Green Marketing

 






       

   

   

        

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Although environmental issues influence all human activities, few academic disciplines have

integrated green issues into their literature. This is especially true of marketing. As society becomes

more concerned with the natural environment, businesses have begun to modify their behaviour in an

attempt to address society's "new" concerns. One business area where environmental issues have

received a great deal of discussion in the popular and professional press is marketing. Terms like

"Green Marketing" and "Environmental Marketing" appear frequently in the popular press.

While green marketing came into prominence in the late 1980s and early 1990s, it was first discussed

much earlier. The American Marketing Association (AMA) held the first workshop on "Ecological

Marketing" in 1975.



 

   

It can be defined in three ways :

1.




   - The marketing of products that are presumed to be environmentally

safe.

2.

      

   - The development and marketing of products designed to

minimize negative effects on the physical environment or to improve its quality.

3.      

   - The efforts by organizations to produce, promote, package, and

reclaim products in a manner that is sensitive or responsive to ecological concerns.

According to AMA the green marketing is the study of the positive and negative aspects of marketing

activities on pollution, energy depletion and nonenergy resource depletion.

Green marketing incorporates a broad range of activities, including product modification, changes to

the production process, packaging changes, as well as modifying advertising. Terms like Phosphate

Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things

consumers most often associate with green marketing. In general green marketing is a much broader

concept, one that can be applied to consumer goods, industrial goods and even services.

  

 

  

 

   

Do the home work. Understand the full range of environmental, economic, political and social

issues that affect your consumers and your products and services now and over the long term.

Create new products and services that balance consumer's desires for high quality, convenience

and affordable pricing with minimal environmental impact over the entire life of your product.

Empower consumers with solutions. Help them understand the issues that affect your business as

well as the benefits of your environmentally preferable technology, materials and designs.

Establish credibility for your marketing efforts.

Build coalitions with corporate environmental stakeholders.

Communicate your corporate commitment and project your values.

Don't quit. Continuously strive for 'zero' environmental impact of your products and processes;

learn from your mistakes.



 

     

 

Here the diagram shows how the different functions of an organization lead to the production of an

environment friendly product. Starting from the product design to the recycling stage, all the stages are

directed towards the philosophy of environ- friendliness.

   

  

 

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Importance of green marketing lies on the basic definition of Economics : 'Economics is the study of

how people use their limited resources to try to satisfy unlimited wants'.

Thus mankind has limited resources on the earth, with which she/he must attempt to provide for the

worlds' unlimited