What is green marketing

Green marketing means marketing of products that are presumed to be environmentally safe as it causes less impairment to environment. Marketers have responded to growing consumer demand for environment-friendly products in several ways: "by promoting the environmental attributes of their products; by introducing new products; and by redesigning existing products—all components of environmental marketing." Indeed, marketing campaigns touting the environmental ethics of companies and the environmental advantages of their products have improved in recent years.

Thus green marketing incorporates a broad range of activities such as innovative production process & packaging.

Green product: It is defined as an efficient, clean or durable product or service derived from green inputs. Thus green product is any product that is less harmfull to the environment.

Opportunity for innovation has explained green marketing from an organizational stand point environmental considerations should be integrated in to all aspects of marketing new product developments and communications. According to the author, environment should be balanced with primary customer needs. The so called green consumer movement in the US and the other countries have struggled to reach the critical mass and to remain in the forefront shoppers mind. The lack of consensus by Green marketerconsumer marketer, activist, regulator and influential people have slowed the growth of green products.(Jacquelyn. A . ottman)

Green or environmental marketing consist of all activities designed to facilitate any exchange intended to satisfy human needs and wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.[polonsky 1994b,2]

The marketing or promotion of a product based on its environmental performance or an improvement thereof.[charter&polonsky1999]

Green marketing, also alternativelyknown as environmental marketing and sustainable marketing, refers to an organization.s efforts at designing, promoting, pricing and distributing products that will not harm the environment.[Pride and Ferrell 1993]

It defines green marketing as all activities designed to generate and facilitate anyexchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment .

.[Polonsky1994]

Elkington (1994: 93) defines green consumer as one who avoids products that are likely toendanger the health of the consumer or others; cause significant damage to the environment during manufacture, use or disposal; consume a disproportionate amount of energy; cause unnecessary waste; use materials derived from threatened species or environments; involveunnecessary use of, or cruelty to animals ;adversely affect other countries.

All The above definition emphasise on green marketing and to focus on its awareness. which cause minimum threat to environment.It not only directs on the rising environmental concerns but is also intended to design such products which provide satisfaction to consumers and cause minimum impact on the environment.

Evolution of green marketing:

Green marketing comprises of environmental marketing and ecological marketing.It focuses on eco friendly products and services which provide customer satisfaction and widen the scope of ecofriendly marketing and generate new opportunities and growth towards the profitability of firms

The term Green Marketing came into prominence in the late 1980s and early 1990sThe American Marketing Association (AMA) organized the first workshop on "Ecological Marketing" in 1975. This renowned in one of the first books ongreen marketing entitled on” Ecological Marketing”

According to Peattie (2001)The evolution of green marketing has three phases.

  • First phase was termed as"Ecologic al"green marketing, and during this period all companies were striving hard to solve environmental problems and provide solutions for the same.
  • Second phase :It is the phase when the focus was completely shifted towards clean technology and to design such products which are innovaive and take safety measures to avoid waste disposal and pollution.
  • Third phase was"Sustainabl e" green marketing[ understanding th green marketing concept It needs to generate awareness in the mind of customers make them equally aware of the ecological product and its importance hat needs to be sustainable in long term

Why is green marketing important currently(

The key to successful green marketing campaigns is not only to increase profitability of firms instead to make products that are environment friendly and to start up campaigns that will simply make potential customers aware of the tangible benefits and motivate them to think about environment as this will help them understand the environmental issues at hand and how to use it day today buying.

The green marketing concept has introduced a new market for environmentally friendly products for those Companies that are undergoing and developing innovative and enhanced products and services with environmental impacts in the mind of potential customers and gives themselves an equally new opportunity access to new markets, and can substantially raise profits and enjoy competitive advantages over those marketing non-environmentally responsible alternatives.

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Eco label is defined as : ecolabel is a labelling system for consumer product (excluding food and medicine)that are made in a certain fashion to avoid detrimental effects on the environment.”

Eco label is defined as eco emerged as one of the tools from green marketing which are intended as means for consumers to make choices that will reduce environmental impact and enable them to influence how products are made.