Green Marketing

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IJMBS Vol. 2, ISSue 1, Jan. - March 2012

ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print)

Green Marketing-is Not Just a Catchphrase: It is Marketing
1 1,2,3

School of Business Management, 3 Controller of Examination, IFTM Univ., Moradabad, UP, India “Green Marketing” refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. A. Green Marketing Is not Just a Catchphrase: It is Marketing It is true that green marketing is a trendy way of gaining more business. It can make you a lot of money if done right. But… This Brings to question the very nature of green marketing and going green all together. The goal is to be environmentally safe and beneficial to both consumers and producers of green products and services. Green Marketing success involves ensuring that the marketing mix and the company also meet four “S” criteria (Peattie, 1995). 1. Satisfaction of customers needs 2. Safety of products 3. Social acceptability of the product 4. Sustainability of the product B. Goals of Green Marketing • Eliminate the concept of waste • Make prices reflect actual and environmental costs • Make environmentalism profitable • Bringing out product modifications • Modifying advertising C. Need of Green Marketing: An Anthropological View Issues like Global warming and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigor and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe is realized now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of long term sustainable business and to please the consumer and obtain the sanction license by the governing body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide gap between their understanding and implementation. D. Benefits of Green Marketing Today’s consumers are becoming more and more conscious about the environment and are also becoming socially responsible Therefore, more companies are responsible to consumers aspirations for environmentally less damaging or neutral products. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment. w w w. i j m b s. c o m

Gargi Verma, 2Dr. Nisha Agarwal, 3Dr. Anuj Srivastava

Abstract Green Marketing has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. Green marketing is an idea which has gained popularity in the last few years. This has become all the more vital when our planet is in threat and everybody is keen to protect it. Going green is in the minds of the business owners and executives now more than ever. Environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practising green marketing strategies. Green consumerism has played a catalystic role in ushering corporate environmentalism and making business firms green marketing oriented. In this paper, would be containing the introduction, literature review,...
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