Chitra, B and Vani, U (2013) THE IMPACT OF GREEN MARKETING ON CUSTOMER SATISFACTION AND ENVIRONMENTAL SAFETY. International Journal of Management Entrepreneurship & Technology, 3 (2). ISSN 2162-1578

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A common mantra in green marketing is that if you want the masses to buy your
product, focus your messaging on more traditional attributes such as price, quality or
service. A product’s “greenness” is likely secondary for many mainstream
consumers. For green marketers then, the Holy Grail may be to offer a product that is
competitive on dimensions both traditional and eco-friendly. This would result in the
greatest number of products sold and greatest impact on the environment. As such,
the green product paradox presents quite the challenge for a marketer. For
individual companies, such products can be both profitable and socially responsible.
It is only by looking at the forest from the trees and perhaps a little into the
future does it become apparent that, in aggregate, such products may, paradoxically,
have a negative impact.
A sustainable brand might try itself to mitigate any impact that its products
may have. But, this will only have broad impact if it ultimately compels competitors
to follow suit. Given this, marketers should recognize that a solution to the paradox
may not lie within an individual company’s grasp. Alternatively, it may take an
industry consortium to make the necessary product changes or evolve consumer
expectations. Or, it may take collaboration across industries to have lasting impact.

Item Type: Article
Uncontrolled Keywords: Green Marketing, Consumer Satisfaction, Environmental Safety.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 04 Mar 2022 10:51
Last Modified: 04 Mar 2022 10:51

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