Among all the major hindrances, the main aspect contributing to the backlash against
green marketing was consumer cynicism about green products, green claims and the
companies’ intention as well as practices (Mendleson and Polonsky, 1995; Peattie and
Crane, 2005; Wong et al., 1996). Peattie and Crane (2005) have identified five marketing
practices which led to the failure of green marketing during this period. They are:
(1) Green spinning. Taking a reactive approach by using public relations to deny or
discredit the public’s criticisms against the company’s practices.
(2) Green selling. Taking an opportunistic approach by adding some green claims
to existing products with the intention to boost sales.
(3) Green harvesting. Becoming enthusiastic about the environment only when
greening could result in cost savings (e.g., in terms of energy and material input
inefficiencies, package reductions, etc.).
(4) Entrepreneur marketing. Developing innovative green products to market
without really understanding what the consumers actually want.
(5) Compliance marketing. Using simple compliance with implemented or expected
environmental legislation as an opportunity to promote the company’s green
credentials without taking initiatives to go beyond responding to regulations.