What is green marketing

Green marketing means marketing of products that are presumed

to be environmentally safe as it causes less impairment to
environment. Marketers have responded to growing consumer
demand for environment-friendly products in several ways: "by
promoting the environmental attributes of their products; by
introducing new products; and by redesigning existing productsall
components of
environmental marketing." Indeed, marketing campaigns touting
the environmental ethics of companies and the environmental
advantages of their products have improved in recent years. Thus
green marketing incorporates a broad range of activities such as
innovative production process & packaging.
Green product: It is defined as an efficient, clean or durable
product or service derived from green inputs. Thus green product is
any product that is less harmfull to the environment.
Opportunity for innovation has explained green marketing from an
organizational stand point environmental considerations should be
integrated in to all aspects of marketing new product developments
and communications. According to the author, environment should
be balanced with primary customer needs. The so called green
consumer movement in the US and the other countries have
struggled to reach the critical mass and to remain in the forefront
shoppers mind. The lack of consensus by Green marketer consumer
marketer, activist, regulator and influential people have slowed the
growth of green products.(Jacquelyn. A . ottman)

Green or environmental marketing consist of all activities designed

to facilitate any exchange intended to satisfy human needs and
wants, such that the satisfaction of these needs and wants occurs,
with minimal detrimental impact on the natural environment.
[polonsky 1994b,2]
The marketing or promotion of a product based on its
environmental performance or an improvement thereof.
[charter&polonsky1999]
Green marketing, also alternatively known as environmental
marketing and sustainable marketing, refers to an
organization.s efforts at designing, promoting,
pricing and distributing products that will not harm the
environment .[ Pride and
Ferrell 1993]
It defines green marketing as 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 .
[ Polonsky1994 ]
Elkington (1994: 93) defines green consumer as one who avoids
products that are likely toendanger the health of the consumer
or others; cause significant damage to the environme nt during
manufacture, use or disposal; consume a dispropor tionate amount
of energy; cause unnecessary waste; use materials derived from
threatened species or environme nts; involve unnecessary use of, or
cruelty to animals ;adversely affect other countries .
All The above definition emphasise on green marketing and to focus
on its awareness. Which cause minimum threat to environment . It
not only directs on the
rising environmental concerns but is also intended to design such
products which provide satisfaction to consumers and cause
minimum impact on the environment.

Evolution of green marketing:

Green marketing comprises of environmental marketing and
ecological marketing. It focuses on eco friendly products and
services which provide customer satisfaction and widen the scope of
eco-friendly marketing and generate new opportunities and growth
towards the profitability of firms The term Green Marketing came
into prominence in the late 1980s and early 1990s The American
Marketing Association (AMA)
organized the first workshop on "Ecological Marketing" in 1975. This
renowned in one of the first books on green marketing entitled
onµ Ecological Marketing µ
According to Peattie (2001)The evolution of green marketing
has three phases.
y First phase was termed as"Ecologic al"green marketing,
and during this period all companies were striving hard
to solve environmental problems and provide solutions for
the same.
y
Second phase : It is the phase when the focus was completely shifted
towards clean technology and to design such products which are
innovative and take safety measures to avoid waste disposal and
pollution.
y
Third phase was"Sustainabl e" green marketing[understanding th
green marketing concept It needs to generate awareness in the mind
of customers make them equally aware of the ecological product and
its importance hat needs to be sustainable in long term

Why is green marketing important currently

(www.derm.qld.gov.au/register/p01860aa.pdf)
The key to successful green marketing campaigns is not only to
increase profitability of firms instead to make products that are
environment friendly and to start up campaigns that will simply
make potential customers aware of the tangible benefits and
motivate them to think about environment as thisw i ll help them
understand the environmental issues at hand and how to use it day
today buying.
The green marketing concept has introduced a new market for
environmentally friendly products for those Companies that are
undergoing and developing innovative and enhanced products and
services with environmental impacts in the mind of potential
customers and gives themselves an equally new opportunity access
to new markets, and can substantially raise profits and enjoy
competitive advantages over those marketing non-environmentally
responsible alternatives.
(www.allbusiness.com/marketing.../marketing.../11479922 -1.html
-Ca c he d -Si mi la r)

Eco label is defined as : ecolabel is a labelling system for consumer

product (excluding food and medicine)that are made in a certain
fashion to avoid detrimental effects on the environment.
Eco label is defined as eco emerged as one of the tools from green
marketing which are intended as means for consumers to make
choices that will reduce environmental impact and enable them to
influence how products are made.