Green marketing involves promoting products and services based on their environmental benefits. It can be defined as business activities that satisfy human needs while minimizing harm to the environment. There are three phases of green marketing: ecological, environmental, and sustainable. Green marketing provides opportunities for product development, boosting environmental awareness, charging premium prices, and expanding suppliers. As consumer awareness of environmental issues grows, the market for eco-friendly products is increasing. Companies benefit from green marketing through increased sales while also expanding environmental awareness.
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Green Marketing
1.
2. Green marketing can be defined 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.“
3. Promotional activities aimed
at taking advantage of the
changing consumer attitudes
toward a brand. These
changes are increasingly
being influenced by a firm's
policies and practices that
affect the quality of the
environment, and reflect the
level of its concern for the
community.
4. THREE PHASES
1. ECOLOGICAL GREEN
MARKETING
2. ENVIRONMENTAL GREEN
MARKETING
3. SUSTAINABLE GREEN
MARKETING
6. growing consumer awareness and interest
in preserving and utilizing natural resources
has contributed to an influx in sales and
marketing of environmentally friendly and
reusable products.
7. Benefits resonates with industry and
customers alike to expand the environmental
awareness.
Green friendly products simultaneously
encourages the green initiative.
8. Environmental expectation can be expensive
for a company.
Consumer may become more comfortable
and accepting of paying higher premium
prices to acquire earth friendly products.
9. Companies initially sold organic foods faced
due to a limits no. of organic farmers and
suppliers.
Farmer markets, co-ops, CSA(community
supported agriculture) gained a lot of interest
as consumers increasingly look for locally and
regionally produced organic foods.
11. Environmental friendly product with health
conscious product having the vast
opportunity for green marketing in India.
Example:
Surf-Excel
12. Companies believe to achieve environment
objective as well as profit related objective.
Examples:
coca-cola -> recycling activity
13. Govt. framed and prepared various
regulations and legislations to protect the
society at large.
Example:
Ban of plastics in Mumbai and prohibition of
smoking in India.
14. Many company take up the green marketing
their competitive edge.
15. The reduction of harmful ways will cut down
the cost of the final product.
Companies have the symbolic relationdship in
which company uses the by-product of
another company as raw materials.
The problem of disposing the effluent waste
is reduced.
