Product, advertisements, manufacturing processes are going green - more nature friendly, it all due to need or some places we can say compulsion to move toward more nature friendly products. Remain with the flow or for long time sustainance of company and its products.
According to the American Marketing Association (AMA), 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. As per Mr. J. Polonsky, Green marketing can be defined as, "All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment". 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.
Why Green Marketing?
Due to limited resources and unlimited human wants, it is unavoidable for marketers to use more efficient, more nature friendly processes, raw materials to produce products which keep balance of nature & resources also. So green marketing is inevitable now a days.
Also other reason 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.
Challenges in front of Green Marketers:
- Green products require renewable and recyclable material, which is costly
- Green products requires a high end technology, which requires huge investment in R and D
- Consumer aware about green products but not willing to pay extra bucks.
- In some cases we can not made product 100% nature friendly.
1)McDonald's restaurant's napkins, bags are made of recycled paper.
2)Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.
3) Introduction of CNG in New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution.
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