Page 1 of 5

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 04 Issue 02

February 2018

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 214

Green Marketing: A Novel Phase In Marketing

Shalini Balhara

(Research Scholar, MDU, Rohtak)

Sandhya Balhara

(Research Scholar, MDU, Rohtak)

ABSTRACT:

As there is a growing interest among consumers all over the world regarding environment

protection thus business organizations need to modify their products and start making their

products environmental friendly in order to attract more and more consumers. Green marketing

is a phenomenon which has developed particular importance in the modern market and has

emerged as an important concept in India as in developing countries resources are limited but

human wants and needs are unlimited, so it is important that resources must be utilized

economically and in an environment friendly way and also increasing awareness on the various

environmental problems has led a shift in the way consumers go about their life

KEYWORDS: Green Marketing, Impact of Green Marketing

INTRODUCTION:

The term “Green marketing” refers to the process of selling products and/or services based on

their environmental benefits. Such a product or service may be environmentally friendly in itself

or produced in an environmentally friendly way, such as: Being manufactured in a sustainable

fashion. Green marketing is an extension of societal marketing concept where top priority is

Page 2 of 5

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 04 Issue 02

February 2018

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 215

given to environmental protection that is environmental balance is maintained and further

improved. In the wake of faster industrialization and with the advent of latest technology, the

resources are used with waste and conversion process has resulted in degradation of

environmental balance in terms of especially quality in addition to quantity.

It is green marketing that advocates judicious use of scarce resources that are provided by

environment. It means making and marketing of those products that cause least damage to

environment. Green marketing covers wide range of areas from conservation of resources to the

control and reduction of pollution.

Impacts of Green Marketing:

 Now people insisting pure products, edible items, fruits and vegetables based on organic

farming.

 Reducing use of plastic and plastic based products.

 Increased consumption of herbal products instead of processed products.

 Strict legal provisions for restricting duplication and adulteration, to protect forests, flora

and fauna, rivers, lakes etc from pollution.

 Increasing use of herbal medicines, natural therapy, yoga etc.

Green Marketing Challenges:

There are certain challenges in adoption of Green marketing concept such as:

 New Concept-Indian educated and urban shopper is getting more mindful about the

benefits of Green items. Be that as it may, it is still another idea for the masses. The

buyer should be instructed and made mindful of the natural dangers. The new green

developments need to achieve the masses and that will take a great deal of time and

exertion.

Page 3 of 5

Journal for Studies in Management and Planning

Available at

http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 04 Issue 02

February 2018

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 216

 Cost Factor-Green showcasing includes advertising of green items/administrations, green

innovation, green influence/vitality for which a ton of cash must be spent on R&D

programs for their advancement and resulting special projects which at last may prompt

expanded expenses.

 Convincing clients the clients may not put stock in the association's system of Green

promoting, the firm accordingly ought to guarantee that they embrace every single

conceivable measure to persuade the client about their green item, the most ideal choice

is by executing Eco-marking plans. Once in a while the clients may likewise not will to

pay the additional cost for the items.

 Sustainability-Initially the benefits are low since renewable and recyclable items and

green advances are more costly. Green showcasing will be fruitful just in long run.

Consequently the business needs to anticipate long haul instead of transient methodology

and plan for the same, in the meantime it ought to abstain from falling into bait of

deceptive practices to make benefits in short term.

 Non Cooperation-The organizations honing Green showcasing need to endeavor hard in

persuading the partners and numerous a times it might neglect to persuade them about the

long haul advantages of Green advertising when contrasted with fleeting costs.

 Avoiding Green Myopia-Green showcasing must fulfill two goals: enhanced ecological

quality and consumer loyalty. Misinterpreting either or overemphasizing the previous to

the detriment of the last can be named green showcasing nearsightedness.

Requirements for success of Green Marketing:

 Commitment from Top Management: since, it is related with short run and long run

profits, performance and results, affecting everyone in organization commitment from top

management are very essential.