Page 1 of 8
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 1147
Green Marketing - An Exploration Strategy for Firms
NEHA GUPTA
ASSISTANT PROFESSOR, DEPARTMENT OF COMMERCE
HINDU GIRLS COLLEGE, SONEPAT, HARYANA
Pin code: 131001
Email: naggarwal.49769@gmail.com
ABSTRACT
Global warming and green house gas emission has become a worldwide issue, government and
society of almost every nation had already started taking initiatives regarding awareness of these
issues. The firm compete this issue of global warming by adopting green marketing strategies
and make this a win-win strategy for themselves. Now a days, consumer also show more concern
about the environmental threats, they accept such products that are eco friendly and free from
health issues. Different strategies are used by the firms in order to popularize green marketing
concept so that they make it cognizant among the masses and to be known as universal
phenomena. Not only this companies main Moto is sustainability in long run for this they have to
parallel with corporate social responsibilities. BY adopting Go- Green strategies firms are very
well performing their concern towards environment and consumers. Focus is made here on green
products along with their significance. Study also includes the main tools of green marketing and
key rules for success that proves to be effective for the firms in long run.
Keywords: Green marketing, Green product, Consumer awareness, Green campaign
1. Introduction
“As the trend of modernisation is gaining popularity, a movement complementary with this trend
is Green movement where everyone in economy is aware of increasing number of
environmental issues. Green movement has changed the traditional marketing concept into eco- marketing concept that known to be as a latest buzzword for corporate sectors. Organisations are
now more focused towards manufacturing of environmental friendly products and have started
taking environmental issues sincerely. Green marketing is not limited to government or non
government organisations but it also includes the efforts of consumers, producers, promoters,
manufacturers, retailers to contribute in this field.”
Page 2 of 8
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 1148
Green marketing also known as ecological marketing or environmental marketing, which refers
to a holistic concept of marketing including production, marketing and consumption done in
such a manner that proves to be less harmful for the environment. According to American
Marketing Association ‘’Green marketing associates with the marketing of products that beliefs
to be environment friendly and incorporating several activities regarding product modification
product process, packaging, advertising as well as focus on enhancing consumer awareness &
compliance marketing among industries’’. Green marketing is a promotional activity which
indicates that the corporate sector people are also consumers & are also active toward global
threats.
According to Nationwide survey highlighted by 'Economic times' reveal that about 63% of the
Indian consumers familiar with the use of Green products. This figure not only show the
consumer trends towards green marketing but also they have confidence level towards organic
products that provide better performance and reliability to them. Values related to goods are
more important for the consumers along with their functional benefits. Now a days,
Environmental marketing is just like DNA for the corporate without which the stability in market
is a complex task. This involves developing and marketing environment-friendly products that
use sustainable methods and include green packaging and labels.
Among the recent green marketing efforts in India was the NDTV-Toyota Greenathon campaign
to support the 'Lighting a Billion Lives' cause, to provide solar power to villages without
electricity. Toyota PRIUS, the hybrid electric car, is another effort in the green space. Hindustan
Unilever's 'Save Water' Campaign is yet another, with the company deciding to launch products
that consume less water. Thus, Green marketing has emerged as a new concept that not only
supports the sustainability but also promoting social responsibility.
2. Significance of Green marketing
In present scenario, people are more aware about environmental issues and its influence on
human health. They are ready to pay more to reduce these harmful effects. Because of
awareness and demand of consumers a new step came into process of production to consumption
i.e. Green marketing. If consumers pay more for green marketing it results in increased sales
revenues which give benefit to seller in long run. The main benefits of green marketing are-
long run sustainability
Save money in long run
Enhance profitability
Page 3 of 8
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 1149
Organisation's development
Exploring new markets
Gain over competitors
Customers satisfaction
Eco friendly aspects of products
Feeling of pride in employees
Social welfare
3. Research Objectives
To study the significance of Green Marketing in present and future scenario.
To know about consumer familiarity to green products and its benefits.
To focus how Firms achieve long term benefits in market through green products.
To study about the Firms' and Government efforts towards the implementation of green
marketing
4. Green products and its Aspects
Products which are produced by green technology and have no negative effects on environment
at any stage. Green products or environmental friendly products are not 100% eco products
instead they are the products that bring down the degree of impact factor on environment. These
products are based on practices that not only contribute in economic development as well as
conserving for the future generations too. Their impact is less injurious to human health than
conventional products. Green products are:
Biodegradable products including Agro based FMCG products.
Organic in nature.
Made of non toxic material.
Recyclable, reusable products that can be processed again.
Durable and efficient products using eco friendly packaging.
Result of harmless chemicals while manufacturing.
5. Why Firms are adopting Green marketing
With the expansion of green marketing concept, Firms working at international and national
level adopting this approach to overcome different environmental issues and gain first mover
opportunities. Following are the reasons that why firms are likely to prefer green marketing-
