I.

INTRODUCTION

There is evidence to suggest that green marketing may change buyer behavior. To encourage
more ecologically responsible actions, “green” marketers try to meet the needs of such
customers. In addition, green marketing is utilized to create environmentally conscious consumer
buying patterns. The retail industry is increasingly using green marketing strategies as a means
of improving its brand recognition and bottom line. This research used a mini-review technique
and discovered that the marketing success of geo-cultural items was boosted by the use of green
marketing tactics. An important mediating function between the green marketing model and
marketing success is played by the desirability of geo-cultural goods. The theoretical gaps in our
understanding of the connection between green marketing strategies and marketing performance
are addressed by the results of this study. Consumers who act sustainably fuel the market's
growing supply of eco-value. Environmentally conscious consumer behavior has been heavily
shaped by both the home and the media.

On the other hand, although advertising may influence how consumers feel about a brand, it has
less of an impact when it comes to the company's marketing efforts. According to public opinion,
advertisements often mislead consumers. According to Safari's (2020) analysis, a company's
green product strengths and shortcomings may be revealed by polarising the marketing mix with
green marketing aspects. There is a positive and strong correlation between the marketing mix
and anti-brand customer behavior. Green marketing's positive and substantial impact includes
enhancing a product's reputation. However, green marketing will also have a major influence on
brand perception and commercial results. A green marketing approach not only affects how
customers feel about a product's impact on the environment, but it may also boost a company's
bottom line.

Products marketed as “green” must raise awareness among buyers that they are better for the
environment. Putting an "Eco-Label" label on the goods does this. Environmentally friendly
goods, premium pricing, and environmentally friendly distribution networks are all visible
outcomes of corporations' attempts to apply green marketing tactics, along with their successes
and failures. In addition, a company's reputation will be impacted by its green marketing
initiatives. When customers have had positive and well-documented interactions with a product
or service, they are more likely to have faith in that product or service. The product's brand is
crucial to its success.

Because of this, eco-labels are an essential part of the green marketing strategy since they
significantly affect both customer interest in a brand and their pro-environment actions (such as
whether or not they make a green purchase).

II. Reasons that have given rise to the adoption of green marketing

Green marketing has been used for numerous reasons. Consumer environmental awareness has
been a major factor. As individuals grow more conscious of the environmental effect of specific
goods and behaviors, they are more inclined to choose eco-friendly alternatives.

Consumers' growing environmental consciousness is another reason. As consumers grow more

conscious of their environmental effects, they are more inclined to buy environmentally friendly
items. Government rules and programs aimed at decreasing firms' environmental effects have
also helped green marketing take off.

The following are some of the most fundamental arguments in favor of using eco-friendly
marketing:

1. Targets a fresh consumer base

Businesses can attract customers from a wider range of demographics by using environmentally
friendly marketing methods. Consumers are becoming more worried about the environmental
impact that huge firms have, and this trend is expected to continue.

A company may attract customers that are interested in learning about the manufacturing process
of a product as well as how the use of that product could have an effect on the environment in
which they currently reside by engaging in "green marketing." These kinds of endeavors also
assist corporations in competing with other businesses that may not adhere to environmentally
friendly business practices.

2. Benefits both sales and customer retention.

Green marketing is very beneficial to businesses, particularly those who are the pioneers in their
industry in terms of the introduction of environmentally friendly goods or services. Because
environmentally conscientious customers actively seek out businesses that make commitments to
sustainable practices, this tactic may help organizations differentiate themselves from their rivals
and stand out in the marketplace. As a result, green marketing may assist firms in successfully
rebranding their goods to boost both their profitability and their customers' loyalty to their
brands.

3. Reduces indirect expenses

Altering a company's production methods to be less harmful to the environment or shifting to the
use of materials that are more environmentally friendly might reduce the overhead expenses of
the business. The monthly running costs of a business have the potential to be significantly
reduced if the business practises water and energy conservation.

When sustainable materials are used, the expenses associated with trash disposal may be reduced
as a secondary benefit. Even the use of environmentally friendly construction materials in the
creation of offices, warehouses, or industrial facilities may save firms money in the long term.
This is because green buildings often require less maintenance and care than traditional
buildings.

4. Boosts environmental health

A serious commitment to green marketing not only enables businesses to increase their profits
and win the loyalty of more customers, but it also benefits the environment. Businesses that live
up to their commitments to their customers and employees have the potential to greatly reduce
the rate of climate change and contribute to the preservation of the environment.

Because this is the reason why customers' views and preferences altered in the first place and
because they want firms to exercise responsibility, this should be the primary emphasis of green
marketing approaches.

III. Global companies have executed green marketing to stay ahead of the
competition.

Further, government rules and regulations have helped push green marketing into the
mainstream. Numerous nations now have in place legal mandates or regulatory frameworks that
either directly or indirectly incentivize businesses to take steps to lessen their negative effect on
the environment.

Global companies that have implemented green marketing to stay ahead of the competition are as
follows:
 1. Starbucks

The big coffee company Starbucks, which operates across North America, is dedicated to getting
its local community involved in discussions about the environment and concerns about
sustainable development. It has issued a $1 billion sustainability bond with the dual purpose of
supporting more ethical coffee growing at its sites as well as the Greener Stores program,
through which the firm also hopes to minimize waste. Both of these goals will be accomplished
by the corporation. The manufacturing operations at Starbucks use around 30% less water and
25% less energy than comparable processes at other companies. Additionally, it employs the use
of eco-friendly components in the production process, as well as in the packaging and
distribution of your product to end users.

Both want to achieve a more socially and ecologically responsible stance, not just with their
goods but also with their retail locations. However, it has gone even further by announcing plans
to remove all plastic straws from circulation by the year 2020 and to create 10,000
environmentally friendly shops by the year 2025.

2. Ikea

Alternatively, Ikea employs a wide variety of strategies and resources to reduce waste and
increase renewable energy production. For example, 90% of Ikea's buildings are equipped with
solar panels, the company uses wind farms to generate electricity, it has planted millions of trees,
and it sends only 15% of its waste to landfills.

Ikea's dedication to environmental protection has been recognized with several accolades. Impact
Company has given its approval because of the company's commitment to regenerative practises
and its respect for human and economic rights. IKEA has no intention of stopping there; in fact,
it is actively pursuing a transition to entirely renewable energy.

3. Levissima

On the occasion of World Water Day 2019, Levissima and Legambiente announced the Plastic
Free Project to reduce the sales and consumption of plastic bottles at all of their retail locations.
The company's strategy included the establishment of municipal water sources that were filtered
and rehabilitated. Then, Levissima furthered its reputation as an environmentally conscious
business by opening a sustainable retail outlet in Genoa, complete with a solar system for
harnessing the sun's rays for electricity production. In addition, the heat produced by
refrigeration systems is collected to reduce the amount of CO2 released into the atmosphere.

4. Nestlé

As an alternative, Nestlé has centered its environmental approach on the company's packaging.
The corporation has committed that all of its packaging would be recyclable or reused by the
year 2025. The primary objective of Nestlé is to assist its customers in cutting greenhouse gas
emissions by at least 20 million metric tonnes by the year 2030. This will be accomplished by
providing an increasing number of environmentally friendly products and services, ranging from
fuels for highway and air transportation (which are currently able to reduce greenhouse gas
emissions by 90% compared to fossil fuels, rising to 80% for aviation fuel) to the production of
polymers and other plastic materials from renewable sources to the recycling of organic
materials (such as waste oil and aniline). To achieve a recycling rate of 100 percent for organic
waste by the year 2025, up from the existing rate of eighty percent, beginning in the year 2030,
Nestlé intends to process more than one million tonnes of plastic.

IV. Green marketing may assist multinational firms in planning for a volatile
future market.

People who were born and raised in the digital age and are not confined or defined by any one
industry may seem to be anomalous. To what extent is the concept of concurrently competing in
various sectors appropriate for established industries, let alone redefining the borders of sectors?
We are the first to realize that possibilities to attack and win across sectors differ substantially
and that industry definitions have always been fluid since technology improvements have led
sectors to exist, dissolve, and combine. This is something that we would be the first to admit.
The banking industry, for instance, developed as a result of the consolidation of several different
businesses, including money exchange, merchant banking, savings banking, and safety deposit
services, among others. The formerly distinct retail subsectors were consolidated under the
overarching category of “groceries” as a result of the rise of supermarkets. The economy
underwent considerable reshaping as a result of changes such as these, which resulted in the
emergence of new rivals, the redistribution of large sums of money, and important sectors of the
economy. Even before the word "disruptive" became popular, it was possible to describe the
changes using that descriptor.
Nevertheless, it would seem that something novel is taking place at this location. The continuous
digital revolution, which has been cutting frictional and transactional costs for years, has lately
accelerated as a result of massive gains in electronic data, the prevalence of mobile interfaces,
and the expanding capabilities of artificial intelligence. Together, these dynamics are changing
consumer expectations and generating the possibility for practically any industry that has a
distribution component to have its boundaries redrawn or redefined at a faster speed than we
have previously observed.

The future of the market is unclear, but global organizations may better prepare for this
uncertainty with the aid of green marketing strategies.

There are a lot of instances of multinational firms that have effectively conducted green
marketing initiatives to remain ahead of their rivals in the market. One well-known example of
this is the automaker Toyota, which has been marketing its hybrid automobiles as an alternative
to conventional gasoline-powered automobiles that is friendlier to the environment. Patagonia, a
clothing brand, is yet another illustration of this principle; the firm has established itself as an
industry pioneer in the field of sustainable fashion and has integrated environmentally
responsible business practices at every stage of its supply chain.

It is expected that in the future, green marketing will continue to be a key strategy for global
corporations as they attempt to stay relevant in a market that is becoming more unstable.
Companies that can successfully represent themselves as environmentally friendly will be in a
strong position to flourish in the future. This is because customers are becoming more
environmentally sensitive, and as a result, government rules are also changing. One tactic that
businesses may use in their efforts to maintain their market share is to pursue ongoing innovation
and the discovery of novel approaches to lessen the negative effects of their operations on the
environment and to win over environmentally conscientious customers.
CONCLUSION

Predicting the future with 100% accuracy is impossible. Despite this, it is impossible to assume
that tomorrow's industries and sector boundaries will look like today's when we consider the
available specifics and think more broadly about how basic human needs and strong technology
are likely to merge in the future. There will be massive shifts in value as massive, cross-sector
ecosystems gain traction. Companies in more staid sectors that have always operated in silos
may be particularly vulnerable to cross-border attacks. However, leaders may also go on the
offensive if they adopt the correct strategy and attitude. The moment for taking stock and
molding emerging prospects is now.