Volume : VII, Issue : XII, December - 2017

Green Marketing

Dr. Anju, Ms. Suchita, Ms. Sadhana

Abstract :

 The term Green Marketing came into prominence in the late 1980s and early 1990s.The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing". Green, environmental and eco–marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. The article seeks to understand the opportunities for innovation offered by green marketing and the challenges faced by it. In the last decade, consumers have become more enlightened on environmental issues, marketing literature on greening products/firms builds on both the societal and social marketing research. Societal marketing implies that organizations (governments, businesses and nonprofits) need to determine the needs of target markets and to deliver the desired satisfactions in a way that enhances the consumer’s and the society’s well being. Thus, it becomes important to understand the impact of green marketing on customer satisfaction. The paper also covers the various green marketing strategies & its managerial implications.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Anju, Ms. Suchita, Ms. Sadhana, Green Marketing, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-7 | Issue-12 | December-2017

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