Green Marketing
IJMBS Vol. 2, ISSue 1, Jan. - March 2012
ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print)
Green Marketing-is Not Just a Catchphrase: It is Marketing
1 1,2,3
School of Business Management, 3 Controller of Examination, IFTM Univ., Moradabad, UP, India
“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 waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. A. Green Marketing Is not Just a Catchphrase: It is Marketing It is true that green marketing is a trendy way of gaining more business. It can make you a lot of money if done right. But… This Brings to question the very nature of green marketing and going green all together. The goal is to be environmentally safe and beneficial to both consumers and producers of green products and services. Green Marketing success involves ensuring that the marketing mix and the company also meet four “S” criteria (Peattie, 1995). 1. Satisfaction of customers needs 2. Safety of products 3. Social acceptability of the product 4. Sustainability of the product B. Goals of Green Marketing • Eliminate the concept of waste • Make prices reflect actual and environmental costs • Make environmentalism profitable • Bringing out product modifications • Modifying advertising C. Need of Green Marketing: An Anthropological View Issues like Global warming and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigor and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe
ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print)
Green Marketing-is Not Just a Catchphrase: It is Marketing
1 1,2,3
School of Business Management, 3 Controller of Examination, IFTM Univ., Moradabad, UP, India
“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 waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. A. Green Marketing Is not Just a Catchphrase: It is Marketing It is true that green marketing is a trendy way of gaining more business. It can make you a lot of money if done right. But… This Brings to question the very nature of green marketing and going green all together. The goal is to be environmentally safe and beneficial to both consumers and producers of green products and services. Green Marketing success involves ensuring that the marketing mix and the company also meet four “S” criteria (Peattie, 1995). 1. Satisfaction of customers needs 2. Safety of products 3. Social acceptability of the product 4. Sustainability of the product B. Goals of Green Marketing • Eliminate the concept of waste • Make prices reflect actual and environmental costs • Make environmentalism profitable • Bringing out product modifications • Modifying advertising C. Need of Green Marketing: An Anthropological View Issues like Global warming and depletion of ozone umbrella are the main for the healthy survival. Every person rich or poor would be interested in quality life with full of health and vigor and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe
References: [1] Advertising Express,"The Changing face of Marketing", Vol. 10, Issue 7, 2010. [2] Ottoman, Jacquelyn, Miller, Edmond Shoaled,"Green Marketing Opportunities for Innovation", New York: McGraw-Hill, 1999. [3] Pankaj Madan,Amit Mittal, Hemraj Verma,"Marketing Management", New Delhi: Global Vision Publishing House, 2010. [4] Ranjan Saxena,"Marketing Management", New Delhi, McGraw-Hill, 2009. [5] [Online] Available: http://www.articlesbase.com/marketingarticles/green-marketing-opportunities-challenges-1146893. html [6] Business Strategy and the Environment, Wiley Inter Science, [Online] Available: www.interscience.wiley.com) [7] [Online] Available: http://www.businessdictionary.com/ definition/green-marketing.html [8] [Online] Available: http://www.beyondnichemarketing. com/2009/06/30/customer-satisfactions-role-in-marketing/ [9] [Online] Available: http://www.decisionanalyst.com/ Services/satisfaction.dai [10] [Online] Available: http://www.environmentalleader. com/2010/07/28/understanding-how-green-marketingworks-and-when-to-use-it/ [11] Federal Trade Commission Bureau of Consumer Protection. Environmental Marketing Claims. Available from [Online] Available: http://www.ftc.gov . [12] [Online] Available: http://www.greeneconomics.net/ GreenMarketing.pdf [13] [Online] Available: http://www.hitachi.com/environment/ library/glossary/kj/ecoproduct.html [14] [Online] Available: http://puputupu.blogspot.com/2010/03/ green-advertisements-new-gold-marketer.html InternatIonal Journal of ManageMent & BusIness studIes 103 IJMBS Vol. 2, ISSue 1, Jan. - March 2012 ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print) [15] [Online] Available: http://www.smartplanet.com/people/ blog/pure-genius/4-keys-to-building-a-green-strategy-foryour-company/1182/ [16] [Online] Available: http://sbinfocanada.about.com/od/ marketing/g/greenmarketing.htm [17] [Online] Available: http://www.unctad.org/trade_env/docs/ epps_southafrica.pdf [18] [Online] Available: http://www.window2india.com/cms/ admin/article.jsp?aid=5274 [19] [Online] Available: http://www.scribd.com/doc/27747562/ green-marketing I am currently working as Assistant Professor in IFTM University. Started my services with Institute of Foreign Trade and Management currently known as IFTM University in August 2009 at the designation of Lecturer. Pursuing Ph.D from Singhania University, Rajasthan since December 2010. Compeleted my Post Graduation (MBA) in 2009 from Institute of Foreign Trade and Management affiliated with U.P. Technical University, Luck now with dual specialization i.e. Marketing and Human Resource. Graduation in 2004-07 from Hindu College Moradabad affiliated with M.J.P Rohilkhand, Bareilly. Matriculation and High School from St.Pauls College Moradabad affiliated with ISC and ICSE board in 2004 and 2002. Number of research paper presented and published in various ISO –certified journals. Dr. Anuj Srivastava Born on November 25, 1976 at Lucknow and passed the 10th and 12th standard at Lucknow in the year 1993 and 1995 with first division. Graduated from MJP Rohilkhand University, Bareilly with the degree of Bachelor of Business Administration (BBA) with first division and post graduated from Dr. RML Avadh University, Faizabad with the degree of Master of Business Administration (MBA) in Marketing with first division. Joined as Lecturer in the Department of Management Studies, IFTM Moradabad on July 11, 2001 and promoted as Reader in July 2007 and as Professor in November 2010. Designated as Controller of Examinations, IFTM University, Moradabad since January 12, 2011. Awarded with the degree of Ph.D. in Business Administration from MJP Rohilkhand University, Bareilly in the year 2009. Having 01Publication in International Journal and 05 publication in National Journals. Attended several Seminars/ Conferences/ FDP & Workshops. Dr. Nisha Agarwal is currently working as Dean and Professor in IFTM University, Moradabad. She started her services with Institute of Foreign Trade and Management currently known as IFTM University, in 2000 at the designation of Lecturer. She has been awarded a degree of PhD in Management in 2007 from M.J.P Rohilkhand University, Bareilly, UP, India. She received her dual Post Graduation degree of MBA and M.Sc. from M.J.P Rohilkhand University, Bareilly, UP, India and Meerut University, Meerut, Up, India in 2000 &1992 respectively. She completed her MBA with dual specialization (Human Resource and Marketing) and M.Sc. in Mathematics from Meerut University, UP, India. She did her Graduation {B.Sc. (T.D.S)} in 1987-1990 from D.N. College Meerut, UP, India and Matriculation and High School from 12 R.G. Inter College Meerut, UP, India and St. Thomas Inter College affiliated with U.P board in 1987 and 1985. She has presented /published Number of research papers in various ISO –certified journals. 104 InternatIonal Journal of ManageMent & BusIness studIes w w w. i j m b s. c o m