disposed each year in the United States is buried in landfills and the landfills are reaching capacity On top of this the hole in the ozone layer continues to grow larger threatening numerous amounts of people with skin cancer In response companies must begin to make changes to their products their claims packaging and manufacturing processes in order to offer consumers a cleaner and safer environment Some companies have already started to engage in green marketing activities For example Procter and Gamble is now packaging Tide Cheer Era and Dash in bottles made of twenty five percent recycled plastic and has introduced the first ever concentrated fabric softener refill package Many other companies have also jumped on the new environmental marketing bandwagon The problem with green marketing has been that the sales of these products have not met the expectations most companies had envisioned One reason for this problem is that green products often cost more than non-green products Therefore consumers are simply not responding because their economic interests are outweighing their environmental concerns Hanf Jansen ch 6 The second reason for these lackluster sales can be attributed to the consumers views toward the credibility of the green product industry The public is becoming increasingly skeptical over green efforts as company after companies are brought up on charges for overstating their products environmental friendliness A survey of college students was taken to determine who the green consumers actually are and what green activities should be pursued to increase stagnating sales The
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