Green marketing, also known as environmental marketing, focuses on promoting products deemed environmentally safe, with characteristics like natural ingredients and non-polluting effects. Organizations are increasingly adopting green marketing for both moral responsibility and perceived business opportunities, driven by governmental pressure. Various sectors, including retail, education, and transportation, are implementing green practices alongside examples from companies like Wipro and ONGC that showcase eco-friendly initiatives.

1. Dr. Vinosh Peter K.V.

2. Definition
• Green Marketing is also known as environmental
Marketing, Ecological Marketing, sustainable
Marketing and Greener Marketing.
• A majority of people believe that green marketing
refers solely to the promotion or advertising of
products with environmental characteristics.
• The study of the positive and negative aspects of
Marketing activities on Pollution, energy depletion
and non energy resource depletion – Henion

3. • Green Marketing is the marketing of products that
are presumed to be environmentally safe. AMA
( American Marketing Association)

4. Reasons for Going Green Marketing
• Organizations perceive environmental marketing to
be an opportunity that can be used to achieve its
objectives
• Organizations also believe they have a moral
obligation to be more socially responsible.
• Governmental bodies are also forcing firms to
become more responsible

5. Characteristics
• Products with natural ingredients
• Products that do not harm or pollute the
environment
• Products that will not be tested on animals
• Products containing recycled contents, non-
toxic chemical.

6. GREEN ASPECTS IN SERVICES
FINANCIAL SERVICES:
• Use of electronic printing media
• Use of technology to cut short the usage of paper
• Use of air conditioners with high star-rating and CFL lighting to
reduce power consumption
• Green planting spread within the working space

7. TRANSPORTATION SERVICES:
• Wide spread public
transport system
• Heavy investment to avoid
use of diesel
• Electric vehicles for rent

8. MEDICAL SERVICES:
• Donation camps
• Rural areas visits
• Free check-up
• Free medication
• Paper covers instead of plastic

9. EDUCATIONAL INSTITUTIONS:
• Use of electronic media to avoid paper and other
stationary
• Make students participate in social welfare
activities
• Maintain greenery in the campus
• Discourage the use of personal vehicles
• Use power efficient equipment

10. RETAIL SERVICES:
• Discourage plastic bags
• Online trading
• Help raise funds for needy
• Moderate lighting
• Spread maximum products
• Promote green products

11. Examples:
• 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 Greenware. (
reducing e waste in the environment)
• KFC’s new green restaurant
The latest store was built using elements that
follow the Leadership in Energy and Environmental
Design (LEED) certification process created by the
U.S. Green Building Council. which looks at
Economically responsible ways of saving Energy and
being Environmentally aware.

12. State Bank of India: Green IT@SBI SBI 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.
• Oil and Natural Gas Company (ONGC) India’s largest oil
producer, ONGC, is all set to lead the list of top 10 green
Indian companies with energy-efficient, green
crematoriums that will soon replace the traditional
wooden pyre across the country. ONGC’s Mokshada
Green Cremation initiative will save 60 to 70% of wood
and a fourth of the burning time per cremation.

13. Tata group of companies: Tata Motors ltd. has
developed their showroom by using green items
and elements in its design. It shows eco-friendly
atmosphere that attracts people towards itself.
They are also going to launch a low cost water
purifier which is made of pure and natural
ingredients.
• Digital tickets by Indian Railways: 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.