Green Marketing

Green marketing is the process of marketing products and services on the basis of genuine environmental benefits — either the product itself is environmentally friendlier (biodegradable packaging, energy-efficient appliances, organic inputs) or the way it is produced/distributed reduces environmental harm. It grew out of rising consumer awareness of pollution, climate change, and resource depletion, and out of stricter government environmental regulation.

Reasons for the growth of green marketing:

• Growing consumer concern about the environment, creating genuine market demand for eco-friendly products.
• Government regulations restricting harmful production processes and packaging (e.g. plastic-bag bans), which push firms to redesign products and communicate the change to customers.
• Competitive pressure — once some firms in an industry adopt green practices and advertise them, competitors often follow to avoid losing environmentally conscious customers.
• Cost savings — reducing waste, energy, and raw-material use through cleaner processes often lowers costs in the long run, in addition to its environmental benefit. …