GREEN CONSUMER MANAGEMENT
MBA, Anna University
Sri Sai Ram Institute of Management Studies, Chennai, India
Abstract— In this competitive world environmental issue plays an important role in marketing. All most all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. Green Consumer is one who is very concerned about environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly. The green consumer management incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. This paper deals with the concepts of green consumer management, some of the reasons for organizations adopting green consumer management , benefits of green consumer management, challenges in green consumer management, strategies for green consumer management and green consumer management in India and worldwide.
Keywords— Green consumer, challenges, strategies, benefits, green India, green marketing. I.
In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. The implications of the destruction of the forest, the appearance of holes in the ozone layer etc., were published widely and created awareness and concerns about destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products. This has created some impact on the marketing. This is where green consumer management came into scenario. Green Marketing came into dominance in the late 1980s and early 1990s, began in Europe in the early 1980s when certain products were found to be harmful to the environment and society as a whole. Consequently new types of products were created, called "green" products that would cause less damage to the environment. According to Peattie (2001), the evolution of green marketing can be divided into three phases; first phase was termed as "Ecological" green marketing, to solve environment problems through remedies. Second phase was "Environmental" green marketing with focus on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was "Sustainable" green marketing came into prominence in the late 1990s and early 2000 where it becomes necessary for companies to produce environment friendly products as the awareness for such products is on the rise as customers are demanding eco-friendly products and technologies. As resources are limited and human wants are unlimited, it is important for the manager to utilize the resources efficiently without waste as well as to achieve the organization’s objectives. So, green consumer management is inevitable. II.
REASONS FOR GREEN MARKETING
A When looking through the literature there are several suggested reasons for firms increased use of Green Consumer Management. In the case of fossil fuels, for instance, we are now concerned not only with "how long it will be before the oil runs out" but also with the ability of the Earth to absorb the pollution, climate change and environmental destruction caused by their extraction and use, while still remaining an acceptable setting for human life. This creates a great concern to go for green consumer management. Five possible reasons are as follows: 1. Organizations perceive consumer environmental management to be an opportunity that can be used to achieve its objectives. 2. Organizations believe they have a moral obligation to be more socially responsible. 3. Governmental bodies are forcing firms to become more responsible. 4. Competitors' environmental activities pressure firms to change their environmental activities. 5. Cost factors associated with waste disposal, or reductions in material...
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