Journal of Maharaja Agrasen College of Higher Education
Volume-2, Issue-1, June 2015
Online ISSN 2394 - 4390
Green Marketing Myopia: A Conceptual Framework
AUTHOR
Dr. M. K. Nabi*
*Assistant Professor, Deptt of Commerce and Business Studies, Jamia Millia Islamia Central University, New Delhi-110025,
E-mail: nabijmi@gmail.com
Prof. M. Saeed**
**Professor, Deptt of Business Administration, Minot University, Minot, North Dakota, USA, E mail: profsaeed@yahoo.com
ABSTRACT
The significance of green marketing cannot be denied as it brings manifold benefits to consumers and the
society at large. However, a myopic approach adopted in marketing green, either by default or by design, or
as a result of ill-conceived strategies by marketers, can prove to be disastrous for the consumers, particularly
in poorly organized markets in developing countries. This paper provides a conceptual framework of green
marketing myopia, and highlights its consequences. In fact, green marketing myopia can be avoided by
adopting the three cardinal principles (3Cs) of consumer value positioning, calibration of consumer
knowledge, and credibility of product claims. This framework can serve as a guideline as marketers as they
design their strategies for marketing green products domestically as well as globally.
Key Words: Green Marketing Myopia; Consumer Value Position; Calibration of Consumer Knowledge;
Credibility of Product Claims; Symbolism; Sustainability.
Professor
I
Levitt
warned
that
a
corporate
NTRODUCTION
preoccupation on products rather than consumer
In1960,Harvard business professor Theodore
needs was doomed to failure because consumers
Levitt introduced the classic concept of
select products and new innovations that offer
“Marketing myopia” in an article in the Harvard
benefits
Business Review to characterize the common pitfall
corroborate the fact that many green products have
of companies’ tunnel vision, which focused on
failed because of green marketing myopia i.e.
“managing products” (that is, product features,
marketers’
myopic
functions and efficient Production) instead of
“greenness”
over
“meeting customers’ needs”(that is, adapting to
consumers. Thus, “marketing Myopia” refers to the
consumer expectations and anticipation of future
business’ narrow vision on product features rather
desires). In his famous and influential article
than consumer benefits whereas either misjudging or
Green Marketing Myopia: A Conceptual Framework
they
desire.
Research
focus
the
on
broader
findings
their
also
products’
expectations
of
Journal of Maharaja Agrasen College of Higher Education
Volume-2, Issue-1, June 2015
Online ISSN 2394 - 4390
overemphasizing improved environment qualities at
Marketing of successfully established green products
the cost of customer satisfaction is termed as “Green
discerns that there are six desirable benefits
marketing Myopia”. Besides offering environmental
commonly associated with green products, namely:
benefits that do not meet consumer preferences, green
1. Efficiency and cost effectiveness
marketing myopia can also occur when green
2. Health and safety
products
3. Performance
fail
to
provide
credible,
substantive
environmental benefits. In sum, green marketing is
4. Symbolism and status and
directed towards accomplishing two broad objectives,
5. Convenience
namely,
6. Bundling
improved
environmental
qualities
and
customer satisfaction. However, misjudging either or
However,
overemphasizing the former at the expense of the
propositions are not inherent in the green product,
latter can be termed as “green marketing myopia”
successful green marketing programmes add to the
Green Marketing myopia is harmful; because it does
product design or market offering desirable consumer
not allow the company to explore other more
value to broaden the green product’s appeal. In
effective and efficient ways of serving the consumer
practice, marketers need to align environmental
needs that its product is serving. It is often foxed by
products’ consumer value such as money saving to
companies who devise better ways of serving the
relevant
same customer need. Since customers do not have any
conscious consumers.
attachment to the product, they desert the company

and adopt the new way of serving their needs. The
The common inherent benefit of many green products
myopic company is left alone, clinging to its product.
is their potential energy and resource efficiency. As
Against such a backdrop, the present paper discusses
energy and resource prices continue to soar,
the ways to overcome green marketing myopia. In
opportunities for products offering efficiency and
fact, green marketing myopia can be avoided by
saving are destined for market growth.
adopting following three important principles (3Cs),

such as,
Consumers are most likely to act on green messages
1) Consumer value positioning,
that strong connect to their personal environments.
2) Calibration of consumer knowledge, and
Research findings suggest that the majority of
3) Credibility of product claims.
consumers prefer such environmental household
CONSUMER VALUE POSITIONING
product benefits as “safe to use around children”, “no
Green Marketing Myopia: A Conceptual Framework
when
these
consumer
five
market
consumer
segments
i.e.
value
cost
Efficiency and Cost Effectiveness
Health and Safety
Journal of Maharaja Agrasen College of Higher Education
Volume-2, Issue-1, June 2015
Online ISSN 2394 - 4390
toxic ingredients”, “no chemical residues”, and “no

strong fumes” over such benefits as “packaging can
Green marketing must appear grass-roots driven and
be recycled” or “not tested on animals”. Concerns
humorous without sounding preachy. To appeal to
over exposure to toxic chemical, hormones, or drugs
young people, conservation and green consumption
in everyday products have made health and safety
need the unsolicited endorsement of high profile
important choice considerations especially among
celebrities and connection to cool technology. Prius,
vulnerable consumers, such as children, elderly and
Toyota’s gas electric hybrid has come to epitomize
pregnant
environmental
“green chic”. By capitalizing on its evangelical
products are grown or designed to minimize or
following and high-tech image with some satirical
eliminate the use of toxic agents and adulterating
ads, including a television commercial comparing the
processes, market positioning on consumer safety and
hybrid with Neil Armstrong’s moon landing ( “
health can achieve broad appeal among health
That’s one small step on the accelerator, one giant
conscious
energy
leap for mankind”) and product placement in popular
efficiency, health and safety have been the key
Hollywood films. In recent past, Toyota has striven to
motivators driving the green building movement
position its “hybrid synergy drive” system as a cut

above other car makers’ hybrid technologies with
women.
Because most
consumers.
Thus,
besides
Performance
Symbolism and Status
Green products can be designed to perform better
witty slogans such as, “commute with nature” and
than conventional ones and can command a price
“There’s nothing like that new planet smell”. In sum,
premium. For example, in addition to energy
green products can be positioned as status symbols.
efficiency, front loading washing machines clean

better and are gentler on clothes compared to
Much energy – efficient products offer inherent
conventional top- loading machines because they spin
convenience benefits that can be used for competitive
cloths in a motion similar to clothes driers and use
advantage. CFL bulbs, for example, need infrequent
centrifugal force to pull dirt and water away from
replacement- such benefit can be highlighted as USP
clothes. By contrast, most top-loading washing
in marketing communication by the CFL bulb
machine use agitators to pull cloth through tanks of
manufacturers.
water, reducing cleaning and increasing wear on
candescent bulbs are Light Emitting Diodes (LEDs).
clothes. Consequently, the efficiency and high
They are even more efficient and longer lasting than
performance benefits of top- loading washing
CFL bulbs; emit a clearer, brighter light and are
machine justify their premium prices.
virtually unbreakable even in cold and hot weather.
Green Marketing Myopia: A Conceptual Framework
Convenience
Another
efficient
alternative
to
Journal of Maharaja Agrasen College of Higher Education
Volume-2, Issue-1, June 2015
Online ISSN 2394 - 4390
LEDs are also used in traffic lights due to their high-
knowledge to recognize the green product’s consumer
performance convenience.
benefits. The connection between environmental

benefit and consumer value is evident in Earth bound
Bundling
Some green products do not offer any of the inherent
farm organics slogan, “Delicious produce is our
five consumer desired benefits discussed above.
business, but health is our bottom line”, which
However, in order to encourage demand for such
communicate that pesticide- free produce is flavorful
green product, its unique features can be bundled with
and healthy. Likewise, Tide cold water’s “Deep clean,
attributes desired by the targeted consumers. Given
save green” swallow environmental benefits. In sum,
consumer demand for convenience, incorporating
green marketing is directed can not only assures
time- sharing or ease- of use features into green
consumers of the detergent’s cleaning performance,
products can further expand their mainstream
but the term “ green” offers
acceptance. In sum, analysis suggests that successful
connecting Tide’s cost saving with its environment
green marketing programmes have broadened the
benefit. Some compelling marketing communications
consumer appeal of green products by convincing
educate consumers to recognize green products as
consumers of their “non- green” consumer value. The
“solutions” for their personal needs and the
lesson
marketing
environment. In practice, the analysis conducted here
strategies is that planners need to identify the inherent
suggests that advertising that draws attention to how
consumer value of green product attributes (for
the environmental product benefit can deliver desired
example, energy efficiency’s inherent long- term
personal value can broaden consumer acceptance of
money saving) or bundle desired consumer value into
green products.
green products (such as fixed pricing of wind power)
CREDIBILITY OF PRODUCT CLAIMS
and to draw marketing attention to this consumer
Credibility is the foundation of effective green
value.
marketing. Green products must meet or exceed
for
crafting
CALIBRATION
effective
OF
green
CONSUMER
a double meaning,
consumer expectation by delivering their promised
KNOWLEDGE
consumer
Many of the successful green products employ
environment benefit. To be persuasive, past research
compelling, education marketing messages and
suggests that green claims should be specific and
slogans that connect green product attributes with
meaningful. Further, environment claims must be
desired consumer value. That is the marketing
humble and not over-promise. Nonetheless, green
programmes
product attributes need to be communicated honestly
successfully
calibrated
consumer
Green Marketing Myopia: A Conceptual Framework
value
and
providing
substantive
Journal of Maharaja Agrasen College of Higher Education
Volume-2, Issue-1, June 2015
Online ISSN 2394 - 4390
and qualified for believability. In other words,

Arun kumar and Meenakshi, N., Marketing
consumer benefits and environment effective’s claims
Management, Vikas Publishing House Pvt. Ltd;
need to be compared with comparable alternatives or
New Delhi, 2006.

likely usage scenarios.
Levitt, Theodore, “Marketing Myopia”, Harvard
THE FUTURE OF GREEN MARKETING
Business School Press Book, July 16, 2008, 104
Effective green marketing requires applying good
pp.
marketing principles to make green products desirable

Ottaman, J.A., Stafford, E.R., and Hartman, C.L.,
for consumers. In practice, green marketing myopia
“Avoiding green Marketing Myopia: ways to
can lead to ineffective practices for marketing
Improve Consumer Appeal for Environmentally
products and services. This will have a consequence
Preferable Products”, Environment, Vol. 48, No.
of not just consumers’ reluctance but also lack of their
5, June 2006, pp. 22-36.
trust and loyalty. Sustainability, however, is destined
to dominate marketing in the year ahead. Rising
energy prices, growing population,
excessive
pressures on resources, and socio- political dynamics
of challenges in the wake of climate change are
driving innovation towards healthier, more – efficient,
high-performance
products.
In
this
emerging
environment, nobody can deny the significance of
incorporating elements of green marketing in
strategies and programs for marketing any kind of
products and services.
The success of green
marketing lies in avoiding myopic based, illconceived or poorly designed strategies of marketing.
This will require conscientious efforts in the direction
of credibly communicating and delivering consumerdesired value in the marketplace.
REFRENCES
Green Marketing Myopia: A Conceptual Framework