An investigation of green marketing opportunities at BOS Ice Tea

Abstract

The research addresses the marketing activities of BOS Ice Tea, a South African company, and whether they are reflective and grounded within their marketing activities. By analysing public data and interviewing the founding partners, Richard Bowsher and Grant Rushmere, the findings where compared against the marketing paradigms of Ottoman (1999) and the green marketing practices of Gittell et al. (2012). It was determined that the company engages in green activities, but does not communicate them clearly. Further, where the company did promote organic rooibos and sustainability, their actions were not reflective of these behaviours from an academic point of view. Thus, there was the potential for green washing. The research concludes with suggestions for a 4P's green marketing framework, and comments on areas that need clarity.