Green Marketing: A Tool for Promoting Environmental Sustainability

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Author : Mr.B.Girimurugan,, Department of Management studies, Mahendra Engineering College, Tiruchengode Co –Authors: 1) Ms.D.Praveenadevi,, Department of Management studies, K.S.Rangasamy College of Arts and Science. 2) K.Saravanan,, Department of Management studies, Mahendra Institute of Technology, Tiruchengode


Green marketing is a phenomenon which has developed particular importance in the modern market activity. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required.

Keywords: green marketing, modern marketing, green-friendliness, targeting consumers, marketing strategy


We are well aware of the environmental problems which start off greater threat to human life. Though we can’t stop the consequences, we can reduce to some extent by implementing green concept. Green concept is applicable in all areas of management. It is mainly applied and used in the area of marketing as it has direct link with the people. Integrating concern about the environment into the practice and principles of marketing is an idea that has been with us since the 1970s. Over time our understanding of the interaction between the economy and the environment has developed, and therefore our ideas about what might constitute "green marketing" have continued to evolve and gained greater importance in the current scenario.

According to the American Marketing Association, 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.

Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims. 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" Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. So, in simple terms Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly itself or produced and/or...
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