Green marketing, also known as Environmental marketing or Ecological Marketing, has been a much discussed and debated topic over the years. Apart from the simple process of marketing commodities and ideas that are resumed to be environmentally safe, green marketing also constitutes a number of practices such as product modification, changes to the production process, packaging changes, as well as modifying advertising. In recent times, eco- friendly marketing practices have not only chosen to refocus and readjust marketing strategies but also offer a completely new perspective in the same.
Corporates have taken to reducing their carbon footprints as well as trying their best to enhance their image as a ‘green warrior’ within their communities. Even then, there is a marked difference between doing so for their own benefits and doing it out of corporate social responsibility. In implementing green marketing, consumers, corporate and the government play a very important role. But there are few constraints in implementing it like lack of consumer awareness, financial constraints, limited scientific knowledge, lack of stringent rules and competitive pressures. Green marketing mirrors the goals of traditional marketing, which is to “facilitate exchanges intended to satisfy human needs or wants.” According to Dr. Kamal k. Pandey and Dr. P. B. Singh of Integral University, the point of difference is that green marketing seeks to accomplish that with minimal detrimental impact on the natural environment.
As companies face limited natural resources, they must also develop new or alternative ways of satisfying their customers’ needs. So green marketing is also a way of looking at how marketing activities can make the best use of these limited resources while meeting corporate objectives.
The guidelines to sustainable marketing include embedding sustainable business practices into the business strategy, delivering marketing activities that create ongoing growth, promoting and supporting sustainable tasks within the business, influencing other businesses to adopt sustainable business practices as well as minimizing the usage of resources in day to day business operations.
(For further reading:
Green marketing: Policies and Practices for Sustainable Development:-
Green Marketing in India: Emerging Opportunities and Challenges :-