DEFINITION:
Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
Conventional marketing involves selling products that satisfy consumer needs at affordable prices. Green marketing must also satisfy customer needs at affordable prices, but green marketing has the additional challenge of defining what are green and developing and selling products that consumer will like. Green products balance environmental compatibility with performance, affordability, and convenience. They are typically durable, non-toxic, recyclable, and are often made from recycled materials. Green products have minimal packaging, and should carry low environmental impact.
Green product is a descriptive idiom to distinguish a product that has been designed to have minimal impact on the environment.
Green marketing not only focuses on advertisements and promotion of products with environmental characteristics, but it pervades all the activities of designing, production, packaging and promoting greener products.
Green marketing thrives on the underlying philosophy ‘Reduce, Reuse and Recycle.
Unlike the conventional marketing green marketing not only ensures the interests of the manufacturers and consumers but it also ensures environmental friendliness by including the activities related with the protection of natural environment. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it.
NEED:
On our planet sources are limited and human needs (wants) unlimited. Recyclable or renewable goods are needed to fulfill the unlimited needs of a costumer. As industries are having limited resources, they have to search for new and alternative ways to satisfy the consumer needs (wants). Thus green marketing is important for the firms to utilize the limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives.
