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| Green Marketing |
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. On account of increasing global warming and other ecological disorder a need for environment friendly products and services has arisen and marketers these days either due to government pressure or as a social responsibility has taken up green marketing i.e., marketing products and services based on environmental factors or awareness. Green marketing is not just producing environment friendly products, it also includes decisions relating to the entire process of company’s products, such as methods of processing, packing and distribution. This concept also applies to marketing of services example: eco-tourism, green capital, etc.
CHARACTERISTICS :
1.
Products naturally grown
2.
Products are recyclable,
reusable and biodegradable
3.
Products contains natural
ingredients without preservatives
4.
Products are made in a way that
they do not damage or pollute the environment
5.
Products packing is
eco-friendly.
NEED, BENEFITS & IMPORTANCE
:
1.
There is growing interest among
the consumers all over the world regarding protection of environment.
2.
Our quality of life is
increasingly impacted.
3.
To fulfill the obligation of
social responsibilities towards society.
4.
To comply with governmental
policies and pressures.
5.
To be ahead of competitors,
green marketing can be used as strategy.
6.
Effective & efficient use
of natural resources can attained through green marketing.
7.
Helps in reducing costs on
account of recycling.
8.
It helps in accessing the new
markets where environmental standards are given prime importance e.g.,
developed nations.
9.
Employees feel proud for being
part of environmentally responsible company.
10. Customers also feel satisfied by using green products as they
contribute to nature.
PROBLEMS AND CHALLENGES :
1.
Firms may use green marketing
to mislead the customers by means of giving false information.
2.
Educating all the customers
about use and need of green products is difficult.
3.
Environmental policies are not
uniform throughout the country and across the globe this makes standardization
of products difficult.
4.
Green marketing involves huge
capital investments in adopting environmentally friendly technology and SMEs
may not afford this.
Established companies fear alienating their base of mainstream consumers by appealing to the green consumer.
