Related Papers
Journal of Marketing Management
Revisiting contemporary issues in green/ethical marketing: An introduction to the special issue
2012 •
Morven McEachern, Professor Marylyn Carrigan
International Journal of Research and Analytical Reviews
"Green Marketing -A Real Practice or Eyewash?" An Ethical Perspective
2019 •
Dr. Anirban Sarkar
Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this line, many organizations nowadays are using various green products instead of non-renewable resources but not at a cost of their profit mark up. In reality, the scenario is such that too many green products have confused the consumers to which claims are real and which are not. Similarly organizations are also affected with this issue i.e., the correct implementation of this practice. No company will implement any such practice which is not enhancing their quantitative benefits. In this context many practices are adopted by organizations where green marketing is adopted but not in all its correct senses, quantitative benefits are included as an important element there which is making the implementation of green marketing only eyewash. In this regard, this paper attempts to highlight the various issues of understanding the real meaning of green marketing, to introduce the concept of various types of malpractices in green marketing and the perspective of the consumers in their conceptual understanding of green marketing. The paper uses both primary and secondary data for the purpose of accomplishment of the defined objectives. The various concepts of malpractices of green marketing are defined on the basis of secondary data available whereas the perspectives of the consumers are incorporated with the help of primary data collected.
ZENITH International Journal of Business Economics & Management Research
Going green-green marketing
2013 •
manjunath chalawadi
Today, the diversity and availability of green products indicate that consumers are not indifferent to the value offered by environmental benefits. Consumers are buying green-but not necessarily for environmental reasons. The market growth of organic food and energy-efficient appliances is because consumers desire their perceived safety and money savings, respectively. Thus, the apparent paradox between what consumers say and their purchases may be explained, in part, by green marketing myopia-a narrow focus on the greenness of products that blinds companies from considering the broader consumers and social desires. The environmental problems in India are growing rapidly. The increasing economic development, rapid growth of population and growth of industries in India is putting a strain on the environment, infrastructure and the countries natural resources. Industrial pollution, soil erosion, deforestation, rapid industrialization, urbanization and land degradation are all worsenin...
GREEN MARKETING
Interal Res journa Managt Sci Tech
Rising consciousness regarding environmental problems has led to socially responsible consumers, corporate as well as government. People have become aware about issues facing our environment and they demand eco-friendly products and services. This has brought a revolution in the field of marketing. Marketers have moved beyond traditional marketing practices and provide products and services which cause least possible harm to the environment while also meeting the needs and demands of the consumers. This phenomenon is termed as Green marketing. It refers to the planning, development and promotion of the products or services that satisfy the needs of consumers without affecting environment. This paper attempts to understand what does the term ‘green marketing’ entail, explain why it has garnered importance in the modern era and its current status in India. The research is exclusively explorative in nature. It is chiefly based on the secondary sources of information collected from websites, Journals and other information available in public domain
THE DIRECTIONS TOWARDS GREEN MARKETING: AN ENQUIRY
2021 •
Yasmin Begum Nadaf
Green marketing is a vital constituent of the holistic marketing concept today. It is applicable particularly to those businesses that are directly dependent on the physical environment. Green marketing plays an important role to promote and reinforce the idea of environmental protection and sustainable development both in the minds of the customer and the firms. Many global players in diverse businesses are now successfully implementing green marketing practices. Various studies by environmentalists indicate that people are more concerned about the environment and are changing their behavioural pattern and living styles. Now is the era of recyclable, non-toxic and environment-friendly goods. This has become the new mantra for marketers to satisfy the needs of consumers and earn better profits. Green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. It includes a broad range of activities like product modification, changing the production process, modified advertising, change in packaging etc., aimed at reducing the detrimental impact of products and their consumption and disposal on the environment. Thus, there is growing interest among the consumers all over the world regarding protection of environment in which they live; people do want to bequeath a clean earth to their offspring. Worldwide evidence indicates people are concerned about the environment and are changing their behaviour. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. The paper examines the need and significance of green marketing in the 21th century. This paper attempts to capture some of the initiatives in India, which may provide ideas for other companies in both developing and developed markets and to evaluate directions towards green marketing and to tackle social and environmental problem using innovative solutions.
anatomy of green marketing
Elif Okan
GREEN MARKETING: CHALLENGES AND OPPORTUNITIES
marsela telah
GREEN MARKETING: A PRIMER
2018 •
rama prasad
Business Strategy and the Environment
Golden goose or wild goose? The hunt for the green consumer
2001 •
Peattie, Ken
Green Marketing and Forming of Green Stratedgies
2014 •
Masood Siddiqui
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 have been 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 c...
