Abstract
Climate change has affected all businesses, and being able to adapt and innovate to change along with these changes are crucial for any business. For Shell to be able to adjust their attitudes and be able to give what consumers want is important. Green marketing can be used to persuade the public into changing their lifestyles. “Marketing is understood to be influential in shaping peoples lifestyles and attitudes”.
Shells green marketing is trying to get people to turn ‘green' in reference to the energy they use. They do this by a number of ways; one is education as if people know more about the subject they will be more willing to help. Another is to make ‘green living' a norm and not just a niche market. What is significant to understand about green marketing is that it does not just mean the actual product. It can include how the product was, manufacture, distributed and the promotion.
As it promotes products that do not impact the environment all this aspects included. There are many benefits that company's can gain from promoting environmentally friendly products/ services “environmentally sound business practices and environmental achievements will bring business and its products environmental credibility” as by advancing their technology they will be able to reduce their costs and improve their competitive edge and improving their image, but by changing what consumers think of them is good as long as it is positive but they will have to continue to live up to these expectations as it can have disastrous consciences if not. So Shell has to become aware of their consumers and fulfill their needs to enable future success.
How Shell's strategy has developed with the ongoing changing environmental issues with reference to its green marketing techniques?
