Artee aggrawal is a bonafide research work for the award of the doctor of philosophy in business management at the padmashree dr. Generally, the concept views the world as one market and is based on identifying and targeting crosscultural similarities. In view of growing importance of green marketing, an attempt is made in this paper to understand the concept of green marketing its importance and strategies required for its promotion. The concept of green marketing goes beyond the simple, buy me. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Jacquelyn ottman has yet again written an indispensable book about green marketing.
Green marketing functions in building corporate image in. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. There is a radical change in consumer preferences and life styles. Many different brands in a wide range of industries use green marketing as a way of standing out from among a crowded field of competitors, but green marketing can also cause problems for companies that rely on it at the expense of other forms of promotion. I move on to discuss what it takes to address the new green marketing paradigm, starting with the strategies for greening ones products chapter 4. Pdf introduction to green marketing interal res journa. Green marketing concept, awareness and linkage with.
This concept is referred to as the right principle and is the basis of all marketing strategy. It is a broad concept with three key components polonsky, 1994. This paper also explains the various initiatives that have been taken by various. Green marketing definition what is green marketing. The concept of green marketing has been around at least since the first earth day in 1970. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Green marketing, marketing mix, green marketing strategies abstract purpose. The data collection consists of several semistructured interviews with employees from different departments. Green marketing definition marketing dictionary mba. To explore how a company can make its marketing mix, the four ps, greener. Objectives of the study the following points constitute the objectives of the study 1. In the future, green marketing will be a necessary aspect of the business world. This pdf is governed by law, which prohibits unauthorised copying.
This study focuses on the concept of green marketing and green product development, the different. Other than that, the green consumer and branding will be discussed. Within this 4 part audio course youre going to learn everything there is to know about green marketing concepts. A means of mass communication, such as newspapers, magazines, radio or television. It tries to explain why green marketing is important in the sudanese current situation. Greening the marketing mix a case study of the rockwool group authors. We can say that marketing is finding out the needs and wants of.
The literature research conducted on the subject, in result, draws clear boundaries of the marketing mix for new age spirituality and portrays who the spiritual consumer is. To define and investigate the concept of the green marketing 2. Knowing the green concepts to marketing is can even be better. Jennifer kaplan, author of greening your small business finally, the book that we need for a 21stcentury approach to marketing. Marketing management, marketing management notes, marketing. It is becoming more popular as more people become concerned with environmental issues and decide that they want to spend their money in a way that is kinder to the planet. A total of 389 usable questionnaires are obtained from female consumers who are major customer at the selected retailer e. Iv certificate this is to certify that the dissertation entitled factors affecting green marketing in india.
Yet defining green marketing is not a simple task where several meanings intersect and contradict each other. Integrating all the organizations activities, including production, to satisfy these wants and needs c. More organizations are making an effort to implement sustainable business practices as they recognize that they can make their products more attractive to consumers and also reduce expenses in packaging, transportation, energy and water usage, and more. Green marketing is the marketing of products that are presumed to be environmentally safe.
It is the marketing of products and services based on the environmental benefits. A marketing plan a written plan, which is well integrated with the companys vision, containing objectives, strategies, and tactics to be used to meet a companys marketing goals. 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. Environmentallyresponsible or green marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. Green marketing definition and sustainable development. In turn, green marketing becomes more important for some kinds of products, such as information. Advertising all forms of paid promotion that deliver a message to many people at the same time through. This is to certify that the dissertation entitled factors affecting green marketing in india. Green marketing functions in building corporate image in the. In the research, five concepts of marketing would be introduced as 1 societal marketing, 2 social marketing, 3 ecological marketing, 4 green marketing, and 5. To cause somebody to adopt a certain position, belief or course of action. This can be achieved by market research and choosing which, the target business sector, will give the best returns.
Whilst these terms are green marketing claims, in general, green marketing is a much broader concept. Some businesses have been quick to accept concepts such as environmental management s. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix. Ottman the new rules of green marketing o t t m a n greenleaf publishing aizlewoods mill, nursery street, sheffield s3 8gg, uk. But the idea did not catch on until the 1980s, when rising public interest in the environment led to a demand for more green products and services. To introduce the definition and concepts of green marketing.
One of the biggest problems with the green marketing area is that there has been little. Such products are environmentally friendly in itself or produced in an ecofriendly way. John grant, author of the green marketing manifesto and co. Objective of the study while companies today are trying hard to implement suitable green marketing strategies in order to achieve a competitive. As a result, new products must constantly be introduced into the marketplace. Marketing concept understanding the consumer and working from the. In technical term neuromarketing is the combination of neurometrics, biometrics and psychometrics, which was derived by the scientist by observing your reptilian brain and current conscious brain. Marketing management is significant section of management process which envelops the distribution of marketing activities. Green marketing refers to holistic marketing concept wherein the production, marketing, consumption and 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, on. Green marketing pioneer jacquelyn ottman delivers the new rules in. A simple defintion in simple terms it refers tothe process of sellingproducts andor servicesbased on theirenvironmental benefits. Pdf green marketing an emerging concept international. The concept of marketing accordingly depends on three key perspectives 1 what is the target market the first step is to focus precisely which the object market is.
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, nonbiodegradable solid waste, harmful impact of pollutants etc. Green marketing comprises of a broad range of activities which includes product modification, changes to the production process, sustainable packaging andor modifying the advertisements. Learning how to market is a great way to make money when youre selling or even own a website or blog. Green marketing involves companies positioning their products as environmentally friendly or energy efficient. Green marketing intervention strategies and sustainable. In our opinion, the global marketing concept is based on the premise of cultural. In recent years, owing to the enormous amount of environmental pollution, more and more companies are willing to accept the environmental responsibility. Green marketing refers to holistic marketing concept wherein the production, marketing consumption that is detrimental to the environment with growing awareness about the implication of global warming, nonbiodegradable solid waste, harmful pollutants etc. Manufacturers responded to public interest by labeling hundreds of new. The concept of the global market, or global marketing, thus needs some clarification. To study the challenges and prospects of green marketing. The marketing mix, also known as the four ps of marketing, is the combination of product a tangible good or intangible service that is marketed to a consumer. Green marketing has emerged as an important concept in india. Focusing on customer wants and needs so the organization can differentiate its products from competitors offerings b.
Davar, the term marketing management means the discovering of the consumers needs, converting them into the products or services and the activity of transforming the product or service to the. Green marketing is applicable to consumer goods, industrial goods and as well as services. Green marketing an overview manju research scholar, haryana. What are the characteristics of green marketing strategies. The new rules of green marketing is a mustread for every marketer. Green marketing strategy and the four ps of marketing. Customers often link green marketing with terms such as recyclable, refillable, ozone friendly and environmentally friendly polonsky, 1994 and li, 2008. Over the years, a majority of consumers have realized that their behavior had a direct impact on environment.
Green marketing refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner. Concept of green marketing concerns with protection of ecological environment. Green marketing concept, awareness and linkage with consumer. The concept of green marketing has been developed over the time, can be divided into different. The process of promoting and selling environmentallyfriendly goods to consumers. An introduction to green marketing michael jay polonsky department of management, university of newcastle, newcastle nsw 2308, australia.
Green marketing is the marketing of environmentally friendly products and services. The green marketing incorporates a broad range of activities, including product notification, changes to the production process, packaging changes, as well as modifying advertising. Growth in marketing activities resulted into rapid economic growth, mass production with the use of advanced technology, comfortable and luxurious life, style, severe competition, use of unhealthy marketing tactics and. To identify the importance and need of green marketing. According to the american marketing association, green marketing is the marketing of products that are presumed to be environmentally safe. For example, around the world there are resorts that are beginning to promote themselves as ecotourist facilities, i. The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. Green marketingan overview manju research scholar, haryana. A study on evolution of green products and green marketing. Mass media have started their campaign for protecting the earth from further deterioration. Green marketing also called as environmental marketing and sustainable marketing may also be referred to an organizations efforts at designing, promoting. Such a product may beenvironmentally friendly initself or. This study explores the relationship among green marketing, corporate image, and purchase intentions in the retail setting from a consumer perspective.
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