Green Marketing

                                                                              Name : Jitendra Kumar

Email : mjeetm121@gmail.com 

                                                                                Contact no. 9979256328

Green Marketing

Time comes now, this is right time to back to the square, and if it will not happen then we have to ready to fight for our existence. Nowadays, hot discussion is going on “all sales and distribution companies should be environmental friendly (take care of environment during sales and distribution process I.e. firms should think about environmental benefit). Till now human being became self-centered and myopic.

The concept of green marketing came before people in 1980-90, when European country found out that certain products are harmful for environment and society as a whole.  Then people thought for switching to green product and services that provides sustainable and socially responsible product and services.

Green marketing is also related to industrial ecology and environmental sustainability like life cycle analysis, resource flow, extended producer liability and material use and eco-efficiency. We know that  we have unlimited want, but resources limited. It is the marketer’s responsibility to utilize the resources efficiently without wastage.

According to American Marketing Association,” Green marketing is the marketing of products that are presumed to be environmentally safe, involves developing and promoting products and services that satisfy customer’s want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment”

Green marketing was given power after the first workshop on Ecological marketing organised in Austin, Texas (US), in 1975. In that workshop first book on green marketing was released with titled "Ecological Marketing".

According to Peattie green marketing has three evaluation phases  first phase concerned to  environmental problems its remedies. Second phase concerned to clean technology and green marketing ,which take care of waste and pollution issues and third phase concerned to sustainable green marketing. It came into existence late 1990.

Firms are taking part in conservation of environment through producing eco-friendly products, climate protection, conservation of energy, biodiversity and maintenance of school, road, park,providing help for upliftment of rural sector. The common characteristics of green companies are : Recycle biodegradable waste, reduces toxic emission , minimum use of plastic materials, use recyclable packaging material and use biomass and solar radiation as a source of renewable energy , etc.