Green Marketing and Its Implications in Bangladesh

Introduction:

The green marketing is first introduced in the late 1970s when the American Marketing Association (AMA) organized the first ever workshop on Ecological Marketing in 1975 which resulted in the first book on the subject, entitled ‘Ecological Marketing’ by Henion and Kinnear in 1976. The first definition of green marketing was according to Heinion as follows:

“The implementation of marketing programmes directed at the environmentally conscious market segment” (Banerjee 1999).

The term Green marketing refers to the planning, development and promotion of products or services that satisfy the needs of consumers for quality, output, accessible prices and service, without however a negative effect on the environment, with regard to the use of raw material, the consumption of energy etc.

In the USA the green market counts about $250 billion, while 63 million of consumers are directed towards products that either protect the environment contrary to the conventional ones, or have been produced with processes that respect the society and the environment. The same consumers are prone to spend an additional 7-20% in order to buy pure green products and reject the non-viable alternatives, offered to them by the conventional market.

Objectives of the Study:

The general objectives of this study are:

1. To know about Green Marketing.

2. To know the factors that influence green marketing.

3. To find out the causes of environmental pollution in Bangladesh.

4. To explain the effects of environmental pollution on human lives in Bangladesh.

5. To analysis the role, strategies and prospects of green marketing practices to alleviate the environmental pollution in Bangladesh.

6. To identify the problems incorporating green marketing practices effectively in Bangladesh.

7. To develop and explore some probable solutions and recommendations for positively applying green marketing activities in Bangladesh.

Literature Review:

The term...