Green Consumerism and Ethics in Green Marketing

Dr.P.S.VIJAYA LAKSHMI

Abstract :

Successful marketing is the crux of any business and more so in modern times wherein there are acute competitors.
Green marketing has become inevitable as resources are scarce against unlimited human wants. Hence the means are
to be used in judicious manner for the present and future generations. In this respect, Green marketing assumes prime
importance.
Green marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good
quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the environment. It
includes a broad range of activities like product modification, changing the production process, modified advertising, and change in packaging
that aimed at reducing the detrimental impact of products and their consumption and disposal on the environment. Companies all over the
world are striving to reduce the impact of products and services on the climate and other environmental parameters.
Determinants of Green Marketing are Setting Green Objectives; Demonstrate Social Responsibility; Comply with the legislation; Respond to
competitive initiatives; Provide accurate environmental information; Identify products with green characteristics; Focus product development
on sustainability; Set realistic prices; Eliminate unnecessary packaging; Practice greener distribution; Promote green credentials efficiently; and
make it easy for customers to be green.
Green marketing takes into account the wider relationship of the organization and its products to the surroundings. It is about a more aware,
open, targeted and sensitive approach that integrates the strategic link between the company, the environment and marketing, rather than
being primarily concerned with tactical communication opportunities for profit alone. The prime emphasis is on, developing relationships and
satisfying separate stakeholder needs in an environmentally and socially responsible manner. The key stakeholders are customers, investors, the
parent company, directors, employees, the community, legislators, pressure groups, supplier, and the media.
This paper attempts to shed the light on the new concepts namely green marketing and green consumerism. The green consumerism fixes
responsibility on producers for producing environmental friendly goods so that the environment will be preserved for the future generations too.
It also deals with determinants of and ethical issues, involved in green marketing.

Keywords :

  Green Marketing, Green Consumerism, Consumer Behaviour

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