GREEN MARKETING – ENVIRONMENTAL CONCERN AND CONSUMER AWARENESS

Author (s) : Dr. V.RADHA

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Abstract :
In strategic point of view, many brands are now incorporating green marketing in the traditional marketing mix. Green marketing keeps the company responsible in maintaining long-term social and environmental gains. In current business scenario, environmental issues plays an important role. Thus, this is one of the strategies a firm can adopt to achieve environmentally sustainable development. Green marketing refers to the practice of developing and advertising products based on their real or perceived environmental sustainability. Consumers have come to expect companies to demonstrate their commitment to improving their operations alongside various environmental, social and governance (ESG). When a company’s green marketing activities are not substantiated by significant investments or operational changes, it may be criticized for false or misleading advertising. This practice is also sometimes referred to as greenwashing, and the fines and negative press can be tremendous. Some examples of the companies are also stated in this study which is successful in reducing cost of production and improving profit by green marketing like LG, HCL, Haier, Samsung, TATA, ITC and many more. The study will be beneficial in creating consumer awareness among people about green marketing. Moreover, it makes an attempt to analyze the environmental concern of various companies.

Keywords : Green marketing, greenwashing, environmental, social and governance (ESG), consumer, environmental friendly, social responsibility

Conference Date : 17/09/2021

Pages : 86

Paper ID : IESMDT84