GREEN MARKETING AND
IT’S IMPACT ON INDIA
SURESH KUMAR.S (I MBA)
AYYANAR.P (I MBA )
KARPAGAM COLLEGE OF ENGINEERING,
Process of production, selling or service on their
According to the AMERICAN MARKETING
ASSOCIATION, green marketing is the marketing
of products that are presumed to be
As today’s consumers become more conscious of
the natural environment, business are beginning
to modify their own thoughts and behaviour in a
attempt to address the concern of consumers.
Also know as sustainable marketing,
environmental marketing or ecological marketing.
Pride and Ferrell (1993) Green marketing, also
alternatively known as environmental marketing
and sustainable marketing, refers to an
organization's efforts at designing, promoting,
pricing and distributing products that will not harm
The term green marketing come into prominence
in the late 1980’s and early 1990’s.
“Ecological marketing” in 1975.
G eneralise with care
N eutrally is important
To avoid the wastage if resource.
To utilize maximum in an effective manner in cycle
To tell the truth and generating type regarding a
There 4P’s are as;
Safety of product
Satisfaction of customer
Social acceptability of a product
Sustainability of the product.
Immediate Channel Network PSLC Cradle to Grave
Fragmented Thinking Integrated Thinking
Non-Boundary Spanning Boundary Spanning
Short Term Orientation Long Term Orientation
The consumers prefer Environmental-Friendly
It is compatible with goals of the company
Customers are Health Conscious
It satisfies the consumers Most of the companies
are venturing into….
Opportunities or competitive advantages.
Corporate Social Responsibility(CSR).
Cost of Profit Issues.
Green Marketing helps to keep the
Green Marketing helps the company to reduce
their production cost.
Herbal products and organic products are
Improved environmental quality & customer
To new products.
In cress the profit sustainability and
Health & safety.
Gaining and retaining and operations.
Customer value positioning.
Green products require renewable and recyclable
Requires a technology, which requires huge
investments in R&D.
Water treatment technology, which is too costly.
People are more attracted towards foreign
And most companies are not importance
to producing herbal products.
People are not aware of the importance of
the Green Marketing.
Green Marketing product prices are very
Walt Disney World
Consumer value Positioning.
Calibration of Consumer knowledge.
Credibility of Product claim.
As Indians, it’s our responsibility to do value
addition to our cultural products ( green
products) by promotions green marketing.
If you think customers are not concerned
about environment issue or will not pay a
premium for products that are more eco-
responsible, think again.
Green marketing still in it’s infancy and a not
of research is to be done on green
marketing to fully explore if potential.