Green Marketing

GREEN MARKETING

ABSTRACT

The Paper is regarding the Green Marketing, a new wave in the world of Marketing. Green Marketing is the latest buzz word in the field of marketing and companies are adopting the Eco Friendly techniques to improve the Sustainability of the operations of the companies and to improve the long term standing of the industry especially in the FMCG sector. Green Marketing has its benefits by far in the positive way but the negativism is cropping up as green wash phenomenon is becoming more and more prevalent in the world. This paper will talk about the concept of Green Marketing, Green Consumerism and Green Myopia, Green Marketing in India and some recommendation.

INTRODUCTION

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Green Marketing thus includes a broad range of activities, including product modification, changes in the production process, packaging changes and changes in advertising strategy as well. In a gist Green marketing refers to the process of selling products and/or services taking into account their environmental benefits. Such a product or service may be environmental friendly in itself or produced and/or packaged in an environmentally friendly way. Green Marketing can also be called as Environmental Marketing and Ecological Marketing.

The term Green marketing had been first coined in the late 1980’s and 1990’s 1. American Marketing Association held the first workshop on the “Environmental Marketing” in the year 1975 2. The two renowned authors after that had given two tangible milestones in the field of green marketing Ken Peattie (1992) in the United Kingdom and Jacquelyn Ottman (1993) in the United States of America. In the past decade there had been a considerable amount of “green movements” around the world but there is very less impact of these movements as there was a lack of consensus among consumers, marketers and...