“Earth provides enough to satisfy every man's needs,
but not every man's greed.”
―
Mahatma Gandhi
According to American Marketing Association (AMA),
Green marketing is the marketing of products that are presumed to be
environmentally safe. Thus, Green marketing incorporates a wide range of
activities, including product modification, changes to the packaging as well as
modifying advertizing.
Hence, green marketing refers to holistic marketing
concept wherein the production, marketing, consumption and disposal of products
and services happen in a manner that is less harmful to the environment.
WHY GREEN MARKETING?
As resources are limited and human wants are unlimited,
it is important for the marketers to utilize the resources efficiently without
waste as well as to achieve the organization's objective. So green marketing is
inevitable.
Green marketing
was given prominence in the late 1980s an 1990s after the proceedings of the
first workshop on Ecological marketing held in Austin, Texas (US), in 1975.
Several books on
green marketing began to be published thereafter. According to the Joel
makeover (a writer, speaker and strategist on clean technology and green
marketing), green marketing faces a lot of challenges because of lack of standards
and public consensus to what constitutes "Green".
The green
marketing has evolved over a period of time. According to Peattie (2001), the
evolution of green marketing has three phases.
First phase was
termed as "Ecological" green marketing, and during this period all marketing
activities were concerned to help environment problems and provide remedies for
environmental problems. Second phase was "Environmental" green
marketing and the focus shifted on clean technology that involved designing of
innovative new products, which take care of pollution and waste issues. Third
phase was "Sustainable" green marketing. It came into prominence in
the late 1990s and early 2000.
The
following companies in India had taken initiatives on Green Marketing:
|
Sr.
no.
|
Name
of Company
|
Green
Marketing Initiatives
|
|
1
|
Philips
India
|
·
Energy saving
Lights.
·
Medical
Equipments.
·
Household
appliances.
|
|
2
|
Mahindra
Reva
|
·
Electric
Vehicle-“e2o”.
·
Earth
friendly small tractor designed thefarmers.
|
|
3
|
Wipro
Technologies
|
·
Sustainable IT
products and solutions, which help customers, achieve high productivity in
energy, space and asset management through the lifecycle.
·
Recycled
plastic.
·
Launched Green
ware ranges of desktops are not only 100% recyclable, but also toxin-free.
|
|
4
|
Infosys Technologies
Ltd.
|
·
Focused on
green buildings, water harvesting and conservation, better transport
management by encouraging car pool for its employees and increasing
bio-diversity in its campuses.
·
Focused on “green
engineering‟. The unit works on new products as well as on refurbishing
existing products to make them more energy efficient.
|
|
5
|
HCL
|
·
HCL commits to
manufacture products that are environment friendly in all respects and are
free from hazardous chemicals.
|
|
6
|
McDonald
Restaurant
|
·
McDonald restaurant’s
napkins and bags are made of recycled paper.
|
|
7
|
Panasonic(With
ECONAVI Intelligent
eco
sensors)
|
·
Eco-friendly
refrigerators, air conditioners, washing machines.
·
Plasma TV,
LCD.
·
Quick iron,
batteries and bulbs.
|
CONCLUSION
Now this is the right time to select “Green Marketing” globally. It will
come with drastic change in the world of business if all nations will make
strict roles because green marketing is essential to save world from pollution.
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