Major purpose of this study is to explore the dynamics of green marketing, keeping in. Green marketing its application, scope and future in india vikashita mohanty a1 and sasmita nayak b ab mba gift, bhubaneswar, odisha, india abstract green marketing a major breakthrough in the vast field of marketing has become one of the growing areas and is inviting a lot of attention towards it. This paper highlights the consumers perception and preferences towards green marketing practices and products with the help of a structured questionnaire. Lecturer, chandigarh business school landran, mohali. Uring the past three decades, two con the nature of marketing. Considering the importance of green marketing in an organization, an attempt has been made to write this paper entitled a descriptive study on green marketing trends in india scope of the study. Wherever there is human activity, there is management. Marketing green recommends that product companies and retailers focus on disclosing product. Green marketing is the process of promoting products or services based on their. Objectives, methodology an d scope of the study school of management studies, cusat 69 reebok.
Pdf introduction to green marketing interal res journa. In recent years, owing to the enormous amount of environmental pollution, more and more companies are willing to accept the environmental responsibility. During the second half of the 1990s, a strong and steady growth in the sales of organic foods has provided these products with a viable and sometimes value added market niche. Qualified and efficient managers are essential to the utilization of labor and capital. Green marketing, green purchase behavior gpb, green purchase intentionsgpi 1. This is the reason why project managers develop a scope statement. Assessing the prospects of green marketing in india. Jan 17, 2020 green marketing incorporates broad range of activities including product modification, changes to the production process, packaging changes, and modifying advertising. The salient features which highlight the nature of management is as follows. Green marketing term was first discussed in a seminar on. Without efficient management, the objectives of the company can not be achieved. Here are some other objectives to consider when think.
Concept of green marketing concerns with protection of ecological environment. Marketing is enveloping trend in modern competitive world as it contributes greatly for the productivity of firms. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility. Green marketing intervention strategies and sustainable. Green marketing research study project research paper. There is a radical change in consumer preferences and. Impact of green marketing on consumer purchase intention. Analyze the scope and importance of marketing strategies. A descriptive study on green marketing trends in india by. Green marketing is the marketing of products that are presumed to be environmentally safe.
Marketing is a complex, continuous and interrelated process. The big shift in marketing the world of marketing has been evolving ever since the advent of technology. It involves continuous planning, implementation and control. Marketing has developed and widened its scope towards ecological issues from focusing on the production process, transaction and exchange. The first wave of green marketing occurred in the 1980s.
Oct 22, 2019 green marketing consists of marketing products and services based on environmental factors or awareness. Green marketing consists of marketing products and services based on environmental factors or awareness. Green marketing raises the voice against production, consumption, andor disposal of such products that anyway harm consumers, the society, and the environment. Green marketing is a phenomenon which has developed particular important in the modern market. High level of products promotion to clients marketing, including green marketing, aims to create an idea in the customers mind, derived from his. Course description and scope green marketing examines the symbiotic role played by marketing in business sustainability. The nature and scope of marketing texas tech university. Impact of ecofriendly products on consumer behavior. Oct 08, 2016 green marketing research study project report abstract. Pdf importance of green marketing and its potential. The selling, marketing and promoting of accommodation. Dec 05, 2012 green marketing, scope of green marketing and the limitations of green marketing, green marketing in india slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In green, marketing companies show their products as the environmentfriendly such as safe or sustainable production, while others seek to reduce a companys carbon footprint.
Green marketing case studies of companies implementing towards green revolution mrs. Green marketing refers to the process of selling products or services for showcasing the benefits of environmental nature. Green marketing is possibly the newest type of marketing. Madhumitha abstract green marketing has emerged as a important concept in india as in other parts of the developing and developed countries. Growth in marketing activities resulted into rapid economic growth, mass production with the use of advanced technology, comfortable and luxurious life, style, severe competition. Why is social responsibility important in marketing. Jun, 2016 considering the importance of green marketing in an organization, an attempt has been made to write this paper entitled a descriptive study on green marketing trends in india scope of the study. Focus and try to understand the awareness level of green products. An introduction to green marketing michael jay polonsky department of management, university of newcastle, newcastle nsw 2308, australia. Pdf measuring the scope of green products in developing. Recently, it has also been the most discussed one by organizations, companies and even states.
There is more than one definition of green marketing tjarnemo, 2001, p. Some critics question the concept of social responsibility in marketing, noting that these highly publicized, expensive campaigns are colorful but highly limited both in scope and in duration. Jan 22, 2020 green marketing refers to the process of promoting products or services based on their environmental benefits. The product class and brands were chosen after conducting a pilot study. Ramachandran, director, amet bschool, chennai, india. Impact of ecofriendly products on consumer behavior ms. Green marketing case studies of companies implementing. What is green marketing and its scope in the future. It is necessary that businessmen and users should refrain from harmful products. The advantages of using green marketing at strategic level within companies are. Consumers have all the information they need just a click away. In this lesson, youll learn more about the objectives and benefits of this ecofriendly approach.
The problems with green marketing and how to solve them. Green marketing is gaining noteworthy attention from both marketers and consumers. It explores the environmental issues and challenges confronting marketers in the 21st century and how their strategic decisions and actions can make a major difference to the improvement or degradation of the marketing environment. Green marketing research study project report abstract. Measuring the scope of green products in developing countries. High level of awareness about green marketing practices and products was found among the consumers.
Fikre kabashi elemeen associate professor college of commerce alneelain university sudan abstract the united states marketing association held its first conference on environmental marketing in 1975. Assistant professor shaheed sukhdev college of business studies university of delhi abstract. More organizations are making an effort to implement sustainable business practices as they recognize that they can make their products more attractive to consumers and also reduce expenses in packaging, transportation, energy and water usage, and more. It explores the environmental issues and challenges confronting marketers in the 21st century and how their strategic decisions and actions can make a major difference to the improvement or degradation of the marketing. Kumar pratik, mba student, amet bschool, chennai, india. Nature and scope of management management study hq. Importance of green marketing and its potential n dv orakova liskov a, z. The scope of this paper would include the following aspects. A myth breaking study measuring the scope of green products in developing countries. At first whole foods was narrowly focused in its scope. It defines clearly the extent of content that will be covered by the means of the research in order to come to more logical conclusions and give conclusive and satisfactory answers to the research. Green marketing definition and sustainable development. The term scope of marketing can be understood in terms of the functions of the marketing manager.
Studies have shown that there are differences in consumer behaviour towards the two different types of sale s promotions, namely, price promotion and premium promotion. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Green marketing s objectives green marketing is important for a number of reasons, from eliminating wastefulness to educating consumers about how a company is maintaining ecofriendly measures. Be it ingredients, materials, training, maintenance, or byproduct conversion, green marketing allows for business growth by eliminating as much waste as possible. This study aims to give information about the trends and future scope of green marketing by taking various case studies. Mar 27, 2015 the big shift in marketing the world of marketing has been evolving ever since the advent of technology. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. In turn, green marketing becomes more important for some kinds of products, such as information. The term green marketing came into prominence in the late 1980s and early 1990s. The term management has been used in different senses.
To a recent study by natural marketing institute nim almost 90% of the u. Companies involved in green marketing make decisions relating to the entire process of the. Mayur s nakhava, mba student, amet bschool, chennai, india. Green marketing touches every aspect of a business, from packaging to process to public relations. In this lesson, well explore what green marketing is and the various types of characteristics necessary to make it function to benefit both a business and. Green marketing tries to produce, promote and recycle products that are friendly to the environment. Green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a range of activities like product modification, changing the production process, modified advertising, change in.
This study purpose is to identify how competitive marketing strategies can help firms to succeed in the market and also to analyze the scope and importance of marketing strategies for successful firms. Green marketing refers to the process of promoting products or services based on their environmental benefits. Evolution of green marketing according to peattie, the evolution of green marketing has three phases such as. Mba notes nature and scope of marketing management. The strategic marketing is to identifying competitor is based on the differences in firms strategic for competing in an industry. Concept, evolution and scope of marketing management. Green marketing research study project report bohat ala. International marketing edinburgh business school v contents. Green products aware of the people to buy chemicalless products because green products do not affect the body.
In fact, technology has ushered in a new era for consumers as well. Further studies are needed to widen the scope of research in other areas of greenmarketing program and strategy. Green marketing incorporates broad range of activities including product modification, changes to the production process, packaging changes, and modifying advertising. Green marketing, scope of green marketing and the limitations of green marketing, green marketing in india slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Green marketing affects positively the health of people and. Sometimes it refers to the process of planning, organizing, staffing, directing, coordinating and controlling, at other times it is used to describe it as a function of managing people. Jul 30, 2017 green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a range of activities like product modification, changing the production process, modified advertising, change in. Green marketing focuses on satisfaction of customer needs and wants with no or minimum harm to the natural environment.
The term marketing management consists of two different words, marketing and management. Ab0501 green marketing course description and scope. Acknowledgments xv part 1 an overview module 1 the scope and challenge of international marketing 11 1. This study aims to explore how green marketing can be adopted in the confinements of small to mediumsize enterprises smes and to offer any recommendation that could be made for the concept to be utilised to both a competitive advantage and the benefit of the environment. Other than that, the green consumer and branding will be discussed. Such a product or service may be environmentally friendly in itself or produced in an environmentally friendly way. The scope of the study basically means all those things that will be covered in the research project.