Green marketing is the marketing of products that are presumed to be environmentally safe. It involves generating exchanges that satisfy human needs and wants with minimal detrimental impact on the environment. Green marketing has evolved over time from focusing on remedying environmental problems to developing clean technologies and promoting sustainability. It aims to protect consumer welfare and the environment through the production, consumption, and disposal of eco-friendly products. Many companies in India have adopted green marketing strategies such as using renewable energy, reducing waste, and creating environmental management policies.

1. REEN
ARKETING

2. According to American Marketing Association -
"Green marketing is the marketing of products that are
presumed to be environmentally safe."
"Green or Environmental Marketing consists of all activities designed to
generate and facilitate any exchanges intended to satisfy human needs or wants,
such that the satisfaction of these needs and wants occurs, with minimal detrimental
impact on the natural environment.
Definition and Meaning of Green Marketing
Meaning
Here, term ‘green’ indicates 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. Green marketing is highly debated topic
for lay people to highly professional groups.

3. Evolution of Green Marketing
In 1987 a document prepared by the World
Commission on Environment and Development
defined sustainable development as meeting the
needs of the present without compromising the
ability of future generations to meet their own
need, this became known as the Brundtland
Report and was another step towards widespread
thinking on sustainability in everyday activity.
The first wave of Green Marketing occurred in the
1980s.Corporate Social Responsibility (CSR) Reports
started with the ice cream seller Ben & Jerry's where
the financial report was supplemented by a greater view
on the company's environmental impact.

4. The green marketing has evolved over a period of time.
The evolution of green marketing has three phases.
First phase was termed as "Ecological" green marketing,
and during this period all marketing activities were
concerned to help environment problems and provide
remedies for environmental problems.
Second phase was "Environmental" green marketing and
the focus shifted on clean technology that involved
designing of innovative new products, which take care of
pollution and waste issues.
Third phase was "Sustainable" green marketing. It came
into prominence in the late 1990s and early 2000

5. Departmental stores, specialty stores, and shopping malls are flooded
with useful as well as useless products. These all factors have
threatened welfare of people and ecological balance as well.
Particularly, giant factories have become the source of different
pollutions. Production, consumption and disposal of many products
affect environment adversely.
Concept of green marketing concerns with preproduction with the use of
advanced technology, comfortable and luxurious life, style, severe competition,
use of unhealthy marketing tactics and techniques to attract customers,
section of ecological environment.
Modern marketing has created a lot of problems. Growth in marketing activities
resulted into rapid economic growth, mass exaggeration in advertising,
liberalization and globalization, creation of multinational companies, retailing
and distribution by giant MNCs, etc., created many problems.

6. Excessive pollution has provoked the Nature and the Nature starts behaving in
unnatural ways (in form of global warming v/s global cooling, heavy rains v/s
draught, and other natural calamities like frequent earthquakes and tsunami,
cyclones, epidemics, and so forth). Economic growth via production and
consumption threatens peaceful life of human being on the earth.
Green marketing is an attempt to protect consumer welfare and environment
(the nature) through production, consumption, and disposal of eco-friendly
products.

8. The products those are manufactured through green technology and
that caused no environmental hazards are called green products.
Promotion of green technology and green products is necessary for
conservation of natural resources and sustainable development.
We can define green products by following measures:
• Products those are originally grown,
• Products those are recyclable, reusable and biodegradable,
• Products with natural ingredients,
• Products containing recycled contents, non-toxic chemical,
• Products contents under approved chemical,
• Products that do not harm or pollute the environment,
• Products that will not be tested on animals,
• Products that have eco-friendly packaging i.e. reusable,
refillable containers etc.
Green Products And Its Characteristics

10. Challenges In Green Marketing
1.Need for Standardization
It is found that only 5% of the marketing messages
from “Green” campaigns are entirely true and there is a lack
of standardization to authenticate these claims. There is no
standardization to authenticate these claims. There is no
standardization currently in place to certify a product as
organic. Unless some regulatory bodies are involved in
providing the certifications there will not be any verifiable
means. A standard quality control board needs to be in
place for such labelling and licensing.

11. 2. New Concept
Indian literate and urban consumer is getting more aware
about the merits of Green products. But it is still a new
concept for the masses. The consumer needs to be educated
and made aware of the environmental threats. The new
green movements need to reach the masses and that will
take a lot of time and effort.
By India's ayurvedic heritage, Indian consumers do
appreciate the importance of using natural and herbal
beauty products. Indian consumer is exposed to healthy
living lifestyles such as yoga and natural food consumption.
In those aspects the consumer is already aware and will be
inclined to accept the green products.

12. 3.Patience and Perseverance
The investors and corporate need to view the
environment as a major long-term investment opportunity,
the marketers need to look at the long-term benefits from
this new green movement. It will require a lot of patience
and no immediate results. Since it is a new concept and
idea, it will have its own acceptance period.

13. 4.Avoiding Green Myopia
The first rule of green marketing is focusing on
customer benefits i.e. the primary reason why consumers
buy certain products in the first place. Do this right, and
motivate consumers to switch brands or even pay a
premium for the greener alternative. It is not going to help
if a product is developed which is absolutely green in
various aspects but does not pass the customer
satisfaction criteria. This will lead to green myopia. Also if
the green products are priced very high then again it will
lose its market acceptability.

14. EXAMPLES OF GREEN MARKETING IN INDIA:-
1. Digital Tickets by Indian Railways. :-
Recently IRCTC has allowed its customers to carry PNR no.
of their E-Tickets on their laptop and mobiles. Customers do
not need to carry the printed version of their ticket anymore.

15. 2. No Polythene carry bags for free :-
Forest & Environmental Ministry of India has ordered to
retail outlets like BigBazar,Central malls ,D-Mart etc that
they could provide polythene carry bags to customers only
if customers are ready for pay for it.

16. 3.Green IT Project: State Bank of India:-
By using eco and power friendly equipment in its
10,000 new ATMs, the banking giant has not only saved power costs
and earned carbon credits, but also set the right example for others
to follow. SBI is also entered into green service known as “Green
Channel Counter”. SBI is providing many services like; paper less
banking, no deposit slip, no withdrawal form, no checks, no money
transactions form all these transaction are done through SBI
shopping & ATM cards. State Bank of India turns to wind energy to
reduce emissions. The wind project is the first step in the State
Bank of India's green banking program dedicated to the reduction of
its carbon footprint and promotion of energy efficient processes,
especially among the bank's clients.

17. 4. Lead Free Paints from Kansai Nerolac:-
Kansai Nerolac has worked on removing hazardous heavy metals
from their paints. The hazardous heavy metals like lead, mercury,
chromium, arsenic and antimony can have adverse effects on
humans. Lead in paints especially poses danger to human health
where it can cause damage to Central Nervous System, kidney and
reproductive system. Children are more prone to lead poisoning
leading to lower intelligence levels and memory loss.

18. 5.Wipro's Green Machines:-
Wipro InfoTech was India's first company to launch
environment friendly computer peripherals. For the Indian market,
Wipro has launched a new range of desktops and laptops called
Wipro Green ware. These products are RoHS (Restriction of
Hazardous Substances) compliant thus reducing e-waste in the
environment.

19. 6.Philips Light's CFL
Philips Lighting's first shot at marketing a stand alone compact
fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75
cents for incandescent bulbs. The product had difficulty climbing
out of its deep green niche. The company re-launched the product
as "Marathon," underscoring its new "super long life" positioning
and promise of saving $26 in energy costs over its five-year
lifetime. Finally, with the U.S. EPA's Energy Star label to add
credibility as well as new sensitivity to rising utility costs and
electricity shortages, sales climbed 12 percent in an otherwise flat
market.

20. 7.Introduction of CNG in Delhi
New Delhi, capital of India, was being polluted at a very fast pace
until Supreme Court of India forced a change to alternative fuels. In
2002, a directive was issued to completely adopt CNG in all public
transport systems to curb pollution .

21. 8. Electronics sector
The consumer electronics sector provides room for using green
marketing to attract new customers. One example of this is HP's
promise to cut its global energy use 20 percent by the year 2010.
To accomplish this reduction below 2005 levels, The Hewlett-
Packard Company announced plans to deliver energy-efficient
products and services and institute energy-efficient operating
practices in its facilities worldwide.

22. 9. ITC
ITC has been 'Carbon Positive' three
years in a row (storing twice the amount
of CO2 than the Company emits). Water
Positive' six years in a row (creating
three times more Rainwater Harvesting
potential than its net consumption).
Close to 100% solid waste recycling. All
Environment, Health and Safety
Management Systems in ITC conform to
the best international standards.

23. 10. Maruti
The company has remained ahead of regulatory requirements in pursuit of
environment protection and energy conservation at its manufacturing
facilities, and in development of products that use fewer natural resources
and are environment friendly. The company has not only been able to recycle
100% of treated waste water but also reduced fresh water consumption. The
company has implemented rain water harvesting to recharge the aquifers.
Also, recyclable packing for bought out components is being actively
promoted.

24. 11.HCL's Environment Management Policy under HCL ecoSafe
In building a system to identify, develop and sustain the
maintenance of an environment management system at corporate level we
have formulated a program that we proudly refer as HCL's ecosafe.
The aim is to encapsulate knowledge, awareness, and key developments
on all environmental issues faced by today's world and to incorporate these
in HCL's operations assuring our commitment in delivering quality products,
solutions and services.