Green Marketing in India.

Green marketing in India
According to the American Marketing Association, green marketing is the

marketing of products or goods that are supposedly believed to be
environmentally safe. Green Marketing is also alternatively termed
as environmental marketing or ecological marketing. Thus green
marketing refers to the holistic marketing approach and concept wherein a
broad range of activities include product modification, changes to
production process, packaging changes as well as modifying
advertisements.
Understanding green marketing

According to Pride and Ferrell (1993), green marketing which is also known
as environmental marketing or sustainable marketing/ refers to the
organizations efforts at designing, promoting, pricing and distributing
products that will not harm the environment.
Polanski (1994) defines green marketing as all activities designed to
generate and facilitate any exchanges intended to satisfy human needs or
wants that has minimal detrimental impact on the natural environment.
Ellington (1994:93) defines green consumer as one who avoids products
that are likely to:
Endanger the health of the consumer and others.
Cause significant damage to the environment during manufacture,
use or disposal, consume a disproportionate amount of energy.
Cause unnecessary waste.
Use materials derived from threatened species or environments.
Involve unnecessary use of, or cruelty to animals.
Adversely affect other countries.
Reading articles in newspapers and knowing more about issues like global
warming, extinct animal species, pollution and more, is the evidence that
people today are aware about the damages caused to the nature by
people. Green marketing is the need of the hour. It only indicates a
growing market for socially responsible and sustainable products and
services.
Companies and brands indulged in

green marketing
Companies are venturing into green marketing for the following
reasons:
Opportunity
With the increase in consumers who prefer environment-friendly products
and those who have become health conscious, there is a vast opportunity
for green marketing in India. The Surf Excel water-saving detergent (with
the message.do bucket paani roz bachaana) and LG consumer
durable are examples of green marketing.
Social responsibility
Many companies have started realizing that they must behave in an
environment-friendly fashion. They believe both in achieving
environmental objectives as well as profit related objectives. The HSBC
became the worlds first bank to go carbon neutral last year. Other
examples include Coca Cola, which has invested in various recycling
activities. Walt Disney World in Florida, US, has an extensive waste
management program and infrastructure in place.
Government pressure
The Government of India has framed and prepared various regulations
and legislation to protect the society at large and reduce the production of
harmful goods. For eg: Ban on use of plastic polythene bags in India and
prohibition of smoking at public places in India.
Competitive pressure
Many companies take up green marketing to maintain their competitive
edge. The green marketing initiatives by niche companies such as Body
Shop and Green & Black have prompted many mainline competitors to
follow suit.
Cost reduction
It is believed and proven that the reduction of harmful ways will cut down
the cost of the final product also. Some companies have now developed a
symbiotic relationship in which one company uses the by-products of
another company as raw materials. In this manner, the problem of
disposing off the effluent waste is reduced.
Green marketing ensures:

Sustained long term growth.
Profitability.
Saves money in the long run.
Helps promoting products in an environment friendly manner.
Helps in breaking through newer markets for competitive
advantages.
BENEFITS OF GREEN MARKETING

Today's consumers are becoming more and more conscious about the
environment and are also becoming socially responsible. Therefore, more
companies are responsible to consumers' aspirations for environmentally
less damaging or neutral products. Many companies want to have an
early-mover advantage as they have to eventually move towards
becoming green. Some of the advantages of green marketing are,
It ensures sustained long-term growth along with profitability.
It saves money in the long run, thought initially the cost is more.
It helps companies market their products and services keeping the

environment aspects in mind. It helps in accessing the new markets
and enjoying competitive advantage.
Most of the employees also feel proud and responsible to be working

for an environmentally responsible company.
PROBLEMS OF GREEN MARKETING

Many organizations want to turn green, as an increasing number of
consumers' ant to associate themselves with environmental-friendly
products. Alongside, one also witnesses confusion among the consumers
regarding the products. In particular, one often finds distrust regarding the
credibility of green products. Therefore, to ensure consumer confidence,
marketers of green products need to be much more transparent, and
refrain from breaching any law or standards relating to products or
business practices.
PATHS TO GREENNESS
Green marketing involves focusing on promoting the consumption of
green products. Therefore, it becomes the responsibility of the companies
to adopt creativity and insight, and be committed to the development of
environment-friendly products. This will help the society in the long run.
Companies which embark on green marketing should adopt the following
principles in their path towards greenness.
Adopt new technology/ Process or modify existing technology/

Process so as to reduce environmental impact.
Establish a management control system that will lead to adherence

of stringent environmental safety norms.
Explore possibilities of recycling of the used products so that it can

be used to offer similar or other benefits with less wastage.
Using more environment-friendly raw materials at the production

stage itself.

Green Marketing in India.

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Green Marketing in India.

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Green marketing in India

According to the American Marketing Association, green marketing is the

Understanding green marketing

Companies and brands indulged in

Green marketing ensures:

BENEFITS OF GREEN MARKETING

It ensures sustained long-term growth along with profitability.

It helps companies market their products and services keeping the

Most of the employees also feel proud and responsible to be working

PROBLEMS OF GREEN MARKETING

Adopt new technology/ Process or modify existing technology/

Establish a management control system that will lead to adherence

Explore possibilities of recycling of the used products so that it can

Using more environment-friendly raw materials at the production

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