Green marketing - do motives matter?

What undoubtedly does, is that the earth has limited resources but the world has unlimited wants. In societies like ours where we value "freedom of choice", we give the right to individuals and organizations to attempt to have their wants satisfied. So, as the enlightened company begins to accept it has limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. A green marketing strategy looks at how an organisation’s marketing activities utilise these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the organisation's sales and marketing objectives.

There are many motives for an organisation to adopt a green marketing strategy:

Ethical: Organizations who believe they have a moral obligation to be more socially and environmentally responsible.
Coercive: Increasingly, government directives are forcing firms to become more responsible.
Opportunist: environmental marketing is seen as an opportunity that can be used for market differentiation.
Competitive pressure: Competitors' environmental activities pressure firms to change their environmental marketing activities.
Economical: Rising energy, waste disposal or material costs force firms to modify their behaviour.

But if the end result of green marketing is to preserve more of the planet’s precious resources, does it matter what the motives were?

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