GREEN MARKETING

By Pankaj katal
Roll no. B32
 What is Green Marketing
• The study of the positive and negative aspects of
marketing activities on pollution, energy depletion
and non-energy resource depletion.

• Green Marketing or Environmental Marketing

consists of all activities designed to generate and
facilitate any exchanges intended to satisfy human
needs or wants, such that the satisfaction of these
needs and wants occurs, with minimal detrimental
impact on the natural environment.
 Why Is It Important

Limited
Resources Alternative
Ways
Unlimited
Wants
GREEN MARKETING

•Green Marketing looks at how marketing activities

utilize limited resources, while satisfying consumers’
unlimited wants, both of individuals and industry, as
well as achieving the selling organization's
objectives.
 Why To Go For It?

•Opportunity

•Moral Obligation

•Pressure from Government

•Competitor’s Environmental Activities

•Cost factors
 1. Opportunity

• Firms marketing goods with environmental

characteristics will have a competitive advantage over firms
marketing non-environmentally responsible alternatives.
For Example:
Mcdonalds replaced clamshell packaging with waxed paper.
Because of polysterine production and ozone
layer depletion Xerox introduced a "high quality" recycled
photocopierpaper in an attempt to satisfy the demands of
firms forless environmentally harmful product
 2. Social Responsibility

• Environmental issues being integrated into the

firm's corporate culture . Firms in this situation can
take two perspectives:

promote as a do not
marketing tool promote
•Body Shop heavily promote the fact that they are
environmentally responsible. While this behavior is a competitive
advantage, the firm was established specifically to offer
consumers environmentally responsible alternatives to
conventional cosmetic products Walt Disney World (WDW). WDW
has an extensive waste management program and infrastructure
in place, yet these facilities are not highlighted in their general
tourist promotional activities.
Coca-Cola has invested large sums of money in various
recycling activities, as well as having modified their packaging to
minimize its environmental impact.
3. Governmental pressure
• Government wants to "protect" consumers and
society ; Governmental regulations relating to
environmental marketing are designed to protect
consumers in several ways:

•Reduce production of harmful goods or by-

products;
•Modify consumer and industry's use and/or
Consumption of harmful goods; or
•Ensure that all types of consumers have the ability
to evaluate the environmental composition of
goods.
4. Competitive pressure
Firms observe competitors promoting their
environmental behaviors and attempt to emulate this
behavior. In some instances this competitive pressure
has caused an entire industry to modify and thus reduce
its detrimental environmental behavior. For Example:
Xerox's "Revive 100% Recycled paper" was introduced a
few years ago in an attempt to address the introduction
of recycled photocopier paper by other manufacturers.
Why Not To Go For Green Marketing?

•Misleading to consumers or industry

•Breach of regulations/ laws
•Consumer perception may not be right
•Environmentally friendly decision today
may be harmful tomorrow
•All followers may make the same mistake as
their leader
•‘Minimise waste’ instead of ‘Appropriate
uses of waste
 4P’s of Green Marketing
Like conventional marketers, green marketers must address the ‘four Ps’in innovative way
Product Price
• Entrepreneurs wanting to
exploit emerging green Environmentally RES
markets will either:

• roducts, however, are often

less expensive when product
life cycle costs are taken
into consideration.

• For example: fuel-efficient

vehicles, water-efficient
printing and non-hazardous
products.

• identify customers’
environmental needs and
develop products to address
these needs
•develop environmentally
responsible products to have
less impact than
competitors.
• Place
• Very few customers will go out
of their way to buy green
products merely for the sake
of it. Marketers looking to
successfully introduce new
green products should, in most
cases, position them broadly in
the market place so they are
not just appealing to a small
green niche market.

• This can be achieved by in-

store promotions and visually
appealing displays or using
recycled materials to
emphasize the environmental
and other benefi

• Promotion
• Smart green marketers will
be able to reinforce
environmental credibility by
using sustainable marketing
and communications tools
and practices.

• For example: To reduce the

use of plastic bags and
promote their green
commitment, some retailers
sell shopping bags
• Ultimately green marketing requires that consumers
want a cleaner environment and are willing to "pay"
for it, possibly through higher priced goods, modified
individual lifestyles, or even government.
• While firms must bear much of the responsibility
for environmental degradation, ultimately it is
consumers who demand goods, and thus create
environmental problems.
It must be remembered that it is the uncaring
consumer who chooses to disposes of their waste
in an inappropriate fashion.
 Conclusion

• Green marketing covers more than a firm's

marketing claims.
• While firms can have a great impact on the
natural environment, the responsibility should not
be theirs alone.