GREEN MARKETING: IMPACT OF THE AGRICULTURE PRODUCTS

Dr.G.Nedumaran
Associate professor, Department of Commerce, Alagappa University, Karaikudi.
Mobile: 9789153850
Mail ID:drmaran3@gmail.com

Co-Author

Mr. M. MANIDA
Ph.D. Research Scholar, Department of Commerce, Alagappa University, Karaikudi.
Mail ID: manidamcom@gmail.com

ABSTRACT:

Green promotion is closely connected with society. It was effective utilization on social
awareness of the whole marketing. Every element of purchaser about as regards to the product
analysis and access the management. This concept was how to better change the best
environment of study area. Whole agriculturists were how to aid the environment and safety
regulation of the eco- managerial used to fertilizer, packaging, advertising, transporting in the
time consider for the environment. Many farmer not consider to the atmosphere, highly include
the inorganic fertilizer, pesticides, damage the land from other use, and same product will be
continuously production of same land. Fastidious farmer was continuously good manure used for
production of agriculture product so in the time same concept of advertising follows the farmers.
Advertising prepare the marketing of organic or inorganic products. Consumer search to the
organic product in the time cover adverting style but asymmetry of the farmer products.
Consumers are whole world cover the marketing oriented distribution of the products. “SMALL
DROPS MAKE A GREAT OCEAN” that word is best in Tamil Culture. The word in
following all consumers connects to the marketing in single concept. These studies centrally
cover the green marketing of the agriculture products. Customer royalty determine the study
objective.
Keywords: Green washing, green administration, green advertising, challenges and
opportunities of agriculture products,
INTRODUCTION

This would reasonably go well for a creating country like India where the two customers
and makers are getting cognizant step by step because of the ramifications of an Earth-wide
temperature boost, non-biodegradable strong waste, destructive effect of contamination and so
on gave this does not go for Green washing wherein when an organization or association invests
more energy and cash professing to be green through promoting and showcasing than really
actualizing business rehearses that limit ecological effect of farming nature. The examination has
concentrated on the present green advertising rehearses in moving farming items.

Despite the fact that showcase move distinctive kinds of general brands and store brands
of farming item like meat, fisheries, vegetables, organic products, grains, milk, dairy items, egg
and poultry items and so on., this investigation just thinks about the promoting of agrarian item.
That implies just green result of the farming things which the move the claim items showcase.
Next to this, the mindfulness and recognition dimension of the executives is customers were
distinguished by perception and through web overview on the diaries, articles, sites. Farming is
demographically the broadest financial part and assumes a huge job in the general financial
texture of India. Green items have turned out to be progressively noteworthy as our worldwide
town grows and open worry for nature increments.

Inside this specific circumstance, organizations ceaselessly structure and deliver greener
items just as advance these items alongside their image pictures by conveying their greenness to
clients through different channels. "Eco-marking" is a viable methodology for advising the
clients about how green the organization items are. Outsider associations regularly issue eco-
marks. Green products emanate from product-related decisions and actions that aim to preserve
or benefit the natural environment through energy and/or resource conservation as well as
pollution and waste reduction. These products are considered efficient they save water, energy or
gas, and money. Green products have less detrimental effects on the environment. They have
environmentally friendly packaging and green, evidence-backed labels. Thus, companies should
ensure that products meet or even exceed customer expectations and, at the same time, remain
cognizant of environmental issues.
 Green marketing likewise involves promoting the material of a business. Sales
promotions, direct marketing, public relations, and advertising are some of the means of
conveying to the customers the core message of greenness; the latter two approaches are the
most extensively used platforms for projecting the green outlook of agriculture. Agriculture can
help moderate hothouse gases through carbon impounding as soil can capture and attract carbon
and offset emissions from farming and other sectors. For example, greenhouse gas emissions
related with livestock could be offset by capturing the carbon in pastureland.

NEED OF THE STUDY

In this day and age quality items and safe condition, both are similarly imperative to
accomplish consumer loyalty. Agriculture may lose numerous unwavering and productive clients
and shoppers because of nonappearance of green administration. In a nation like India,
Agriculture can assume a noteworthy job in advancing green advertising in the most ideal way as
farming is very identified with condition and nature. Motivate the green fertilizer used to the
farming process. Free cost of counseling to the farmer, loan available, selling opportunities give
to farmer, agriculture awareness, optimum utilization of water management, zero planning
agriculture training programmed, encourage the green based agriculture products manufacturing
the farmer. If a product has a low environmental impact, it is regarded as an environmentally
sustainable agriculture product. Another definition of an environmentally sustainable agriculture
product, for consideration in the earth, is that organic agriculture products should be readily
available for purchase and include those supplied by the market with a reputation for reducing
environmental impacts from their production processes.

Environmental convention and values may require increased investments to comply with
production and processing rules, raising farmers’ costs and affect competitiveness in the short-
term. The impact of regulatory costs on farmers can be reduced by improved management
approaches and technology. An increasing number of regulatory requirements obtain from state,
provincial, regional or local dealings. Regulations generally need to be adapted to specific
farming systems and the local nature of environmental concerns as a one-size-fits-all requirement
may be neither environmentally efficient nor economically resourceful.

REVIEW

Masum, Amin & Naeema (2012), in their article entitled “Marketing for Agricultural
Products Offered by Super Shops in Bangladesh” observed that now-a –days customers are
more conscious about the use of harmful chemicals in the production, preservation and sales of
agricultural products. Green marketing is the process of satisfying the needs and wants of
customers in a way which can bring benefit or profit for both the provider and the society by
reducing detrimental impact on the natural environment. Green marketing is the process of
satisfying the needs and wants of customers in a way which can bring benefit or profit for both
the provider and the society by reducing detrimental impact on the natural environment by
providing less environmental harmful and/or more environment friendly product to the
consumers. 

Janarthanan Bharanitharan (2012), in their paper entitled “Green Marketing in India:

Emerging Opportunities and Challenges” introduced that These same consumers through their
concern are interested in integrating environmental issues into their purchasing decisions through
their incorporation into the process and content of the marketing strategy for whatever product
may be required. This paper discusses how businesses have increased their rate of targeting
green consumers, those who are concerned about the environment and allow it to affect their
purchasing decisions. The paper identifies the three particular segments of green consumers and
explores the challenges and opportunities businesses have with green marketing. Marketers also
have the responsibility to make the consumers understand the need for and benefits of green
products as compared to non-green ones. In green marketing, consumers are willing to pay more
to maintain a cleaner and greener environment.

Maheshwari (2014), in their paper entitled “Awareness Of Green Marketing And Its
Influence On Buying Behavior Of Consumers: Special Reference To Madhya Pradesh”
conclude this paper has highlighted various aspects of consumer behavior and shown that
consumer preference for greener goods could be influenced by marketing. Products given greater
exposure will be more likely to sell in greater numbers. Pro-environmental values are more likely
to result in more pro-environmental behavior when values and beliefs are specific enough, the
green action aligns with consumers’ subjective interests, and product attributes are positively
perceived. A major barrier in the purchasing of green products is: concern over whether the
product will perform as expected.

Priya (2015), in their article entitled “Impact of Agriculture on Green Marketing “Green
marketing- a reality to a few some and a strategy to many others” observed the government
should also concentrate on the promotion of input markets. Central government is also promoting
the production and use of bio-fertilizer to make it popular. Government has initiated a project
“National Project on Development and Use of Bio fertilizers” for this purpose. Main objectives
of this project production and distribution of bio-fertilizers, developing Standards and quality
control, releasing of grants for setting up bio-fertilizer units and finally training and publicity.

Eneizan & Wahab (2016), in their paper entitled “Effects of Green Marketing Strategy on
the financial and Non-Financial Performance of Firms: A Conceptual Paper” explain that
green marketers must utilize green marketing and communication tools and practices to reinforce
their environmental credibility. Several companies have adopted this guideline. Consumers with
a preference for green products tend to be more receptive to direct marketing channels. To
establish its positive image, a firm can specifically employ public relations. Promotion is a vital
element of the main green marketing mix; it refers to the communication process that aims to
build a relationship with customers by informing and persuading them to purchase green
products. Moreover, promotion seeks to connect the firm with its customers and transfer its
orientations and environmental image to them via product- or service-related marketing
messages.
Candice Stevens(2011), in their paper entitled “Agriculture and Green Growth” observed
that Green Growth policies which place a quality on environmental protection may constrict
agricultural output, reduce universal food security and entail adjustments in the use of human,
financial and natural resources. The implications of Green Growth for agriculture in the longer-
term are mutually-reinforcing in terms of environmental sustainability, financial growth and
social well-being. Green Growth will be at risk if the agricultural sector fails to provide sufficient
food, feed and fiber for the escalating global population. Advances in agricultural technology
should yield productivity increases in most countries, but new technologies must be reasonable,
compliant to different farming systems and geared to green safeguard.

OBJECTIVE

i. To study performance on agriculture products.

ii. To analysis challenges and opportunities of agriculture products.
iii. To examine the types of advertising in agriculture products.

METHODLOGY

This research is mainly descriptive in nature. Secondary sources of data have been used
for this Secondary data has been collected from different published sources like books, journals,
newspapers and magazines, and web sites.
PERFORMANCE ON AGRICULTURE PRODUCTS IN GREEN MARKETING
Green marketing which is based on regarding and defending nature, all forms of life and
the reliability of society. It grounded on the efficient utilization of limited nature sources without
creating new areas of consumption green products. It seeks out alternatives that reduce
environmental pollution created by industry and promote the use of environmentally friendly
products, keeps packaging processes to a maximum and promote awareness of recycling in
society. Consumer using their free choice right for the products and services slightest hurtful the
resources will be at their own benefit. More open agricultural markets will assist the allocation of
technologies and innovations encouraging of Green Growth. Barriers to trade in green goods and
services are tranquil important obstacles to the circulation of cleaner technologies in agriculture.
Green Marketing as a Prospect to Reach Their Goals
 Using their environment related activities as a pressure element on agriculture being
rivaled in production of agriculture.
 Being aware of the cost lowering effects such as effective use of resources and recycling
studies.
 Believing that they induce their morals by showing warmth to the environmental issues.
 The obligations for complying with rules and practices about the environment of various
rural parties.
 Co-ordinate the farmer parties motivation of the green based production in agriculture.

CHALLENGES OF GREEN AGRICULTURE PRODUCTS

(i) Current social and economic asymmetry and political suspicions about combat and
conflicts.
(ii) Reservations about the ability to sustainably produce and foyer sufficient food.
(iii) Uncertainties about the prospect of consumer food prices.
(iv) Changes in the money matters of vestige based energy use.
(v) The surfacing of new competitors for natural resources.
(vi) Increasing not harmful fertilizer that used the agriculture so in the time is partially a
consequence of poor nutrition and poor food quality as well as not food safety the
products.
(vii) Changing environmental situation and the rising alertness of human responsibility for
the maintenance of universal ecology services.
PROBLEMS

 Lack of market information in general and organic market information in fastidious is

biggest drawback for Indian agriculture. The present in sequence base is low and even the
limited information available does not get distributed due to lack of sufficient channels
for dissemination. As a result farmers are in a predicament as they are unable to attune
their production practices as per the market changes. Marketing network specifically for
organic products has not yet developed both in the marital as well as export market.
Quality of Indian food industry is always a limitation for growth, short immovability
  Quality and corruption in food products is an obstacle in capturing the available market
especially the international market. Given the high levels of transaction costs for getting
farms certified as organic Agriculture products.
 A major prevention for attractive organic production in the country. Government has
shown limited interest for organic agriculture, though the
 Activities from government side are escalating but till date there is no direct support
from management side in terms of subsidy or market sustain towards organic agriculture.
Lack of proper infrastructure in terms of roads from remote villages, arctic storage.
 Facilities and slow transportation infrastructure affects the cost, quality and reach of
producers and Indian organic agriculture is very scrappy and there are no organizations.
 Administration the whole values attach of organic products but certain level of chemicals
includes that product. In the situation in consume the consumer affected.

TYPES OF ADVERTISING IN AGRICULTURE PRODUCTS

Agriculture products purplish the numerous different advertising options out there for
agricultural buyers and suppliers, whether you’re looking to launch a brand new product to the
market, or are just looking for a new way to advertise an already successful one, this list should
give you a good place to start on where to advertise.
Print media
Magazines and newspapers make available a very large, often traditional, audience to get
your products in front of, with an established track record. Adverts can give an enormous amount
of experience, and are brilliant for new product launches where there is a concern about brand
recognition or for mass marketing.
Classifieds:
The classifieds section of agricultural magazines such as Farmers Weekly provide a very
specific audience – an audience looking to purchase and selling the agriculture related products.
This is perfect if you’re trying to sell a product that is well-established, and the need for said
product is well known among your target audience.
Face to face
 You can get your product right in front of the customer – if your product is something
that needs to be verified to be understood, this might be the best course of deed. This relies on
your capacity to sell your product and you know immediately if your tactics have worked.
Internet
The viewers of your internet-based advertising can be as wide or specific as you would
like. You can beat all farmers in the nation or just those in your local area. Spend can also be
varied depending on your finances, so no amount of money can be ‘too little’ in regards to
internet advertising. It also gives you considerable and experimental statistics from which you
can learn about the most effective techniques.
Radio
Radio is once again a very broad-hitting advertising canal and as outcome is rarely used
in agriculture. Depending on how you spend your money, you could be beating tens of thousands
of people. But if you run a farm supermarket or petting farm, radio might be the right fit if lots of
people in the local area listen to a regional radio programmed.
Promotional item giveaways
Promotional items give business potentially enormous amounts of brand awareness.
Contrasting many of the additional channels on this directory, promotional items may maintain
to have an effect long after you have stopped producing them.
Social media
Social media provides a shining way to influence an audience outside of ‘traditional’
advertising revenues. Social media is increasingly becoming included into people’s daily lives
and they look at it multiple times a day. When done correctly, social media can bring your
marketing and sales messages to an audience through a believable feed.

CONCLUSION
Green marketing is a tool for protecting the environment for the future generation. It has
a positive impact on environmental safety. Because of the growing concern of ecological
protection, there is a surfacing of a new market which is the green market. For companies to
endure in this market, they need to go green in all aspect of their business. Consumers want to
identify themselves with companies that are green compliant and are willing to pay a premium
for a greener living approach. As such, green marketing is not just an environmental protection
tool but also, a promotion strategy.

REFERENCE

i. Masum, Amin & Naeema (2012), “Marketing for Agricultural Products Offered by
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ii. Maheshwari (2014), “Awareness of Green Marketing and Its Influence on Buying
Behavior of Consumers: Special Reference to Madhya Pradesh” AIMA Journal of
Management & Research, February 2014, Volume 8 Issue 1/4, ISSN 0974 – 497 Copy
right© 2014 AJMR-AIMA
iii. Eneizan, Wahab”( in their paper entitled “Effects of Green Marketing Strategy on
the Financial and Non-Financial Performance of Firms: A Conceptual Paper,
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iv. Janarthanan Bharanitharan (2012), “GREEN MARKETING IN INDIA: EMERGING
OPPORTUNITIESANDCHALLENGES”
www.researchgate.net/publication/236216023_GREEN_MARKETING_IN_INDIA_
EMERGING_OPPORTUNITIES_AND_CHALLENGES
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reality to a few some and a strategy to many others” International Journal of Business
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