How environmental friendliness could affect the green trust in green marketing? The Core Is Trust

 Preface

As global green trends became more prevalent and important for people, green marketing also developed into an important issue. How environmental friendliness could affect the green trust in green marketing? This week, the major topics are Going Green and sustainable and ethical practices. During this week's reading and assignments, I read and learned from some examples such as McDonald's, Tesla, and more. There are also some negative examples such as NIKE's unfair wages and deplorable working conditions in its factories around Asia. However, every devil was once an angel. Entrepreneurs should learn to resist the temptation of the devil. 

The Core Is Trust

I think the core of these practices and strategies is to earn trust. How do companies earn their stakeholders' trust? People tend to trade and purchase from companies they trust if affordable. However, trust is hard to build but easy to lose. That's why companies must have goals, strategies, plans, and objectives for it. Once you have goals, strategies, and plans, you can lower the chance of getting lost.

Learn from Experience

My father's food company was also trying to go green in the past few years. But, he did not make any plans and strategies. He just thinks by himself and trying to do what he can do or what he should do. And, it was no surprise that he failed. I remember I told him that why do you think those actions are going to work or absolutely earn their trust? It does not absolutely be correct only because you think it is. For example, in a beauty pageant, how would you guess who is going to win? You cannot just look around and see who is the most beautiful one. You have to know each jury's taste of art or aesthetics because what they like may not be the same as you think. 

Standardized Procedures

That's why companies must know each of their stakeholders to prepare the best solutions and to think from multiple perspectives. In addition, that's also why we need Green Certification to help consumers combat greenwashing. The standardized procedures measure what levels of Green actions that companies have taken and how well they have achieved their goals. 

Certifications and Rating Agencies Also Need To Be Trusted

However, those Green Certifications, rating agencies, and their organizations must be trust, too. The near-meltdown in 2008 was a failure of contemporary economic models' understanding of the role and functioning of financial markets. Until six days before Lehman Brothers collapsed five years ago, the rating agency Standard & Poor's maintained the firm's investment-grade rating of "A". Moody's waited even longer, downgrading Lehman one business day before it collapsed. How could reputable rating agencies misjudge things so badly? They have destroyed their reputation and caused distrust. Obviously, trust is hard to build but easy to lose. You cannot have a healthy relationship without trust. And yet, virtually all of us can bring to mind a scenario where our trust has been broken. But how do we develop trust in the first place? Can trust that’s been broken be rebuilt? I think there are four major factors, Honest, Communication, Consistent, and Reciprocity.

Communication and Educating Consumers

Finally, I want to highlight the importance of communication and educating consumers. Most of us don't how companies produce their products and where the materials come from. So, we just buy products we love. But, what if these products come from violence and harm? On PETA website(https://investigations.peta.org/vietnam-crocodile-skin-farm/), reveals the suffering and agonizing deaths of crocodiles in Vietnam to make luxury leather bags for many luxury brands. After seeing those videos, do you really want to use and buy those bags by hurting them this way? Although crocodiles are often considered very dangerous animals, I think the most dangerous animal is us, the human. However, if companies just satisfy the need of their customers and supply the products whatever how they were produced, our world would be far worse than it is today.