Green Marketing: Moving onto Greener Pastures

S. Kavin Mary
Research Scholar, Department of Management Studies, University of Madras, Chennai.
Prof.P.T. Srinivasan
Professor and Head, Department of Management Studies, University of Madras, Chennai.
Abstract
Green mareting has gained momentum !ith escalating concern regarding climate
change and sustaina"ility of life on earth. #he last decade has !itnessed a large num"er of $ndian
companies pledging allegiance to environmental protection, chanting the %green& mantra as part
of their mission statements and investing large sums on eco'friendly industrial practices. (s
companies proudly highlight the greenness of their products in their promotional campaigns, a
!ord of caution is necessary. Going green does not al!ays mean moving on to greener marets.
)y accentuating only the green features of their products, mareters may lose sight of !hat the
consumer !ants. #here have "een instances of product failure as green products sometimes fail
to meet consumer e*pectations. Some companies have also ruined their reputation "y maing tall
claims. #he aim of this paper is to revie! ho! sellers can mae green mareting a more
profita"le venture, through a "etter understanding of consumer "ehaviour in relation to
environmentally friendly products.