Mr. Ankur Desai
Assistant Professor, SRIMCA

In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment.

The implications of the destruction of the forests , the appearance of ‘holes‘ in the ozone layer etc were widely published and created a wave concern about the destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products .This has created some impact on marketing.

Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced or packaged in an environmentally friendly way.

E.G. Macdonald’s have stopped packaging their hamburgers etc in polystyrene containers and now use cardboards which come from a renewable resource and are biodegradable or recyclable.

Why it is important?

=> Limited sources to satisfy world’s unlimited wants.
=> For the firm to utilize the limited resources.
=> Satisfying the consumer needs as well as wants.
=> Organization’s selling objectives.

Benefits of Go Green Marketing:

=> Opportunities
=> Social responsibility
=> Differentiating products
=> Effective utilization of resources

Do this:
=> Less use of polythene
=> Less use of mobile phone
=> Crush plastic bottle after use
=> Use disposable items
=> Love nature
=> Save water
=> Save fuel
=> Avoid smoking
And many more.

Challenges Ahead:
=> Green products require renewable and recyclable material with higher cost.
=> Need a technology requiring high investment in R & D.
=> Water treatment technology having higher cost.
=> Majority of people are not aware of green products and thеіr uses.
=> Majority of consumers are not willing to pay a premium for green products.

Reference:
=> “Business Environment”, by Vivek Mittal