Prepared By :-

Green marketing is defined as environmental considerations integrated in all aspects of marketing .

By- Jacquelyn A Ottman Author of GREEN MARKETING : Opportunity for innovation

The term also defined as All activities designed to generate and facilitate any exchange intended to satisfy human needs and wants such that these requirements meet with minimal detrimental input on the national environment .
By- Michael J Polonsky Author of Books on Environment and Green Marketing

According to Peattie (2001), there are 3 phases :Ecological Green Marketing Environmental Green Marketing Sustainable Green Marketing

Jacquelyn A Ottman and others have described Green Marketing at 3 different levels :MARKETING HOLISTIC NATURE

ENVIRONMENTAL ISSUES

Green marketing is a remedy for mitigating climate change and global warming and it also give a competitive edge to others

WINING MANTRA
Companies need to integrate this strategy in all the 4 P s of marketing Not only develops green products but explain about the same to green consumers Considered as a visionary goal must be included in corporate strategy

Create awareness among customers about environmental

issues Make the customers feel different by being eco friendly Believe that by practicing it, they will be helping the environment & mankind Make efforts to lower the difference between the benefits & pricing of green products v/s non green alternatives

Introduction of CNG in Delhi McDonald's using recycled paper Hewlett-Packard (HP) promised to cut its global energy uses 20% by 2010 Philips super long life bulb Canon introduced recycled photocopier paper

 Green Marketing is still in its infancy.

 Green Products require Renewable & Recyclable products that are more expensive.  Adoption of Green marketing may not be profitable sometimes in short-run, but those who first movers, will have competitive edge over the others in long-run.