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32 IJSR - INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH

Volume : 1 | Issue : 7 | Dec 2012 ISSN No 2277 - 8179Research Paper

Commerce

KEYWORDS :Product, Price, Concept,Marketing, Environment

Dr. A. Vinayagamoorthy Professor, Department of Commerce, Periyar University, Salem-11. Tamil Nadu.M.Somasundaram Ph.D., Research Scholar (PT), Department of Commerce, Bharathiar University, Coim-

batore-641046. Tamil Nadu.

ABSTRACT Green marketing incorporates a broad range of activities, including product modiication, changes to theproduction process, packaging changes, as well as modifying advertising. Yet deining 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 deinitions attached to this term. This is a Key factor which is developing important place in the modernmarket trend. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environ -ment. This research paper discusses how businesses have increased their rate of targeting green consumers, those who are concernedabout the environment and allow it to affect their purchasing decisions. The paper also examines the present trends of green market-ing at the ield.

Emerging Trend of Green Marketing

INTRODUCTION

According to the American Marketing Association, green mar-keting is the marketing of products that are presumed to beenvironmentally safe. It incorporates a broad range of activi-ties, including product modiication, changes to the productionprocess, packaging changes, as well as modifying advertising.Yet deining green marketing is not a simple task where severalmeanings intersect and contradict each other; an example ofthis will be the existence of varying social, environmental andretail deinitions attached to this term. Other similar terms usedare Environmental Marketing and Ecological Marketing. ThusGreen Marketing refers to holistic marketing concept whereinthe production, marketing consumption an disposal of productsand services happen in a manner that is less Detrimental to theenvironment with growing awareness about the implications ofglobal warming, non-biodegradable solid waste, harmful impactof pollutants etc., both marketers and consumers are becomingincreasingly sensitive to the need for switch in to green prod-

ucts and services. While the shift to green may appear to beexpensive in the short term, it will deinitely prove to be indis-pensable and advantageous, cost-wise too, in the long run.

1. GREEN MARKETING-WHY?Worldwide evidence indicates people are concerned about theenvironment and are changing their behaviour. As a result ofthis, green marketing has emerged which speaks for growingmarket for sustainable and socially responsible products andservices. Thus the growing awareness among the consumersall over the world regarding protection of the environment inwhich they live, People do want to bequeath a clean earth totheir offspring. Various studies by environmentalists indicatethat people are concerned about the environment and arechanging their behaviour pattern so as to be less hostile towardsit. Now we see that most of the consumers, both individual and

industrial, are becoming more concerned about environmentfriendly products.

2. CHARACTERISTICS OF GREEN PRODUCT (GP)The products those are manufactured through green technol-ogy and that caused no environmental hazards are called greenproducts. Promotion of green technology and green productsis necessary for conservation of natural resources and sustain-able development. We can deine green products by followingmeasures:

Products those are originally grown, Products those are recyclable, reusable and biodegradable, Products with natural ingredients, Products containing recycled contents, non-toxic chemical, Products contents under approved chemical, Products that do not harm or pollute the environment,

Products that will not be tested on animals, Products that have eco-friendly packaging i.e. reusable, re-

illable containers etc.

3. NEED AND SCOPE OF GREEN MARKETING:

Issues like Global warming and depletion of ozone umbrellaare the main for the healthy survival. Every person rich or poorwould be interested in quality life with full of health and Vigourand so would the corporate class. Financial gain and economicproit is the main aim of any corporate business. But harm to en-vironment cost by sustain business across the globe is realizednow though off late. This sense is building corporate citizenshipin the business class. So green marketing by the business class isstill in the selish anthological perspective of long term sustain-able business and to please the consumer and obtain the licenseby the governing body. Industries in Asian countries are catch-ing the need of green marketing from the developed countriesbut still there is a wide gap between their understanding andimplementation.

4. VARIOUS CHALLENGES IN GREEN MARKETINGNeed for Standardization

It is found that only 5% of the marketing messages from Greencampaigns are entirely true and there is a lack of standardiza-tion to authenticate these claims. There is no standardization toauthenticate these claims. There is no standardization currentlyin place to certify a product as organic. Unless some regulatorybodies are involved in providing the certiications there will notbe any veriiable means. A standard quality control board needsto be in place for such labelling and licensing.

New ConceptIndian literate and urban consumer is getting more aware aboutthe merits of Green products. But it is still a new concept for themasses. The consumer needs to be educated and made aware ofthe environmental threats. The new green movements need toreach the masses and that will take a lot of time and effort. ByIndias ayurvedic heritage, Indian consumers do appreciate the

importance of using natural and herbal beauty products. Indianconsumer is exposed to healthy living lifestyles such as yoga andnatural food consumption. In those aspects the consumer is al-ready aware and will be inclined to accept the green products.

5. The Green marketing mixProduct:A producer should offer ecological products which notonly must not contaminate the environment but should protectit and even liquidate existing environmental damages.

Price:Prices for such products may be a little higher thanconventional alternatives. But target groups like for exam-ple LOHAS are willing to pay extra for green products.

Place:A distribution logistics is of crucial importance; mainfocus is on ecological packaging. Marketing local and sea-sonal products e.g. vegetables from regional farms is easierto be marketed green than products imported.

Promotion:A communication with the market should putstress on environmental aspects, for example that the com-pany possesses a CP certiicate or is ISO 14000 certiied.

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