Green Marketing As A Mechanism For Establishing Marketing Ethics In Business Organizations

Abstract

This study aimed to elucidate how the adoption of green marketing by business organizations contributes to upholding marketing ethics. Many organizations remain unaware of the benefits of green marketing, which include: rationalizing the consumption of natural resources and reducing environmental pollution levels, avoiding provoking environmental groups and protecting consumers, strengthening the organization's relationships with its existing customers, and gaining new ones. Accordingly, by adopting green marketing, business organizations adhere to many of the standards that must be followed in the marketing process, known as marketing ethics, including marketing green products and preventing or reducing pollution during the various stages of the marketing process.