The document explores various aspects of green marketing, including types of green consumers, their motives, and buying strategies, as well as green business opportunities and innovations. It highlights the importance of eco-design, sustainability in product development, and various technologies aimed at environmental conservation. Additionally, it discusses policies and subsidies aimed at promoting green practices across different sectors.

1. Green Marketing
UNIT-1

2. Types of Green Consumers
1. True blue greens
2. Greenback Greens
3. Sprouts
4. Grousers
5. Basic browns

4. 5 shades of green consumer segmentation
1. LOHAS (Lifestyles of Health and Sustainability)
• LOHAS Leaders
• LOHAS Followers
2. Naturalites (Health & Wellness)
3. Conventionals (Not in purchase decisions)
4. Drifters (Price Sensitives)
5. Unconcerneds (Not Aware)

5. Motives of Green Consumers
1. Environmental Concerns
2. Ethical Considerations
3. Health and Well-being
4. Long-Term Cost Savings
5. Social Influence
6. Personal Values and Identity
7. Regulatory Compliance
8. Access to Information

6. Green Consumer’s Buying Strategies
1. Prioritizing Eco-Friendly Products
2. Researching Company Practices
3. Seeking Eco-Certifications
4. Choosing Energy-Efficient Options
5. Supporting Local and Sustainable Businesses
6. Opting for Minimal Packaging
7. Considering Product Lifecycle
8. Choosing Renewable Energy
9. Reducing and Reusing
10. Advocacy and Community Engagement

7. Green Business Opportunities
1. Renewable Energy
2. Energy Efficiency
3. Sustainable Agriculture and Food Production
4. Waste Management and Recycling
5. Green Building and Construction
6. Clean Transportation
7. Water Management and Conservation
8. Carbon Offsetting and Climate Solutions
9. Green Products and Eco-Friendly Consumer Goods
10. Environmental Consulting and Sustainability Services

8. Green products eco-design
The process of designing products with a primary
focus on environmental sustainability throughout
their entire lifecycle, from raw material extraction to
end-of-life disposal or recycling.
This approach aims to minimize the environmental
impact of products by considering factors such as
resource efficiency, energy consumption, waste
generation, and emissions of pollutants.

9. ECO Innovation
Green innovation refers to the development and
implementation of new products, services,
processes, or business models that have positive
environmental impacts.
It involves leveraging technology, creativity, and
sustainable practices to address environmental
challenges and promote sustainability across
various sectors.

10. Green Innovation
Green innovation refers to the development and
implementation of new products, services,
processes, or business models that have positive
environmental impacts.
It involves leveraging technology, creativity, and
sustainable practices to address environmental
challenges and promote sustainability across
various sectors.

11. Designing green products ECO design to ECO innovation
1. Understand Eco-Design Principles: minimizing resource use, reducing energy consumption, optimizing
product lifespan and enhancing recyclability.
2. Lifecycle Assessment (LCA)
3. Material Selection
4. Energy Efficiency
5. Waste Reduction
6. Packaging
7. Water Efficiency
8. End-of-Life Considerations
9. User Education and Engagement
10. Collaboration and Innovation
11. Regulatory Compliance
12. Continuous Improvement

12. Examples for Eco Innovation Technologies
1. Renewable Energy Technologies:
• Solar Panels: Advances in solar photovoltaic (PV) technology have led to more efficient and
affordable solar panels, making solar energy a viable alternative to fossil fuels.
• Wind Turbines: Innovation in wind turbine design has increased their efficiency and
reliability, contributing to the expansion of wind power generation worldwide.

13. Examples for Eco Innovation Technologies
2. Energy Efficiency Solutions:
• Smart Grids: Implementation of smart grid technologies enables
better management of electricity distribution, reducing energy
losses and optimizing grid performance.
• LED Lighting: The development of light-emitting diode (LED)
lighting technology has significantly improved energy efficiency
and lifespan compared to traditional incandescent bulbs.

14. Examples for Eco Innovation Technologies
3. Circular Economy Initiatives:
• Product-as-a-Service Models: Companies are offering products
on a subscription or leasing basis, encouraging longer product
lifespans and facilitating reuse and refurbishment.
• Closed-Loop Recycling: Innovations in recycling technologies and
processes allow for the recovery and reuse of materials from
products at the end of their life cycle.

15. Examples for Eco Innovation Technologies
4. Sustainable Materials and Manufacturing:
• Bioplastics: Development of biodegradable and compostable plastics made
from renewable resources reduces reliance on fossil fuels and mitigates plastic
pollution.
• 3D Printing with Recycled Materials: Using recycled plastics, metals, or
other materials in 3D printing processes reduces waste and energy
consumption compared to traditional manufacturing methods.

16. Examples for Eco Innovation Technologies
4. Smart Cities and Urban Sustainability:
• Urban Farming: Vertical farming and rooftop gardens in urban areas help
increase local food production, reduce transportation emissions, and promote
food security.
• Smart Transportation Systems: Integration of smart technologies in
transportation infrastructure improves traffic flow, reduces congestion, and
lowers emissions through optimized routes and public transit systems.

17. Examples for Eco Innovation Technologies
4. Water Conservation Technologies:
• Greywater Recycling Systems: Implementation of systems to capture and treat greywater (from sinks,
showers, etc.) for reuse in irrigation or non-potable applications conserves freshwater resources.
• Drip Irrigation: Adoption of drip irrigation systems in agriculture minimizes water wastage by
delivering water directly to plant roots, reducing evaporation and runoff.
5. Nature-Based Solutions:
• Green Infrastructure: Incorporating green spaces, such as parks, green roofs, and permeable
pavements, into urban environments helps mitigate urban heat islands, manage stormwater, and enhance
biodiversity.
• Restoration of Ecosystems: Efforts to restore degraded ecosystems, such as
wetlands, forests, and mangroves, contribute to carbon sequestration, habitat
preservation, and climate resilience.

18. Green Marketing credibility
1. Transparency
2. Authenticity
3. Certifications and Labels
4. Track Record and Commitment
5. Partnerships and Collaboration
6. Customer Education
7. Social Proof and Testimonials
8. Stakeholder Engagement
9. Continuous Improvement
10.Compliance and Accountability

19. Green distribution and packaging
• Efficient Logistics
• Collaborative Shipping
• Last-Mile Delivery Solutions
• Reverse Logistics
• Local Sourcing and Production
(Excellent Digital Customer Experiences, Address
Accuracy, Automated Route Planning and Optimization,
Smart Driver Management)
Reduce last-mile delivery costs, Increase deliveries per rider, Increase
in order pickup within 24 hrs, Deliver on promise Increase in customer
experience Boost on-time deliveries
• Minimalist Design
• Recycled and Renewable Materials
• Reusable Packaging
• Compostable Packaging
• Eco-Friendly Printing and Labelling
• Packaging Optimization Software
(Shipsy, OnFleet, ClickPost, FarEye, Track-
POD)

20. POLICIES AND SUBSIDIES THAT AIDS GREEN PRODUCT
DEVELOPMENT
• National Action Plan on Climate Change (NAPCC): This
comprehensive plan outlines eight national missions which
include initiatives like promoting solar energy, energy
efficiency, sustainable agriculture, and creating a sustainable
habitat among others. These missions aim to address various
aspects of climate change and promote green development.
• Renewable Energy Policies and Subsidies: India has set
ambitious targets for renewable energy generation,
particularly solar and wind power. Various subsidies and
incentives are provided to promote investment in renewable
energy projects, including tax benefits, accelerated
depreciation, and subsidies for renewable energy equipment.

21. POLICIES AND SUBSIDIES THAT AIDS GREEN PRODUCT
DEVELOPMENT
• Energy Efficiency Schemes: The government has launched
several energy efficiency schemes such as the Perform, Achieve,
and Trade (PAT) scheme for energy-intensive industries, the
Energy Conservation Building Code (ECBC) for promoting
energy-efficient buildings, and the Standards & Labeling
program for appliances to encourage the adoption of energy-
efficient technologies.
• Electric Vehicle (EV) Policy: To promote the adoption of electric
vehicles and reduce carbon emissions from the transportation
sector, the government has introduced schemes like the Faster
Adoption and Manufacturing of Hybrid and Electric Vehicles
(FAME) scheme which provides subsidies for EV purchases,
incentives for EV manufacturing, and support for charging
infrastructure development.

22. POLICIES AND SUBSIDIES THAT AIDS GREEN PRODUCT
DEVELOPMENT
• Waste Management Initiatives: Various policies and
subsidies are directed towards promoting sustainable waste
management practices including recycling, waste-to-energy
projects, and composting. The Swachh Bharat Mission aims
to achieve clean and sustainable sanitation across the
country.
• Green Building Initiatives: The government encourages
the construction of green buildings through initiatives like
Leadership in Energy and Environmental Design (LEED)
certification, Griha (Green Rating for Integrated Habitat
Assessment), and incentives for green building projects such
as tax rebates and faster approvals.

23. POLICIES AND SUBSIDIES THAT AIDS GREEN PRODUCT
DEVELOPMENT
• Water Conservation Policies: With water scarcity becoming
a growing concern, the government has launched initiatives
to promote water conservation and sustainable use of water
resources. This includes schemes like the Atal Bhujal Yojana
for sustainable groundwater management and the National
Water Mission which aims to improve water use efficiency
across various sectors.
• Carbon Pricing Mechanisms: While not yet fully
implemented, there have been discussions around
implementing carbon pricing mechanisms such as carbon
taxes or emissions trading schemes to internalize the
environmental costs of carbon emissions and incentivize
low-carbon technologies and practices.