By-

AMIT DUBEY
AMITY UNIVERSITY
2009 NATIONAL SEMINAR
 GREEN MARKETING

In recent years the term green or eco marketing

have come to prominence and reflect a growing
concern at all levels of the impact of the increased
consumption on physical environment.
The implications of the destruction of the forests,
the appearance of ‘holes’ in the ozone layer etc were
widely published and created a wave concern about
the destruction of our natural environment.
Therefore many consumers are in favors of eco-
friendly products .This has created some impact on
marketing.
•  Green marketing refers
to the process of selling
products or services
based on their
environmental benefits.
Such a product or service
may be environmentally
friendly in itself or
produced or packaged in
an environmentally
• Many manufacturers have
recognized environmental
concerns as a source of
competitive advantage and have
developed products with a green
image
• Macdonald’s have stopped packaging
their hamburgers etc in polystyrene
containers and now use cardboards
which comes from a renewable
resource and is biodegradable or
recyclable .
 REQUIREMENTS

The production process is compatible with ecosystem

It is compatible with goals of the company

It satisfies the consumers

 ECO LABELLING
Eco label is an environmental claim that appears on
the packaging of a product .It is awarded to a
manufacturer by an appropriate authority. ISO 14020
is a guide to the award of Eco-labels.
The government of India launched an Eco-mark
Scheme in 1991 to increase consumer awareness in
respect of environment friendly products. The aim
of the scheme is to encourage the customers to
purchase those products which have less harmful
environmental impact.
 Eco labeling leads to

• Improvement of image and sales of products

• Manufacturer’s being more accountable to
environmental impacts.
• Consumer’s awareness that their choice of
product do affect the environment as some
products are less damaging to environmental
than others
OPERATON OF ECO-MARK SCHEME OF
GOVERNMENT OF INDIA
• 3 stages led to award of eco-mark in India
The Steering Committee of the MEF determines the product categories
for coverage under the scheme and to formulate strategies for
implementation and future developments of the scheme.

The second stage is the identification of specific products to be selected and

the individual criteria to be adopted by the Technical Committee of CPCB.

In the third stage the Bureau of Indian Standards (BIS) is to certify the
product and formulae contract with the manufacturer allowing the use
of eco-mark.
 Products to meet the relevant standards of BIS.
Manufacturers to produce documentary evidence in
regard to compliance of EPA.Water and Air Acts and
other rules and regulations such as Prevention of Food
CRITERIA Adulteration Act and rules made there under.
FOR The product to display the list of critical ingredients in
ECO-MARK descending order of quantity present.
The packaging to display the criteria based on which
the product has been labelled environment friendly.
The material used for packaging to be recyclable./
reusable /biodegradable.
The products to be accompanied by detailed
instructions for proper use.
 1. Soaps and detergents
2. Paper
3. Food items
4. Lubricating oils
5. Packaging materials
6. Paints and powder coatings
STATUS FOR ECO- 7. Batteries
MARK DEVELOPMENT 8. Electrical / electronic goods
9. Food addition
10.Wood substitutes
11. Cosmetics
12.Aerosol propellants
13.Plastic product
14.Textiles
15.Fire extinguisher
16.Leather