Green marketing

Green marketing is the business practice that is environmentally responsible and takes into account the consumer concerns about promotion. Preservation and conservation of the natural environment. More organizations are making an effort to implement sustainable business practices. They recognize they can make their products more attractive to consumers, while also reducing expenses in packaging, transportation, energy and water usage, and more.

Furthermore, businesses are increasingly discovering that demonstrating a high level of social responsibility can increase brand loyalty among socially conscious consumers. The key barrier to sustainable business practices, such as green procurement, is the short-term cost. Going green will typically cost more upfront, but generate great rewards in the long run.

“Green marketing is the marketing of products that are presumed to be environmentally safe.” By American Marketing Association.

The major components of green marketing are below:

1. Product or green products
2. Price or green price
3. Place or eco-labeling
4. Promotion or green promotion

Product or green products

A product should offer ecological products that do not contaminate the environment, protect it and even minimize the existing environmental damages. More specifically, a green product should not:

• Endanger the health of people or animals.
• Damage the environment any stage of its life, including manufacture, use, and disposal.
• Involve the unnecessary use of or cruelty to animals.
• Use materials derived from threatened species or environment.

Price or green price

Prices or green products may be a little higher than other conventional alternatives. However target groups like or accept these prices as they know that they are using a product that doesn’t harm environment.

Place or eco-labeling

The primary focus of green promotion lies on the fact of distribution logistics should consists of ecological packaging. It emphasizes the distribution of products by using a simple logo mentioning the products as green on packages, offering consumer clear guidance based on expert information.

Promotion or green promotion

The primary focus on that a communication with the market should put stress on environmental aspects. For example, the company may process an ISO 14000 certified certificate.

Reasons for Adopting Green Marketing

The main reasons for adopting green marketing are as follows:

• To enjoy opportunities or competitive advantages as customers are now more environment conscious and prefer environment friendly products and services.
• To fulfill corporate social responsibilities as it is a best way to tell society that “yes, we care for environment”.
• To follow government pressure as different laws, compel companies to abide particular environment related instruction.
• To avoid and minimize competitive pressure and increase profit.

Rules of Green Marketing or Requirements of Green Marketing

A green marketing must fulfill the following requirements for promoting green marketing.

• Know the right customers that appreciate green products.
• Empower and communicate consumers about your green products.
• Be transparent and genuine, do not fake if you are not concerned about the environment.
• Green products are relatively high in cost. Consider that aspect pricing.