...GREEN MARKETING INTRODUCTION: Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. While some literature does, it comes from divergent perspectives. WHAT IS GREEN MARKETING Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While...
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...Defining Green Marketing Conflict of interests Creating awareness and getting people to think green Factors that influence green consumers Increase in LOHAS and people nowadays Organisations now see it as a Competitive Advantage If an org is to be green Environmental marketing, widely known as “green marketing” consists of marketing a product or service in a manner that is conscious of environmental concerns. Previously, environmental marketing was only concerned with how recyclable a product was, however, in recent years, the idea of environmental marketing has developed, and thus, can be seen prominently associated with the production and distribution of goods and services in a way that is not harmful to the environment. According to Dahlstrom, one of the most important elements of environmental marketing is sustainability. Dahlstrom defines sustainability as being the idea that ecological goals are not incompatible with continuing economic growth but in turn, are concerned with providing for the needs of today’s people, without hampering the lives of future generations (Dahlstrom, 2010). Environmental marketing can contradict itself and lead to a conflict of interests. For example, “green issues” aim to reduce consumer consumption, while the philosophy of marketing itself is to predominantly increase consumer consumption of a product or service. One of the many challenges associated with environmental marketing is creating awareness and getting consumers to...
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...AN ASSESSMENT ON PACKAGING PRACTICE AND ITS IMPLICATION ON GREEN MARKETING ON SEBETA AGRO INDUSTRY (MAMA DAIRY) PLC Abayneh Mulugeta, ST. Mary’s University College, Business Faculty, Department of Marketing Management Email: abi_mulu@yahoo.com or abaynehmulugeta@gmail.com ___________________________________________________________________________________________________________________________________________________________________________________________ Abstract This paper is aimed at assessing the impact of packaging on green marketing practice. The data classification was more descriptive. Data collection was made through the use questionnaires, interview, and observation. The sampling technique employed for the customers was convenient sampling technique. A total of 250 copies of questionnaires were distributed and 202 were collected back, representing a response rate of 80.08%. The obtained data were analyzed using SPSS version 20. The results revealed that the packaging material of the products are not biodegradable, nor eco-friendly, nor reusable, nor refilled, nor recycled and cannot be reduced, but the company puts instructions on how to dispose the package on some of its products. Findings, implications and recommendations for managerial practices are discussed and put forward. Keywords: Packaging and green marketing __________________________________________________________________________________________________________________________________________...
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... Green marketing is the recent buzzword ruling the corporate world in the era of Globalization; corporate responsibility is no longer merely responsible about local Labor issues, pollution control, or energy efficiency. The consumers of today are more conscious about protecting the environment they are enlightened consumers and are known as green consumers. The success of the companies practicing green marketing has drawn the attention of the corporate, policy makers and most importantly the consumers. Green marketing is environment friendly sustainable and socially responsible marketing. Broadly green marketing involves developing the good quality products which can meet consumer needs and wants by focusing on the quality, performance, pricing and convenience in an environmental friendly way. Meaning of green marketing: Green marketing refers to the process of selling products and or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product. Definition of green marketing: ...
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...Definition of Green Marketing Green marketing definitions can be a little confusing, since green marketing can refer to anything from greening product development to the actual advertising campaign itself. Going by alternative names such as sustainable marketing, environmental marketing, green advertising, eco marketing, organic marketing, all of which point to similar concepts though perhaps in a more specific fashion, green marketing is essentially a way to brand your marketing message in order to capture more of the market by appealing to people’s desire to choose products and services that are better for the environment. There are many environmental issues impacted by the production of goods and rendering of services, and therefore there are also many ways a company can market their eco-friendly offerings. Green marketing can appeal to a wide variety of these issues: an item can save water, reduce greenhouse gas emissions, cut toxic pollution, clean indoor air, and/or be easily recyclable. When put side by side with the competition, the more environmental marketing claims your product or service can make, the more likely it is the consumer will select it, provided the price point isn’t too much higher than the alternative. What Makes Marketing Green? But you can’t really market your business or your product as green without managing how your company functions with respect to the environment. Green marketing can take many forms. For instance, you may market eco-friendly...
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...Green marketing or environmentally responsible is the marketing of products that are presumed to be environmentally preferable than others. Green marketing incorporates abroad range of activities such as packaging, advertising and product modification. Why we need green marketing today? As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable. The obvious assumption of green marketing is that the consumers consider green product as a benefit. In addition there is a hidden assumption which is that the consumers are willing to pay more for the green product. In 1989, 67 percent of Americans stated that they were willing to pay 5-10 percent more for ecologically compatible products. Today, more than one-third of Americans say they would pay a little extra for green products. Green marketing is important because it creates consumers awareness and global attention. Consumer awareness is about making the consumer aware of his/her rights. Consumer awareness towards green marketing comes from their knowledge about different issues such as global warming and pollution. Depending on these elements came out some movements to seek consumer’s rights and develop the awareness of consumers on their right before and after buying the product. Making existing and potential customers knowledgeable about products/services, consumer...
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...Introduction: The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". 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. Other similar terms used are environmental marketing and ecological marketing. Entrepreneurs and Green Marketing: There is a new bottom line for business. Besides measuring financial success, companies are increasingly taking account of environmental and social performance - the so-called 'triple bottom line'. Entrepreneurs with a keen business sense and a desire to make the world a better place will reap the rewards. In response to environmental and regulatory pressures, technology is advancing rapidly. To keep abreast of changes and to identify potential markets, entrepreneurs need to: * Follow trends in regulations and standards, which can create or destroy markets...
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...Paper on: “The study of Green revolution Marketing: With special reference to Companies and their product” Presented By M.AnilSharma PGDM Ist year Emerald’s School of Business Abstract: Environmentalism has an emerged as a worldwide trend as per the requirement of today. The universal facts point out that people are becoming more concerned about the environment and so that they are shifting their behaviour accordingly. As there is change in consumer behaviour that lead to Business firms to rise and start responding to environmental changes. So to face with these companies are by practising green marketing strategies. The environmental friendly products and the Green consumerism has played a role as a catalyst in shepherd corporate environmentalism and making business firms green marketing oriented. As a result, there is a growing market for sustainable, green and socially responsible products and services. This paper is an attempt to introduce concepts of green marketing; it also briefly discuss why going green is important; it also examine some of the reasons that organizations are adopting a green marketing philosophy; and also mentioning some of the example of some corporate who have already adopted the green marketing concept and doing the business successfully. The Government of India specially the state like Gujarat has really taken a step forward to adopt the green product development by using wind power energy and promoting CNG and the list does not end...
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...Green marketing can be defined as promotional strategy designed to promote product or services based on environmental factors or awareness. Green marketing is different from the “marketing.” Organisation involved in green marketing take decisions relating to the systems, policies and processes of the organisation`s products (Brueckner 2010). In simple words, green marketing promote sustainable consumption. It emphases consumer needs with an effort to improve the environmental attributes of products or services. Further than, products and services, green marketing also emphases on the companies` performance on environmental management. It also takes into consideration the management systems prevailing production and service facility and use of technologies in the manufacturing process. Moreover, green marketing assess the conditions under which products are manufactured and service delivered. It has the benefit of changing consumer attitudes toward a product or brand (Brueckner 2010). Green marketing is always referring as a method of manipulating consumers’ preferences and lifestyle toward sustainable consumption. This implies that green marketing primarily purpose is to promote sustainable consumption without challenging the principles underlying western consumption (Brueckner 2010).Moreover, in recent years, there has been an increment in the green products and services. Even if, these products and services were promoted with green marketing campaign, the environmental problems...
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...Green marketing From Wikipedia, the free encyclopedia According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.[1] 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.[1] Other similar terms used are Environmental Marketing and Ecological Marketing Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.[2] The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims.[3] This Commission is expected to do an overall review of this...
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...Peer Reviewed Title: An Introduction To Green Marketing Journal Issue: Electronic Green Journal, 1(2) Author: Polonsky, Michael Jay, University of Newcastle Publication Date: 1994 Publication Info: Electronic Green Journal, UCLA Library, UC Los Angeles Permalink: http://escholarship.org/uc/item/49n325b7 Abstract: The scope and importance of the relationship between business and the environment, and a survey of the pitfalls and abuses. eScholarship provides open access, scholarly publishing services to the University of California and delivers a dynamic research platform to scholars worldwide. Polonsky: An Introduction To Green Marketing An Introduction To Green Marketing Michael Jay Polonsky Department of Management, University of Newcastle, Newcastle NSW 2308, Australia. TEL: 61(49)216-911. Fax:61(49)216-911. INTRODUCTION Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Some evidence of this is the development of journals such as "Business Strategy and the Environment"...
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...Contemporary Issues in Marketing Green Marketing Enduser Green marketing Introduction The profit of a company depends on the consumption from their customers. In the traditional marketing, firms often focus on their products rather than the insights to their consumers. In the last few decades the way how consumers make their purchasing decisions has changed a lot due to some of issues, such as health, lifestyle, science, technology and environment. People nowadays gradually realize the environment deterioration and trying to do something to help it. Therefore, as consumers are the roles of protecting the environment in the marketing area, marketers should make more efforts to create a connection between marketing and environmental- friendly awareness. In order to achieve the aim that purchasing can satisfy customers in environmental issues, some companies use green marketing strategies in terms of recycle materials, saving energy and preventing pollution. In this essay, three articles will be discussed and the insight to green marketing and environmental issues will be determined. The relationship between customers and green marketing According to Jeff Kohan (2013), green marketing starts with creating a maintainable connection with the right consumers. The right consumers can be seen as those people who have eco-friendly awareness. Consumer buying behaviours can be affected by the feature of marketing strategy. The most significant characteristic is the self-concept...
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...GREEN MARKETING- AN ANTHROPOLOGICAL VIEW Introduction: Years before, Mc Donald's replaced its clam shell packaging into waxed paper and "Xerox" introduced a high quality recycled photo copier. What are all these companies trying to prove? They are on the path of green marketing. They are among those few companies which has realised the importance of green marketing. According to American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Though it's a concept which had already emerged in 1980, but found its ways into Indian marketing after 2005 and it gained immense popularity in these past few years. Companies found it as a tool to re-market and re-package their existing products. Few companies found it as a tool to co-brand their products into a separate product line so that by projecting the eco friendly nature of the product they are able to hide the deficiencies in their other existing brands. Thus, green marketing is an entire gamut of activities that include product modification, changes in product process, changes in advertising etc. Emergence of green marketing, challenges and opportunities: But what has led to the emergence of green marketing is an interesting question that all the marketers find to answer. An ubiquitous thought behind green marketing is as the resources are limited and the human wants are unlimited, all the companies wants to give away with the wastage of resources. Off late this has...
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...GREEN MARKETING IN INDIA: EMERGINGOPPORTUNITIES AND CHALLENGES Pavan Mishra* & Payal Sharma** th Received: 10 Sept.2010 Revised: 15 th Dec.2010 Accepted: 25th Dec. 2010 Abstract Green marketing is a phenomenon which has developed particular important in the modern market. This concept hasenabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement inthe minds of the consumer market. As a result of thisbusinesses have increased their rate of targeting consumerswho are concerned about the environment. These sameconsumers through their concern are interested in integrating environmental issues into their purchasing decisions throughtheir incorporation into the process and content of themarketing strategy for whatever product may be required.This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segmentsof green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing ...
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...Green Marketing – Opportunities & Challenges Abstract: Although environmental issues has inclined all actions but very few academic disciplines have inculcated green issues into their literature. Even till dated it has not been inclined a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. Now a days modern business houses have accepted green marketing as a part of their strategy. Green marketing subsumes greening products as well as greening firms. In addition to manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper will attempt to introduce – the terms and concept of green-marketing; about the importance of green marketing; examine some reasons that make the organizations interested to adopt green marketing philosophy; it also highlights some problems that organization may face to implement green marketing and it’s managerial implications along with few case points. WHAT IS GREEN MARKETING? So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel...
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