Importance Of Green Advertising

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Role and Significance of Green Advertising on Consumer Purchase Behavior & Its Impact on Environment
Shilpi Pal
M.Phil Scholar, School for Management Studies
Babasaheb Bhimrao Ambedkar University (A Central University),Lucknow, India
E-mail -Shilpi.sep22 @gmail.com
Dr. M.S.Khan
Head/Coordinator -MBA & M.Phil Programme, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India
Abstract
Go green is the natural phenomenon of today’s lifestyle for environmental protection and sustainable development for protecting our earth. Green Advertising is a tool by which a company can advertise their product in terms of environmental preference and acceptance according to the safety of environment. Green advertising is a part of new marketing
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As Go Green is a natural phenomenon of today’s lifestyle for the betterment of self as well as environment for that purpose advertisers are concerning more on green advertising. Green Advertising is a marketing of a product that is presumed to be environmentally preferable to others and include many activities of companies which needed to spread information about the producer like product modification, changes in the production process, sustainable packaging of the product which must show its effect for the purpose of environment protection. Green advertising must be “ecological” “environmental” and “sustainable” for the last longing development as consumers are now more concentrated on the products which are eco friendly and safe for environment. Jacquelyn Ottman , one of the founding experts of the green marketing movement, proposes that, if a business’s green marketing strategy is to be effective and sustainable, environmental concerns should be vertically integrated into all aspects of marketing, from new product development to communications strategies .Green advertising develops and involve in prompting those products and services that satisfy…show more content…
Jain & Gurmeet Kaur in their study 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 behavior prevalent among consumers in India. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non biodegradable solid

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