Green Marketing

JEAS-Blog

Green Marketing
Abdul Rauf Kashif
Department of Business Administration, Institute of Southern Punjab, Multan, Pakistan
abdulraufkashif@isp.edu.pk


Green Marketing is the holistic management for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way (Peattie, 1995).

It is marketing approach for products or services that are considered environment friendly or safe. This term encompasses a wide range of activities from pre-production to end consumers. These activities include product modification, improved or modified production processes, designing, improved packaging, modified advertising, and disposal of products. It also includes awareness about environmental issues like global warming non-biodegradeable solid waste, detrimental impact of pollutants.

#ecologicalmarketing #environmentalmarketing #ecosmart #greenmarketing #jeasblog


Credit: FAO, Seeds of Millets packed in paper bags for promotion of “International Year of Millets, 2023”

For successful Green Marketing, a Delicate Balance of the followings is important

  • Environment-compatible production process
  • Compatibility with the goals and objectives of the company
  • Customer Satisfaction

Why Green Marketing is Important

There are several reasons for a growing interest in green marketing:

  • Business advantages and competitiveness: Companies engaged in green marketing are distinguished from competitors and are more innovative, responsible, and forward-thinking. This can lead to increased customer loyalty, a positive brand reputation, and financial benefits.
  • Consumer demand: Many consumers are becoming more environmentally conscious and are looking for products and services that align with their values. Green marketing helps companies to meet this demand and appeal to eco-conscious consumers. There is increasing demand of recyclable, reusable and biodegradable products
  • Cost Reduction: in some cases, green marketing can be cost-effective
  • Environmental concerns: green marketing helps to address environmental concerns, such as resource depletion, pollution, climate change, global warming etc, by promoting environmentally friendly and sustainable products, packing and services. Green marketing is significantly contributing to the reduction of greenhouse gases, plastic waste, packing waste, environment sustainability.
  • Government regulations: In some cases, green marketing may be required by government regulations or standards that aim to protect the environment.
  • Social responsibility: Green marketing can help companies to fulfil their social responsibility to protect the environment and contribute to a more sustainable future.


Credit PIA

 

Share your Green Marketing Ideas in comments box


Cite this article as: Kashif, A,R. 2023. Green Marketing. JEAS-Blog, Agropublishers, Multan, Pakistan [View at JEAS Blog]


Copyright © Kashif  This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium provided the original author and source are appropriately cited and credited.


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Note: Photos added in this blog are Randomly Selected Green Marketing examples

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