Green marketing is gaining noteworthy attention from both marketers and consumers. This paper is an effort to present a picture of green marketing prospects in India. Key words: Green marketing, Environmentally friendly product, Awareness, India. Green marketing generally aims to promote eco-friendly products and a safe environment where people could stay.
Right now green marketing is widely becoming a phenomenon throughout the world as concerns on our environment have begun to escalate in the past few decades. Every year, the population of people who are turning towards green brands or environmental friendly products are increasing, so, magnifying the phenomenon exponentially.
The success, however, of any green marketing strategy is heavily reliant on the consumers it would like to target. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.Team Green Marketing Presentation
Thus green marketing incorporates a wide range of activities, including product modification, changes to the production process, packaging modifications, as well as changing advertising. Still defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.
Other similar terms used are Environmental Marketing and Ecological Marketing. Green Marketing Practices in India. Nike is the first among the shoe companies to market itself as green. It is marketing its Air Jordan shoes as environment-friendly, as it has significantly reduced the usage of harmful glue adhesives.
Kansai Nerolac Paints has been at the forefront of paint manufacturing for more than 88 years pioneering a wide spectrum of quality paints. Kansai Nerolac has worked on removing hazardous heavy metals from their paints — among this lead being the most prominent metal. Kansai Nerolac does not add any lead or other such heavy metals in its manufacturing process. Dell has been one of the vendors who focus on producing green IT products.
It also comes in an eco-friendly packaging with a system recycling kit bundled along.
GREEN MARKETING research paper
They are ready to pay higher for these products once they convinced. IBM has software and services technologies to help businesses reduce data center energy consumption and cut energy costs by more than 40 percent. Ina directive was issued to completely adopt CNG in all public transport systems to curb pollution.
Significance of Awareness in purchasing of green products.This study aims to explore how green marketing can be adopted in the confinements of small to medium-size enterprises SMEs and to offer any recommendation that could be made for the concept to be utilised to both a competitive advantage and the benefit of the environment. To explore the concept of green marketing in SMEs, a qualitative research using semi-structured in-depth interviews amongst six respondents of a small to medium-size B2B business located in Reading was used.
Marketing in SMEs is centered on building relationships with customers customer engagement most effectively through networking and word-of-mouth communication. Hence, any traditional form of marketing is perceived to be more of an afterthought. Thus, green marketing is then delivered inconsistently.
Assessing the Prospects of Green Marketing in India
It must then be acknowledged; the research findings may not be generalisable and perhaps very limited. Future research could add to the number of SMEs to study and also across different regions in the UK.
This study offers insight into different strategic efforts to suggest how SMEs could effectively deliver green marketing for a competitive business advantage in small B2B dynamic markets. Thus, this study is of benefit to academics as a foundation to future researches and also to managers as a new form of marketing for their businesses.
In there were 5. Mole argues the result of heavy competition is productivity, which in turn stimulates economic growth. Given, the significance of size held by SMEs as outlined in the previous paragraph, it is quite predictable small and medium enterprises make a disproportionately large contribution to job creation. The study by BIS, found SMEs have been increasing their share of total employment consistently year on year and in tripling shares of that However with the constant changing needs of customers, global competition and technological progress; has resulted to a competitive environment for SMEs to compete in Singh et al.
The importance of marketing, indeed, has grown over the years Moorman and Rust ; Walsh and Lipinski, According to Churchill and Lacobuccievery business in a competing environment should have a full understanding of their marketing capacity, adding no business will be able to again or retain customers without marketing.
Although, several studies have shown the significance marketing has in the success of large firms, its role in small businesses SMEs is even more critical, where the loss or gain of one customer could determine their survival Becherer et al.
SMEs have their own unique set of characteristics that distinguishes them from larger organisations McCartan-Quinn and Carson For this reason, the established definitions and concept of marketing are not useful to SMEs Gamble et al.
Thus, the marketing function in SMEs has received plenty of attention from practitioners over the years Reijonen, ; Berthon et al. The marketing activities of SMEs is highly restricted by the lack of financial resources and lack of marketing expertise Walsh and Lipinski, Research suggests; this mentality in most cases has an affect on the strategic implementations of the business, which in turn has a direct impact on any marketing activities Reijonen, ; Ramsey et al.
This paper is organised as follows: the literature review firstly addresses SME marketing issues and characteristics.To browse Academia. Skip to main content. Log In Sign Up. Papers People. Save to Library. Why wouldn't green appeal drive purchase intention? Moderation effects of consumption values in the UK and China.
Against this back-drop, this article investigates However, these consumption values significantly moderate this relationship. In the United Kingdom, environmental consciousness strengthens the relationship. On the other hand, status consciousness and value-for-money consciousness strengthen the relationship in China. The findings make original contributions to the literature by highlighting how to integrate individual consumption values in differing national cultures to refine green marketing theories.
Pengji Wang. Environmental sustainable practices in the hotels: from existence to implementation. Hotel industry is considered as one of the industry which consumes lots of energy, water, generates tons of garbage to the environment and ultimately that lead to environmental decay and more. In order to keep in track with the negative In order to keep in track with the negative environmental consequences, hoteliers should implement and follow sustainable environmental practices in their daily business routine.
Hospitality industry in the light of sustainability tourism development can play an important role towards sustainability with regard to triple bottom line of sustainability, i. So, it is an utmost and foremost responsibility of the hoteliers to implement sustainable tourism practices in their daily business.
This study has taken only one dimension of sustainability i. The study has covered nine hotels with the geographical boundaries of Srinagar city only. In Qualitative methods, multi-case studies were used and the data are collected through semi-structured interviews and checklists. The respondents for the study were only operational managers as they are having the knowledge with regards to the environmental issues.
The study concluded with the fact that implementation of eco-friendly practices lead towards environmental sustainability. The Manifesto for Ethical Marketing is a formal document consisting of 11 articles.
Published inside the essay: Macaluso E. The 11 points were The 11 points were developed by observing behaviors and technical factors in real and verifiable situations. You can download the Manifesto for Ethical Marketing in the "download" section of the official website www.
Study of green marketing principles and their implementation in the selected Slovak companies. The green marketing includes more than just a simple building of corporate image. It becomes a modern mean of the enforcement of actual environmental trends to a broad spectrum of business activities.
The field of action of green The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society.
The paper in brief presents the results of the marketing survey that was focused on finding how chosen Slovak companies applied principles of green marketing and used green marketing tools within their business activities, if ever.
Nowadays, concepts such as green marketing, green business and ecological product appear more frequently particularly with regard to communication of companies. For these reasons, the aim of the survey was to determine the extent to which the principles of green marketing are implemented in selected business entities in the Slovak Republic. Environmental problem is the biggest problem and have to solve to survive in this world because of which it is important to implement the green marketing concept.
It is not a new concept and many countries have adopted this concept sinceGreen marketing refers to the process of promoting products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced in an environmentally friendly way. This can include products:. Green marketing is the process of promoting products or services based on their environmental benefits. Green marketing is typically practiced by companies that are committed to sustainable development and corporate social responsibility.
Besides, businesses are increasingly discovering that demonstrating a high level of social responsibility can increase brand loyalty among socially conscious consumers. The key barrier to sustainable business practices such as green procurement is the short-term cost. Going green will typically cost you more up front, but generate great rewards in the long run. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly.
The not-so-obvious assumption is that consumers will be willing to pay more for green products than they would for a less green, comparable alternative product. Is this true? Green marketing can be a very powerful marketing strategy when it's done right. While green marketing is growing, it can be dangerous.
The public tends to be skeptical of green claims to begin with, and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices. Presenting a product or service as green when it's not is called greenwashing.
For example, in a CBC Marketplace study found that Dawn Antibacterial dish soap, which featured a label showing baby seals and ducklings and claiming that "Dawn helps save wildlife," was found to contain Triclosan, which has been officially declared toxic to aquatic life.
Seaworld Orlando's introduction of its "Cup That Cares" in was another dismal example of green marketing gone wrong. The cup was marketed as environmentally friendly—each time a person refilled the cup at a vending machine in the park, an embedded chip would display how much carbon dioxide they had saved.
These claims were never substantiated. Further, the cup—and the 40 accessories that could be purchased with it—was plastic, not a favorite of environmental advocates. For green marketing to be successful, it has to fit with your brand.
Having a single green product when the rest of your products are not, for instance, can make customers wonder about your environmental commitment. Over the past decade, PepsiCo has become a leader among corporations in water conservation and energy usage.
InPepsiCo received the Stockholm Industry Water Award in recognition of its efforts to reduce water and energy usage across all of its business operations, from supply chains to factories.To browse Academia.
Skip to main content. Log In Sign Up. Research Paper on Impact of Social network on green marketing. Kalpathy Subramanian. Such products are manufactured, packaged and marketed in an environmental friendly manner and process. While the process of environmental friendly production and packaging has received wider attention, techniques of marketing and distributing products in an environmental friendly manner needs better attention.
Since social networks are used for marketing, the obvious impact and strong message of conservation cannot be lost sight of!
A combination of appropriate marketing tools along with products and packaging can have a multiplier and accelerating effect in the conservation efforts! Present paper aims to establish the linkage between Environmental Conservation and Network marketing techniques.
Different suggestions have been drawn out for consideration and implementation by green product marketing companies. It has been established through the present research that social networks and network marketing techniques can have a profound influence in Green marketing efforts!
They are as it were made for each other! Introduction Green marketing has emerged as one of the most important marketing techniques in the present global business environment. As the globalization process continues its giant strides across the world, this has also brought attention of manufacturers and marketers to some problems associated with it.
One of these problems is environmental concerns that impact all living beings. Consumers now have worries about the future environment of the world and as a result of this mostly prefer environment friendly products.
In recognition of these concerns of consumers, companies have started to make their marketing strategies more appealing by offering environment-friendly products and promotions.
These marketing strategies, named as Green Marketing, have caused companies to adopt green policies in their pricing, promotion, product features and distribution activities. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their money, it can be dangerous.
The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices.
Presenting a product or service as green when it's not- is called green-washing. Green marketing can be a very powerful marketing strategy though, when it's done right. For green marketing to be effective, you have to do three things; be genuine, educate your customers, and give them the opportunity to participate.
Being genuine means that you are actually doing what you claim to be doing in your green marketing campaign and the rest of your business policies are consistent with whatever you are doing that's environmental friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed. Educating your customers isn't just a matter of letting people know you're doing whatever you're doing to protect the environment, but also a matter of letting them know why it matters.
Otherwise, for a significant portion of your target market, it's a case of "So what? Giving your customers an opportunity to participate means personalizing the benefits of your environmental friendly actions, normally through letting the customer take part in positive environmental action.
NETWORK MARKETING It is a tool of direct marketing where the customers and consumers have the opportunity to participate in the process of exchange and your success in adopting network marketing will depend on the ways in which you can show them doing a beneficial act for the welfare of society while obviously buying, using and promoting your product usage for their immediate contacts and associates.Many terms describe this relationship: environmental marketing, ecological marketing, green marketing, and sustainable marketing.
Along with manipulating the traditional marketing mix product, price, place and promotionit requires an understanding of public policy processes. Leading brand companies are increasingly recognizing that environmental issues have the potential to impact brand value.
Green works as a "third button" in marketing-first marketers focus on price and quality, and then grabs the market with green.
Consumers passionate about green will remain small, but green products are able to appeal to mainstream consumers by offering "non-green" consumer values such as convenience and performance. Innovate the products, thus become a challenge to the marketers. In this project report we want to show the Eco-innovations, i. Consumers are buying green products - but not necessarily only for environmental reasons.
The market for organic foods and energy-efficient appliances is growing because consumers desire their perceived safety and accrued money savings. From this paper we want to show the increasingly wide varieties of products on the market that support sustainable development include products made from recycled goods; products that can be recycled or reused; efficient products, which save water, energy or gasoline, save money and reduce environmental impact; products with environmentally responsible packaging; organic products which offer promise of quality; a service that rents or loans products - such as toy libraries and certified products, which meet or exceed environmentally responsible criteria.
We have touched the areas like how firms can green them selves, market and non market context, strategies of green marketing, managerial implication, companies adopting green marketing, advantage and disadvantage of green marketing, policies of green marketing, and decision towards green marketing.
It believes that there are five actions that define green brand leaders.
Electronic Green Journal
These five actions need to be considered by companies looking to label their brands as green:. Companies should acknowledge that environmental issues need serious attention and they can be a part of the solution. Leading brands should provide public disclosures of their environmental and social impact. Companies should work hard to build credibility and earn consumer trust over time in relation to these green issues. Companies should recognize that consumer expectations have changed.
Consumers expect the products that they purchase would help reduce the environmental impact in their own lives too. Companies should strive to be visionaries who are willing to make bold decisions that redefine their strategy or reshape industry dynamics. Wal-Mart is one of many emerging green visionaries.
Wal-Mart has expanded its brand positioning to include not just its long time low cost promise, but also affordable, sustainable products that help customers live better every day. Live Better" is now the Wal-Mart tag line. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc.
While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run.We understand that it is not an easy thing to come up with a good research topic for your research work or project. We have a team that has vast experience with research and writing and therefore able to help. Start - Speedy Topic Help: You get 3 or more topics each with some background information in 12 hours or more.
Entire Writing Process: Once you choose your topic and approve it, we can still help you with the research and writing process. Just Contact Us. You have often heard students complaining that they have been quarreling with their supervisors because they have not been able to identify a good research topic for their studies. If your aim is to identify a good research topic that will satisfy the demands of your supervisors, you cannot avoid extensive research.
Research enables scholars to be able to obtain more information and new ideas that will form the basis of their study. Green marketing is a field with a bone of contention because it involves selling goods and services based on their environmental benefits. Green marketing helps in conserving the environment hence, students should identify the best research topics that will address the current issues in green marketing.
We will assist you when you tell us that you need a collection of green marketing research topic examples. Just let us help you when you tell us that you a guideline on the most impressive research topic examples. A case study on recent trends in green marketing in developing economies. This study will aim at describing the recent trends in green marketing and how green marketing can be a means of sustainable development in these upcoming economies.
The conduction of this study will help in determining which trends the economies should embrace and the impacts of the embraced trends in improving the standards of living. An analytical study on the perception of industries to green marketing.
This study will try to establish the reasons why industries engage in green marketing. This study will also help in determining whether industries which engage in green marketing have added advantages over the others. Do you still feel that you need help to formulate a green marketing research paper topic? Our assistants can offer you a quality service. An investigative study on the merits and demerits of green marketing. This study will seek to compare the benefits and the disadvantages of an industry engaging in green marketing.
After comparing these, recommendations on whether to engage in green marketing or not will be offered. An in-depth study to determine the awareness of green marketing by consumers.
Our assistance with a research paper topic on green marketing can be very instrumental in enabling you to come up with a good case study. A case study to determine the relationship between gender and the green purchasing behavior. This study will aim at determining the relationship between gender and the green purchasing behavior.
Following the conduction of this study, it will be possible to determine the gender that has embraced green marketing more. An investigative study on the role of green marketing and its effects on consumers. This study will aim at determining the role that green marketing plays and its effects on consumers. The conduction of this study will help in determining how green marketing can be enhanced in order to enhance its positive effects on the consumers.
Qualified green marketing dissertation topic writing helpers are available in our firm, ready and willing to assist you. Realizing a high-quality research project simply starts with identifying a suitable research topic that is researchable. Students cannot ignore the process of research topic formulation because it is the foundation of their study. Our firm has been in the field of topic formulation for quite a long period of time.