Green marketing: A new marketing strategy for environmentally compatible products

Green revolution, going green, environmental protection, sustainable life style, sustainable development, protecting our earth and many more has been become a natural phenomenon in our everyday life. Green marketing is a tool used by many companies in various industries to follow this trend. Green marketing which is alternately known as Environmental Marketing and Sustainable Marketing refers to an organization’s efforts at designing, promoting, pricing and distributing products that will not harm the environment or products which are environmentally safe or environmental beneficial. Thus green marketing incorporates a broad range of activities including product modification, changes to the production process, packaging changes, as well as modifying advertising. The products those are manufactured through green technology and that no environmental hazards are called green products. Promotion of green technology and green products is necessary for conservation of natural resources and sustainable development. The common theme throughout the green marketing and sustainable development is the need to integrate economic and ecological considerations in decision making by making policies that conserve the quality of agricultural development and environmental protection. Green marketing begins with green design. Product design constitutes an active interface between demand / consumers and supply / manufactures. The price of green products has to be affordable for the customer to encourage purchase. The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Others rules which will help in green marketing are know your customer and its need, educating your customers about the products, being genuine and transparent, reassure the buyer, consider your pricing, giving your customers an opportunity to participate etc. Green marketing has been widely adopted by the firms worldwide. Opportunities, government pressure, competitive pressure, social responsibility, cost of profit issues are the possible reasons for it. Now this is the right time to select green marketing globally. Present review throws a light on various acceptable facts of green marketing.