09-11-2012, 02:21 PM
GREEN MARKETING IN INDIA: EMERGING OPPORTUNITIES AND CHALLENGES
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Abstract
Green marketing is a phenomenon which has developed
particular important in the modern market. This concept has
enabled for the re-marketing and packaging of existing
products which already adhere to such guidelines.
Additionally, the development of green marketing has opened
the door of opportunity for companies to co-brand their
products into separate line, lauding the green-friendliness of
some while ignoring that of others. Such marketing
techniques will be explained as a direct result of movement in
the minds of the consumer market. As a result of this
businesses have increased their rate of targeting consumers
who are concerned about the environment. These same
consumers through their concern are interested in integrating
environmental issues into their purchasing decisions through
their incorporation into the process and content of the
marketing strategy for whatever product may be required.
This paper discusses how businesses have increased their
rate of targeting green consumers, those who are concerned
about the environment and allow it to affect their purchasing
decisions. The paper identifies the three particular segments
of green consumers and explores the challenges and
opportunities businesses have with green marketing. The
paper also examines the present trends of green marketing in
India and describes the reason why companies are adopting it
and future of green marketing and concludes that green
marketing is something that will continuously grow in both
practice and demand.
INTRODUCTION
According to the American Marketing Association, green
marketing is the marketing of products that are presumed to
be environmentally safe. Thus green marketing incorporates a
broad range of activities, including product modification,
changes to the production process, packaging changes, as
well as modifying advertising. Yet defining green marketing
is not a simple task where several meanings intersect and
contradict each other; an example of this will be the existence
of varying social, environmental and retail definitions
attached to this term. Other similar terms used are
Environmental Marketing and Ecological Marketing. Thus
"Green Marketing" refers to holistic marketing concept
wherein the production, marketing consumption an disposal
of products and services happen in a manner that is less
detrimental to the environment with growing awareness
about the implications of global warming, non-biodegradable
solid waste, harmful impact of pollutants etc., both marketers
and consumers are becoming increasingly sensitive to the
need for switch in to green products and services. While the
shift to "green" may appear to be expensive in the short term,
it will definitely prove to be indispensable and advantageous,
cost-wise too, in the long run.
WHY GREEN MARKETING?
It is really scary to read these pieces of information as reported
in the Times recently: "Air pollution damage to people, crops
and wildlife in US. Total tens of billions of dollars each year".
"More than 12 other studies in the US, Brazil Europe, Mexico,
South Korea and Taiwan have established links between air
pollutants and low birth weight premature birth still birth and
infant death". As resources are limited and human wants are
unlimited, it is important for the marketers to utilize the
resources efficiently without waste as well as to achieve the
organization's objective. So green marketing is inevitable.
There is growing interest among the consumers all over the
world regarding protection of environment. Worldwide
evidence indicates people are concerned about the
environment and are changing their behavior. As a result of
this, green marketing has emerged which speaks for growing
market for sustainable and socially responsible products and
services.
GREEN PRODUCTS AND ITS CHARACTERISTICS
The products those are manufactured through green
technology and that caused no environmental hazards are
called green products. Promotion of green technology and
green products is necessary for conservation of natural
resources and sustainable development. We can define green
products by following measures:
• Products those are originally grown,
• Products those are recyclable, reusable and biodegradable,
• Products with natural ingredients,
• Products containing recycled contents, non-toxic
chemical,
• Products contents under approved chemical,
• Products that do not harm or pollute the environment,
• Products that will not be tested on animals,
• Products that have eco-friendly packaging i.e. reusable,
refillable containers etc.
CONCLUSION
Now this is the right time to select “Green Marketing”
globally. It will come with drastic change in the world of
business if all nations will make strict roles because green
marketing is essential to save world from pollution. From the
business point of view because a clever marketer is one who
not only convinces the consumer, but also involves the
consumer in marketing his product. Green marketing should
not be considered as just one more approach to marketing, but
has to be pursued with much greater vigor, as it has an
environmental and social dimension to it. With the threat of
global warming looming large, it is extremely important that
green marketing becomes the norm rather than an exception
or just a fad. Recycling of paper, metals, plastics, etc., in a safe
and environmentally harmless manner should become much
more systematized and universal. It has to become the general
norm to use energy-efficient lamps and other electrical goods.