GREEN MARKETING – AN ECO-FRIENDLY MARKETING PRACTICE

Author (s) : Dr.G.Marimuthu

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Abstract :
Environmental sustainability is not simply a matter of compliance or risk management. Business is increasingly recognizing the many competitive advantages and business opportunities to be gained from eco-sustainability. World-wide evidence indicate that people are concerned about the environment and are changing their behaviour accordingly. As a result there is a growing market for sustainable and socially responsible products and services. The types of businesses that exist, the products they produce and their approaches to marketing are changing. Green marketing is a tool for protecting the environment for the future generation. It has a positive impact on environmental safety. Because of the growing concern of environmental protection, there is an emergence of a new market which is the green market. For companies to survive in this market, they need to go green in all aspect of their business. Consumers want to identify themselves with companies that are green compliance and the premium to pay for a greener life style. As such, green marketing is not just an environmental protection tool but also, a marketing strategy.

Keywords : Eco-Friendly Marketing Practice, Environmental sustainability

Conference Date : 17/09/2021

Pages : 21

Paper ID : IESMDT20