Green Marketing

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Term Paper|
Topic: Moving Towards Green Marketing|
Submitted By| Riya Susan Abraham | |
Enrollment No: A40106412010 AUD0246 Bachelor of Business Administration In Entrepreneurship (2012-2015)

Semester: 1st Supervisor: Dr. Hana El Syed

AMITY UNIVERSITY DUBAI CAMPUS DEPARTMENT OF BUSINESS ADMINISTRATION

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Acknowledgment

First and foremost I, Riya Susan Abraham is very thankful to Prof. Dr. Hana El Sayed who assigned me this term paper “Moving towards Green Marketing”. I am hearty thankful to college library for providing the books, my classmates and college mates for helping me in assembling the notes related to this topic.

Riya Susan Abraham

Table of Contents
S.I| Contents| Pages|
1| Introduction to Green Marketing| 2-6| 2| Challenges in Green Marketing| 6-7| 3| Green Marketing-Factors Behind the Adoptions by the firm| 8-23| 4| Green Marketing Mix| 23-25|

5| Green Consumer Behavior| 26-28|
6| Conclusion| 28|
7| References| 28-30|
8| Appendix| 30-35|

Moving Towards Green Marketing
(http://www.scribd.com/doc/53814276/6/Moving-Towards-Green-Marketing)

1. Introduction to Green Marketing
My definition which comprises of all major components of other definitions are: "Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal impact on the natural environment. So, in simple terms Green marketing refers to the process of selling products and services based on their environmental benefits and causes. Such a product or service may be environmentally friendly in it or produced and packaged in an environmentally friendly way. Green marketers though argue that it is a way to use the environmental sustainable techniques of a product or service to promote sales. Many consumers will choose products that do not damage the ecological balance over less environmental friendly products, even if they are expensive. Environmentalists mainly support green marketing in order to encourage consumers to use environmentally preferable alternatives, and also to offer incentives to manufacturers that develop more environmentally sustainable products. 1.1 Importance of Green Marketing

Man has limited resources on the earth, with which he/she must utilize properly in order to effectively make use of the unlimited wants. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, both of individuals and industry, as well as achieving the selling organization’s objective. The five main possible reasons for the firms to adopt green marketing are: * Organizations are self aware that environmental marketing is an...
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