Green Marketing A Perspective
Ms.Sumati Srivastava *
In Today’s world ecological imbalance is a major issue. This is due to two basic reasons:- 1-The depleting in the natural resources.
2-Rapid increase of those products which are harmful for the environment. Ecology is very badly effected by the accretion of waste in many forms. Green Marketing is the process of marketing with the focus on a balanced ecology. This paper discuss some aspects of green marketing with reference to India. Key Words- Green Marketing, Green Consumer, Ecology .Environment, Natural Resources, Eco-friendly. Recyclable. Introduction
Green Marketing is a broad term covering all aspects of marketing decision making that keep the ecology and environment in focus.Green marketing works on two issues that are - To check the misuse of natural resources. - To control wastage
Green marketing was given prominence in the late 1980s and 1990s after the proceedings of the first workshop on Ecological marketing held in Austin, Texas (US), in 1975. Several books on green marketing began to be published thereafter. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task. Indeed the terminology used in this area has varied, it includes: Green Marketing, Environmental Marketing and Ecological Marketing. ------------------------------------------------------------------------------------------------------------ *Ms.Sumati Srivastava(MBA,M.Phill,Net)(Research Scholar)Faculty of Rural Development & Business Management,Mahatma Gandhi Chitrakoot Gramodaya Vishwavidyalaya Chitrakoot, Distt. - Satna (M.P.)
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Pride and Ferrell (1993) Green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organization's efforts at designing, promoting, pricing and distributing products that will not harm the environment.
Polonsky (1994) defines green marketing as .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 detrimental impact on the natural environment.
Elkington (1994: 93) defines green consumer as one who avoids products that are likely to endanger the health of the consumer or others; cause significant damage to the environment during manufacture, use or disposal; consume a disproportionate amount of energy; cause unnecessary waste; use materials derived from threatened species or environments; involve unnecessary use of, or cruelty to animals; adversely affect other countries. Green marketing began in Europe in the early 1980s when certain products were found to be harmful to the earth's atmosphere. Consequently new types of products were created, called "green" products, that would cause less damage to the environment. The movement quickly caught on in the United States and has been growing steadily ever since. The development of ecologically safer products, recyclable and biodegradable packaging, energy-efficient operations, and better pollution controls are all aspects of green marketing. Green marketing has produced advances such as packages using recycled paper, phosphate-free detergents, refill containers for cleaning products, and bottles using less plastic. Green marketing incorporates an array of activities, including product modification, changes in packaging materials etc.It has led to green products and green consumers.
Why Is Green Marketing Important
Maintaining ecological balance is a major issue confronting the corporate world today. The damage done to the environment has already crossed threshold and reaching alarming limits. Natural resources are...
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