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Environmental Marketing: Strategies, Practice, Theory & Research Ed: Michael Jay Polonsky and Alma T. Mintu-Wimsatt The Disney Way Bill Capodagli Lynn Jackson

Do not use broad brush environmental statements for all facets of your products, advises a ‘green’ book on a hot issue: Environmental Marketing: Strategies, Practice, Theory & Research edited by Michael Jay Polonsky and Alma T. Mintu-Wimsatt ( www.jaicobooks.com). “An example would be to say a product is produced from recycled plastic when plastic is a minor component of the product and the impact on the environment is therefore negligible.”

Another advice about ‘green advertising’ that the book offers is to avoid using words and pictures that are meaningless, because these can be misleading and may have more than one meaning. “Ambiguity allows people to interpret the message differently, which could lead to a backlash when people or governmental bodies ‘believe’ you claimed something when actually you did not.” The authors also urge organisations to be able to answer any question relating to the environmental marketing claims made. Of great importance.

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