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Green Marketing: Opportunities And Challenges

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Author(s): Tushar K. Savale | Anil F. Sharma | Prabodhan U. Patil

Journal: International Journal of Computer Applications
ISSN 0975-8887

Volume: iccia;
Issue: 4;
Date: 2012;
Original page

Keywords: Green Product | Recyclable | Environmentally safe | Eco Friendly

ABSTRACT
People buy billions of dollars worth of goods and services every year many which harm the environment in how they are harvested, made, or used. Environmentalists support green marketing to encourage people to use environmentally preferable alternatives, and to offer incentives to manufacturers that develop more environmentally beneficial products. World-wide evidence indicates people are concerned about the environment and are changing their behavior accordingly. As a result there is a growing market for sustainable and socially responsible products and services. The types of businesses that exist, the products they produce and their approaches to marketing are changing. People generally want to do the right thing, so the challenge and opportunity for the green marketer is to make it easy for people to do so. When all else is equal quality, price, performance and availability environmental benefit will most likely tip the balance in favor of a product. The marketing industry can 'walk the talk' and become the new corporate champions of the environment. Successful green marketers will reap the rewards of healthy profits and improved shareholder value, as well as help make the world a better place in the future. The concept of green marketing has been around at least since the first Earth Day in 1970. But the idea did not catch on until the 1980s, when rising public interest in the environment led to a demand for more green products and services. Manufacturers responded to public interest by labeling hundreds of new products "environmentally friendly"making claims that products were biodegradable, compostable, energy efficient, or the like.

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Tangokurs Rapperswil-Jona

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