GREEN MARKETING BY CHINTAN PATHAK BHUSHAN - ‘G’ DIV B Bharati Vidyapeeth University Institute of Management and Entrepreneurship Development 1

INDEX  OBJECTIVES  INTRODUCTION  CONCEPTUAL FRAMEWORK  THEORITICAL BACKGROUND  REVIEW  CONCLUSION  LEARNINGS  SOURCE 2

OBJECTIVE 3

“BLUE SKIES FOR OUR CHILDERN” -Honda FROM THE ABOVE SLOGAN AND LOGOS OF LEADING COMPANIES IN THE WORLD WE CAN ASSES THE FUTURE OBJECTIVE OF THE COMPANIES i.e., “GO GREEN” 4

INTRODUCTION INTRODUCTION 5

 How important is the environment to us?  What measures does Corporatism take to preserve the environment? Common characteristics of green companies: Use natural gas for boiler fuel. Recycle biodegradable waste. Minimum use of plastic material; use recyclable packaging materials. Use biomass and solar radiation as sources of renewable energy. Generate electricity from hydroelectric plants. Reduce toxic emissions, etc. 6

CONCEPTUAL FRAMEWORK 7

 Majority of people believe that ecological (green) marketing refers solely to the promotion or advertising of products with environmental characteristics.  Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the terms consumers most often associate with green marketing DEFINITION:- According to the American Marketing Association, “Green marketing is the marketing of products that are presumed to be environmentally safe” 8

 Other definitions:-  “Marketing strategies developed to promote products or services that are environmentally responsible and create as little ecological impact as possible”  “A form of socio-ecological marketing whereby the goods and services sold, and the marketing practices involved in their sale, takes into account the environmental ramifications for society as a whole” 9

THEORITICAL BACK GROUND 10

 The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".  “ The Brundtland Report” and was another step towards widespread thinking on sustainability in everyday activity. 11

 Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America.  The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done, the so-called "green consumer“.  This lack of consensus by consumers, marketers, activists, regulators, and influential people has slowed the growth of green products 12

 Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services 13

REVIEW 14

 The question on some minds today is what is green marketing  Trend by many shoppers…..  Worn out electronics, tires, plastics, and other environmentally unfriendly products.  Some real issues facing the whole eco-friendly business segment at the moment.  Biodegradable doesn't always mean that it disappears back into the earth in a positive manner. 15

CONCLUSION 16

 This is the right time to select “Green Marketing” globally ‘In the midst of gloom and doom of the recession, green market is a growth area”  Green marketing should not be considered as just one more approach to marketing  Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become much more systematized and universal.  Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. 17

 Consumers, industrial buyers and suppliers need to pressurize effects on minimize the negative effects on the environment- friendly. Green marketing assumes even more importance and relevance in developing countries like India. 18

LEARNINGS 19

“Nature has enough to satisfy everyone’s need but has not enough to satisfy man’s greed”. -Mahatma Gandhi  Indian literate and urban consumer is getting more aware about the merits of Green products.  Firms have a great impact on the natural environment.  Consumers lay too much responsibility on industry and government.  Firms alone cannot lead the green marketing revolution.  Consumers and industrial buyers have ability to pressure organizations to integrate environmental factor. 20

 So it is our individual responsibility and duty to play our role efficiently in saving our planet for future generations. That’s why everyone should “THINK GREEN” 21

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SOURCE 23

"Green Trade & Development" (.html). Green Markets International, Inc. Retrieved January Dodds, John (May 21, 2007). "Green Marketing 101" htmlRetrieved January ^ "Green Marketing: Challenges & Opportunities for the New Marketing Age" New/dp/ /ref=sr_1_4?s=books&ie=UTF8&qid= &sr=1- 4Retrieved : J.A Ottman,. et al, "Avoiding Green Marketing Myopia" Environment, Vol-48, June industries aspx Wikipedia 24

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