THE IMPACT OF GREEN

MARKETING ON
CUSTOMER SATISFACTION
AND ENVIRONMENTAL
SAFETY

Aiswarya.R
1-MBA
Department of Management Sciences
Hindusthan College of Engineering and Technology
 INTRODUCTION
 According to the American Marketing
Association, green marketing is the marketing of
products that are presumed to be environmentally
safe.
 The green marketing incorporates a broad range
of activities, including product notification,
changes to the production process, packaging
changes, as well as modifying advertising.
 Other similar terms used are Environmental
Marketing and Ecological Marketing
 Polonsky (1994) defines Green marketing as:
“Green 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”.
GREEN MARKETING MIX
 CUSTOMER SATISFACTION
AND GREEN MARKETING
 Product satisfaction
 Satisfaction with the purchase decision
experience.
 Satisfaction with the performance attribute
 Satisfaction with the store or institution
 Satisfaction with pre-purchase experience
 GREEN PRODUCTS AND
MARKETING PRACTICES
 Energy efficient (both in use and in production).
 Water efficient (both in use and in production).
 Low emitting (low on hazardous emissions).
 Safe and/or healthy products.
 Recyclable and/or with recycled content.
 Durable (long-lasting).
 Biodegradable.
 Renewable.
 Reused products.
 Third party certified to public or transport
standard (e.g., organic, certified wood).
 Locally produced.
 ENIVRONMENTAL SAFETY
 Environment is simply our surrounding.
 Environmental Safety is not an easy task to
implement.
 Managing environmental safety issue is highly
challenging, time consuming and expensive.
WHY GREEN MARKETING

Limited
resources
Alternative
ways
Unlimited
wants
 Green marketing looks at how marketing
activities utilize limited resources while
satisfying consumers unlimited wants both of
individual and industry as well as achieving the
selling organizations objectives.
 CONCLUSION
 Green marketing assumes even more importance
and relevance in developing countries like India.
 Marketers also have the responsibility to make
the consumers understand the need for and
benefits of green products as compared to non-
green ones.
 Implementing the Green Marketing for long term
growth of our economy.
THANK YOU