You are on page 1of 5

Green Marketing and its implication problem in Bangladesh

Abstract
Although environmental issues influence all human activities, few academic
disciplines have integrated green issues into their literature. This is especially true in
marketing. As society becomes more concerned with the natural environment,
businesses have begun to modify their behavior in an attempt to address society's
"new" concerns. Some businesses ha ve been quick to accept concepts like
environmental management systems and waste minimization, and have integrated
environmental issues into all organizational activities. Some evidence of this is the
development of journals such as "Business Strategy and the Environment" and
"Greener Management International," which are specifically designed to disseminate
research relating to business' environmental behavior. One business area where
environmental issues have received a great deal of discussion in the popu lar 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 so concerned about green marketing activities that they have
attempted to regulate them. In Bangladesh, Green issues are new for all company
because they did not have any practiced of it’s before. The researcher will find out
what is all about green marketing and implication problem of green marketing.
Keyword: Green Marketing, Implication, Bangladesh

Introduction
Bangladesh is developing country having tremendous competition going on with consumer,
industrial and service products. Since society becomes more concerned with the natural
environment, businesses have begun to modify their behavior in an attempt to address
society's "new" concerns. Some businesses have been quick to accept concepts like
environmental management systems and waste minimization, and have integrated
environmental issues into all organizational activities. People are conscious about the less
environment friendly product due to their own welfare that is why this issue is very recent
topics for Bangladesh. This paper tried to unearth the problems behind the implication of
green marketing in Bangladesh.

Objectives of the study:


1. To know what is all about Green Marketing and Green Consumer
2. To find out the problem behind the implication of green marketing in Bangladesh
3. To recommend required ladder to take concerning green marketing in Bangladesh

Scope and Methodology


The proposed study would be empirical one. Primary and secondary both kinds of data has
used in this study. The secondary data collected from various books, reference Journal,
seminar papers and articles. 100 people have been interviewed for the sake of getting
information on green issues through structured questionnaire.

Concept of Green M arketing


Green marketing consists of all actions designed to generate and facilitate any interactions
intended to satisfy human needs or wants, such that the satisfaction of these needs and wants
occurs, with minimal detrimental impact on the natural environment. It is sorry to say, a
greater part of people in Bangladesh believe that green marketing refers solely to the

Electronic copy available at: http://ssrn.com/abstract=1302311


promotion or advertising of products w ith environmental characteristics. Terms like
Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are
some of the things consumers most often associate with green marketing. While these terms
are green marketing claims, in general green marketing is a much broader concept, one that
can be applied to consumer goods, industrial goods and even services. For example, 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 that minimizes
their environmental impact (May 1991, Ingram and Durst 1989, Troumbis 1991). Thus green
marketing incorporates a broad range of activities, including product modific ation, changes to
the production process, packaging changes, as well as modifying advertising. Yet defining
green marketing is not a simple task. Indeed the terminology used in this area has varied, it
includes: Green Marketing, Environmental Marketing and Ecological Marketing. This early
definition has three key components, such as it is a subset of the overall marketing activity; it
examines both the positive and negative activities; and a narrow range of environmental
issues are examined. Another definition is “Green or Environmental Marketing consists of all
activities designed to generate and facilitate any exchanges intended to satisfy human needs
or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental
impact on the natural environment”. (Polonsky 1994b). Therefore it ensures that the interests
of the organization and all its consumers are protected, as voluntary exchange will not take
place unless both the buyer and seller mutually benefit. There are two slogans ilke "less
environmentally harmful" and "Environmentally friendly". Thus green marketing should look
at minimizing environmental harm, not necessarily eliminating it.

Benefits of Greener products


It is vital to stress the direct and tangible benefits provided by greener design, such as energy
efficiency or recycled content, rather than stressing the environmental attributes themselves.
Reducing the environmental impact of a product improves the product's overall performance
and quality in ways that are important, not just the most dedicated and loyal green consumer,
but to all consumers. For example, super-concentrated laundry detergents not only save
energy and packaging, they save end space, money and effort. Organically grown food not
only better preserves soil and reduces the amount of toxins in the water supply; they have
superior taste and health benefits compared to their counterparts. Patagonia sells outdoor
garments such as fleece sweaters made from recycled soda bottles. The material has
insulating ability superior to virgin materials while providing comparable breath ability.

Implication Problems of Green Marketing in Bangladesh


Still green marketing is a growing consciousness and concept for Bangladeshi product and
service users. Though green marketing seems to be a popular, well-liked and important term,
it has not been very successful in practice in Bangladesh either attracting customers or in
helping the environment. Some implication problems were found through interviewing with
sample respondents and also some problems are adjusted through reviewing secondary
materials like foreign journals and other literatures. These are follows:-

1. Neither customers nor producing organization clearly state environmental benefits.


2. There is no set of standard environmental characteristics which can be harmful for the
customers or end users.
3. It is not clear to the general people that what kinds of benefits are involving in
environmental friendly products.
4. There has no legal authority that can make sure comparative differences of no-
environment friendly products and environmental products.

Electronic copy available at: http://ssrn.com/abstract=1302311


5. Polluting manufacturing e.g. all chemicals, dying, petroleum and other waste outing
organizations tried to respond to the misconceptions or fallacy or misleading notions
presented by the media and pressure groups by presenting their own version of “facts”
through public relation or promotional departments.
6. Green marketing has been only implemented within the public relation department
giving little room for product improvement or enhancement and real environmental
benefits.
7. The similar products were produced, but some “new” environmental benefits were
added in their promotion to take advantage of the increasing interest customers
showed in the environment.
8. Green Marketing here was only concerned with promotio nal activity with modest or
no attempt being made in product development in the context of green product.
9. Greening sometimes led to a decrease in costs. Whilst some products became cheaper,
they were sold at best to provid e the company with extra profit. When a further move
towards sustainability meant increased costs, the companies were unwilling to spend
and Greening was no longer such an attractive option.
10. There has little practice of Enviropreneur marketing that refers environmentally
committed person, segment or company that seeks to bring to marke t innovative new
green products.
11. In recent time all environment friendly ordinance passed by the national assembly but
its implication program is going very slowest way which can not help the product to
be green.
12. Extremely modest promotional activities have been taken by the government authority
and the related authority as well.
13. Consumer Association in Bangladesh is not playing vital role for building consumer
consciousness concerning green product and green consumers.
14. Consumers are not overly committed to improving their environment and may be
looking to lay too much responsibility on industry and government.

Fig 3 : Opinion regarding green issues


No Alternatives

8% Sluggish
26%
10%
Inconvenient
12%
No Time

Do not understand
23% the Issue
21%
Economical

[Source: Field Survey]


A survey constituted through field survey within sample respondents for finding out how
conscious a consumer regarding green marketing. Results appear that consumers are not
overly committed to improving their environment and may be looking to lay too much
responsibility on industry and government. Ultimately green marketing requires that
consumers want a cleaner environment and are willing to "pay" for it, possibly through higher
priced goods, modified individual lifestyles, or even governmental intervention. Until this
occurs it will be difficult for firms alone to lead the green marketing revolution.
Recommendations for Implication of Green Marketing in Bangladesh
1. Firms activities must follow environmental or green regulations or laws
2. Consumers’ perception on green issues should be evaluated
3. Companies should see green marketing in terms of overall “Total Environmental
Quality Management” within the organization. They should educate and inform all
links in the value chain about green marketing, from producer & supplier to the end-
user of a product or service.
4. Link growing demand for green products to the following four E factors such as Easy
– make it easy for customers to be green, Empower customers – provide customers
with solutions, Enlist the support of customer, Establish credibility – with all
stakeholders of a business to guard against any form of backlash. (Ottman, 1993)
5. Firms should use education-intensive point of sale displays, brochures and packaging
for its recycled shoes that make customers say "These folks are for real."
6. Government and firms search opportunities for Recycled Products. Several factors
suggest the future for new products made from trash is bright.

Final Comments
Green marketing is a different marketing concept than the traditional marketing model and it
is growing in importance in Bangladesh. Businesses and agencies must be responsive in
implementing a green marketing policy the entire organizational structure must be involved
in the process. In every sector, it is suffering from environment hazardous like chemical
industry, petroleum-refining industry, garments, and packaging and waste management. Now
it is the right time to protect all the environmental hazardous and should convert all the
environmental hazardous works into as environment friendly works which can keep
environment fresh for the next generation and similarly Bangladesh can able to establish
green marketing issues in the consumer and organization mind so that green marketing can
enhance marketability, improve product performance, protect environment hazard, protect
health hazard, quality deterioration and represent a powerful new source of innovation. In this
way agencies can able to increase good realization in customer mind.

Reference
1. Carlson, Les, Stephen Grove, and Norman Kangun. 1993. "A Content Analysis of
Environmental Advertising." Journal of Advertising 22 (3): 27-38.
2. Certo, S.C. (1997), Modern Management, Prentice-Hall, Englewood Cliffs, NJ, p. 56.
3. Davis, Joel J. 1992. "Ethics and Green Marketing." Journal of Business Ethics 11 (2): 81-
87.
4. Davis, Joel J. 1993. "Strategies for Environmental Advertising." Journal of Consumer
Marketing 10 (2): 19-36.
5. Helsen, K. and Kotabe, M. (1998), Global Marketing Management; John Wiley & Sons,
Inc., USA.
6. Henion, Karl E., and Thomas C. Kinnear. 1976a. Ecological Marketing. Columbus, Ohio:
American Marketing As Charter, Martin (ed). 1992. Greener Marketing. Sheffield,
England: Green leaf Publishing.
7. Henion, Karl E., and Thomas C. Kinnear. 1976b. "A Guide to Ecological Marketing." in
Karl E. Henion and Thomas C. Kinnear (Eds). Ecological Marketing. Columbus, Ohio:
American Marketing Association.
8. Ingram, C. Denise and Patrick B. Durst. 1989. "Nature-Oriented Tour Operators: Travel
to Developing Countries." Journal of Travel Research 28 (2): 11-18
9. Jacquelyn A Ottman, “Companies are Finally Getting it Right”, Green Marketing and
Eco-Innovation, 1997.
10. Jacquelyn A Ottman, “Strategic Marketing of Greener Products” Journal of Sustainable
Product Design, April 5th 1998.
11. Jacquelyn A Ottman, Recycled-Content Manufacturing: Taking Recycling Market
Responsibility”, Green Marketing and Eco-Innovation, 1997
12. Jacquelyn Ottman “Green Questions Lead to Golden Opportunities “
13. Kangun, Norman and Michael Polonsky. 1994 "R egulation of Environmental Marketing
Claims: A Comparative Perspective." International Journal of Advertising 13 (4).
14. May. V. 1991. "Tourism, Environment and Development: Values, Sustainability and
Stewardship." Tourism Management 12 (2): 112-118.
15. Nationa l Association of Attorneys -General (NAAG). 1990. The Green Report: Findings
and Preliminary Recommendations for Responsible Advertising. [San Francisco?], USA:
National Association of Attorneys -General.
16. Ottman, Jacquelyn. 1993. Green Marketing: Challenges and Opportunities for the New
Marketing Age. Lincolnwood, Illinois: NTC Business Books.
17. Peattie K (1998), Golden Goose or Wild Goose? The hunt for the green consumer;
Business strategy and the Environmental conference, Leeds, September 1998
18. Peattie, K. (1992), Green Marketing; Longman Group Ltd, UK
19. Peattie, K. (1995), Environmental Marketing Management – Meeting the Green
Challenge; Pitman Publishing, UK
20. Polonsky, Michael Jay. 1994a. "Green Marketing Regulation in the US and Australia:
The Australian Chec klist." Greener Management International 5: 44-53.
21. Stanton, William J. and Charles Futrell. 1987. Fundamentals of Marketing. 8th edition.
New York: McGraw-Hill Book Company.
22. Troumbis, A. Y. 1991. "Environmental Labeling on Services: The Case of Tourism."
Ekistics (348/349): 167-173.
23. Tsai, S.H.T. and Child, J. (1997), ``Strategic responses of multinational corporations to
environmental demands’’, Journal of General Management, Vol. 23 No. 1, Autumn.
24. Wasik, J.F. (1996), Green Marketing and Management: A Globa l Perspective; Blackwell,
UK
25. Welford R. and Gouldson A. (1993), Environmental Management and Business Strategy,
Pitman Publishing; London

You might also like