GREEN MARKETING – EMERGING DIMENSIONS

SANDEEP TIWARI¹, DURGESH MANI TRIPATHI², UPASANA SRIVASTAVA³, YADAV P.K.^4
1Manager AMBUJA Cement, Barielly, India
²Department of Management Science, MJP Rohilkhand University, Barielly, India
³Department of Management Science, N.M.College, Lucknow, India
⁴Department of Management Science, MJP Rohilkhand University, Barielly, India

Received : 26-11-2011     Accepted : 12-12-2011     Published : 14-12-2011
Volume : 2     Issue : 1       Pages : 18 - 23
J Bus Excel 2.1 (2011):18-23

Conflict of Interest : None declared

The importance of Green Marketing can well be emphasised by stating the fact that majority of consumers in all the countries want to buy from environmentally responsible companies. Consumers say environmental consciousness is an important corporate priority – ranking behind good value, trustworthy, and cares about customers. Consumers expect green companies to engage in a broad set of actions, particularly reducing toxics, recycling and managing water. Many consumers prefer to spend more on green products, especially in developing economies. The worldwide emphasis on Green Marketing is primarily due to environmental concerns, climate change, water management issues, deforestation, etc. However the consumer is inclined towards green products but is still confused as regards labelling, certification and various green advertising. Moreover it is a challenge to buying green as selection spectrum is limited. Companies can connect with consumers by improving product selection and communications. The evolution of Green marketing over the period has lead to determine the essential and important marketing mix elements. What & why factors of Green Marketing have been explained in detail in the article. The detailed study of various components of Green Marketing helps in laying down the various opportunities and challenges that a Green Marketer faces. Recommendations to make Green marketing a success story have been elaborated by enumerating the simple rules to be followed. The conclusion focuses on various aspects of green behaviour, sustainability and other measures for Green marketing to gain foothold for the betterment of the society at large.

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