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Green marketing can be de-
fined as the marketing of
products that are regarded to be safe for the environment. The
quality of our environment is deteriorating with each passing day. It has
become a challenge for all human beings to safeguard Mother Earth and
green marketing is a small endeavor in this direction. Green marketing can
serve as an effective tool for encouraging the sale of a product by using its
ecological credentials.
It all began with the perception that many consumers will
choose products that do not damage the
environment over less environment-friendly products, even if they
cost more. Green marketing incorporates a wide range of activities to
meet ecological standards. These include: product modification, changes in
the production process, packaging changes as well as alterations in
advertising, so as to have minimum detrimental effect on the
environment. In the long run, green marketing benefits one and all—the
environment, businesses and human beings.
Green marketing is also known as environmental marketing or
ecological marketing. It includes marketing of products that are
phosphate-free, replenishable, eco-friendly, ozone-friendly and
recyclable. Consumers spend billions of dollars on buying goods and
services every year, many of which harm the environment by way of how they
are harvested, made or used. The drive is on to motivate consumers to
adopt environmentally safe alternatives, while encouraging manufacturers
to develop more eco-friendly products by offering incentives to them. |
