Green Consumer Management
GREEN CONSUMER MANAGEMENT
M.Mathi Arasi
MBA, Anna University
Sri Sai Ram Institute of Management Studies, Chennai, India mathi.arasi1@gmail.com Abstract— In this competitive world environmental issue plays an important role in marketing. All most all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. Green Consumer is one who is very concerned about environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly. The green consumer management incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. This paper deals with the concepts of green consumer management, some of the reasons for organizations adopting green consumer management , benefits of green consumer management, challenges in green consumer management, strategies for green consumer management and green consumer management in India and worldwide.
Keywords— Green consumer, challenges, strategies, benefits, green India, green marketing.
I. INTRODUCTION
In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. The implications of the destruction of the forest, the appearance of holes in the ozone layer etc., were published widely and created awareness and concerns about destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products. This has created some impact on the marketing. This is where green consumer management came into scenario.
Green Marketing came into dominance in the late 1980s and early 1990s, began in Europe in the early 1980s when certain products were found to be harmful to the environment and society as a whole. Consequently new types of products were created, called "green" products that would
M.Mathi Arasi
MBA, Anna University
Sri Sai Ram Institute of Management Studies, Chennai, India mathi.arasi1@gmail.com Abstract— In this competitive world environmental issue plays an important role in marketing. All most all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. Green Consumer is one who is very concerned about environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly. The green consumer management incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. This paper deals with the concepts of green consumer management, some of the reasons for organizations adopting green consumer management , benefits of green consumer management, challenges in green consumer management, strategies for green consumer management and green consumer management in India and worldwide.
Keywords— Green consumer, challenges, strategies, benefits, green India, green marketing.
I. INTRODUCTION
In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. The implications of the destruction of the forest, the appearance of holes in the ozone layer etc., were published widely and created awareness and concerns about destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products. This has created some impact on the marketing. This is where green consumer management came into scenario.
Green Marketing came into dominance in the late 1980s and early 1990s, began in Europe in the early 1980s when certain products were found to be harmful to the environment and society as a whole. Consequently new types of products were created, called "green" products that would
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