Green marketing can be defined as, "All activities designed togenerate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment.“
Promotional activities aimed at taking advantage of the changing consumer attitudes toward a brand. These changes are increasingly being influenced by a firms policies and practices that affect the quality of the environment, and reflect the level of its concern for the community.
THREE PHASES1. ECOLOGICAL GREEN MARKETING2. ENVIRONMENTAL GREEN MARKETING3. SUSTAINABLE GREEN MARKETING
growing consumer awareness and interestin preserving and utilizing natural resourceshas contributed to an influx in sales andmarketing of environmentally friendly andreusable products.
Benefits resonates with industry and customers alike to expand the environmental awareness. Green friendly products simultaneously encourages the green initiative.
Environmental expectation can be expensive for a company. Consumer may become more comfortable and accepting of paying higher premium prices to acquire earth friendly products.
Companies initially sold organic foods faced due to a limits no. of organic farmers and suppliers. Farmer markets, co-ops, CSA(community supported agriculture) gained a lot of interest as consumers increasingly look for locally and regionally produced organic foods.
Environmental friendly product with health conscious product having the vast opportunity for green marketing in India.Example: Surf-Excel
Companies believe to achieve environment objective as well as profit related objective.Examples: coca-cola -> recycling activity
Govt. framed and prepared various regulations and legislations to protect the society at large.Example: Ban of plastics in Mumbai and prohibition of smoking in India.
Many company take up the green marketing their competitive edge.
The reduction of harmful ways will cut down the cost of the final product. Companies have the symbolic relationdship in which company uses the by-product of another company as raw materials. The problem of disposing the effluent waste is reduced.