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GREEN MARKETING IN BPM In 2007, the UN reported that 11 of the last 12 years
Green marketing is the study of all efforts to consume,
produce, distribute, promote, package, and reclaim
products in a manner that is sensitive or responsive to
ecological concerns.
Green marketing management on the other side is define
as the process of planning and executing the marketing
mix to facilitate consumption, production, distribution,
promotion, packaging, and product reclamation in a
manner that is sensitive or responsive to ecological
concerns.
Green marketing is increasingly an important issue for
most entities involved in marketing whether they are
buyers, sellers, or regulators of an industry. The groups
that need to understand green marketing are:
1. Consumer - having the knowledge of green
marketing provide the opportunity to reduce
their personal influences on the environment.
2. Government - Federal, state, local government
benefit in a number of ways due to green
marketing.
3. Companies with established environmental
reputation - companies that have been singled
out as standard bearers for green marketing.
4. Companies highly dependent on scarce human
capital - those companies that offer services to
the human capital.
5. Companies with high brand exposure - those
companies listed in 100 global brands must
establish a campaign for a green solution by
their products and services.
6. Companies with low market power - companies
that rely on other firms for substantial amounts
of output must attend to the green marketing
constraints.
7. Companies operating in highly regulated
industries - industries that employ hazardous
materials are subject to substantial and
increasing interest in green marketing.
2. Overview of Green Marketing
Green marketing planning is the process of creating and
maintaining a fit between the environment and objectives
and resources of the firm. A green planning process must
explicitly examine the interaction of the environment with
the corporate strategy.
3. The Environment and Consumption
Human activity and Climate Change
ranked among the warmest years in global surface
temperature since 1850. This report underscores the
critical level of climate change faced on the planet.
Climate change refers to a change in climate attributed
directly or indirectly to human activity that alters the
composition of global atmosphere.
Climate change has several critical influences on the
environment that include the following:
a. Higher temperature and increased risk
b. Decline in the quantity and the quality of water
c. Increased health risk.
d. Rising sea levels.
e. Threats to biodiversity.
f. Affects the most vulnerable.
g. Displaced people and environmental refugees.
4. The Environmental Effects on Consumption
The role of Energy Conservation efforts to limit climate
change and pollution.
Energy conservation efforts and efficient usage examines
the extent to which organizations and individuals engage
to reduce, reuse, or recycle resources.
International conservation efforts are using legislation to
control components that go into products as well the
producer's responsibility for a product beyond its useful
life.
5. Discovering Value via Market Analysis
This section focuses on marketing initiatives that reduce
energy consumption and enhance sustainability efforts.
The central factor in the pursuit of sustainability is the
value that market offerings provide to consumers.
The successful organization must discover and identify the
value sought by consumers within a market. A market
consists of all organizations or people with a need or want
and the ability and willingness to make purchases to
address these needs and wants.
6. Communication Value via Integrated Marketing
Programs
Companies seeking to promote a sustainable message use
a variety of promotional messages and media. Consumers
are confronted with many messages from many

companies, it is essential that marketers offer a consistent
message.
Integrated marketing communication refers to
coordination among the elements of the promotional mix
to ensure the consistency of the message delivered at
every communication approach.
7. Producing Value via Innovation
Product innovation refers to new goods and service that
offer improvements in technical abilities, functional
characteristics, ease of use, and other dimensions. As
emerging market mature and mature markets continue to
develop the need for sustainable innovations continues to
escalate.
8. Delivering Value via Sustainable Supply Cycle
Strategies
Supply cycles support virtually every marketing product
delivery across industries. An understanding of supply
cycles requires that one appreciate both the organizations
involved in making a product available for sale and the
functions performed by these organizations.
9. Delivering Value in Retailing
Several factors combine to make retailing the epicenter of
the supply cycle in many industries. Although the retailer is
typically closer to the consumer retailers often lacked the
financial and human resources needed to gather market
information.
10. Proclaiming Value via Sustainable Pricing Strategies
The role of pricing in most companies is to deliver
sustainable product offerings to consumers. The proper
pricing of an organization's product offerings enables the
firm to achieve its objectivem and the development of the
pricing strategy must be derived from overall strategy of
the organization.
11. The Role of Household Consumption
If we are to influence energy consumption in the home,
the it is necessary to examine the amount and manner of
this consumption. Home energy consumption represents
29% of total energy consumption.
Households consume energy through space heating,
appliances, water heating, lighting, and cooking. In
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addition, households are involved in indirect energy use
associated with food purchases.
12. Energy Consumption in the Services Sector
Despite the fact that services account for more than 50%
of the GDP in most mature economies, few countries
collect detailed information concerning energy
consumption in this sector. The service sector includes
service businesses, educational institutions, correctional
facilities, religious groups, and fraternal organizations.
On a global level, the service sector accounts for 9% of
total final energy consumption and 12% of carbon
emissions.
13. The Role of Industrial Consumption
Industrial sector accounts for 1/3 of all energy
consumption. In the recent review of energy consumption
in the industrial sector, the International Energy Agency
recognized marked potential to reduce emissions.
On a worldwide basis, industry accounts for 33% of energy
consumption and 36% of carbon emissions.
14. Sustainable Reporting and its Value
The magnitude and urgency of the sustainability risks
faced by organizational demand that firms provide
complete information regarding their financial,
environmental, and social performance.
Sustainability reporting is relatively new phenomenon that
is increasingly employed by firms in many sectors of the
economy. More than 10 years ago, the UN began analyzing
motivations for developing sustainability.
GREEN BUILDING PRACTICES IN ENERGY CONSERVATION
1. What is Green Building?
his day and age, you hear everyone talking about going
green. Whether you want to admit it or not, at some point
everyone will have to follow with the green movement.
This is because at the rate we are going, the earth is simply
not sustainable. That means that over the years, we will
begin to run out of certain natural resources that are
needed in order for us to survive.
The U.S. EPA says “Green building is the practice of
creating structures and using processes that are
environmentally responsible and resource-efficient
throughout a building’s life-cycle from siting to design,

construction, operation, maintenance, renovation and
deconstruction.
2. Why Go Green?
Most people will find when going green that they are able
to reduce their carbon footprint and actually lend a
helping hand to the environment. You can go green in a
variety of different ways, but builders and construction
workers must do their part as well. If you haven’t begun
going green, then you will find that there are a variety of
different things that you can do to help you get started.
Green buildings are designed in such a way to reduce
overall impact on environment and human health by:
1. Reducing trash, pollution and degradation of
environment.
2. Efficiently using energy, water and other
resources.
3. Protecting occupant health and improving
productivity.
Does going green really cost more?
Some people feel that they just can’t go green because it
will cost them more money, but that is really a common
misconception. While it may cost you a bit more to get
started when you are going green, because green
materials and products can be more costly, you really have
to consider the type of savings that you will be able to
reap. You will be able to save on energy costs, because
going green also means conserving energy. You should
really look at the green building as more of an investment
than anything else. An investment that will be able to save
you money, as well as an investment that will be able to
help the environment! It is a win-win situation for
everyone!
3. Benefits of Green Building
With new technologies constantly being developed to
complement current practices in creating greener
structures, the benefits of green building can range from
environmental to economic to social. By adopting greener
practices, we can take maximum advantage of
environmental and economic performance. Green
construction methods when integrated while design and
construction provide most significant benefits. Benefits of
green building include:
Environmental benefits:
• Reduce wastage of water
• Conserve natural resources
• Improve air and water quality
• Protect biodiversity and ecosystems
Economic benefits:
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• Reduce operating costs
• Improve occupant productivity
• Create market for green product and services
Social benefits:
• Improve quality of life
• Minimize strain on local infrastructure
• Improve occupant health and comfort
4. Why Companies are Adopting to Sustainble Business
Practices
There are several reasons businesses should – and many
are – adopting sustainable practices, like decreasing water
consumption, switching to green power and even
designing and constructing facilities in new ways.
Reduce Energy Bills
Companies are employing energy-efficient technology to
help reduce pollution, or emissions that contribute to
global climate change.
Cut Down on Waste
Many businesses are working to reduce the amount of
paper they use and waste they produce. From harvesting
and shipping trees to manufacturing, the paper production
industry runs on a significant amount of energy and
negatively impacts the nation’s forests.
Practice Social Responsibility
Decreasing water consumption helps businesses save on
their energy bill, as it takes gas or electricity to heat water,
as well as for utility companies to purify and pump the
water.
5. What Makes a Home Green?
Below is a list of characteristics from the U.S. Green
Building Council (USGBC) to look for green home.
Location - A green home should not disrupt wildlife and
should be in a densely populated area close to public
transportation.
Size - Generally, smaller homes are automatically greener.
Design - A green home should allow for plenty of natural
light to enter the interior so as to reduce the need for
electrical lights. Its design should keep it cool in the
summer and warm in the winter.
Building materials - Look for homes with non-toxic
building materials and furnishings.
Insulation - A non-toxic insulation will help prevent cool
air leakage in the summer and warm air leakage in the
winter, saving your buyer a significant amount of money in
utility costs.
Windows and doors - The USGBC suggests looking for
EnergyStar rated windows and doors. Also, make sure they
are sealed tightly to prevent heat loss in the winter and
heat gain in the summer.

Energy efficiency - EnergyStar rated lights, heating and
cooling, and water systems.
Renewable energy - The home should be able to produce
some of its own energy, such as the use of photovoltaic
systems (solar panels).
Water efficiency - A green home has a water-conserving
irrigation system and water-efficient kitchen and
bathroom fixtures. Look for a rainwater collection and
storage system.
Indoor environmental quality - There should be plenty of
natural light and ventilation.
6. How Do Green Building Principles Support Energy
Efficiency?
Energy efficiency is good for the environment, but more so
it is an important cost saving component for any business,
facility management or homeowner’s budget. On an
annual basis, commercial buildings in the U.S. consume
68% of America’s electricity and 39% of its total energy.
Without even mentioning that these same buildings
generate 38% of our greenhouse gases, one can easily see
that the low hanging fruit in the building industry is energy
efficiency in new and renovated buildings. It is important
to note that it is possible to achieve energy efficiency
while maintaining a project budget.
7. Eco-Power & Energy Efficiency
At home, you now have more choices than ever for
becoming energy efficient and environmentally friendly.
Cut Down on Home Energy Use
1) Kill your vampire power: Keeping things plugged in,
even when they are switched off, sips a constant stream of
energy out of your power outlets. Unplug your cell phone
chargers, stereos and toaster ovens, and watch your
energy bills sink.
2) Buy Energy Star appliances: These are certified and
labeled so that you know you are getting an energy
efficient machine. If you have old, tired appliances in your
house, consider investing in something new. Although you
have to pay up front to buy something new, you’ll be
surprised to see how much less cash efficient appliances
demand over time.
3) Turn off your lights! You just don’t need to have them
on that much – especially during the day if your home gets
decent daylight. LED bulbs save energy over incandescent,
and going to bed at a normal hour means that you won’t
be burning the midnight oil.
8. Five Ways to Add Passive Solar Feature to Our Home
Here are 6 ways to passively solarize your current home so
you can slash electricity costs, cut emissions, and impress
your friends with science.
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1. Thermal Mass - Have you noticed that your pool
tiles stay hot even after the sun goes down?
That’s because floors made of mud brick, tiles,
and concrete store the sun’s heat during the day.
Because hot air rises, this heat is released at
night, so by using these floors and similar walls
you can keep the air around you nice and cozy
while you sleep.
2. Deciduous Trees - Planting deciduous trees on
the north side of your house provides shade in
the summer but allows the winter sun in after
they lose their leaves. Vines on trellises along a
northern verandah provide the same effect.
3. Skylight Highlights - Putting small skylights into
the roof of your house can provide light in dark
areas. This reduces the need for extra lighting
fixtures during the day and allows for a nice
moon view at night.
4. Shady Trees - Planting shady trees along the
windy side of your house will protect you from
the hot summer afternoon sun as well as the
cold winter winds. All these trees create habitats
for more birds, which means fewer insects that
crawl into your ears while you doze on the front
porch with your mouth open.
5. Large Windows - Locating large windows on the
southern side of your house allows breezes to
flow through your home from north to south and
this reduces your need for air conditioning.
9. The True Energy Savings of Living Sustainability
If you want to reduce your energy bills and be kinder to
the environment, or if you’re looking to move into a new-
build home that’s more energy efficient, then you’ll love
this information that you might never heard before.
It tells you everything you need to know about reducing
bills in your home, including what uses up the most energy
and what small habits you can change to make your home
cheaper to run, in addition to some interesting you may
not have known
Did You Know?
• The unreleased energy contained in the average
dustbin each year could POWER A TELEVISION
FOR 5,000 HOURS.
• Recycling steel and tin cans saves 74% of the
energy necessary to produce them.
• Enough energy is saved by recycling one
aluminum can to RUN A TV SET FOR 3 HOURS.
• 1 recycled plastic bottle would save enough
energy power a 60-WATT LIGHT BULB FOR 3
HOURS.
• Your IPhone USES 16p of energy a year
• Microwaves use 70% to 90% less energy than
ovens.

• An average 5 minute power shower can use up
to 100 liters of water.
• The energy use to boil one kettle of water could
light a room for entire evening.
10. Energy and Atmosphere - Keeping Cool and Staying
Warm
Passive Design is the best and most-obvious way to start a
green building, because it improves ventilation, it’s more
comfortable than living with constant heating and air-
conditioning, it significantly reduces electricity bills, and it
reduces greenhouse gas emissions from heating, cooling,
mechanical ventilation and lighting.
Insulate!
Every material has a specific ability to resist heat traveling
through it; this is its R-value. Higher value = better
insulation. For the residential market, however, there are
essentially three forms of insulation: flexible sheets, rigid
boards, and spray or blow-in products.
Make Your Building Airtight
Half the challenge is in pinpointing just where and how
your home is leaking precious climate controlled air.
Suspect areas might be around light fixtures (especially
recessed ones), electrical outlets, attic access openings,
old wooden floors, cracks in walls, and most often through
gaps around windows.
More Passes Through Windows than Just Views
Your windows can be engineered to block heat in the
summer and cold in the winter. Windows let in not only
visible light, but infrared and ultraviolet light as well. These
forms of radiation hit interior objects and raise their
ambient temperature – such as your napping cat, for
example. Nowadays, most windows have a factory-applied
coating, but you can also pick up IR and UV blocking tints
at your local home improvement store. If you’re
purchasing windows, be sure to take note of the U-value,
which is a measure of how much heat makes it through an
assembly (as opposed to an R-value, which is a measure of
resistance.) The lower the U-value of your windows, the
more insulation they provide.
Air Conditioning & Machine Efficiency
If you’re in the market for a new central air system, be
sure that it has a Seasonal Energy Efficiency Rating (SEER)
of 13 or greater. As of 2006, it is illegal to buy anything less
efficient anyway. If your twenty-year old system is running
at 9 SEER and you upgrade to 13 SEER, you’ll save 30%
annually.
11. Environmentally Lighting for Health and Well-Being
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Lighting is one of the most critical—and most visceral—
qualities of an indoor space, and the difference between
good and bad lighting can make or break comfort, mood
and overall happiness in your home. Exposure to natural
light affects your immune system as well as your circadian
rhythms, sleep cycle and hormones, and studies have
linked lack of sunlight to depression (S.A.D), immune
problems, diabetes and cancer.
Change Your Bulbs
This is one change that is easy to implement and can draw
cash returns immediately. Replacing a 100-watt
incandescent with a 32-watt Compact Fluorescent Light
Bulb (CFL) can save you at least $30 in energy costs over
the life of the bulb, AND, if every household in the U.S.
replaced one light bulb with a CFL, it would prevent
enough pollution to equal removing one million cars from
the road. How’s that for a win-win situation? CFLs provide
high-quality light without the heat of incandescent bulbs,
and they use much less energy and last up to 10 times
longer.
Make Use of Natural Light as Much as Possible
CFLs and energy-efficient lighting are all well and good, but
why use artificial light at all when we all have access to a
free, bright, renewable source of light in the sky? Of
course, we need artificial light to function at night, but if
our houses were well conceived and well designed in the
first place, we would all have access to copious amounts of
natural light through well-placed windows, skylights and
translucent wall panels.
Add a Window or Skylight
You may not have the option to renovate, but if you do,
now is a perfect time to take it. There are a lot of great
translucent insulating building products coming on to the
market which will allow you to let light into your home
without letting heat in (or out); a typical concern with
skylights and large windows of the past.
Reflect on Reflection
You can maximize the light in a given room by choosing
light colors and reflective materials for your walls, ceiling
and floor. Light-colored and shiny flooring options like
linoleum or polished wood can reflect a lot of ambient
light, brightening up your space. Low-VOC paints typically
come in only light colors, anyway, sparing the indoor air
from noxious gases. Mirrors on walls will also reflect light
around and brighten your space exponentially.
12. Appliances, Electronics and Responsible Energy Use
Without even adding lighting, these electronics are
responsible for nearly 50 percent of an average home’s
electricity bill. Lighting commonly adds another 15-20
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percent, space heating and cooling, cooking, and water important—spaces kept at a constant temperature do not
heating make up the rest, and also comprise your natural mimic our natural internal fluctuations, and can cause a
gas bill. sense of malaise.

Pay Up Front for Quality Appliances Reduce Indoor Air Quality Problems At the Source

Some call these “white goods”, but they come in all colors, Identify potential sources of indoor pollution that stem
and buying the right models can save you a lot in energy from design choices, existing conditions, and lifestyle
costs over time. Refrigerators, freezers, dishwashers, activities. Moving into a new home, remodeling a space,
clothes washers and dryers, and stoves will cost you plenty
and bringing in new furniture can expose inhabitants to
to purchase and even more to operate, but manufacturers
are bringing more efficient models to the market all the abnormally high levels of volatile organic compounds
time, so choose wisely. (VOCs), which are the toxic gases, such as formaldehyde,
released from everyday materials that are responsible for
The easiest way to identify the most energy-efficient contributing to cancer, asthma, fatigue, and other
products is to look for the ENERGY STAR label. EPA ailments.
continues to improve their product specifications to
ensure that industry is staying aggressive with energy
efficiency. Among major appliances, refrigerators,
freezers, dishwashers and clothes washers are all labeled.
Also look for “Energy Guide” tags, which show a model’s
expected annual energy use and how that ranks against
peer models.

13. Indoor Environmental Quality - Clean Air & Comfort

for Homes and Office Spaces

Feeling good in our homes or offices isn’t just a matter of

having a beautiful space: No matter how fabulous your
furnishings, a poorly designed indoor environment can
literally make you sick. Building green means considering
not only the environmental impact of materials and
construction, but also the physical and psychological
health of the occupants. The next phase of our series
covers Indoor Environmental Quality (IEQ)—one of the
criteria of the USGBC‘s LEED rating system—and how you
can achieve it in your own space.

Design to Create a Sense of Control Over Personal Space

People generally experience a greater sense of wellbeing

when they can make easy adjustments to their immediate
space, such as through operable windows, skylights and
sliding doors. Climate controls designed into multiple
rooms can also promote comfort and conserve energy by
allowing temperature changes only where needed.

Studies show that employees are actually far more

productive in an office space that permits awareness of
outside conditions.

Help Buildings Breathe Better

Spaces that are closed up like hermetically sealed boxes

can cause pollutants to accumulate to levels that can pose
health and comfort problems and contribute to Sick
Building Syndrome. Instead, naturally ventilate spaces as
much as possible without compromising reasonable
humidity levels. Variations in temperature are also