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 favour 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 STATUS FOR ECO- 6. Paints and powder coatings MARK DEVELOPMENT 7. Batteries 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