Green Marketing

Presented By:
Dr. Hansini Premi
Assistant Professor
 Green Marketing
 As a consumer sometimes, it is felt that whether organizations are engaged
in a task of creating a brand & wealth for the firms or may be by being very
creative they have arrived to a point with ‘n’ number of brand options
available for a single commodity or a product.

 So as a matter of fact organizations are in a race of manufacturing brands

and not products. This has led to a situation where this beautiful planet has
turned into a toilet, worse which cannot be flushed.

 Over flooding of brands has put our ecology and biodiversity into a
southward slide which we are now finding very difficult to stop.
 Green Marketing
 Is marketing or branding per se is to be blamed? Should we adopt a ‘no
logo’ practice (Naomi Klein, 2000). And probably this was the inception of
‘green sustainable marketing’.

 None other than David Ogilvy, founder of Ogilvy and Mather Adverting
Agency confessed (“confession of an advertising man”, 1963) that all ‘BTL’
Below the line activity particularly billboards are the vilest act when man
erects a billboard and ruins the natural landscape.

 But, looking at the current indispensable situation, it is the foremost duty of

organizations to collectively/ collaboratively work for the economic
stability and environmental protection and fulfill their social corporate
responsibilities (Zarotiadisand Sdrolia, 2012).
 Green Marketing
 In recent times the effectual alliance between the environment and
production had slowly started to escalate (de Bakker et al., 2002). With the
inception of new sustainable development terminology/ concept, in the
early 1990s it was being considered to be an era of innovative approach of
Porter Hypothesis (Berry and Rondinelli, 1998; de Bakkeretal., 2002).

 Some of the eminent authors like (van der Linde,and Porter,1995) believed
that green innovation as tool to fight environmental challenges could bring
ample of opportunities which would help organizations to emanate from
product differentiation, positioning and price strategies, in win-win logic.
Giving a lift to the morale to marketers, they were compelled to consider
environmental strategies, which gave rise to green marketing concept
(Tseng and Hung, 2013).
 Green Marketing
 This consciousness recognition gave rise to the concept of sustainable
development highlighting the urgent need to promote sustainability and
advocate it’s that form which emphasizes on minimization of negative
impact on the environment and society.

What is Green Marketing?

 Over the year’s lot of prominent authors have tried to define green
marketing from various perspectives here are few definitions and important
dimensions being added to them over the decades.
 Green Marketing
 Green marketing was first defined by (Henion, 1972) “as the study of the
positive and the negative aspects of marketing activities on pollution,
energy depletion and non- energy resource depletion”. He laid great
importance on environmental dimensions.

 Green marketing became influential in the mid 1980s and early1990s after
the proceedings of the first workshop on Ecological marketing held in
Austin, Texas (US), in 1975.

 According to (Peattie, 2001), the progression of green marketing had three

phases.
 Green Marketing
 “First phase (1980’s) was termed as “Ecological” green marketing, and
during this period all activities were focused towards helping environment
problems and providing remedies for it”.

 “Second phase (1990’s) was “Environmental” green marketing and it was

concerned with clean technology that involved designing of innovative new
products, which could take care of pollution and waste issues”.

 “Third phase (2000) was “Sustainable” green marketing. It came into

prominence in the late 1990s and early 2000”.
 Green Marketing
 In 1990’s a sudden shift was seen, various new dimensions were
added to define green marketing. It was no longer about the
environment alone, the emphasis was laid on concepts such as Waste
minimization, judicial use of resources, energy conservation, reuse
and recycle and it was gradually seen moving towards consumer
needs.

 Consumer as well as the organizations across the globe had

recognized the growing importance of this concept and how
important it had become to collaborate ones organizational goals
with it.
 Green Marketing
 Some of the most important dimensions added were market dimension,
product dimension, business dimension, stakeholders dimension and
consumer dimension. Some of the most influential and used definitions
were given by authors such as:

Author Name Definition Dimensions

(Charter, 1992) “Green Marketing is a holistic and responsible Market Dimension Stakeholders
strategic management process that identifies, Dimension
anticipates, satisfies and fulfils stakeholder’s
needs, for a reasonable reward, that does not
adversely affect human or
natural environmental well-being”.
(Coddington, 1993) “Green Marketing is the business Practice that Consumer Dimension
considers consumers concern with regards to Environmental Dimension
preservation and conservation of natural
environment”.
(Polonsky,1994) “All activities designed to generate and facilitate Environmental Dimension Consumer
any exchanges intended to satisfy human needs or Dimensions
wants, such that the satisfaction of these needs
and wants occur, with minimal detrimental impact
on the natural environment”.
(Peattie, 1995) “Green Marketing is a holistic management Market Dimension Consumer
process responsible for identifying, anticipating Dimension Societal Dimension
and satisfying the requirements of customers and
society, in a profitable and sustainable way”.
(Peattie and charter, “Green marketing is a holistic management Consumer Dimension Social
2003) process responsible for identifying, anticipating Dimension
and satisfying consumers’ needs and society in a
profitable and sustainable perspective”.
(Soonthonsmai, 2007) “Green marketing is defined as activities Product Dimension Environment
performed by environmentally conscious Dimension Business Dimension
firms to deliver the environmentally sound goods/
services”.
(Ottman, 2011) “Green Marketing from an organizational Product Dimension Market
standpoint as an integration of environment Dimension Environmental
considerations into all aspects of marketing Dimension
whether it is new product development, logistics
or marketing
communications”.
 Green Marketing
(Leonidou et al., 2013) “Defines green marketing programs as those that Business Dimension
are designed to accomplish the firms strategic Environmental Dimension
and financial goals in ways that minimize their
negative (or enhance their positive) impact on
natural environment”.

(Kotler, 2015) “Green Marketing calls for socially and Social Dimension Consumer
environmentally responsible actions that meet the Dimension Environmental
present needs of consumers and business while Dimension Business Dimension
also preserving or enhancing the ability of the
future generations to meet their
needs”.

After 2000, changes at strategic level gained momentum covering the areas
on new product development, product modification and changes in production
processes. Definitions were seen to be clearer and broad in their perspective
and were able to cover all broad area of sustainability.
 Green Marketing
 Throughout its evolution it has transpired from responding to regulatory
pressures, trade and market to more intellectual, self- seeking interest of
organizations with a thought of social and environmental responsibility,
which enables organizations to refashion themselves to wavering market
conditions and forces (Lazer, 2013), and assuring their triumph.
 Green Marketing

Green Product and its Characteristics

 The products those are manufactured through green technology and that
caused no environmental hazards are called green products. We can define
green products by following measures:

 Products those are recyclable, reusable and biodegradable,

 Products with natural ingredients,
 Products containing recycled contents, non-toxic chemical categories,
 Products contents under approved chemical,
 Products that do not harm or pollute the environment, 
 Products that will not be tested on animals, 
 Products that have eco-friendly packaging i.e. reusable, refillable
containers etc.
 Green Marketing
Green Marketing: Getting Success

 For green marketing companies to be successful there are a few fundamental

rules that will go a long way in shaping the future of the business in the
coming years. The fundamental strategy is to use the Four P's suitably
modified to meet the needs of Green Marketing, but there are a few points
that are needed to be stressed on before embarking on Strategy. They are:
 Knowing the Customer:

 Educating the customer:

 Genuineness & Transparency to the customer:

 Reassuring thy Buyer

 Pricing for thy customer

 Giving the customers an opportunity to participate

