Green Marketing
Green Marketing A Perspective Ms.Sumati Srivastava *
Abstract
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.
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*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
Abstract
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