environment. Like any other company strategies, the enterprise-level green strategy should formulate ideasand address the question of environmental friendliness. As a company sides with going green, other benefitssuch as social responsibility and cost of bills will also be positively affected. Having a clear vision to go greenultimately leads a company in the right direction of making good decisions (Olson, 2008).
2.2 Go green
"Practicing green is inherently proactive; it means finding ways to reduce waste and other-wise be moreenvironmentally responsible, before being forced to do so through government regulations." Businesses couldpractice green by voluntarily recycling and attempting to reduce wastes and the amounts of resources theyconsume in their daily operations (Shi, Kane, 1996).
2.3 Green marketing
Green marketing is the promotion of products or services in a way that encourage environmental safety.Consequently, green marketing encompasses a wide scope of actions some of which include productmodifications, changes of product process and packaging, and advertisement modification (Guides for the useof environmental marketing claims, n.d.). Green marketing also helps to build green brands for products andhelps to maintain sustainability of products along the product life cycle.
2.4 Green markets
Going green has actually been a huge development in many countries. Many companies have emerged toproduce green products to sell to consumers who make buying decisions based on environmental criteria. Asthe market grows, more companies will attempt to dip into this green market segment to become the pioneerand dominant supplier (Hartmann, Ibanez, 2006).
2.5 Green products
A product is considered "green if it operates cleaner or saves money and energy" compared to its non-greencounterparts (Shi, Kane, 1996). Many buyers who seek to go green are there for obvious reasons. Some of these reasons include health improvement, lowering cost of bills, and saving the environment. The bestmarketing strategy for getting people/companies to go green is to let the consumers be aware of the positiveeffect of the product to the environmental. Bringing environmental awareness can help tip the scale for thosehesitating on going green (Hartmann, Ibanez, 2006).
2.6 Green consumers
Public surveys given out in the United States indicate that an average consumer is willing to pay up to fivepercent more for greener products. The extra cost of five percent comes from green strategies such as,reducing, recycling, reusing, or redesigning of existing products (Kassaye, 2001).
Green Marketing and its importance:
Green marketing incorporates a broad range of activities, including product modification, changes to theproduction process, packaging changes, as well as modifying advertising. Terms like Phosphate Free,Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers mostoften associate with green marketing Indeed the terminology used in this area has varied, it includes: GreenMarketing, Environmental Marketing and Ecological Marketing.
Green marketing offers business bottom line incentives and top line growth possibilities. While modification of business or production processes may involve start-up costs, it will save money in the long term. For examplethe cost of installing solar energy is an investment in future energy cost savings. Companies that developnew and improved products and services with environmental impacts in mind give themselves access to new