Chitra, B (2015) A Study on Evolution of Green Products and Green Marketing. Journal of Research in Business and Management, 3 (5). pp. 35-38. ISSN 2347-3002

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Abstract

The concept of green marketing has been around at least since the first Earth Day in 1970. But the idea did not catch on until the 1980s, when rising public interest in the environment led to a demand for more green products and services. Manufacturers responded to public interest by labeling hundreds of new products “environmentally friendly”—making claims that products were biodegradable, compostable, energy efficient, or the like. In spite of its growing popularity, the green marketing movement faced serious setbacks in the late 1980s because many industries made false claims about their products and services.
A common mantra in green marketing is that if we want the masses to buy our product, we want to focus on messaging 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.
This paper is been focused on the Green Products and its marketing environment and its growing marketing potentiality.

Item Type: Article
Uncontrolled Keywords: Brand, Competitors, Green Products, Green Environment, Green Marketing, etc.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 09 Mar 2022 04:42
Last Modified: 09 Mar 2022 04:42
URI: http://ir.psgcas.ac.in/id/eprint/581

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