Write a discussion paper on green marketing is a fad Assignment

Write a discussion paper on green marketing is a fad - Assignment Example Some of the techniques and tools used by marketers were based upon the notion of fear and guilt. Apart from this the actual reasons as to why the consumers started to prefer such product is another important question to be answered. Despite its overall appeal, the green marketing is still considered as one of the hottest and debatable issues with advocates from both sides providing their own arguments in favor of each alternative. Over the period of time, it has been observed that green marketing as the primary sales pitch is on the decline and consumers are not actually giving more preferences to the products marketed by using green marketing tools and techniques. (J. Ottman 2011) This decline therefore does point out to the question of whether green marketing is a fad and will vanish over the period of time? This paper will therefore argue as to whether green marketing is a fad and will survive for long or not? Green marketing is relatively different from the traditional marketing because it is only limited to the marketing of products and services which are environment friendly and are targeted at a particular market. Green marketing as such therefore must two important criteria of improved environment as well as the customer satisfaction. (Ottman, Stafford and Hartman 2006) It is important to understand that no product or service has a zero impact on the environment however, it is generally accepted that those products and services which actually protect the environment by reducing or conserving the use of energy and other resources. It is therefore generally believed that the environment friendly products must improve the productivity of the natural resources and improve their competitiveness and life. It is therefore critical to accept that the green marketing pose a credible threat to the conventional marketing because it directly challenges the way products and their marketing were viewed in the past.