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Green marketing definitions can be a little confusing, since green marketing can refer to anything from greening product development to the actual advertising campaign itself. Going by alternative names such as sustainable marketing, environmental marketing, green advertising, eco marketing, organic marketing, all of which point to similar concepts though perhaps in a more specific fashion, green marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to peoples desire to choose products and services that are better for the environment. There are many environmental issues impacted by the production of goods and rendering of services, and therefore there are also many ways a company can market their eco-friendly offerings. Green marketing can appeal to a wide variety of these issues: an item can save water, reduce greenhouse gas emissions, cut toxic pollution, clean indoor air, and/or be easily recyclable. When put side by side with the competition, the more environmental marketing claims your product or service can make, the more likely it is the consumer will select it, provided the price point isnt too much higher than the alternative.
STATEMENT OF PROBLEM :
As the concept of Green was an introduced in the year 1975 but got more importance and more weightage in the decade of 1980 and 1990. Even till today there are some myths about it. Still many people are most confused regarding the Green concept. They are not so much clear for themselves. They always think that the Green means the green leaves, tree and their branches only green and green only green.!. Green marketing is a way to use the environmental benefits of a product or service to promote sales.
REVIEW OF LITERATURE :
A Discussion with Mr. Dilip. V. Nerlikar The retired Senior Branch Manager- Bank of Baroda has tried to focus on the real picture of Green Concept. He tried to share his experience with the author. He is of opinion that this is the perfect time to know and as well to understand, to tell the concept and importance of Green. P. Hawken, A. Lovins and I. H. Lovins (1999) in their article Natural Capitalism : Creating the next Industrial revolutions has reviewed that the no product has a zero impact on the environment. In business term Green Product and environmental Product are always use commonly to describe which strives to protect or create an awareness about the natural environment by the conversing the energy and or resources and reducing the impact or eliminating use of toxic agents, pollutions and waste. They also added that the greener more sustainable products need so dramatically increase the productivity of natural resources by following the biological cyclical production models, encourage dematerialization and making reinvest in planets natural capital. Jacquelyn Ottman in her article The 5 Simple Rules of green marketing shares the rules and responsibilities towards the Green Marketing. She said a strong commitment to environmental sustainability in product design and manufacture can yield significant opportunities to grow the business, to innovate and to build brand equity is an essential. She also add that for protecting the company from the common pitfalls and start taking advantages of new opportunities by following the rules of Green Marketing
RESEARCH METHODOLOGY :
The secondary literature is drawn in house. The secondary data was collected through various research publications, journals online & printed, magazines, web sites. The literature is cross checked and validated to gives the latest information.
Data Analysis:
The findings are discussed in three sections. Section I provides an overview of how the web pages distributed across industry categories, both in total and by specific claim type. Section II highlights specific terms and phrases that appeared frequently within each claim category. Finally, Section III details the extent to which general environmental claims co-occurred with other environmental claims.
findings may help highlight the areas most worthy of law enforcement resources. This section describes the distribution of industries across the whole data set as well as the distribution of industries for each type of claim.
the wider data set. The third greatest percentage of carbon claims, however, occurred in the Computers & Electronics industry (9.0%), which placed only ninth in the wider data set. The industries with the smallest proportion of these web pages were the Finance & Credit industry (1.5%), the Cleaning industry (1.5%), and the Lawn & Garden industry (1.8%) the same three industries at the bottom of the wider data set.
The industries with the smallest proportion of these web pages were the Finance & Credit industry (1.3%) and the Lawn & Garden industry (1.3%). In the larger data pool, these industries ranked at the bottom and third from the bottom, respectively. The third lowest percentage of renewability claims occurred in the Automotive & Transportation industry (1.6%), which ranked fourth from the bottom in the larger pool.
As with the wider data set, the industry with the smallest proportion of web pages with sustainability claims was the Finance & Credit industry (1.0%). This was followed by the Cleaning industry (1.4%) and the Automotive & Transportation industry (1.4%), which, in the wider data set, ranked second and fourth from the bottom, respectively.
Marketers often employed several specific terms and phrases to convey three of the four types of claims carbon, renewability, and general environmental.9 The widespread use of specific terms and phrases to communicate a claim is noteworthy for two reasons. First, it may indicate a need for further study of how consumers interpret these specific terms and phrases. Second, it may also suggest a need for business education on the meaning and proper use of these claims. This section therefore sets forth the commonly used terms and phrases within each category of claims.
As distinguished from these three categories, sustainability claims appeared in myriad contexts, and FTC staff did not observe phrases or specific claims common to the group. The findings in this section rely only upon the observations of FTC staff. FTC staff did not empirically study the relative incidence of the terms and phrases discussed here as measured against other terms and phrases that might be employed to convey the same or similar types of claims.
CONCLUSION:
Although the surf did not capture a scientifically random sampling of green marketing claims on the Internet, it produced some interesting and useful findings about the state of green marketing online. The surf revealed, for example, that the highest proportion of web pages with the claims addressed here carbon, renewability, sustainability, and general environmental occurred in the Building, Home Improvement & Appliances industry. Additionally, the surf identified some common terms and phrases marketers use to convey these claims, including carbon footprint, carbon neutrality, renewable energy, renewable resource, green, and eco-/earth-/environmentally friendly. Finally, the surf uncovered the extent to which the general environmental claims cooccurred on web pages that also make other, more specific environmental marketing claims. These findings will aid not only the Commissions Green Guides review, but may also inform education and enforcement efforts going forward.
BIBLIOGRAPHIC
Authors: Carr, A.M. and Higham, J.E.S. Publication date: 2001 Title: Ecotourism: a research bibliography Place of Publication: Dunedin, New Zealand Publisher: Department of Tourism, University of Otego Carr, A.M. and Higham, J.E.S.; (2001) Ecotourism: a research bibliography. Department of Tourism, University of Otego, Dunedin. New Zealand.
K E Y J O U R N A L S C O N S U LT E D I N C L U D E D :
Ambio Annals of Tourism Research Australian Geographical Studies Australian Journal of Hospitality Management Biodiversity and Conservation Biological Conservation Conservation Biology Current Issues in Tourism Environment and Behaviour Environmental Conservation Environmental Management Environmental Perspectives International Journal of Hospitality Management International Journal of Tourism Research Journal of Applied Social Psychology Journal of Biogeography Journal of Environmental Education Journal of Interpretation Researc
R E F E R E N C E B I B L I O G R A P H Y:
1. Acott, T.G., Trobe, H.L. and Howard, S. (1998) An evaluation of deep ecotourism and shallow ecotourism. Journal of Sustainable Tourism 6(3): 238-253. 2. Agardy, M.T. (1993) Accommodating ecotourism in multiple use planning of coastal and marine protected areas. Ocean and Coastal Management 20(3): 219-239. 3.Aiello, R.(1998) Interpretation and the marine tourism industry, who needs it? A case study of Great 4.Adventures, Australia. Journal of Tourism Studies 9(1): 51-61. 5. Airey, S. (1995) Ecotourism: a mechanism for selling the conservation and sustainable use of biodiversity. Thesis for MSc in Resource Management, Lincoln University.
Suggestions:
some of the issue raised through the research on green marketing suggest that the following research areas may provied: is the creation of green culture to be determined by consumer demand, or does the responsibilities lie with that of retailers within the sa market? . whether global green marketing standards could assists sa retailers? . how could credibility be associated with a green logo? . should a green product tax be introduced in sa? . what are the possible risks/returns of pursuing a frist-mover greenmarketing strategy for a retailer within sa?