The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about 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 itself or produced and/or packaged in this way.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Green Marketing, Green Marketing Definition, Green Marketing examples, Green ...Preeti Acharya
Green Marketing, Green Marketing Definition, Green Marketing examples, Green Marketing Need, Green Marketing Benefits, Eco- Labeling, Eco-Scheme, Green Washing, Examples of Green Washing, Conclusion
The purpose of this study is to describe the various initiatives introduced by the Indian companies namely HCL, LG India and Wipro InfoTech for promoting Green Marketing along with the reasons behind these companies adopted this great Initiative.
green marketing definition, application, benefits,challenges of green marketing, examples of green marketing, green product features and characteristics. Evolution of green marketing, reasons for adopting green marketing, green marketing mix, advantages of green marketing, problems with application of green marketing. Key to successful green marketing, initiatives taken by various organization. reasons for adopting green marketing.
Greenwashing has become a very popular way for corporations to get ahead of their competitors.
It is a way for corporations to make themselves more marketable by hiding behind a mask and concealing their true colors.
Not only has greenwashing fooled the general public, but it has made many corporations extremely prosperous. With the amount of competition out there, it doesn’t look like the end of greenwashing is anywhere near. Greenwashing has proven itself a workable solution for the many corporations using the technique, but at the same time, has stirred up a lot of discussion.
Greenwashing will continue to be utilized by many corporations and the consumer will continue to buy. In a world where the fight to the top is a never ending battle, greenwashing will continue to be the tool of choice.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about 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 itself or produced and/or packaged in this way.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Green Marketing, Green Marketing Definition, Green Marketing examples, Green ...Preeti Acharya
Green Marketing, Green Marketing Definition, Green Marketing examples, Green Marketing Need, Green Marketing Benefits, Eco- Labeling, Eco-Scheme, Green Washing, Examples of Green Washing, Conclusion
The purpose of this study is to describe the various initiatives introduced by the Indian companies namely HCL, LG India and Wipro InfoTech for promoting Green Marketing along with the reasons behind these companies adopted this great Initiative.
green marketing definition, application, benefits,challenges of green marketing, examples of green marketing, green product features and characteristics. Evolution of green marketing, reasons for adopting green marketing, green marketing mix, advantages of green marketing, problems with application of green marketing. Key to successful green marketing, initiatives taken by various organization. reasons for adopting green marketing.
Greenwashing has become a very popular way for corporations to get ahead of their competitors.
It is a way for corporations to make themselves more marketable by hiding behind a mask and concealing their true colors.
Not only has greenwashing fooled the general public, but it has made many corporations extremely prosperous. With the amount of competition out there, it doesn’t look like the end of greenwashing is anywhere near. Greenwashing has proven itself a workable solution for the many corporations using the technique, but at the same time, has stirred up a lot of discussion.
Greenwashing will continue to be utilized by many corporations and the consumer will continue to buy. In a world where the fight to the top is a never ending battle, greenwashing will continue to be the tool of choice.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
The Definition of Marketing Series:Relationship Marketing. Learn how to use relationship marketing to improve your firm's performance. Relationship marketing is also a key factor underpinning success in social media marketing as it builds engagement with customers. For more information go to: http://hausmanmarketresearch.org
GREEN MARKETING - LAWS, ADVANTAGES, CHALLENGESANUGYA JAISWAL
Green marketing is that the marketing of products that are presumed to be environmentally safe.
Green marketing is the method of selling products and services which supports the environmental benefits. These products or services can be environmentally friendly in it or produced and packaged in an environmentally friendly way. Thus the green marketing is also known as Environmental Marketing.
Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
The Presentation comprises of Green marketing, Customer relationship management and rural marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity.
CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships.
CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”
It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers
“The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)”
CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
The basic objective of CRM is to increase marketing efficiency and effectiveness.
Rural Marketing:
Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
Emerging Trends Of Green Marketing In IndiaLatha setna
Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. This concept has enabled for the re-marketing and packaging of existing products which already adhere to such guidelines. All the countries are taking necessary steps to implement the environmentally friendly products to save the earth. This research 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. This paper also examines the present trends of green marketing in India, explores the challenges and opportunities businesses have with green marketing.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Introduction to Green Marketing
Pro’s & Con’s
Marketing Mix of Green Marketing
Companies using Green Marketing
Green Marketing methods
Why Green Marketing ?
Greenwashing
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
1. Green Marketing
Dr.A.S.R.PRASAD
MOHANA PRASAD.M
INTRODUCTION:
Green marketing involves developing and promoting products and
services that satisfy customers want and need for quality, performance, affordable pricing and
convenience without having a detrimental input on the environment.
Meaning:-
Green marketing refers to the process of selling products or services based on
their environmental benefits. Such as product or service may be environmentally friendly in it or
produced and/or packaged in an environmentally friendly way.
The obvious assumptions of green marketing are that potential consumers will
view a product or services “greenness” as the benefit and base their buying decisions
accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing
to pay more for green products that they would for a lees. Green comparable alternative product
on assumptions that in many opinion, has not been proven conclusively.
While green marketing is greatly as increasing numbers of customers are willing
to back their environmental consciousness with their dollars. It can be dangerous. The public
tends to be skeptical of green claims to begin with and companies and seriously damage their
brands and their sales if a green claim is discovered to be sales contradicted by a company’s
other products or practices. Presenting a product or service as green when it is not is called green
washing.
Definition:-
According to the American marketing association green marketing is the
marketing of products that are presumed to be environmentally safe. Thus green marketing
1
2. incorporate 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 tack where several meanings intense 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.
Evolution of green marketing:-
The green marketing has evolved over a period of time. According to peattie
(2001), the evolution of green marketing has three phases.
First phase:-
First phase was termed as “ecological” green marketing, and during this all
marketing activities were concerned to help environment problems and provide remedies for
environmental problems.
Second phase:-
In the second phase was “environmental” green marketing and the focus shifted
on clean technology that involved designing of innovative new products, will take care of
pollution and waste issues.
Third phase:-
The third phase was”sustainable” green marketing. It came in to prominence in
the late 1990’s a early 2000.
Need for green marketing:-
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
organizational goal. So green marketing is inevitable.
There is growing interest among the customers all over the world regarding
protection of environment world wide evidence indicates people are concerned about the
environment and are changing their behavior. As a result of this, green marketing has emerged
which speak for growing market for sustainable and socially responsible products and services.
2
3. Rules of green marketing:-
Leading the competition is not easy especially if you are opting for green
marketing. But following there effective rules can help you to lead the way.
1.focus on customer need:-
Every successful business first focus on customer need. Customers are bothered
about their own benefit and not the profit of your company. So make them understand how they
can be benefited by using your product or service. You need to judge whether your customers are
educated or they are learning what it means to be green. If they are still in the learning process
take small steps to teach them how using your product and service is beneficial for them as well
as for the environment.
2. Try to educate your customers:-
This is very important because if they understand the need of being environment
friendly they will surely by your product or avail your service. Through education the customers
can make a change in their decision and can stop using products that are harmful for the
environment. They will turn to your company knowing that you can help them do something for
the planet even local scale.
3.Green marketing ads are not easy to make:-
As people say “truth in advertising is critical “we often tend to think that
advertising is all about generating hype regarding a brand. But it is not so. You can do away with
hype and promote the truth. The process is slow but steady. You will see the result as soon as the
customers understand that what you are showing is not a fake.
4.The best way to convince your customers is to offer proof :-
If your product or service do some good to the customer as well as to the
environment it is great share the fact with people and what can be a better is other than offering
proof. Customer’s testimonial or test result can easily make the care for you.
5.The price of your product or service should meet the expectations of the customers:-
3
4. High-end customers often don’t mind paying more for a valuable product or
service. They will never question your price as far as you keep the price where it is. But if you
want to entice the non premium customers then maintaining an affordable price rate is important
or else you should add more value to your product so that they don’t hesitate buying it.
Objectives of green marketing:-
To identify the customers to fulfill their need.
To create awareness about the ecological process and environmental, sustainable, green
marketing process.
To educate the customers.
To avoid the wastage of resources.
To utilize maximum resources in an effective manner a cycle process.
To tell the truth and generating hype regarding a brand.
Uses of green marketing:-
• Companies that develop new and improved products services with environment inputs in
mind give themselves access the new markets, to increase their profit sustainability.
• Competitive advantage over the companies which are not concerned for the environment.
• Remove the wastage resources, raw materials in the manufactured side. In this case the
manufacturer using the wastage materials also. He may produce the effective products
and innovative production process.
• Companies create competition in the market. In this situation companies are not
bothering about the production features and customers value. Why because the customers
are not educated but they are understand the situation. At this time it is very useful to the
customers oriental. The manufacturer takes responsibility to educate the customers and to
create the awareness what happened in the future.
4
5. • Increasingly, customers are becoming aware of all causes and effect of a polluted
environment. They are aware of the damage that polymethane bags have caused to the
soil and the drainage system. It is common at see all across India plastic bags litterating
streets, drains beaches and agricultural fields. Aware of the negative consequences, to
day many customers carries his/her own shopping bag. Also shopkeepers are becoming
conscious of this issues and using biodegrading and/or recycled materials for
packing/packaging. An aware customer now insists on a green product and packaging
material.
• Aware customers are joining together to form interest groups which lobby for eco-
friendly products and legislation to protect their environment. Companies are today
ranked by business magazines like business today on how effective they are on ecology
protection. This has also become a parameter of good corporate governance.
Green marketing mix:-
Every company has its own favorite marketing mix some have 4p’s and some have 7p’s
of marketing mix. The 4p’s of green marketing are that of a conventional marketing but the
challenge before marketers is to use 4p’s is an innovative manner. Green marketing mix or eco-
marketing differs from traditional marketing.
Product:-
The ecological objectives in planning products are to reduce resource consumption and
pollution and to increase conservation of scare resources.
Price:-
Price is a critical and important factor of green marketing mix. Most customers will only
be prepared to pay additional value if there is a perception of extra product value. This value
may be improved performance, function, visual appeal or taste. Green marketing should take all
these facts in to consider while changing a premium price. In this stage every manufacturer
concentrates on the price. The marketer can use activity based costing to identify eco-costs and
allocate them to the products responsible for them.
Promotion:-
5
6. It is very key and important activity. They should create the awareness about the eco-
logical products or service features. Those that promote a green lifestyle by highlighting a
product or service. Ads that present a corporate image of environmental responsibility.
Place:-
place is also a one of the important attribute in the marketing mix. It is depend on the
product available will have a significant impact on the customers. And where the product is
available and when its available very few customers will go out of their way to buy green
products.
Marketing strategies:-
Marketing audit.
Develop a marketing plan outlining strategies with regard to 4p’s.
Implement marketing strategies.
Plan results in evaluation.
Presentation oriented programs conducted in various qualities.
Next phase we can conduct different promotional activities.
Some cases:-
APSRTC introduces the CNG buses in cities. Like Vijayawada, Hyderabad etc.
Mc Donald’s restaurants napkins, bags are made of recycled paper.
Kothagudem thermal power station is devising way to utilize coal-ach that has been a
major source of air and water pollution.
Barany refinery of IOC is taken steps for restriction air and water pollutants.
Conclusion:-
Green marketing should not neglect the economic aspect of marketing. Marketers need to
understand the implications of green marketing. If you think customers are not concerned about
6
7. environmental issues or will not pay a premium for products that are more eco-responsible, think
again. You must find an opportunity to enhance your products performance and strengthen your
customer’s loyalty and command and higher price sustainable green marketing therefore requires
the marketing mix i.e. compatible with the ecology. This is possible through product and delight
system design for environment protection. For this purpose understanding the ecology is crucial.
It is important for the market to understand that a proper functioning of the eco-system ensures
the existence of life on earth.
References
Chopra, S. Lakshmi (2007), "Turning Over a New Leaf", Indian Management, Vol-64,
April-2007
Ottman, J.A. et al, "Avoiding Green Marketing Myopia", Environment, Vol-48, June-2006
www.greenmarketing.net/stratergic.html
www.epa.qld.gov.au/sustainable_ industries
www.wmin.ac.uk/marketing research/marketing/greenmix.html
http://www.coolavenues.com/mba-journal/marketing/green-marketing-opportunities-challenges?
page=0,1
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