GREEN MARKETING

ROHITH C B MGT 1205030

Green Marketing
Marketing of products that are presumed to be environmentally safe. It is a holistic marketing concept wherein the production, marketing, consumption and disposal of products and services in a manner less detrimental to the environment. It incorporates a broad range of activities like product modification, changes to the production process, packaging and promotion changes.

Environmental Issues
Consumers all over the world are concerned about the protection of environment and are changing their behaviour. People do want to provide a clean earth to their offspring. Individual and industrial consumers are more concerned about environmental friendly products. This led to emerging of Green marketing.

Growth of Green Marketing

According to Peattie, the evolution of Green marketing has three phases. (1) Ecological All marketing activities were to help environmental problems and provide remedies. (2) Environmental Focus shifted on clean technology that involved designing of innovative new products, which took care of pollution and waste issues. (3) Sustainable - marketing sustainable products and services which satisfy customer needs and significantly improve the social and environmental performance along the whole life cycle.

Reasons for Green Marketing

Green marketing is an important part of advancing renewable energy in the marketplace. Green buildings which was spearheaded by Confederation of Indian industry( CII ) is efficient in their use of energy, water and construction materials, and which reduce the impact on human health & environment through better design, construction, operation, maintenance and waste disposal. From 20,000 sq ft in 2003, Indias green building footprint is now over 25 million sq ft.

Reasons for Green Marketing (Contd)

Indian Government has developed a framework of legislations to reduce the production of harmful goods and by products These reduces the industrys production & consumers consumption of harmful goods. Many firms develop symbiotic relationships with other ones. Initiatives undertaken for ban of plastic bags and asking all major retailers to use recyclable bags. Use of CNG instead of Diesel.

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