IMPORTANCE OF GREEN MARKETING

IMPORTANCE OF GREEN MARKETING

Abstract – Green marketing is an essential phenomenon in the modern industry. This idea has made it easier to re-market and pack existing items that still conform to these standards. The emergence of green marketing has also opened the door for businesses to label their products individually and applaud the eco-friendliness of others while dismissing that of others. These targeting strategies are explained explicitly as a result of a trend in consumer business research. As a result, businesses have increased their target levels for renewable customers. Through their attention, these same customers are involved in implementing environmental problems into their buying choices by introducing them into the marketing strategy’s mechanism and material for any product needed. This article explores how businesses have raised their target levels for green customers, environmental issues, and how they can affect their purchasing decisions.

Keywords: Environmentally safe, Eco Friendly, Green Product, Recyclable.

1. INTRODUCTION

Green marketing is the promotion of products that the American Marketing Association claims are environmentally sustainable. It covers a wide variety of practices, including design improvements, changes in the development cycle, labeling changes, and promotional improvements. Nevertheless, green messaging is not a simple task in which many concepts overlap and refute each other; the presence of various financial, environmental, and retail interpretations applied to this concept indicates this. Different terms are also used for sustainable marketing or environmental marketing.

Therefore ‘green marketing’ submits to the integrated marketing philosophy, where production, distribution, and the recycling of goods and services happen fewer harmful to the atmosphere with a rising understanding of global warming, non-biodegradable solid waste, adverse impacts of pollution, etc. The change to “green” may appear exclusive in the short run, but it would be necessary and beneficial, cost-competitive in the long term.

Green marketing (also known as ecological marketing or environmental marketing) Pride and Ferrell (1993) refer to efforts by a company to produce, sell, price, and deliver goods that do not affect the environment. Polonsky (1995) describes green marketing as any practice intended to create and encourage targeted transactions or wish to meet human needs or desires that happen by the minimal harmful impact on the natural environment.

2. WHY GREEN MARKETING?

The Times reported: “Air pollution risk to humans, agriculture and animals in the USA. Estimated amounts of ten thousand trillions of dollars.” “More than 12 studies have identified a correlation among air pollution or lower birth weight premature birth and child mortality in the US, Brazil, Europe, Mexico, South Korea, and Taiwan.” Seeing that resources are limited, and human needs are limitless, advertisers must make optimal use of resources without wasting to accomplish the organization’s objective.

Environmental marketing is, thus, necessary. Consumers around the world are deeply involved in protecting the environment. Global research indicates that people are worried about the climate and change their behavior. This lead to the creation of green marketing, which advocates for the rising demand for sustainable and socially conscious goods and services. Therefore, the rising user consciousness around the world about protecting the ecosystem they live in needs to give safe land to their offspring.

Different surveys by activists signify that people think for the environment and adjust their style of actions to be less adverse to it. Already we can see that most customers, both human and commercial, are profoundly concerned about environmentally friendly goods. In the late 1980s and 1990s, green marketing was the first environmental marketing workshop held in Austin, Texas, in 1975. Many green marketing books were published consequently.

3. GREEN PRODUCTS AND ITS CHARACTERISTICS

The products created by green technologies are considered green technology and have no environmental hazards. To protect natural resources and sustainable growth, the promotion of green technologies and green products is required. The following measures can characterize green products:-

1. Items originally cultivated,
2. Items that can be recycled, reused and biodegraded,
3. Natural ingredient products,
4. Recycled materials, non-toxic substances, goods
5. Type of products under licensed chemical,
6. Items not damaging or polluting the climate,
7. Items not checked on animals,
8. products with environmentally friendly packaging such as recycled cans, refillable containers, etc.

4. NEED OF GREEN MARKETING

Problems such as global warming or ozone umbrella loss are crucial to a sustainable life. A growing person, rich or poor, should be involved in a safe and robust quality of life, so will the corporate elite. The primary goal of every company is a financial benefit and economic development. Nevertheless, environmental degradation from the managing industry globally is now done late. This understanding creates corporate identity in the business community. Eco promotion by the corporate community is still an egoistic and competitive industry view, attracting the customer, and receiving a license from the regulatory body. Industries in Asian nations have the required green marketing from the developing world, but there is still a significant difference in awareness and execution.

5. CHALLENGES IN GREEN MARKETING

5.1 Need for Standardization

It has been establishing that only 6% of the marketing statements from “green” campaigns are valid, or these representations are not validated by standardization. Such statements cannot be confirmed by standardization. There is no standardization to mark food as organic. There would be no verifiable way because other governing agencies are interested in issuing certifications. For such a marking and licensing, a standard quality management board must be created.

5.2 New Concept

The benefits of Green goods are becoming more known to Indian literate and urban consumers. Already for the mainstream, it’s all a novel idea. The user must be informed and aware of the risks to the environment. The new ecological campaigns have to hit the mainstream, and it takes time and energy. Indian customers understand the value of using raw and herbal beauty ingredients from their ayurvedic roots. Indian customers are introduced to balanced habits, including yoga and the consumption of fresh food. The customer is now conscious of these things and would be willing to consider green products.

6. GOLDEN RULES OF GREEN MARKETING

• Know you are Customer: Ensure definite the customer is conscious of or concerned with the problems the company attempts to contend with (Whirlpool has found that it is impossible for customers not to pay the price for a CFC-free refrigerator, as the consumer knows what CFCs are).
• Reassure the Buyer: customers may trust that the company does the job it is to do, and in the context of the world, it must not neglect its consistency.
• Consider Your Pricing: When you accuse the best for your item or because of economies of level and utilize high-quality materials, also items that are environmentally friendly-make sure these buyers are willing to pay the price and that it values it.
• Thus leading brands should recognize that consumer expectations have changed: This is not sufficient for a corporation to green its products; customers want goods to buy pocket-friendly and lead to that their environmental impacts.

7. GREEN MARKETING – ADOPTS BY THE FARMS

Green marketing has been increasingly supported by businesses worldwide, or the subsequent are the potential cause for this widespread acceptance:

Opportunities – When demand evolves, many businesses use these developments as an incentive to leverage and gain a strategic edge over companies that sell more sustainable alternatives. Several examples of businesses that have tried to be more socially conscious and meet their customer needs are:

• McDonald’s replace the waxed paper clamshell packaging for growing public awareness about polystyrene production and the loss of the ozone.
• Tuna producers have changed their fishing methods due to growing anxiety over driftnet harvesting and subsequent dolphin mortality.

8. 8. THE FUTURE OF GREEN MARKETING

The simple answer to all this is that successful green marketing involves implementing appropriate marketing concepts to make green products attractive to customers. There are also things to be learned to overcome green marketing myopia. Nevertheless, the problem remains: what is the potential of green marketing? Business scientists regarded it as an “infringement” subject because the adoption and preservation of environmentalism do not fit well with the traditional marketing proverb of “provide consumers what they want” and “get them as fast as they can.” Research shows that effective green products by upholding three crucial criteria avoided green marketing myopia.

9. CONCLUSION

It is now time to choose global ‘green’ marketing. If all countries have strict positions as green marketing is essential to save the world from waste, this will dramatically change their economic atmosphere. Company when an intelligent marketer not only persuades the consumer but also insists that the consumer market his product. Green marketing cannot be viewed as a pure marketing strategy but can be pursued even more aggressively because it has a social and environmental dimension. It is essential for green marketing to be the norm, not a novelty or a fad, with the threat of global warming.