A CONCEPTUAL FRAME WORK ON GREEN MARKETING

PRESENTED BY Gaurav M.B.A. 3rd Sem

CONTENT
‡ ‡ ‡ ‡ ‡ ‡ ‡
Introduction Importance of Green marketing Opportunities Governmental pressure Competitive pressure Some problems with green marketing Conclusion

INTRODUCTION
³Green or Environmental marketing consists of all activities Designed to generate & facilitate any exchanges intended to Needs Satisfy human needs or wants, such that the satisfaction of these needs & wants occurs with minimal detrimental impact on the natural environment.´

IMPORTANCE OF GREEN MARKETING
‡ Organizations perceive environmental
marketing to be an opportunity that can be used to achieve its objective ‡ Competitors environmental activities pressure firms to change their environmental activities ‡ Cost factors associated with waste disposal

OPPORTUNITIES
‡ In a 1992 study of 16 countries, more then
50% of consumers in each country, indicated they were concerned about the environment ‡ A 1994 study in Australia found that 84.6% of the sample believed all individuals had a responsibility to care for the environment.

GOVERNMENTAL PRESSURE
‡ Reduce production of harmful goods or by
products. ‡ Modify consumer & industry¶s use & consumption of harmful goods. ‡ Ensure that all types of consumer have the ability to evaluate the environmental composition of goods.

COMPETITIVE PRESSURE
Another major force in the green marketing is, firms wants to maintain their competitive position. In many cases firms observe competitors promoting environmental behaviors & attempt to emulate this behavior.

SOME PROBLEM WITH GREEN MARKETING
‡ Firms using green marketing must ensure that
their activities are not misleading to consumers or industry, & do not breach any of the regulations dealing with green marketing ‡ Those firms who modify their products due to increased consumers concern must contend with tea fact that consumers perceptions are some times not correct.

CONCLUSION
It is consumer who demand goods & thus create environmental problem. it must be remember that it is the consumer who choose to disposes of their waste. While firms can have a greet impact on the natural environments, the responsibility should not be their alone. Ultimately green marketing requires that consumer want a clean environment & are willing to pay. Until this occurs , it will be difficult for firms alone to lead the green marketing revolution.

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