Green Marketing: A Tool for Promoting Environmental Sustainability
GREEN MARKETING – A TOOL FOR PROMOTING ENVIRONMENTAL SUSTAINABILITY
Author : Mr.B.Girimurugan, Asst.prof, Department of Management studies, Mahendra Engineering College, Tiruchengode
Co –Authors: 1) Ms.D.Praveenadevi, Asst.prof, Department of Management studies, K.S.Rangasamy College of Arts and Science. 2) K.Saravanan, Asst.prof, Department of Management studies, Mahendra Institute of Technology, Tiruchengode
ABSTRACT
Green marketing is a phenomenon which has developed particular importance in the modern market activity. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required.
Keywords: green marketing, modern marketing, green-friendliness, targeting consumers, marketing strategy
INTRODUCTION:
We are well aware of the environmental problems which start off greater threat to human life. Though we can’t stop the consequences, we can reduce to some extent by implementing green concept. Green concept is applicable in all areas of management. It is mainly applied and used in the area of marketing as it has direct link with the people.
Integrating concern about the
Author : Mr.B.Girimurugan, Asst.prof, Department of Management studies, Mahendra Engineering College, Tiruchengode
Co –Authors: 1) Ms.D.Praveenadevi, Asst.prof, Department of Management studies, K.S.Rangasamy College of Arts and Science. 2) K.Saravanan, Asst.prof, Department of Management studies, Mahendra Institute of Technology, Tiruchengode
ABSTRACT
Green marketing is a phenomenon which has developed particular importance in the modern market activity. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required.
Keywords: green marketing, modern marketing, green-friendliness, targeting consumers, marketing strategy
INTRODUCTION:
We are well aware of the environmental problems which start off greater threat to human life. Though we can’t stop the consequences, we can reduce to some extent by implementing green concept. Green concept is applicable in all areas of management. It is mainly applied and used in the area of marketing as it has direct link with the people.
Integrating concern about the