ISSUES AND IMPLICATIONS BY MRS . P . SANTHI , DR . U . JERINABI & MR . N . MOHANDAS GAND
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INTRODUCTIO N ØMarketing has contributed to the current environmental crisis , because of its central role as a driving force behind the unsustainable growth in consumption or what could be termed over consumption. Ø ØThis will require the marketing of new , more sustainable products , new companies , new life styles , new values and new ideas . 01/09/2009 TOLANI INSTITUTE OF MANAGEMENT STUDIES 2 GREEN CONSUMERISM ØIt is the use of individual consumer power to promote less environmentally damaging consumption , while still satisfying consumer wants and need . ØInvolves making consumption decisions based on environmental concerns , implies a rejection of wasteful consumption . 01/09/2009 TOLANI INSTITUTE OF MANAGEMENT STUDIES 3 GREEN PRODUCTS ØWhat cannot or should not be a GREEN PRODUCT…….????? ØEndanger the health of people or animals . Ø ØDamage the environment . Ø ØCause unnecessary waste .
ØInvolve the unnecessary use or
cruelty to animals .
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COMPETITIVE ADVANTAGE
BOTH
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RESPONDING TO THE GREEN CONSUMERS
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KEY ISSUES OF THE FUTURE
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C O N C LU S I Ø ON ØThere are two ways to get enough . One is to continue to accumulate more and more. And the other is to desire less. Ø ØGreen consumerism and environmental marketing is likely to evolve in three phases namely , substitution , systematization , and social change , during which it will sprout , grow and finally blossom. 01/09/2009 TOLANI INSTITUTE OF MANAGEMENT STUDIES 8 BIBLIOGRAPHY Ø Elkington j and knight p and hailes j (1991) the green business guide victor gollanz. Ø Ø Kotler p (1994) “marketing management analysis, planning and control”(7th edn), prentice hall. Ø Ø Sontakki, c.N.,(2000), “principles of marketing”, kalyani 01/09/2009 TOLANI INSTITUTE OF MANAGEMENT STUDIES 9 Thank you … !!! 01/09/2009 TOLANI INSTITUTE OF MANAGEMENT STUDIES 10