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Green Marketing Analysis

1005 Words5 Pages

Dissertation: Green Marketing
Introduction:
As society becomes more concerned with the natural environment, businesses have begun to modify their behaviour in an attempt to address society’s new concerns. Some businesses have started integrating environmental issues into all their business activities. One area where environmental issues have received a great deal of discussion is “ Green Marketing”. It affects all areas of our economy, including creation of new job oppurtunities and new markets as well.
Green marketing is the need of the hour as we need to preserve natural resources for the future generation while making the most out of them in present times.
Objective:
The objective of this analysis is to critically evaluate the concept …show more content…

Customers today are more interested in product that are green and environment friendly. Companies today are posed with new challenges to address issues related to health, climate change, new legalizations, pollution, waste disposal, resource utilization efficiency, neighbourhood amenity etc. To tackle these issues , Green Marketing is a must, else it would be impossible for companies to survive in this competitive world.
In India approximately 25% of the consumers prefer environment friendly products. Also various laws implemented by the Governement like ban on usage of polythene bags has forced companies to go the green way. Also the companies have started realizing that higher profits can be obtained by going the green way.

The 4 Ps of Green Marketing:
Product: The product itself has to manufactured in such a way that it satisfies needs of manufacturers as well as the consumers. Such products include:
• Recycled products
• Organic Products
• Energy efficient products that provide value for money
• Products made from recycled …show more content…

Hence awareness and education about the needs of th environment needs to be spread to masses, which will require a lot of time and effort.
• Cost factors: Green marketing leads to an increase in cost for companies, as a lot of money is required for Research and Development and promotion. This burden is then passed on to the consumers.
• Convincing Customers: The major concern for companies is to convince the customers about the viability of its products. This can be done by implementing the Eco-Labelling Schemes, which approve the product as being “environmentally less harmless”. The customers need to be convinced about the product, the purchase decision experience ,the satisfaction with the performance attribute and the pre purchase experience.
• Sustainability in business: Green marketing tends to be successful only in the long run as initially the profits are low due to expensive technologies and recycled products.Hence companies need to plan a long term strategy for business rather than short term ones , and also they need to avoid falling into the tarp of unethical practices in order to gain more

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