Green Marketing in the Automobile Industry

Topics: Environmentalism, Marketing, Carbon dioxide Pages: 8 (2484 words) Published: June 7, 2013
GREEN MARKETING
IN THE AUTOMOBILE INDUSTRY

ABSTRACT
Green marketing in automobile industry
Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Other similar terms used are Environmental Marketing and Ecological Marketing. Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. This consciousness-raising has led the world to many changes in various domains. The Easiest and most notable example is the current frequent use of some words like Climate change, green energy, sustainable development, ecology, recycling. It has also influenced people’s behaviour, people like consumers, producers, governmental bodies, associations members, and of course marketers. The fact is that Nowadays the population has become really conscious that it is a necessity to find some Solutions in order to limit the emission of greenhouse gases. In automobile industries there are several concepts for green marketing. This paper is a brief of new concept of marketing in automobile industry.

SANJAY.K
2ND SEM MBA,
PEOPLE INSTITUTE OF MANAGEMENT STUDIES (PIMS)
EMS AKSHARAGRAMAM, MUNNAD
INTRODUCTION
Green marketing has not lived up to the hopes and dreams of many managers and activists. Although public opinion polls consistently show that consumers would prefer to choose a green product over one that is less friendly to the environment when all other things are equal, those "other things" are rarely equal in the minds of consumers. Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. The products those are manufactured through green technology and that caused no environmental hazards are called green products. Promotion of green technology and green products is necessary for conservation of natural resources and sustainable development.

HISTORY
The term Green Marketing came into prominence in the late 1980s and early 1990s.The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own need”, this became another step towards widespread thinking on sustainability in everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services

Greenhouse gas reduction market
The...
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