Green marketing is the marketing of products that are presumed to be environmentally safe.

Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. It looks at how marketing activities utilize limited natural resources, while
satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.

Reasons for firms increased use of Green Marketing

Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives. Organizations believe they have a moral obligation to be more socially responsible. Governmental bodies are forcing firms to become more responsible. Competitors' environmental activities pressure firms to change their environmental marketing activities. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior.

Problems of Green Marketing

Firms using green marketing must ensure that their activities are not misleading to consumers or industries do not breach any of the regulations or laws dealing with environmental marketing. Those who modify their products due to increased consumer concern must contend with the fact that consumers' perceptions are sometimes not correct. There is difficulty in establishing policies that will address all environmental issues. The push to reduce costs or increase profits may not force firms to address the important issue of environmental degradation.

Challenges ahead
Green products require renewable and recyclable material, which is costly Requires a technology, which requires huge investment in R& D Water treatment technology, which is too costly Majority of the people are not aware of green products and their uses Majority of the consumers are not willing to pay a premium for green products

THE CONCEPT OF GREEN IN THE SERVICE SECTOR

As companies are striving to meet the demands of the growing population across the globe, no nations are free from population and ecological imbalance. The firms are putting their efforts in producing greener products and services for the customers. As compared to the manufacturing sector, the services sector, the services sector also need to maintain the green concept in marketing of their products. For example, disposal of waste and its management is big issue before the medical sector. Similarly, adoption of ecofriendly policies is a challenging job in case of marketing of tourism products like ecotourism, adventure tourism, wilderness tourism, hospitality and catering etc.

For a hospital to adapt green marketing, it can introduce the following changes to its system:

Single-Use Device (SUD) Reprocessing Reusable vs. Disposables: Gowns, Surgical Drapes, Basins and other reusable items. Operating Room Kit Formulation Waste Anesthetic Gas Scavenging Systems Fluid Waste Management Systems Energy Use/Lighting & Thermal Comfort Regulated Medical Waste (RMW) Minimization/Segregation Substitution of Reusable Hard Cases for Blue Sterile Wrap

Recycling of Medical Plastics Laser Safety/ Smoke Evacuation Green Cleaning/Proper Disinfection in a Surgical Setting Medical Equipment and Supplies Donation Toxics Reduction Microwaves (by using radiant energy to heat water that is sprayed onto waste. Once the water reaches its boiling point, it boils the infectious microbes, rendering most of them harmless.)

Though there are arguments within the local hospitals that greening a hospital is not as easy as it sounds since the technology required are too costly. However, our recommendation would be the least that any hospital could do is to introduce a proper waste treatment method. There are three ways that hospitals can dramatically reduce the amount that they pollute: by avoiding incineration (on-site and off-site), eliminate toxic materials in the products they use, and reduce waste overall. According to a research conducted by the Center for Environment, USA: infectious waste costs 5 times more to dispose of than regular trashbut was also responsible for the generation of large amounts of toxic pollution when this waste was treated

References: http://www.hhmglobal.com/knowledge-bank/articles/designing-green-hospitals-of-the-future http://www.examiner.com/article/st-john-hospital-and-medical-center-goes-green http://www.epa.gov/region2/p2/health.htm