Everything You Need to Know About Green Marketing [Examples & Expert Tips]

Rebecca Riserbato

Published: February 02, 2021

Did you know that 49% of global respondents say they're inclined to pay higher-than-average prices for products with high-quality/safety standards, which consumers often associate with strong sustainability practices?

essay about green marketing

Additionally, consumers are willing to open their wallets for products that are organic (41%) , made with sustainable materials (38%) , or deliver on socially responsible claims (30%) .

In fact, the U.S. sustainability market is on track to reach $150 billion in 2021 .

That, in addition to it being better for the environment, is why several companies have gone or are going green in the future.

As marketers, if you work at a green company, all the sustainable things your company does should be marketed.

Today, let's learn more about green marketing, the best strategies to use, and some examples to inspire your own green marketing campaigns.

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What is Green Marketing?

Green marketing is when a company focuses on the environmental and sustainable benefits of their product in their marketing assets. It's about the way the products are produced and made.

With green marketing, the products are usually made in a sustainable way, do not contain toxic materials, are produced with recycled or renewable materials, don't have excessive packaging, and are designed to be recycled.

When a company can make their products in a way that's eco-friendly, it shows that they're committed to sustainability and social responsibility. Plus, it helps with brand reputation. When you make your products in an environmentally friendly way, you can focus on green marketing to let everyone know that you're making an effort to help the environment.

Also, this could save you money in packaging and energy usage in the long run. While many companies don't go green because the upfront cost is usually more expensive, they might not realize that it'll generate savings in the long run.

However, it's important to note that you can't just market something as green if it's not. There are regulations and legal standards for green marketing.

Speaking of, let's dive into the differences between green marketing and greenwashing.

Green Marketing vs. Greenwashing

While green marketing aims to inform consumers about sustainable and eco-friendly products, greenwashing is when a company promotes green products that are not actually made sustainably. Greenwashing is essentially false advertising in the green marketing world.

Greenwashing will ultimately be damaging to a company's reputation because consumers will find out that the company or products are not as green as they're promoting them to be.

To be certain you're buying a green product, look for real certifications listed on the packaging. If you're a company and want to promote your sustainability, you need to get actual certification that you can place on your product and website.

Once you have real certifications (and know that you're truly trying to help the environment instead of going green for profits), then you can use these strategies to help your green marketing efforts.

Green Marketing Strategies

1. get certified..

There are several third-party green business certifications that can help you market your sustainability practices.

To get certified, research the different certifications, including Green America , Green Business Certification Inc. , or Green Seal .

Usually, you will need to meet a certain level of standards and send in an application. These certifications help substantiate your claims that you're a green business.

2. Advertise your green message.

Once you have the certification and you're the real deal, it's time to get the word out. You can write blogs, post about going green on your social media, add the certification stickers to your website, etc.

Promoting your sustainability efforts will help build your brand and customer loyalty from eco-conscious consumers.

3. Incorporate sustainability into your culture.

Don't just fall into the green marketing trap without really committing to the cause. You should incorporate green practices into your company culture. Every employee should know that you want to make things as eco-friendly as possible.

4. Support eco-friendly programs and initiatives.

When your company goes to donate to charity or support local programs and initiatives, make sure you choose ones that are green. It helps with your consistent brand message and it will support a cause you care about.

Expert Tips for Green Marketing

  • Go paperless.
  • Don't forget about your giveaway prizes.
  • Make all your events green.

1. Go paperless.

One of the environment's nemeses is paper. A great way to go green is to reduce the amount of paper that you use.

Mike Volpe, CEO of Lola.com, says , "The response rate for most direct mail is 2%. That means that 98% of your direct mail is wasted. Plus, in addition to the environmental impact of the 50 pieces you send for every 1 lead, there is the impact of the trucks and other transportation used to move all that mail around. If your audience really cares about the environment, send them an email, and let them know that you are not using snail mail for marketing."

2. Don't forget about your giveaway prizes.

If you're ever running a giveaway, you might forget that you're a green company and want to support eco-friendly products. That would be a mistake. The prizes you give away should also support your mission of going green.

Volpe added, "If you want to engage with your market of environmentally conscious consumers, try changing your prizes to something they will actually care about. Perhaps a donation in their name to a global charity or purchase a parcel of rainforest to be protected in their name? If your market truly cares about the issue, this will be a great tool to provide more focus to your contest marketing efforts."

3. Make all your events green.

If you're throwing a brand event, it needs to be sustainable.

Robin Lickliter, a Chief Experience Officer at Brightest Sparks Marketing, says , "Consider LEED-certified buildings, provide incentives to use public transportation, and consider LED lighting."

These are great ways to keep your brand green even when you want to throw an event.

Green Marketing Examples

1. starbucks.

Starbucks is known as being a leader in sustainability. The company invests and donates money in several environmental programs. In fact, Starbucks committed over $140 million to the development of renewable energy sources .

2. Patagonia

Patagonia has made it known through green marketing that they support environmental activism.

On their site, they say "We're part of a movement for change. From supporting youth fighting against oil drilling to suing the president, we take action on the most pressing environmental issues facing our world. Connect with environmental groups through Patagonia Action Works and take action to protect people and the planet."

3. Ben and Jerry's

Ben and Jerry's actively markets the social issues that the company cares about through their website on their Values page . They regularly write blogs and discuss why it's important to commit to environmentally friendly business practices.

With green marketing, you can let your target audience know that you care about the same issues they do. You can improve your brand reputation, while also investing and donating to a cause that you care about.

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Green Marketing and Environment Essay

Introduction, product and the environmental issue(s) it addresses, green marketing used to promote the product, whether the product received cause-related or social marketing, reasons for purchasing or not purchasing the product.

Cultural values are essential in marketing. Consumers tend to believe in social norms that define how they buy goods or services. Understandably, green products have gained prominence in marketing circles. Societies are changing their cultural values to help conserve nature. The humanistic approach has gained prominence concerning environmental protection.

Consequently, businesses have transformed their marketing techniques to focus on green marketing. Moreover, numerous products have been produced to help conserve the environment. This paper will explore a green product and environment Issues it addresses. It will also explore green marketing techniques used for the promotion of the product (Lozanova, 2010, p. 1).

Over the years, billions of environment-friendly products have been produced. These range from solar products to biodegradable packs. This assignment will explore recycled ink cartridges and toner cartridges. Based on previous research, it is understood that printer cartridges decompose beyond 1000 years. This has raised fears on the growing number of dumping sites for a used cartridge. Green technology has come up with ways of recycling these products with numerous benefits to consumers and the environment (BuyGreen, 2013, p. 1). Firstly, the product saves the environment from over 300 million inkjets and laser cartridges that are usually dumped in landfills in the United States and its surroundings. In this regard, it saves the world from unwanted wastes that pollute the environment and are difficult to decompose. Recycling cartridges also help in saving resources through remanufacturing, which would otherwise be used in conserving the environment. Moreover, it minimizes the dumping of such products in third world countries as has happened in the past. In essence, reuse, recycle and reduce model is desired to reduce the dumping of hazardous wastes.

A number of green marketing techniques have been utilized to market recycled ink cartridges. One technique utilized is through advertising, which has been utilized profoundly to achieve the deliverables of environmental protection. Massive advertising through website portals, social networking sites, newspapers, magazines, and television have been utilized to popularize the product to American society. This has worked to transform their cultural values, which are increasingly inclined to conserve the environment (Lozanova, 2010, p. 1). The second marketing technique is through price control. For instance, the product is remanufactured at a lower cost than new ones. In this regard, marketers give lower prices of up to 30% on new products. This makes the product competitive and makes it easy for consumers to conserve their environment at no extra cost. Moreover, Marketers promise better, if not the same quality as new ones. In essence, marketers appeal to their consumers by explaining the importance of purchasing green products, which are given at a lower price than new ones but with the same quality (Hawkins, Mothersbaugh & Best, 2010).

This product received cause-related marketing in social network sites like Facebook, Twitter. There was a huge response to this product since most consumers could now recycle their ink cartridges instead of dumping as was earlier done. Cause-related marketing was also done to help consumers keep their used cartridges for collection by company representatives who would then take them up for recycling. Also, consumers would expect a discount on recycled cartridges. Marketing on social sites was also paramount for the product. I first saw its promotion on Facebook. Environmentally friendly products have been marketed vigorously in social sites as well as in media (Graham, 2010).

Several reasons made me buy this product. Firstly, I noticed that we needed to conserve our environment to achieve millennium goals. Therefore, although our country never signed the deal to reduce pollution of the environment, most Americans have professed their concern for the environment. This was important in ensuring that I bought the product.

Additionally, the product assured me of quality as a new one with the advantage of going green. This excited me since global warming, and its effects are already plunging the world into various calamities. Going green was, therefore, a good option for me in buying the product. Besides, the product was priced fairly as compared to new cartridges. I would also credit advertising techniques, which appealed greatly to me to buy the product. Essentially, numerous things came into play to convince me to buy the product. However, chief among them were quality, recycling, environmental protection, cost, and advertisement (Yudelson, 2012, p. 1).

Green marketing has changed consumer values in the recent past. Most consumers are currently buying green with the conviction that they are helping conserve the environment. Additionally, some of them have gone out to buy expensive products just to conserve the environment. In essence, green products are appealing to consumers. Besides, the effects of global warming have convinced consumers that they need to conserve their environment. Additionally, vigorous advertisements that range from media to social sites have been successful in drawing consumers to green products. Green products not only provide consumers’ needs but also conserve nature.

BuyGreen (2013). HP Ink and Toner Cartridges . Web.

Graham, J. (2010). Critical thinking in consumer behavior: Cases and experiential exercises (2nd ed.). Boston, MA: Prentice Hall. Print.

Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2010). Consumer behavior: Building marketing strategy (11th ed.). Boston, MA: McGraw Hill. Print.

Lozanova, S. (2010). Four Strategies for Green Marketing . Web.

Yudelson, J. (2012). Green marketing: Future Strategy . Web.

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Three Essays on Green Marketing Strategy

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Ramirez, Edward, 1969- (author) Cronin, J. Joseph (professor directing dissertation) Christansen, William A. (university representative) Brusco, Michael J. (committee member) Smith, Jeffery S. (committee member) Department of Marketing (degree granting department) Florida State University (degree granting institution)

The overall objective of this dissertation is to contribute to the understanding of the impact of environmentally-friendly (a.k.a. "sustainable" or "green") marketing strategies on consumption behavior. A set of three essays examines the effects of the organizational adoption of green marketing strategies on both purchase intentions and actual consumption. Although a body of literature on green marketing is emerging, it is still in its infancy and lacks coherence and definitive conclusions. Given the exponential increase in the number of green offerings, and the concern exhibited by consumers, industrialists, and scientists about sustainability issues, practitioners and academics alike can benefit from a better understanding of this area of marketing strategy. The first essay contributes to theory and practice by exploring factors that impede and promote the sale of green offerings. This is accomplished by conducting in-depth interviews. Consumer and organizational respondent perspectives on factors that increase the likelihood of buying green products and, conversely, elements that decrease the quantity of green offerings purchased are sought. By leveraging a qualitative, grounded theory approach, insights into how the promotion of green offerings differs from that of environmentally non-sustainable goods and services are also investigated. Finally, by distilling the findings from these interviews, two conceptual models are developed that managers can use to develop effective green marketing strategies. The frameworks identify constructs and research streams. In summary, the intent of the first essay is to serve as the catalyst for additional empirical inquiry, while also providing insights for the implementation of green marketing strategies. The second essay is a multi-stage effort designed to operationalize customer perceptions of a firm's environmental-sensitivity, or green market orientation. First, a literature review is conducted in order to identify a theoretical foundation for the green market orientation construct. Next, a qualitative study featuring in-depth interviews is undertaken to generate a pool of survey items to measure the green market orientation construct. The items are then subjected to a purification process (cf. Churchill 1979). Once developed, the scale is used to assess perceptions of a firm's level of green market orientation. By casting the construct relative to several managerially relevant variables, its nomological validity is assessed. In particular, a mediated model of the impact of green market orientation on consumer outcomes is estimated. Thus, the essay contributes to theory by developing a green market orientation scale from a consumer's perspective. The essay also contributes to practice by testing the effects of the implementation of such a strategy on consumer outcomes. Using an experiment, quasi-experimental design, and a structural equation model, the third essay examines the effects of an integrated marketing communications (IMC) campaign on changes in consumption and consumer attitudes. More specifically, using three studies, the essay contributes to practice by testing the effects of the implementation of a green promotional "treatment" on consumer behaviors. The essay also contributes to theory by testing the effects of two newly devised scales on a measure of consumer attitudes. The results provide information regarding the utility of promoting the firm as having adopted a green marketing strategy on shaping customer behaviors. Finally, a summary chapter (chapter six) is included that provides an overview of what was accomplished in the dissertation. The chapter essentially outlines what the findings were, how the findings influence theory and practice, and how future research can build on the findings. Specifically, the summary describes the literature review which outlines what is known and what is not known about sustainable marketing strategy. The summary also explains the research findings from Essay 1, which develops two conceptual models that show the factors that influence the adoption of green goods and services. In addition, the summary describes how Essay 2 tests the effects of a green market orientation on consumer attitudes. Finally, it describes how Essay 3 tests the effects of a green IMC on consumer attitudes and consumption patterns.

Green Marketing, Sustainability

March 26, 2010.

A Dissertation Submitted to the Department of Marketing in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy.

Includes bibliographical references.

J. Joseph Cronin, Professor Directing Dissertation; William A. Christansen, University Representative; Michael J. Brusco, Committee Member; Jeffery S. Smith, Committee Member.

Florida State University

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Essay: Green marketing

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Green marketing has become a very important marketing concept now and is proving instrumental to promote and reinforce the idea of environmental protection and sustainable development both to the customers and the firms. Most of the marketers in diverse businesses are now successfully implementing green marketing practices. Various studies indicate that people are getting more concerned about the environment and are changing their behavioural patterns. The majority of the consumers, both individual and industrial, are becoming more concerned about environment-friendly products. There has been a lot of literature review on green marketing over the years, this paper analyses the green marketing policies and strategies on customer satisfaction and the practices adopted by various companies for green marketing and benefits achieved.

Keywords: Green Marketing, Green Product, Recyclable, Environmentally safe, Eco Friendly, Sustainable Development, Competitive Advantage, Corporate Social Responsibility.Global Warming, Sustainable Development, Globalization.

Introduction

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 techniques to attract customers, exaggeration in advertising, liberalization and globalization, creation of multinational companies, retailing and distribution by giant MNCs, etc., created many problems. Departmental stores, specialty stores, and shopping malls are flooded with useful as well as useless products. These all factors have threatened welfare of people and ecological balance as well. Particularly, giant factories have become the source of different pollutions. The production, consumption and disposal of many products affect environment adversely.

Excessive pollution has provoked the Nature and the Nature started behaving in unnatural ways (in form of global warming v/s global cooling, heavy rains v/s draught, and other natural calamities like frequent earthquakes and tsunami, cyclones, epidemics, and so forth). Economic growth via production and consumption threatens peaceful life of human being on the earth. Green marketing is an attempt to protect consumer welfare and environment (the nature) through production, consumption, and disposal of eco-friendly products.

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 price, which at the same time do not have an adverse impact on the environment. It includes lots of activities like product modification, changing the production process, modified advertising, change in packaging etc., aimed at reducing the harmful impact of products and their consumption and disposal on the environment. Companies all over the world are doing everything to reduce the impact of products and services on the climate and other environmental parameters. The data from across the globe indicates that the people are concerned about the environment and are changing their behaviour. As a result of this, green marketing has emerged which indicates the growing market for sustainable and socially responsible products and services. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environment friendly in itself or produced and/or packaged in an environment friendly way. Concept of green marketing concerns with protection of ecological environment.

Global ecological imbalance and global warming (also global cooling) have called upon environmentalists, scientists, social organisations, and alert common men to initiate the concrete efforts to stop further deterioration of ecological environment. The World Bank, the SAARC, the UNO, the WHO, and other globally influential organisations have started their efforts to promote and practice green marketing. The world environment summit at Copenhagen (2009) is the mega event that shows the seriousness of ecological imbalance. To increase awareness, 5th June is declared as the World Environment Day.

Objectives of Study

‘ To throw light on the conceptual issues associated with green marketing.

‘ To study the impact of green marketing in current scenario

‘ To know policies and practices for effective green marketing.

‘ To know about the different strategies adopted by marketers to overcome the challenges to green marketing.

Research Methodology

The present study is exploratory in nature to provide a clear guidance for empirical research. It is also descriptive where the focus is on fact-finding investigation with adequate interpretation. For this purpose, secondary data were collected through annual reports, articles, newspapers, magazines, books, journals, conference proceedings, Government reports and websites.

Review of Literature

Polonsky, M. J. (2011), has presented the Impediments and Opportunities of Transformative Green Marketing. He takes up various challenges to the promotion of Green Marketing and suggested the different strategies to address the potential impediments.

Ghosh, Amitabha (2008), has examined the strategies that are used in Green Marketing. Ghosh highlights the history, growth and challenges of Green Marketing in India and abroad. He also mentions some of the innovative techniques of regulation on corporate environmental planning at various levels.

Vermuri, Narayan Lakshmi (2008), has covered his views on ‘Green Marketing as ‘its new hopes and challenges in the present scenario. The author has tried to establish the ’cause-effect relationships’ of ‘Green Marketing’ at a global level. He has also examined the concept of ‘Marking Mix’ in ‘Green Marketing’. The author has attached ‘Green Marketing’ with opportunity, social responsibility, government pressure and competitive pressure. He has mentioned some of the problematic areas of ‘Green Marketing’ also.

Suresh K. (2006), has discussed the conceptual framework of Green Marketing. He has covered green market, green product design, supplier environmental management, green food claims, the Indian scenario of green marketing, attitudinal and behavioural analysis of Indian consumers of green marketing and other related topics.

Driessen (2005), in his research concluded that in order to maintain a competitive advantage, an optimum level of greenness needs to be identified between innovation performance and greenness, thus avoiding merely capturing the niche green market. So, if the market for environmentally sustainable products is to become main stream, it is important to look at which factors influence the consumer’s selection process.

Sanjay K. Jain and Gurmeet Kaur (2004), in their study found that environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practicing green marketing strategies. Green consumerism has played a catalytic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India.

Policies for Effective Green Marketing

As companies face limited natural resources, they must also develop new or alternative ways of satisfying their customers’ needs. So green marketing is also a way of looking at how marketing activities can make the best use of these limited resources while meeting corporate objectives.

Set the Right Green Objectives

There are a number of reasons why companies are increasingly considering green marketing:

‘ They believe green marketing is an opportunity that can be used to meet their corporate objectives.

‘ They believe they have a moral obligation to be more socially responsible.

‘ Government regulations are forcing them to become more environmentally responsible.

‘ Competitors’ environmental activities are pressuring them to change their marketing activities.

‘ Cost factors associated with waste disposal, or reductions in material usage are forcing them to modify their behaviour.

Demonstrate Social Responsibility

Many companies realize that they are part of the wider community and must behave in an environmentally responsible way. They set their environmental objectives as well as corporate and profit objectives. Companies who manufacture products can make a further contribution to environmental improvements by encouraging their suppliers to behave in a more environmentally-responsible way.

Comply with Legislation

Apart from proactively adopting green marketing, it is also necessary to comply with environmental legislation. Governments try to protect consumers and society by minimizing the impact of business on the environment i.e. they try to reduce production of harmful goods, modify consumer and industry’s use of harmful goods, and ensure that businesses provide accurate information on the environmental aspects of their activities. For example, with the Supreme Court banning the sale of BS-III vehicles in India from April 1, 2017, auto manufacturers had to update their vehicles to comply with BS-IV emission norms.

Identify Products with Green Characteristics

There are a wide variety of products that support sustainable development and demonstrate commitment to green marketing, including:

‘ Products made from recycled goods

‘ Products that can be recycled or reused

‘ Products with environmentally responsible packaging

‘ Organic products

‘ Services that rent or loan products-such as car sharing

‘ Products that meet or exceed environmentally responsible criteria

Set Realistic Prices

Pricing is as critical in green marketing as in conventional marketing. Concerns about the overpricing of organic foods, for example, has made consumers not believing about certain green claims.

Eliminate Unnecessary Packaging

Packaging has become an environmental issue for marketing due to a number of reasons:

‘ Packaging is a major component of domestic waste and therefore an important contribution to landfill.

‘ Discarded packaging is very much visible as litter.

‘ Packaging reduction initiatives can reduce the environmental impact of a product while also saving companies money.

Practice Greener Distribution

Distribution is a key issue in attracting the right customers for green products and behaving in an environmentally responsible way. Experience indicates that customers will not go out of their way to buy green products just for the sake of it; where possible, products should be distributed through mainstream outlets so that they are not just available to a small niche market of green consumers. If you market your products across geographical boundaries, distribution becomes an environmentally sensitive issue. Look carefully at the physical distribution of your products to find where you could minimize the impact on the environment of your logistics operations. This might mean reducing the number of miles driven by keeping more regional inventory or by using fuel-efficient vehicles for distribution.

Practices Adopted By Different Firms for Green Marketing

After the study, we have found that the various companies are taking initiative in the area of green marketing as a part of their corporate social responsibility. So listed below are the companies who are doing something for the society:

‘ Suzlon Energy manufactures and markets wind turbines, which provide an alternative source of energy based on wind power. This green initiative taken by the company is extremely important for reducing the carbon footprint.

‘ Tata Metalikes Ltd (TML) has initiated the use of only sunlight during in its offices.

‘ ITC has introduced Paperkraft, a premium range of eco- friendly business paper. The company’s social and farm forestry initiative has greened over 80000 hectares of arid land.

‘ Wipro’s computers division has launched energy star compliant products in the market.

‘ HCL is another brand that is trying to introduce eco- friendly products in the market and it has recently launched the HCL ME 40 notebooks. These notebooks do not use any polyvinyl chloride (PVC) material or other harmful chemicals and the Bureau of Energy Efficiency already given it a five star rating.

‘ Oil and Natural Gas Corporation Ltd (ONGC), India’s largest oil company, has introduced energy efficient Mokshada Green Crematorium, which saves 60 to 70% of wood and fourth of the burning time per cremation.

‘ IndusInd Bank installed the country’s first solar powered ATM and thus brought about an eco-savvy change in the Indian Banking sector. Also, it is one of the first banks in India to discourage the use of paper for the counterfoils in ATMs, and sending electronic messages, it has contributed a lot towards saving paper and reducing deforestation.

‘ Idea Cellular implemented its national campaign ‘Use Mobile Save Paper’. The company organized Green Pledge campaigns to save paper and trees. Idea decorated bus shelters with potted plants and tendil climbers to communicate the green massage.

‘ Samsung offers a host of eco-friendly products. It was the first to launch eco-friendly mobile handsets (made of renewable materials)- W510 and F268- in India.

‘ Nokia’s policy is to reduce the environment impact of its products. It has taken the initiative to take back, recover useful materials and dispose of waste in a manner that causes least harm to the environment.

‘ Hero Honda Motor’s philosophy of continuous innovation in green products and solutions has enabled it to strike a balance between business, consumers and nature. Honda India introduced its civic Hybrid car. However, initially it was unable to sell the same due to the high price. The price was reduced by 8 lakh, and within a day, 98 civic Hybrids were sold, which was more than what Honda had been able to sell during the previous five months since its launch.

‘ Maruti and Hyundai have come up with LPG and CNG based variants for WagonR and Santro respectively.

‘ Reva, India’s very-own Bangalore-based company was the first in the world to commercially release an electric car. Reva is being sold in countries like UK, Ireland, Belgium, Spain, Cyprus, Greece and Norway.

‘ Mahindra Group had launched project Mahindra Hariyali in which 1 million trees would be planted nation-wide by Mahindra employees and other stakeholders including customers, vendors and dealers.

‘ McDonald’s restaurants use napkins and bags made of recycled paper.

‘ Apple has adopted the philosophy that going green streams. It recycles e-waste and also generates revenues.

‘ IBM is selling green solutions to corporate data centres where energy constraints and costs are limiting their ability to grow, with the promise that the energy costs would be reduced by half.

‘ LG India has been a pioneer is making electronic gadgets that are eco-friendly. Recently, it has launched an LED E60 and E90 series monitor for the Indian market. Its USP is that it consumes 40% less energy than conventional LED monitors. Also, they hardly used halogen or mercury, trying to keep down the use of hazardous materials in their products.

‘ Eco branding is a part of Haier’s new green initiative and they have launched the Eco Life Series. They have semi automatic and automatic refrigerators and washing machines, split and window air conditio ners and a lot more.

‘ Samsung India has always had a roari ng range of LED TV screens and now they have come up with eco- friendly LED backlight. They use 40% less electricity have also no harmful chemicals like mercury and lead.

‘ Tata Consultancy Services (TCS) has a globally recognized Sustainability practice and has already topped the Newsweek’s top World’s Greenest Company title. It also has a global green score of 80.4% and this has mainly happened due their initiative of creating technology for agricultural and community benefits.

‘ MRF has launched the ZSLK series and this is all about creating eco-friendly tubeless tyres made from unique silica- based rubber and also offers extra fuel efficiency to those who drive their vehicles.

Impact of Green Marketing

1. Now, people are insisting pure products ‘ edible items, fruits, and vegetables based on organic farming. The number of people seeking vegetarian food is on rise.

2. Reducing use of plastics and plastic-based products.

3. Increased consumption of herbal products instead of processed products.

4. Recommending use of leaves instead of plastic pieces; jute and cloth bags instead of plastic carrying bags.

5. Increasing use of bio-fertilizers (made of agro-wastes and wormy-composed) instead of chemical fertilizers (i.e. organic farming), and minimum use of pesticides.

6. Worldwide efforts to recycle wastes of consumer and industrial products.

7. Increased use of herbal medicines, natural therapy, and Yoga.

8. Strict provisions to protect forests, flora and fauna, protection of the rivers, lakes and seas from pollutions.

9. Global restrictions on production and use of harmful weapons, atomic tests, etc. Various organisations of several countries have formulated provisions for protecting ecological balance.

10. More emphasis on social and environmental accountability of producers.

11. Imposing strict norms for pollution control. Consideration of pollution control efforts and eco-technology in awarding IS), ISO 9000, or ISO 14000 certificates and other awards.

12. Declaration of 5th June as the World Environment Day.

13. Strict legal provisions for restricting duplication or adulteration.

14. Establishing several national and international agencies to monitor efforts and activities of business firms in relation pollution control and production of eco-friendly products.

Consumers today are much more concerned about climatic changes than they were few years ago. Moreover, they are expecting their favorite brands not only to share their concern but to take action (or enable their consumers) to mitigate it.

The earlier perception of industry towards green marketing was that the pressure for making business environment green and behaving in a more responsible manner especially comes from Government and its legislations. Now that old perception is changing throughout the globe as studies performed on consumers reflect that in most countries consumers are becoming more aware and willing to act on environmental concerns. There is a radical change in consumer preferences and life styles. They prefer environment friendly products over others and many a times are ready to pay a little extra price for such green products. Due to this shift from traditional marketing to green marketing, companies these days are facing many new challenges.

Green marketing is still in infancy stage and lot of research needs to be done by the companies to project a green Corporate Image rather than focusing on the environmental benefits. In future only those companies will reap the greatest reward that would innovate with new products, materials, eco-centric technologies.

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  3. A Complete Guide on Green Marketing, Its Importance & Benefits (2022)

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  5. What is a Green Marketing?

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  6. What is Green Marketing: Examples and Benefits to Society

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COMMENTS

  1. Green marketing

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  3. (PDF) Green Marketing: Benefits and Challenges

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    This page of the essay has 2,835 words. Download the full version above. Green marketing has become a very important marketing concept now and is proving instrumental to promote and reinforce the idea of environmental protection and sustainable development both to the customers and the firms. Most of the marketers in diverse businesses are now ...

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  21. PDF Systematic Review of Green Marketing Literature: a Critical Study.

    Green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This ... Prothero, A. (1998) introduced several papers discussed in the July 1998 issue of 'Journal of Marketing Management' focusing on green marketing. This included a citation of the need to review existing literature on ...

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