The Impact of Green Marketing Strategies on Business Organisations
The Impact of Green Marketing Strategies on Business Organisations
*Tanushree Shrivastava
Research Scholar(IIPS, DAVV, Indore)
Mobile 9926248388 moonskiess@yahoo.com **Dr. Preeti Singh
Reader, IIPS, DAVV, Indore
Mobile 9425349044
Purnima4@rediffmail.com
The Impact of Green Marketing Strategies on Business Organisations
The purpose of the study is to examine the impact of Green Marketing Strategies on business. The research objective is how do companies choose their Green Marketing Strategies? To fulfill the objectives of this research paper, a qualitative case study was conducted in different companies. Interviews allowed to author to gain insight as how companies choose green marketing strategies and for what reasons? Findings indicate that the green market strategies differ for each company and must be derived from a company’s individual circumstances including its objectives, resources and competitive advantages. Furthermore, the findings show that most companies can implement green changes in their marketing mix but these should be actively promoted when a product’s green attributes constitutes a key selling point. Finally, the findings indicate that financial benefits, and the possibility of gaining a competitive advantage, are the foremost incentives for implementing green measures.
Key words: Green Marketing, Green Marketing Mix, Competitive Advantages, Target Market.
Introduction A majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. The terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods, electronic goods, processed food, clothing, footwear, cosmetics and
*Tanushree Shrivastava
Research Scholar(IIPS, DAVV, Indore)
Mobile 9926248388 moonskiess@yahoo.com **Dr. Preeti Singh
Reader, IIPS, DAVV, Indore
Mobile 9425349044
Purnima4@rediffmail.com
The Impact of Green Marketing Strategies on Business Organisations
The purpose of the study is to examine the impact of Green Marketing Strategies on business. The research objective is how do companies choose their Green Marketing Strategies? To fulfill the objectives of this research paper, a qualitative case study was conducted in different companies. Interviews allowed to author to gain insight as how companies choose green marketing strategies and for what reasons? Findings indicate that the green market strategies differ for each company and must be derived from a company’s individual circumstances including its objectives, resources and competitive advantages. Furthermore, the findings show that most companies can implement green changes in their marketing mix but these should be actively promoted when a product’s green attributes constitutes a key selling point. Finally, the findings indicate that financial benefits, and the possibility of gaining a competitive advantage, are the foremost incentives for implementing green measures.
Key words: Green Marketing, Green Marketing Mix, Competitive Advantages, Target Market.
Introduction A majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. The terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods, electronic goods, processed food, clothing, footwear, cosmetics and
References: 1. Aseem Prakash (2002) Green Marketing, Public Policy And Managerial Strategies- 2. Prof. Sanjit Kumar Dash, Thursday, May 27, 2010 Green Marketing: Opportunities & Challenges An Introduction To Green Marketing (1994) http://escholarship.org/uc/item/49n325b7 Irv Weinberg, May 19, 2011 Green Marketing http://www.greenmarketing.com/blog/comments/green-marketing-not-dead-just-misdirected/ Martin Charter, 1999 Jacquelyn Ottman, May 16, 2011 The New Green Marketing Paradigm, 8. Tracy Allen (2006-07) Green Marketing: Could Green Marketing be a Sustainable Competitive Advantage for Retailers within South Africa ?