Locate an example of a company that is heavily involved in social or green marketing.

• Make a report on the activities of the company.
• Compare this company to a direct competitor that is not so extensively involved in such activities.
• What are the advantages/disadvantages that the social /green approach has over the other?
• Then compare these two examples to your Buying Behavior class project brans.

Student responses should reflect an understanding of what social or green marketing is. Some students may confuse social marketing with marketing via social media, so it is important to identify differences between the two concepts. The comparison with the competitor should consider the way the company uses or does not use their social/green marketing efforts to position their offerings. If possible (it will depend on the company/industry), students should analyze how social/green marketing efforts relate to the company’s bottom line, consumer attitudes toward the company, and brand loyalty.

The learning outcomes associated with this assignment include application of the psychological and neurological foundations that influence consumer behavior and analyzing specific models of consumer behavior and purchase decision frameworks that inform marketing strategies.

In a real-world work situation, this assignment will enable students to develop an assessment plan for a brand’s social/green marketing initiatives, including a path towards assessing the return on investment of such activities and/or contribution to the brand’s equity.

 

Overview

Green marketing has attracted many companies and non-governmental organizations since it effectively pollution issues in the modern era. Due to the advantages associated with green marketing, global companies such as Microsoft and Virgin Airlines have invested in this sector, which is core and fundamental to eradicating pollution issues of the world. Levis, a Clothing-oriented company, takes the lead among the major global companies participating in green marketing. In this academic paper, the activities of Levi’s and the comparison of its activities in the green marketing field with another company will be extensively and intensively analyzed.

Levi’s has undertaken the following measures in the field of green marketing.

• Manufacturing fashionable clothes that last longer and don't pollute the environment

The field of fashion design is core and fundamental to modern society since people want to look nice, and others judge an individual regarding what they wear. Although many global companies are attracted to this field, many use materials that take longer to decay; hence they pollute the environment when their use runs out (Osburg, Davies, Yoganathan & McLeay, 2021). Levis.Inc, branded as the 'green queen' in the fashion and clothing industry, has taken the initiative to use materials that decay quickly to manufacture their products. In doing so, Levis has made sure that the pollution of the environment by its products is low and manageable.

• Restricting its production platforms to use of recyclable and natural products

Natural products, as aforementioned, are easier to recycle, more degradable, and do not pollute the environment. Levis has ensured that its products are made from natural products, a virtue that ensures low pollution margins are achieved (Osburg, Davies, Yoganathan & McLeay, 2021).

• Use of production methods that reduce pollution of the environment in their industries

Levis.Inc uses technology that reduces pollution to the environment at their manufacturing sites. The company ensures that top-notch technology that diffuses polluting gases is used in manufacturing its products. This virtue has made it possible for the company to win several awards in green marketing.

Comparison of Levi’s and Zara

Zara is a global company that produces fashionable outwear, similar to Levis. The company (Zara) is also involved in green marketing, a virtue that Levis.Inc is involved in. 

As a company, Zara has not extensively advocated for the need for green marketing, a virtue that Levis.Inc has done. Zara has one major disadvantage. It has not duly advocated the use of green marketing techniques at its production sites worldwide. The production techniques used by the company are traditional, and hence the pollution levels of their production sites are way higher than at Levis.Inc production sites (DUIC? et al, 2021). Although Zara produces garments that have a longer life than Levi’s, this factor should not be taken as advantageous since the materials used by Zara to produce their products take longer to decay, and they are not environmentally friendly (Osburg, Davies, Yoganathan & McLeay, 2021). The approach by Levis.Inc is better since it takes care of issues advocated by scientists in the field of green marketing.

Comparison of Levis and Luis Vuitton

As researchers have portrayed, many companies involved in green marketing, many of which operate in the clothing industry, use similar production techniques to market their goods and ensure that their products remain valid in the market. Therefore, the technology used in the clothing industry by these companies is similar, and this cause is essential in green marketing their products. Another company involved in green marketing is Luis Vuitton. Though the company has not been extensively and intensively used green marketing strategies compared to Levi’s, it holds a significant green marketing player (Osburg et al., 2021). The company ensures that its products are made from natural products such as synthetic fiber and wool. Using natural raw materials with a high decay rate ensures that the company protects the environment from pollution. Products made by the company also have a long life, which many of its customers look at when purchasing its products. The virtue of protecting the environment from pollution, long-life manufacturing products, and its marketing strategies have made it among the best companies in the fashion industry.

Though the company has made considerable efforts in green marketing, more steps need to be done at their production sites to ensure that the production sites fully employ sustainable technology. In the field of green marketing, using technology that ensures the sustainability of a product while at the same time protecting the environment from pollution is core and fundamental to a company's success (DUIC? et al., 2021). This is a virtue yet to be realized in Luis Vuitton since the company targets many customers instead of focusing on the use of technology that protects the environment and replenishes its customers with products that are long-existing and sustainable. The company should follow Levi’s way of green marketing, and if this virtue is achieved, it will receive massive success.

In conclusion, the sustainability of a product made by a company, or an organization is fundamental to its success (DUIC? et al., 2021). Consumers of the products made by Levi’s, being aware of the initiatives the company is taking in reducing the pollution rates done by clothing industries, will choose Levi’s products since they are environmentally friendly and take long to wear out. The green marketing techniques done by Levi’s are therefore top-notch and have been used by the company to ensure its success in the clothing industry.