GREEN MARKETING: EMERGING POSSIBILTY and CHALLENGES
Research Scholar in Commerce,
St. Joseph’s College (Autonomous), Tiruchirappalli,
Tamil Nadu, India.
In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green marketing is very important in modern marketing strategy. We are all consumer because whatever we consume every day so we must know about Green marketing. We are also aware of the environment issues like global warming impact of environmental pollution in India green marketing concept developed in modern marketing. In this paper describes the current scenario of Indian marketing and possibilities of growing green marketing in India Keywords: Green marketing, green consumer, Need for Green Marketing ,Growth of Green Marketing, Challenges in gren marketing, Sustainable Development Green marketing is the marketing of product s that are presumed to be environmentally safe. Hence green marketing incorporate a board range of activities like product modification, changes to the product process, packaging changes. Green marketing hence refers to the holistic marketing concept wherein the production , marketing consumption and disposal of product and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming , non bio –degradable solid waste , harmful impact pollutants etc. both marketer and consumers are becoming increasingly sensitive to the need for switch to green product and services. Companies all over the world are striving to reduce the impact of products and services on the climate and other environmental parameters. Marketers have taken the cue are going green.
WHAT IS CREEN MARKEING?
According to the American marketing Association, green marketing is the marketing of product that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including market modification, changes to the production process, packaging changes, as well as modifying advertising. Michael J. polonsky defines green marketing as : “ All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment. Other similar terms used are environmental marketing and ecological marketing. Thus “green marketing refers to holistic marketing concept wherein the production, marketing consumption an disposal of product and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming non – biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumer are becoming increasingly sensitive to the need for switch in to green product and services.
The green consumer is generally defined as one who adopts environmentally friendly behaviors and/or who purchases green products over the standard alternatives. Green consumers are more internally-controlled as they believe that an individual consumer can be effective in environmental protection. Thus, they feel that the job of environmental protection should not be left to the government, business, environmentalists and scientists only; they as consumers can also play a part. They are also less dogmatic and more open-minded or tolerant toward new products and ideas. Green Product and Characteristics
The products those are manufactured through green technology and that caused no environmental hazards are called green products. Promotion of green technology and green product is necessary for conservation of natural resources and sustainable development. We can define green products by following measures: Product those are originally grown,
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