The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
Green marketing
1.
2. GREEN MARKETING
• Meaning
• Green products and its characteristics
• Challenges of Green Marketing
• Mix and Strategies
3. Meaning of Green Marketing
• Green marketing is the marketing of environmentally friendly
products and services. It is becoming more popular as more
people become concerned with environmental issues and
decide that they want to spend their money in a way that is
kinder to the planet.
• Green marketing can involve a number of different things,
such as creating an eco-friendly product, using eco-friendly
packaging, adopting sustainable business practices, or
focusing marketing efforts on messages that communicate a
product’s green benefits.
4.
5. Green products and its
characteristics
•Green products
Green products are products with low environmental impacts.
They are defined as products with an alternative design such that
less physical resources are required during its life cycle.” ...
“Green products are typically durable, non‐toxic, made of
recycled materials, or minimally packaged.
6. Characteristics of green product
• Grown without the use of toxic chemicals and within hygienic
conditions
• Can be recycled, reused and is biodegradable in nature
• Comes with eco-friendly packing
• Uses the least resources
• Is eco-efficient
• Has reduced or zero carbon footprint.
7. Challenges of green marketing
• Green products require renewable and recyclable material,
which is costly.
• Problems of deceptive advertising and false claims.
• Requires a technology, which requires huge
investments in research and development.
• 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.
• Educating customers about the advantages of green
marketing.
8. Green Marketing Mix
• Green marketing is the need of the hour to save our
environment. Marketing consists of 4 P'S Product , Price, Place
and Promotion. Green marketing is a combination of all these,
how they are used by the marketers and customers.
9. Strategies of green marketing
• Align your product with the deeply-held environmental and social
beliefs of the people you’re talking to.
• Remember that green consumers demand affordability and
performance as well as social fairness and minimal carbon footprint.
• Make sure your green product offers practical benefits while
connecting with important issues that affect your customers’ lives.
• Be transparent. Establish credibility with the people buying your
product by showing your commitment to green values.
• Carve out a competitive edge through proactive commitment to
resolving social and environmental problems.
• Embrace the big picture by underscoring community involvement
with your customers as well as the rest of the world.
10. Conclusion
• Green marketing covers more than a firm and now this is the
right time to choose “Green Marketing” globally. It will come
with strong change in the world of business if all nations will
make harsh roles because green marketing is necessary to
save world from pollution. Green marketing assumes even
more importance and significance in developing countries like
India.
