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Realization on Green Marketing in Bangladesh

Realization on Green Marketing in Bangladesh

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Published by: Dr. Mohammad Shamsuddoha on Sep 15, 2009
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Realization on Green Marketing in Bangladesh
Though green issues convince all human activities, few academic disciplines have integrated green issues into their literature. Businesses have begun to adapt their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts likeenvironmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area whereenvironmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear  frequently in the popular press. Many governments around the world have become soconcerned about green marketing activities that they have attempted to regulate them. In Bangladesh, Green issues is new for all company because they did not have any practiced of its before. Here the researcher will find out how customers are reacting after having aconcept like green product.
Keyword: Green Marketing, Realization, BangladeshIntroduction
Remarkable competition is going on among the consumer, industrial and service products. Sincesociety becomes more anxious with the natural environment, businesses have started to adjust theirbehavior in an attempt to address society's "new" concerns. Some businesses have been quick toaccept concepts like environmental management systems and waste minimization, and have integratedenvironmental issues into all organizational activities. People are conscious about the lessenvironment friendly product due to their own welfare that is why this issue is very modern topics forBangladesh. This paper tried to unearth the relation between green marketing and its realizationtowards the customer in Bangladesh.
Objectives of the study:
To realize what is all about Green Marketing, Green Consumer and Green Product.2.
To find out the indicator of realization of Green Marketing by the customer.3.
To find out the realization problem of Green product.
Scope and Methodology
The proposed study would be empirical one. Both Primary and secondary data have been used in thisstudy. The secondary data would be collected from various books, reference Journal, seminar papersand articles. 100 people have been interviewed for the sake of getting information regarding greenissues through structured questionnaire.
What is Green Marketing?
“The marketing or promotion of a product based on its environmental performance or animprovement thereof (Charter & Polonsky 1999)”
“The holistic management process responsible for identifying, anticipating and satisfying therequirements of customers and society, in a profitable and sustainable way (Peattie, 1995)”.“A holistic and responsible strategic management process that identifies, anticipates, satisfies andfulfils stakeholder needs, for a reasonable reward, that does not adversely affect human or naturalenvironmental well-being” (Charter (1992), p. 394)As per Brundtland Commission (1987), “Development that meets the needs of the present withoutcompromising the ability of future generations to meet their own needs (Rowell, 1996)”.Green marketing consists of all activities designed to generate and facilitate any exchanges intendedto satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, withminimal detrimental impact on the natural environment. It is sorry to say, a greater part of peoplebelieve that green marketing refers solely to the promotion or advertising of products withenvironmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, andEnvironmentally Friendly are some of the things consumers most often associate with greenmarketing. While these terms are green marketing claims, in general green marketing is a muchbroader concept, one that can be applied to consumer goods, industrial goods and even services. Forexample, around the world there are resorts that are beginning to promote themselves as "ecotourist"facilities, i.e., facilities that "specialize" in experiencing nature or operating in a fashion thatminimizes their environmental impact (May 1991, Ingram and Durst 1989, Troumbis 1991). Thusgreen marketing incorporates a broad range of activities, including product modification, changes tothe production process, packaging changes, as well as modifying advertising. Yet defining greenmarketing is not a simple task. Indeed the terminology used in this area has varied, it includes: GreenMarketing, Environmental Marketing and Ecological Marketing. This early definition has three keycomponents, such as it is a subset of the overall marketing activity; it examines both the positive andnegative activities; and narrow ranges of environmental issues are examined.
Figure 1: The many meanings of greenSource:
(Peattie, K. (1995), Environmental Marketing Management, p. 26)
Another definition is “Green or Environmental Marketing consists of all activities designed togenerate and facilitate any exchanges intended to satisfy human needs or wants, such that thesatisfaction of these needs and wants occurs, with minimal detrimental impact on the naturalenvironment”(Polonsky 1994). Therefore it ensures that the interests of the organization and all itsconsumers are protected, as voluntary exchange will not take place unless both the buyer and sellermutually benefit. There are two slogans like "less environmentally harmful" and "Environmentallyfriendly". Thus green marketing should look at minimizing environmental harm, not necessarilyeliminating it.
The Green Consumer
The green consumers are the driving forces behind the green marketing process. It is they who driveconsumer demand, which in turn encourages improvements in the environmental performance of many products and companies. Thus, for a marketer it is important to identify the types of greenconsumers. Many organizations have found that two out of every three consumer is green indeveloped country but country like Bangladesh and its organization has found that one out of everysix consumer is green, but their environmental commitments vary because of their different standards,expectation from producers, demand and buying power. It is thus not efficient to say that the greenconsumer is one who engages in green consumption, specifically, consumes in a more sustainable andsocially responsible way. A consumer acquires bundle of wants and needs and this is also true for thegreen consumer. To satisfy those needs businesses have to break down the market into differentgroups of consumers that differ in their responses to the firm’s marketing mix program. The segments
(Kotabe & Helsen (1998), p.184)
arrived at should preferably have the following features:1) Measurable 2) Sizeable 3) Accessible 4) Actionable 5) Competitive intensity
Growth potentialA great deal of market research has been concerned with identifying the green consumer. A clearpicture has not yet been established and it differs a lot between markets. But some generalizationsabout the green consumer can be made on the basis of the research done so far. The green consumer:
Is inconsistent
Is confused
Is generally a woman
Is adults who are likely to be more concerned about the environment
Is sophisticated in wants and needs
(Peattie (1992), p. 118)
Green Product
Green product stresses the straight and tangible benefits provided by greener design, such as energyefficiency or recycled content, rather than stressing the environmental attributes them. Reducing theenvironmental impact of a product improves the product's overall performance and quality in waysthat are important, not just the most dedicated and loyal green consumer, but to all consumers. Forexample, CNG (Converted Natural Gas) use in the vehicles, super-concentrated laundry detergentsnot only save energy and packaging, they save end space, money and effort. Organically grown foodnot only better preserves soil and reduces the amount of toxins in the water supply; they have superiortaste and health benefits compared to their counterparts. Therefore green product means any product,which is not hazardous for environment and customer as well, and it also work as a future remedy of negative impact of a product.
Green Marketing Process
Green marketing process comprises with external and internal Ps. After integrating external andinternal Ps, green success will automatically come through four Ss. Here external 7 Ps consists of Paying customers, Providers, Politicians, Pressure groups, Problems, Predictions and Partners;internal 7Ps consists of Products, Promotion, Price, Place, Providing information, Processes andPolicies. After integrating external and internal 7Ps, we can find out the green successes through 4 Sssuch as Satisfaction – of stakeholder needs, Safety – of products and processes, Social acceptability –of the company and ??Sustainability – of its activities.
Figure 2 - The Green Marketing Process
External Green P’s
Paying customers
Pressure groups
Internal Green P’s

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