Concept of Green Marketing in India
We live in a world of more and more marketing. Every year we get new cars, new cereal brands, new magazines, each of which tries to convince us that they are the best among their entire competitor. Here, the problem is competition does not always work well when what we want is quality instead of quantity. Apart from accessible price, one thing that educated youth cares about is sustainability. New age customers check about how the products are made and are they good for nature. At this point, green marketing comes in. Green marketing is an attempt to change people's buying habits for the better. It is usually seen as a way to make money for companies but it does something even more important; it leads people to buy things that are better for them and better for the world.
In this article, we will get all necessary information to understand and apply green marketing concept in Indian market
What Is Green Marketing?
Green marketing is an attempt to create a market for green products. This can be done directly or indirectly. The direct approach is simply to let people know about the product and why it is good for the environment. The indirect approach involves creating a sort of halo effect around other things by association - like buying carbon offsets, donating to environmental groups, or even just talking about how "green" you are.
The direct approach can be seen as exploiting people's irrational love of nature, using it to sell stuff they might not otherwise buy. It also has the advantage of letting consumers know exactly what they are getting if you see an ad for "green" toothpaste, you'll know whether you want it or not before you buy it whereas with the indirect approach there is always some uncertainty.
Why Do We Need Green Marketing?
For healthy survival, we must combat issues such as global warming and ozone depletion. Everyone, rich or poor, would like to live a long, healthy life, and the corporate class would also. Business is all about economic profit and profit over the long run. Though of late, the harm to the environment caused by sustained business across the globe is now becoming apparent. Businesses are now taking corporate citizenship seriously. Therefore, the business class is still pursuing green marketing and sustainable business from a selfish anthological perspective that aims to please the consumer and win sanction licenses from the government. Despite catching the trend from the developed countries, the Asian market is still far behind what it understands and implements.
What Makes A Product Green?
There is no consensus on exactly what makes a product green. In general, a green product consists of the following:
1.It presents no health risk to humans or animals;
2.When manufactured, used, and disposed of, it consumes relatively little energy;
3.It contains no materials derived from endangered species or threatened environment
4.Uses and packages in a manner that does not create excessive waste;
5.Animals are not used or cruelly treated in an unnecessary manner.
Green Marketing Vs Green Washing
Companies are increasingly marketing their products as environmentally friendly, often with images of nature, green leaves, water fountains, etc. This has come to be known as "green marketing", and is usually done to make money by advertising a company or product that appears to the public to be concerned about the environment.
Greenwashing is dishonest green marketing. It is an effort by a business to present itself as more environmentally friendly than it really is through advertising and other public relations efforts. It often involves using terms such as "eco-friendly" or "environmentally friendly" on labels or in ads that are misleading or false.
Green marketing means simply marketing products as environmentally friendly. If the product genuinely is more environmentally friendly, then it will be more sustainable. If it isn't, then nothing has been gained.
Some Strategies to Follow
Green marketing has some classic strategies which you can follow-
1.Decide who your customer is - If you're an existing company, this may be obvious; if not, think about your market. Who cares about this? And who doesn't?
2.Be strategic about publicity - You can get good results by trying to get coverage in places that target the people you care most about. Appeal to their values, not just their pocketbooks.
3.Replace Items with greener alternatives - Such as using cloth napkins instead of paper towels
4.Promote reusable shopping bags.
5.Buy recycled products; and use more natural cleaning products and detergents.