A

NTCC Report

ON

Green Marketing

Submitted for partial fulfillment of requirement for the award of degree

Bachelor of Business Administration

AMITY UNIVERSITY KOLKATA

Submitted by
C LALMALSAWMI
BBA – 3A
Code : MSTP100
Session : 2019-2022
Name of the faculty guide:
Ribhu Ray

AMITY SCHOOL OF BUSINESS

Amity University Kolkata

Major Arterial Road, Action Area II, Rajarhat,
New Town,
Kolkata, West Bengal
 CERTIFICATE

This is to certify that the Project work entitled “Green Marketing” is a record of
bona fide work carried out by Ms. C Lalmalsawmi, under my supervision towards
partial fulfillment of the Bachelor of Business Administration of the Amity
University Kolkata.

Place: _________________ Guide’s Signature

(Mr. Ribhu Ray)

Date: _________________
 DECLARATION

I, C Lalmalsawmi, hereby declare that my project report entitled

“Green Marketing” is written and submitted by me.

The findings and interpretations in the report are based on both primary and
secondary data collection. This project is not copied from any source or other
project submitted for similar purpose.

C LALMALSAWMI

BBA 2A

Enrol. No.A90606419061
 ACKNOWLEDGEMENT

In pursuing and completion of my BBA and other commitments, I undertook the task of

completing my report on “Green Marketing”.

I am thankful to Mr. Ribhu Ray, Faculty Guide, Amity University Kolkata, for his valuable
guidance and support at all time.

Last but not the least my special thanks go to all those who have given all the secretarial support-
despite all other commitments.

C LALMALSAWMI

BBA 2A

Enrol. No. A
 TABLE OF CONTENT

PAGE NO.

1.) Introduction 6-7

2.) History and Evolution 7-10

3.) Concept of Green Marketing 11-12

4.) Marketing Mix in Green Marketing 12-14

5.) Green Products and Consumer Awareness 14-16

6.) Green Consumers 16-18

7.) Green Consumers’ Environmental Concerns 19-22

8.) Environmentally Consumers 22-23

9.) Benefits of Green Marketing 23-25

10.) Categories of Green Marketing Strategies 25-30

11.) Discussion 31-32

12.) Conclusion 33

13.) Bibliography 34
Introduction
Over the last few decades, society has become more and more affected with
sustainable development delivery, due to the extension in world-wide population
and the demands for goods and services. Nowadays “Green” is getting popularized
among different age groups. Man is more concerned about the Earth. According to
Newton’s third law “For every action, there is an equal and opposite reaction”, the
extent to which we exploit the Earth’s resources; it will have an opposite reaction
in the form of natural disasters. Damage involves the destruction of ozone layer,
climate change, increase of population and other negative effects that have an
either direct or indirect impact upon population, business, and governmental
institutions. Organizations fall into an ambiguous situation: they not only
experience the impact but also determine the damage as every citizen, business
entity or public institutions have impact upon the environment, they produce
carbon footprint. Therefore, private and public organizations face the demand of
adopting cleaner or “Green” practices.

Studies show that there is a drastic extends in the problem toward the environment.
This resulted in the formation of the concept of “Green Marketing”. The idea of
green marketing has received a giant role in researchers; however, the subject of
the evolution, conceptualization, and achievable advantages of green marketing
stays a new and large subject of administration studies. As a response, businesses
worldwide have modified their conduct to higher tackle the new challenges,
incorporating specific factors of sustainability into their activities.
Green marketing is the marketing of merchandise that are presumed to be
environmentally safe. Green marketing contains of two words: Green and
Marketing; it is an eco-friendly idea to the want for quality, performance, cheap
pricing, and comfort without having a hazardous impact on the environment. Green
marketing contains a large vary of things to do beginning from product
modification and packing, it refers to promoting merchandise and offerings based
totally on environmental benefits; such a product may also be environmentally
friendly in itself or produced this way.
Global economic fluctuations, adjustments in the organization’s social duty are
pushing the organization to construct sustainability in the overall performance of
advertising and marketing and products. Traditional advertising and marketing no
longer suffices modern-day market issues. Cohesive marketing activities and
initiatives to strategic, tactical, and operational activities have a quintessential
affect of green marketing in organizational, environmental, and social contexts
additionally leads to commercial enterprise development, enhancement of the
natural ecosystem, and improved quality of life.

History and Evolution

Green Marketing is additionally recognized as ecological marketing,
environmental marketing, eco-friendly marketing, organic marketing, and
sustainable marketing. Researchers regarded in the area of green marketing in the
1970s. In the 1980s green marketing was once first noticed. The term green
marketing was once already employed in different scientific journals, however,
different principles like ‘ecological consumption’ and ‘ecological marketing’
received much greater recognition.
Green marketing has been growing since the 1960s. The contributions, belonging
to the generation of sustainable green marketing basically approach the issue of
greening the marketing mix: green products, green pricing, green logistics, green
pricing, and green promotion and advertisement. The massive range of research
carried out through researchers focus on green marketing’s position in the
improvement of sustainable challenges, which in addition helps and provide
options to the companies in exploring and retaining competitive advantages and
examining marketing strategies that the corporations wanted to undertake for the
upcoming challenges of advancing economic improvement and environmental
protection. The evolution of green marketing covers three phases, i.e. ecological
phase, the environmental phase, and the sustainable phase.
1. Ecological phase: During the first ecological phase, organizations' marketing,
products, and different activities were supposed to be the remedy for hazardous
environmental issues such as air pollution, excessive use of natural resources,
affects of pesticides on soil and crops, water pollution, etc. During these instances
the most destructive and poisonous industries had been chemicals, mining, oil, etc.
They had been at the core of focus for researchers. The major focus used to be
limited to the front line polluters. This stage does no longer provide many results.
After the authorities gives recognition to the general public, which was the solely
benefit they gained.

2. Environmental phase: In the late 1080s adjustments in social and commercial

enterprise landscapes raised environmental problems within the area of green
marketing. During this environmental phase, the entrepreneurs focused on a clean
technology that is not hazardous to the environment and is applicable to the layout
of the modern products, and a reduce of pollution and waste the business enterprise
is creating. The ecological phase used to be restrained to the consumption of
resources whereas the environmental phase was not restricted to the consumptions
of the natural resources however put a seize to environmental problems, such as
destruction of the ecosystem, extinction of species, climate change, etc. Green
marketing not only included the most adverse and toxic industries but also
electronics, tourism, clothing, and food as well. Environmental troubles grew to be
the primary competition in the product markets. The concept of clean technological
know-how emerged due to the occurrences of distinct environment destructive
incidents such as the Bhopal gas tragedy (1986), the document of the ozone layer
being torn off (1985), Chernobyl (1986), and the Exxon-Valdez oil spill (1989).
These incidents have a tremendous affect on the natural environment and human
health which introduced new thoughts as sustainable, environment-friendly, green
consumers, etc.
3. Sustainable phase: The ultimate stage of sustainable promotion was once
introduced between the late ’90s and at the preliminary phase of 2000. During this
phase, the method of the entrepreneurs was more targeted and fixed on embracing
sustainable business practices. Towards the end of this phase, a serious problem
about green marketing and green products appeared due to false green marketing
claims. The situation was no longer well-attended by the marketers, the
entrepreneurs witnessed the issues of backlash in green marketing. The motive was
that the customers were the confusion and mistrust green claims. Due to the
backlash on green marketing claims, an in-depth evaluation of green marketing
was once performed in the 1990s with the aid of Terra Choice Environmental
Marketing Inc. on customers of North America. This study had recognized six
categories of false environmental claims and later termed them as “Six Sins of
Green Washing”. These are:
a) Offence of veil exchange- slogans about items or services claiming to be green
or secure for environment feature however having distinctive traits from their
claims.
b) Offence of having no evidence- the data has no proof and can't be validated by
using different parties whatsoever.
c) Offence of ambiguity- ambiguously described and is anticipated to be taken
incorrect about the merchandise by the customers.
d) Offence of insignificance- the information is primarily based on the fact
however has no significance associated to the environment.
e) Offence of lesser of two evils- primarily based upon the reality however did not
inform the clients on the actual harm to the environment.
f) Offence of falsehood- implausible explanation.
The research performed with the aid of Terra Choice on 1,018 products reviewed,
all the merchandise had been involved in the six offenses of eco washing. Other
preceding research carried out additionally highlighted 5 different marketing
strategies that failed and have hampered eco advertising and marketing success.
The 5 marketing strategies were eco production, eco purchasing, eco promoting,
environmental promoting, and marketing. The commercial enterprise who receives
criticisms for environmental harm do not trade the manufacturing technology,
policies, or methods however solely shield themselves via the public relation
department. There is additionally no change in the product in green promoting
method however only mild changes in promotional techniques in order to highlight
the eco-friendly attribute of the products. Green harvesting includes lowering
packaging and energy utilization solely for the organization. Green products
remained at a top class rate their widespread acceptance is hindered. In some
marketing strategies, a business association produces and promotes green products
without consulting what the buyers really need or want. In marketing strategies,
business companies do not take any green initiatives and actually conform to the
obligatory environmental safety policies and regulations. As already mentioned
elsewhere, green marketing need to focus on increased environmental quality as
well as consumer satisfaction.

The desire of business companies to make rapid income led them to use false green
marketing claims; this resulted in deep distrust amongst the buyers which led them
to the loss in long-term loyalty of consumers. The efforts of the researchers
required in making a strong coverage to win back the self assurance and have
confidence of the buyers and reverse the hassle of backlash in green marketing.
Regarding this problem, Crane (2000) had proposed 4 strategies:
1. Passive Greening: Trying to handle the trouble in the environment due to the
strain from the customers, corporate, pressure group, or the media.
2. Muted Greening: Making enhancements in the merchandise to make it greener.
3. Niche Greening: Targeting the environmentally mindful individual clients and
position the merchandise as environmentally friendly alternatives.
4. Collaborative Greening: Having an experiment through becoming a member of
efforts wit6h others to handle environmental problems.
Ottman et al. (2006) had additionally advised that the entrepreneurs need to
additionally focus on communication as well as the transport of customer wishes in
the market for the success of green products supplied in the market. These policies
helped the entrepreneurs to recover their place in the market. The latest research
exhibit that the buyers who are environmentally worried individuals have not fallen
even though the observed error in claims of the green marketers. This indicates that
even even though these issues are in the market individuals are honestly concerned
about the environment. More emphasis desires to be placed on sustainability,
environmental responsibility, and company social responsibility, proving
marketing’s dedication to social change, and offering the framework for
transformational marketing, a effective device for altering people’s attitudes and
value systems with the goal of decreasing harmful environmental and social
impacts. Further researches are nonetheless going on regarding eco-friendly
products even to this day.
 Concept of Green Marketing
The evolution of green marketing resulted in several definitions of green
marketing. Defining the meaning of green marketing a bit complicated because the
particular meaning contradict and intersect each other.

There are three important aspects of green marketing definitions:

1. Processional thinking (Thapa, Verma, 2014): This involves various sub-

processes that lead to the selling of products while gaining environmental benefits.

2. Holistic thinking (Mishra, Sharma, 2014; Papadas et al., 2017): This means that
green marketing can be treated as various elements, which includes consumption,
production, disposal and other activities of strategic, tactical or internal types.

3. Environmental Benefits (Mishra, Sharma, 2014; Thapa, Verma, 2014; Papadas

et al., 2017): This particularly requires special attention to the environmental
benefits of green marketing shall be given in the benefits of green marketing.

Definition of green marketing given by authors:

1. A. Mahahmuni, M. Tambe (2014): Marketing efforts for the production,

promotion and application of environmentally sensitive products.

2. P. Mishra, P. Sharma (2014): Holistic marketing concept where marketing,

consumption, production, disposal of products happens in a way that is less
harmful to environment with increased awareness about the impact upon global
warming, harmful effect of pollutants, non- biodegradable solid waste.

3. S. Thapa, S. Verma (2014): The process of selling products based upon their
environmental benefits.

4. C. D’Souza et al. (2015): Green marketing is a company’s strategic effort that

intends to supply customers with green products.

5. P. Singh et al. (2016): Marketing of environmentally safe products.

6. C. I. Lazar (2017): The complex of economic methods and production means

applied in organization in order to ensure the achievement of organization’s
objectives without pollution and avoidance of any component that does harm to the
environment.

7. K. K. Papadas et al. (2017) : Organization’s engagement in strategic, tactical and

internal activities and processes that have a holistic aim to create, communicate
and deliver products with the minimal environmental impact.

8. R.K. Ranjan, R.K. Kushwaha: All marketing activities that are taken by
companies in a way that has a positive effect upon environment.

9. I.D. Parkman, A.J. Krause: Marketing products as energy efficient,

environmentally friendly or organic.

Marketing Mix in Green Marketing

The marketing mix is derived from traditional marketing (Kontic, Biljeskovic, &
Brunninge, 2010). Marketing mix essentially is the one-of-a-kind approaches
invented by a business enterprise to convey a good or service to the market. In
green marketing, environmental situation is an element that the marketing mix
should provide full accountability. Marketing mix often acknowledged as 4P’s
involves of elements such as product, price, place, and promotion. In the prolonged
marketing mix as in the case of the service sector, three different elements such as
people, physical evidence, and process are blended to make up 7P’s. According to
the green marketing principle, each element in the marketing mix will have a green
point of view from organising to introducing a product to the market
(Arseculeratne & Yazdanifard, 2014). When a product is manufactured under a
system of eco-friendly and harmless to the environment, the product may also be
named as a green product. During the manufacturing process, environmental
pollution is an issue that enterprise has to reduce. Natural resources ought to be
preserved at some stage in the physical removal of raw materials from a product. A
large area should be formed through waste administration in this connection.
Ecofriendly design merchandise must be manufactured and the packaging methods
have to reduce contamination and pollution. Product enhancements certainly
contain a significant quantity of sunk prices however they are well worth the
decision considering the fact that improvement in the product would convey about
a turnaround in sales. The manner of reversed logistics whereby customers return
to the commercial enterprise used wrapping, packaging and even the recycled
product itself would considerably assist to preserve the environment (Arseculeratne
& Yazdanifard, 2014). Going green is without a doubt expensive as they contain
quite a number expenses such as educating nation, gadget, the establishment of
modern-day technology, absorbing extrinsic costs, changing waste into recycled
products.
Undoubtedly these will cause the products to be extra expensive. Therefore the
green rate is termed as a premium price. These will have extra stress on promotions
due to the premium prices. Marketing exertion should rationalize these prices and
customers want to be satisfied to pay a premium so that practical messages in
adverts are needed. Nevertheless, the fare of green products may additionally be
reduced when dealing with packaging material. Indeed some organizations have set
up this to be an eye-catching scheme when packaging expenses enhance a big
section of the unit cost. Green distribution involves appointing pathway in a
manner to minimize environmental impairment. Most of the damages are brought
about at some stage in the transport of goods. Therefore safety precautions need to
be carried out in the transport of goods.
Promotional material of a enterprise is essential for green marketing. The primary
information about go green has to transmit to the clients via direct marketing, sales
promotions, advertising, and public relations. Public relations and advertising
certainly have emerge as the most extensively used structures to launch the green
viewpoint of a business. Going green once in a while develops into a main
countrywide connections exercising as it types a bridge between the enterprise and
society.
Green advertising and marketing may be used to promote products, justify their
features, and price. Due to deficiency of information, most customers are not
precisely aware of the magnitude of green products as a result green promotional
approaches have to realise this fact. To forward this void in the lack of
information, a business may additionally exercise numerous green promotional
strategies. Customers need to be cognizant of the types of environmental troubles a
product would clarify in the first place for them to evince an interest in a green
product.

Green Products and Consumer Awareness

Green products or green items are the items which add to the green living or
practices that may help the environment in reducing land, water and air
contamination by various other products that have a negative impact to the
environment. Green Products does not harm the Earth in their creation, utilization
or transfer. The utilization of the majority of these items help in monitoring
vitality, and limit the carbon impression and the outflow of green house gases in
the meantime and does not prompt the increase in the contamination. The major
part of these items is biodegradable, recyclable or can be treated.

Some of the products that are currently on the markets are:

1. Organic: The only products that can accurately claim to be organic are
agricultural products. This term is regulated by the United States Department
Of Agriculture (USDA) and all the organic products are required to meet the
specific guidelines to seek USDA Organic certification.
2. Ozone Friendly or safe: this term is usually used to describe a product or
packaging that does not harm the upper ozone layer, such as aerosol cans
which do not emit Chloro Fluoro Carbons (CFCs).
3. Recyclable: Products or package which can be collected separated or
otherwise recovered from the solid waste through an established recycling
program called as recyclable product.
4. Recycled: A product or package that is produced from recycled content. This
recycled content has been recovered or diverted from the solid waste, either
during the manufacturing process or after consumer use.
5. Refillable: A product or package with a system in place to provide collection
and return of the packaging for refill by consumers called as refillable.
6. Sustainable: This refers to the methods of farming, construction,
manufacturing and generating electricity in ways that don’t depend on
exhaustible resources, like coal or oil, and can be used infinitely.
 7. Greenhouse Gases: A measurement of the effect of a process or action has
on climate in terms of terms of the amount of greenhouse gases it produce.
Greenhouse gasses are methane, water vapour, nitrous oxide and
fluorocarbons, are considered by many to directly contribute to global
climate change.
8. Carbon footprint: It is defined as “The amount of carbon dioxide or other
carbon compounds emitted into the atmosphere by the activities of an
individual, company, country, etc”.
9. Carbon Neutral: It is reducing energy and compensating the amount of
carbon dioxide a business or corporation generates through either obtaining
energy from renewable sources or off setting through measures like tree
planting or investing in wind farms, solar energy, etc.
10. Compostable: A product or packaging advertised as compostable must break
down into usable compost in a safe and timely manner in a composting
facility or in a home compost pile or device.
11. Degradable: A product or package that completely breaks down and it
returns to nature in a reasonably short period of time after consumer disposal
called as degradable product.
12. Normal: A standout amongst the most equivocal of all the green terms,
‘characteristic’ items doesn’t really have any ecological effect yet rather are
thought to be made of common materials or fixings instead of those that are
artificial. While an item showcased as ‘normal’ may sound better to the
customer. Consider: poison ivy, Bacillus anthracic and fuel are in fact
‘regular’, yet that doesn’t mean they are better for you or the nature.

Consumers tend to show how they choose to acquire green products as per societal
forces, peer pressure, not only that they are required to know about them in order
to associate and represent the society they prefer. This happens as consumers wish
to avoid negative out comes from the society not being aware of the green concept,
which has become so prominent in the society they live. Moreover, consumers are
pursuing more information sources on green products to make the society happy.
Furthermore, in a competitive market context where consumers are more rational,
Lane and Scott (2007) mentioned that consumers connect societal identification
with individual society member’s social knowledge structure. They further
proposed that identification and someone’s knowledge of being part of a group are
relatively making the society and individual become more tighten to each other.
Concerning knowledge of different brand like green products, Keller (2003)
mentioned that it is important to get an aggregate conception of different
dimensions of brand which consumers may be impacted.

Green Consumers

Consumers' environmental concerns are connected to the benefit towards the

biophysical environment and its issues connected to the consumer and the
surroundings. Initially, gender plays an essential role in consumerism and
environmental consciousness (Kaufmann, Panni, or phanidou, 2012). It has been
recognized by prior research that women were more concerned about the
environment than men. Besides, it has been told that consumers show
environmental concerns depending on product features, precision of green product
claims, information provided on the products and its advantages (Suki, 2013).

For consumer packaged goods purchases, women are usually the primary target
audience as they still do the bulk of today’s household shopping. Consumers are
conscious of environmental packing choices progressively and are shaping their
behavior as a consequence. A well-known example of this is with water bottles.
Many consumers have made the switch from buying single-use plastic water
bottles to using refillable water containers. The intensely slow decomposition rate
of plastic bottles leaves them to remain in litter oceans for years. As a consequence
of increased consumer awareness and consumer demand, sales of reusable water
bottles from environmentally friendly producers such as Sigg and Kleen Kanteen
have come onto the market. Consumers even demand hygienic, filtered water, and
firms, such as Brita and PŪR, producers of water filters, have seen a 22.2 percent
and 15.2 percent increase in sales during 2009, accordingly.

According to studies environment is the number one global concern for the
consumers, and urgency is growing. Consumers are therefore making more
informed choices over packaging and products; they are looking for environmental
information in labeling and are purchasing environmentally-sound products even if
they cost more. Food and beverage is a key catalyst here. The number one change
ambition for both health and environmental reasons is greater consumption of
environmentally-sound food and beverage products. Consumers now
overwhelmingly see themselves as being the most responsible for both the
environment and their own health, with little difference between the two (71% and
74% respectively), followed by government and politicians, while brands and
retailers feature much lower down.

With two-thirds of consumers now believing that we are reaching an

environmental tipping point, consumers overwhelmingly see themselves as being
directly responsible for the world around them, and for their own health.
According to the study, nearly 60% of consumers now believe that their health and
well-being are strongly affected by environmental problems. The more concerned
about the environment consumers become the more health-conscious they become
too. Mental health is now considered equal to physical health: 67% of consumers
agree that it is a major concern for society, with stress considered the most
concerning from a personal perspective.

To support brands with navigating this journey, the Tetra Pak Index 2019 reveals
six new segments of consumers, each with their own attitudes around both health
and the environment. Each group presents clear opportunities for targeted products
and messaging for F&B brands, in embracing the convergence of these topics:
 Active ambassadors: they have high engagement in all aspects of health
and environment, they are willing to take action, and they challenge the
boundaries and influence others. They look to fact-based sources such as
scientists and academics, as well as NGOs for advice on the environment.

 Planet friends: these individuals are willing to take action about the
environment with high engagement on most aspects of health, but they are
less inclined to challenge boundaries. Engaged and willing to take action
about the environment. High engagement also on most aspects of health,
especially for their peace of mind.

 Health conscious: they are aware and engaged about the environment, but
prioritize health over the planet. Prepared to pay more and sacrifice
convenience for healthy products. Depend heavily on social media and other
online sources.

 Followers: they engaged enough with health and environmental issues to

feel guilty about both, but not inclined to change behavior or try new things.
Sizable mainstream individuals with interesting potential, they want to know
more and be persuaded and energized to act. Look to TV/radio/social media
more than the average.

 Laggards: their lack of knowledge and interest in all aspects of health and
the environment. Skeptical about technology and change. Look to their own
personal, real world networks, particularly towards friends and family.

 Skeptics: Aware of environmental issues, but inclined to decline them as

“fake news”; “traditional” views on food and health. One in five skeptics
says they don’t take advice on the environment from any media channel.
Green Consumers’ Environmental Concerns
Consumerism can be defined as a progress which originally started as a practice
which was presented to safeguard consumers against operations of unethical
business. Over time this has widespread and grow into wider in nature. When
today's agenda with regards to consumer advocacy is taken into study it can be
recognized that conservation of the environment is the most important element
(Dono et al., 2010). There is an impact growth in the concern revealed towards
environmental conservation leading to "green consumerism"(Eriksson, 2002).The
green consumer is typically known as one who support eco-friendly attitudes
and/or who purchases green products over the standard alternatives (Boztepe,
2012). Almost all consumers are conceivably green consumers. For instance, when
a consumer has option to choose from two similar products, the consumer will
choose to buy environmentally friendly product (Awan & Raza, n.d.). There have
been a total of various circumstances which are influential in encouraging green
consumers to buy green products. Far-reaching research over the years classify that
intensive understanding of green issues; heightened level of knowledge
opportunity on environmental subsistence; green advertising by corporations;
raised concern for the environment; expanded in recognition of green products by
environmental and social charities as some circumstances. This overpowering
advance in the general environmental awareness among various consumer
biography have been attempt undertaken by companies to "go green" by
introducing the idea of corporate environmentalism (Cherian & Jacob, 2012).
Green products or green items are the objects that add to the green living or
practices that might also assist the environment in lowering land, water, and air
contamination by means of a number of different products that have a bad affect on
the environment. Green Products do not damage the Earth in their creation,
utilization, or transfer. The utilization of the majority of these items assist in
monitoring vitality, and restrict the carbon impact and the outflow of greenhouse
gases in the meantime, and does not prompt the extend in the contamination. The
principal phase of these items is biodegradable, recyclable, or can be treated.
Some of the products that are presently on the markets are:
1. Organic: The only products that can precisely declare to be natural are
agricultural products. This term is regulated by the United States Department Of
Agriculture (USDA) and all the natural products are required to meet the unique
recommendations to searching for USDA Organic certification.
2. Ozone Friendly or safe: this term is typically used to describe a product or
packaging that does not damage the upper ozone layer, such as aerosol cans that do
not emit Chloro Fluoro Carbons (CFCs).
3. Recyclable: Products or package which can be amassed separated or in any other
case recovered from the strong waste through an established recycling software
referred to as as a recyclable product.
4. Recycled: A product or package that is produced from recycled content. This
recycled content material has been recovered or diverted from the strong waste,
both in the course of the manufacturing manner or after consumer use.
5. Refillable: A product or package with a device in region to supply collection and
return of the packaging for refill by means of consumers known as refillable.
6. Sustainable: This refers to the techniques of farming, construction,
manufacturing, and producing electrical energy in methods that don’t rely on
exhaustible resources, like coal or oil, and can be used infinitely.
7. Greenhouse Gases: A measurement of the impact a technique or motion has on
local weather in phrases of the quantity of greenhouse gases it produces.
Greenhouses gasses are methane, water vapor, nitrous oxide, and fluorocarbons,
which are regarded by way of many to immediately, make a contribution to world
local weather change.
8. Carbon footprint: It is described as “The quantity of carbon dioxide or different
carbon compounds emitted into the ecosystem by using the activities of an
individual, company, country, etc”.
9. Carbon Neutral: It is decreasing strength and compensating the quantity of
carbon dioxide a commercial enterprise or agency generates via both acquiring
power from renewable sources or offsetting through measures like tree planting or
investing in wind farms, solar energy, etc.
10. Compostable: A product or packaging marketed as compostable should destroy
down into usable compost in a secure and well timed manner in a composting
facility or in a domestic compost pile or device.
11. Degradable: A product or package deal that totally breaks down and it returns
to nature in a fairly brief period of time after customer disposal referred to as a
degradable product.
12. Normal: A standout amongst the most equivocal of all the green terms,
‘characteristic’ items doesn’t sincerely have any ecological impact but alternatively
is concept to be made of frequent substances or fixings as a substitute of these that
are artificial. While an object showcased as ‘normal’ may additionally sound
higher to the customer. Consider: poison ivy, Bacillus anthracic, and gas are in fact
‘regular’, but that doesn’t suggest they are better for you or nature.
Consumers have a tendency to exhibit how they choose to gather green products as
per societal forces, peer pressure, not solely that they are required to comprehend
about them in order to associate and signify the society they prefer. This takes
place as consumers want to keep away from bad results from society not being
conscious of the green concept, which has turn out to be so distinguished in the
society they live in. Moreover, shoppers are pursuing extra information sources on
green products to make society happy. Furthermore, in a competitive market
context where customers are greater rational, Lane and Scott (2007) noted that
consumers join societal identification with individual society member’s social
know-how structure. They similarly proposed that identification and someone’s
knowledge of being part of a team are exceptionally making the society and
character grow to be more tighten to each other. Concerning understanding of one-
of-a-kind brands like green products, Keller (2003) noted that it is vital to get an
aggregate idea of unique dimensions of the company which customers can also be
impacted

Environmentally Friendly Consumers

There are many ways consumers can be environmentally friendly. With the help of
businesses and corporations making changes as well as consumers concerns for the
environment, it’s becoming easier to be more conscious about sustainability and
use products which are better for the environment. Here are some ideas to be more
environmental friendly:

 Reduce packaging – Bring your own bags and avoid overly packaged
products. Also try buying in bulk to reduce the frequency of travel to save
fuels and gas. Reusable bags or reusing plastics bags helps in reducing
plastic wastes.

 Use alternative bags to plastic ones – Many stores offer alternatives to

plastic bags. Invest in a few as they can hold more and are sturdier, which
can last longer than the plastic bags. Always look for reusable items or
recyclable items instead of single-use items.

 Choose cloth over paper – Instead of using lots of paper towels for
cleaning, use a rip up an old shirt or towel to clean also helps and it works
the same. Also, swap over to food wraps like beeswax; they are reusable and
reduce waste.
  Use sustainably-sourced food – Choose organic food and certified foods,
plus use processed foods from companies that use certified sustainable palm
oil or none at all.

 Opt for biodegradable cleaning products – Biodegradable products will

have fewer negative impacts on the environment, especially on our soil and
water.

 Cut down on household energy – Unplug all the appliances that aren’t in
use, wash all possible clothes on cold, and use a drying rack or clothesline to
air them out. You can also switch your light bulbs to energy saving ones.
Using energy saving light bulbs reduce the energy footprint.

 Use zero-waste refill stores – Find your local refill store and take advantage
of all the goods it has to offer. Grab jars and pots and fill up on items such as
pasta, pulses, nuts, cereals, spices, hair and cleaning products, etc.

Benefits of Green Marketing

The concept of green marketing prevails to deliver commercial, environmental,
and social benefits. Majority of studies of green marketing emphasize commercial
benefits of particular orientation. There exists sufficient evidence that proves the
positive impact of green marketing upon the following aspects:

 Strengthening relationships with customers: Green marketing is treated

as a mean to develop closer relationships with customers (Zampese et al.,
2016). Close relationships have to be based on trust. As a result, green
marketing strengthens customer trust (Garg, 2015).

 Increase in profit: Green marketing has the potential to result in increased

profitability (Anand, 2013; Mishra, Sharma, 2014; Wymer, Polonsky, 2015;
Papadas et al., 2017).
 Input to the achievement of organizational goals: Organizations believe
that green marketing can be applied to achieve its objectives (Anand, 2013;
Mahamuni, Tambe, 2014).

 Strengthening of competitive advantage: Green marketing is a powerful

competitive force; it helps to maintain a continuous competitive advantage.
Companies that adopted green marketing may achieve a sustainable
competitive advantage over the companies that have not (Sharma, Iyer,
2012; Anand, 2013; Mahamuni, Tambe, 2014; Mishra, Sharma, 2014;
Lazar, 2017; Papadas et al., 2017; Parkman, Krause, 2018; Shi, Yang, 2018;
Talebi et al., 2018). In some cases, activities of competitors stimulate
organizations to make changes in their marketing activities (Mahamuni,
Tambe, 2014) or access new markets (Mishra, Sharma, 2014).

 Decrease in cost: Even if green marketing may appear to be cost

demanding initiative in the short term, it will definitely prove to be
advantageous, cost-wise and indispensable in the long run (Mishra, Sharma,
2014). Organizations make changes in their behavior due to waste disposal,
reductions in raw material usage (Mahamuni, Tambe, 2014). It saves money
in the long run (Anand, 2013; Mishra, Sharma, 2014; Suresh, 2014; Papadas
et al., 2017).

 Enhancement of brand reputation: Green marketing enhances brand

reputation due to organizational environmental initiatives (Suresh, 2014).
Strengthening of relationships with customers, increase of profit, input to
the achievement of organizational goals, strengthening of competitive
advantage, decrease of costs (in a long run) and enhancement of brand
reputation stimulate the development of business. Business also develops
because the company gets access to the new markets. Environmental
outcomes did not gain such a vast attention in researches of green marketing
as commercial benefits did. There exist recommendations to base green
marketing upon proper demand forecasting, recycling products. These
actions let to achieve lower resource use (Chamorro, Bañegil, 2006;
Sharma, Iyer, 2012; Suresh, 2014). Researchers also mention the following
results of green marketing: slowdown of global warming (Suresh, 2014),
decrease of greenhouse gas emissions (Chamorro, Bañegil, 2006; Polonsky,
 2011; Suresh, 2014), and decrease of pollution (Chamorro, Bañegil, 2006;
Anand, 2013; Suresh, 2014). These benefits altogether result in
improvement of the natural ecosystem. Social benefits are the most
uncommon in researches of green marketing compared to other types of
benefits. Green marketing is entitled as a phenomenon that increases
environmental awareness, improves public health and increases the life
expectancy of society (Boztepe, 2012; Suresh, 2014). The increase of
awareness happens mainly due to promotional activities of companies
implementing green marketing orientation. Consumption of particular green
products contribute to the improvement of public health and this
improvement leads to the increased life expectancy of society. Benefits of
green marketing result in business development, improvement of the natural
ecosystem and increased life quality. Therefore, marketers are suggested to
embrace green marketing strategies.

Nowadays consumers gradually acknowledge the need to take care of the

environment and become more culturally responsible. Therefore, accountability of
companies to consumers' inclinations for environmentally harmless or neutral
products is essential (Saini, 2013). Green Marketing has a lot of important benefits
for those communities whose accept these new concepts. First important benefits
are revenue increased. Consumers prefer every new and positive concept, so that
innovator plays an essential role in this segment. A successful product that fulfills
consumer satisfaction will definitely have an increase in sales and revenue. Second
important benefits are cost reduced. In green marketing, the cost of raw materials is
low thus it will increase the productions and save money. On top of that, green
marketing can build brand value. A great green practices company will get a good
brand value in the heart of the consumers. Another important benefit of green
marketing is getting tax breaks and loans from government because those
innovative companies which help the nation who are living in a rural or un-
employment will bear uncertain risks. Besides, they save environment and health
of nation so they receive subsidies from government. Lastly, the most crucial
advantage of green marketing is world salvation. Disposal and treatment of
wastage, production process of companies will produce emissions of several
greenhouse gases which contribute to global climate change which can causes
greenhouse effect. By following a great way of green practices, the companies
could save the world in the way of saving the health of peoples and the
environment.

Categories of Green Marketing Strategies

The selectee literature is having full information about the eco marketing and
future eco products that are friendly for the environment. Three common
perception such as: eco packing, green labels products, eco brands planning is the
most discussed issue in the past researches. On the other hand, Devi Juwaheer et al.
(2012) studied the green market strategies and he can categorized the tools and
strategies of green marketing into five categories, eco-labeling, green packaging
and branding, environmental advertisement, premium green price, and embedding
and eco-image.

Perception of Eco-Label Product: Pickett et al, (1995) suggested that consumer is

not well informed to undertake the environmental friendly product label
adequately. The labeled are being mentioned in different names such as:
Biodegradable, Sustainable, environmental friendly, recyclable. It is not the case
the individual that identify the label have the complete information about the label.
Environmental friendly products’ labels are the presentation of the environment
safety. The factors that suggested the product is environmental friendly are to be
claimed as the ecolabel.

Eco-label products are the symbol that encourages the consumer to make the
purchasing decision to buy the eco label products and know about it (Rex and
Baumann, 2007); the environmental friendly products are being identified through
eco-label products in the market (D’Souza et al, 2006). There is a need to fill the
gap between the consumer and the seller about the eco-label products that can urge
them to use the eco-label products that will provide satisfaction and meet their
desires adequately along with this it will be effective to contribute towards the
environmental safety measures. The research study that eco-label is having direct
relation and influence on the information of green marketing and consumers
behavior towards purchasing (Nik Abdul Rashid’s, 2009). There are different
studies are being done in order to develop the association between the
environmental labeling and behavior of the consumers to purchase the eco-friendly
products (D’Souza, 2005; Nik Abdul Rashid, 2009). It is evident there is a small
information that impact upon the label information that consumers have to make
the purchasing decision about the environmental friendly product (D’Souza, 2005).
It is suggested by the researcher that eco labels are the tool that can increase the
awareness about the environmental friendly products and help in making the
decision or purchase. In the market; there is a little potion of the eco-label products
for the customers to make purchases and safe the environment (Nik Abdul Rashid,
2009). It is rather important prior to the decision making of the individual to urge
eco products which they should be aware about it. There is a need for the
consumers to use different platform of communication to educate the consumers
and make every effort that they should focus upon the eco-label products while
making any purchasing decision.

Perception of Green Packaging and Eco-Brand: Brand is being discussed as the

symbol, sing, slogan, colour, design and other features that develop a perception in
the mind of the consumers that segregate the product from the others in the market
(Alkhawaldeh and Eneizan, 2018; Alkhawaldeh et al, 2017). The brand is being
associated that is not damage the environment is suggested as the eco-brand. There
is a gap in the research where researcher did not attempted towards the green
branding did not examine adequately (First and Khetriwal, 2008). It is required that
consumer’s should be provided the adequate information and awareness about the
green label products that increases the friendly environment perspective among
them (Eagly and Kulesa, 1997).

Brands are the main source that can bring the change in the behaviour in the green
consumption (Pickett-Baker and Ozaki, 2008). It is argued that efficient marketing
can bring different in the mind of individual towards the green products but the
concern of the consumers are that they have to pay a certain cost which is higher
than the other products and consume in a different pattern (Ottman, 1998). Green
marketing is associated with the welfare of the environment and attached with the
emotional benefits of the consumers (Hartmann et al, 2005). It is argued that brand
characteristics are required to be communicated in order to provide the sustainable
environment along with the product that are not effective for the business purpose
(Pickett et al, 1995). Green product positioning is the highly effective feature to
make is successful and their marketing strategies as well (Coddington, 1993). If it
is considered as an example; that an environmental friendly car is being introduced
it will be having competitive edge if the carbon emission is lower than the other
rivals. It is suggested from the study that consumer has positive response towards
the green product that are eco-label (Rahbar and Wahid, 2011). The study of USA
and Germany suggested that consumers have positive response towards the green
label products like body shop and green energy.

Consumers use their cognitive ability to rationalize the green label products and its
features (Wustenhagen and Bilharz, 2006) it is suggested that in USA and
Germany consumers are having highly positive response towards the green
products that are shown from the Body shop and Green Energy stores
(Wustenhagen and Bilharz, 2006). There is certain functional positioning strategies
drawback such as; it can be evidently copied, the rationale consumers are having
difficulty to adopt the different brand rather than the green label products (Aaker,
1996). It is also suggested that consumers have negative perception about the green
products and they do not consider their performance is adequate as compare to
other brands of the market (Fuller, 1999). There is a need to encourage the
consumers to change their purchasing behaviour towards the green products and
get the maximum benefit from it (Hartmann et al, 2005).

Perception of Environmental Advertisements: the most of the researcher argued

that natural, environmental, sustainability or eco friendly messages are aim to
develop the awareness and develop the need for the stakeholders to know about the
green products that is called as the green advertisement. It is being differentiated
into three types that are: relation between the product and environment whether it
is direct or indirect; lifestyle of the individual should support the environment that
should a part of the products or not; this also suggest the social corporate
responsibility towards the environment safety. As far as the cleaning products are
concern they are highlight for the green products but other products are not being
differentiated by the consumers (Pickett-Baker and Ozaki, 2008). The green labels
are not visible or not making any appeal to the consumers adequately. Green
marketers are not making enough communication with the consumers about the
green products. There is being suggested that environmental safety products should
be advertised more prominently that consumer should be able to distinguish
adequately. The terms that are being used in the advertisement such as: ozone safe,
recyclable, eco friendly are the important feature of green marketing through
which message is being delivered appropriately to the consumers (D’Souza, 2005).
It is a fact that suggests green advertisement intensity is very low in the market
(Kilbourne, 1995). It is evident if the message that are being delivered to the
consumer regarding the green marketing is reliable than the response of the
consumers will be effective and positive for the green marketers (Habib et al,
2010). It is rather important that green marketers should promote those products
that are having high value and promote the eco friendly features are having high
percentage of attracting the consumer eye and enable them to market decision
(Chan, 2004). It is being argued that by promoting the knowledge about the
environmental issues did not promote the positive behavior towards the
environment but develop the emotional attachment through the advertisement in
the mind of the customers and attract them through the advertisement (Hawkins et
al, 1998). Green brand advertisement should be having the consent of the brand
attachment with the environment and shown the positive feeling about the products
in the mind of the customers to make the purchasing decision adequately. It is
being suggested that many organizations are not able to attract the large number of
customers towards the green product but they are able to develop the awareness
and provided the information about the eco friendly products in the market (Rose,
2002). Organizations that are marketing their products should provide the adequate
information about the product in the organization and present the feature of the
products in their marketing message that can impact upon the decision of the
consumer (Mendleson, 1994).

In addition, firms may provide training for their employees about green issues;
hence, this will help the employees to understand the green issues and provides the
rights green advertisements. Past studies indicated that the training effect positively
on the performance of employees (Obaid & Eneizan, 2016a, 2016b ;Sharif et al,
2018; Alsakarneh et al, 2018a, 2018b)

Perception of Green Premium Price: Green Premium is the gap between the
classic and ecofriendly products that are having high profitability for the retailers,
it is suggested that about 77% of the consumers are ready to pay the premium to
the retailers (European Commission, 2013). The market share of the green products
constitutes about 4% of the market in the food sector (Chkanikova et al, 2013). The
majority of the consumers are not considering the green product and they perceives
as inadequate (Luchs et al, 2010); environmental features (Gershoff and Frels,
2015); price should be effective that can reflect the sustainability (Meise et al,
2014). Many of the consumers do not undertake the environmental perspectives
that are associated with the products are based on truth. Price premium suggested
that price of the environmental friendly is having high price than the other
products. Price is considered as the marketing tool that is based upon the financial
features and suggests the quality of the products. It is a general perception that
consumers thinks those products are having high prices are having high quality
which is associated with the quality with the price value (Chekima et al, 2016). It is
also suggested that premium products are having good quality because they are
having high prices. Once the price premium are mixed with the consumer’s
purchase intention and attitude it associated with the consumer’s desire to pay
against their desired products and get satisfaction (Zhang and Kim, 2013).

If a consumer decides to repurchase even with expensive of increased price, then

the consumer has a high perception of price premium (Marwala & Hurwitz 2017).
Consumers are found to be buying premium products despite its expensive price.
This is because of its unique characteristics, which reflect the consumers’ heritage
image. Price premium intention has proven to be appropriate for understanding
varied consumer behaviours in premium products domains. In addition, Price
premium intentions have also been examined in other premium domains such as
ecotourism and premium fruits. Individual those are having perception and
understanding about the eco friendly products that are happy to pay the high price
that safe the environment.

Perception of Embedding Eco-Image: Devi Juwaheer et al. (2012) proposed eco-

image as one of the marketing strategies. The characteristics of the green
purchasing style suggest that consumer considers products which are considered to
be the safe for the environment. The more awareness has been exerted through
advertisement and marketing to develop the concern towards the environmental
friendly products and their consumptions adequately. Weller (2013) studied found
that eco-image of green fashions has gaining acceptance of the customers due to
the strategies of multi-national company’s green strategies. Results of the study of
Devi Juwaheer et al. (2012) in the green product purchasing the trust of the
consumer is evident if they are having it confidently then it is likely possible the
consumption pattern will suggest the behaviour of the consumers towards the green
product purchasing and develop the eco friendly image. Green marketers are
including the green image and eco friendly perspective in their messages through
advertisement of these products. There is a clear distinction between the traditional
products and green products that can be available for the consumers as the
substitute in the form of green products.

Discussion
The research of this paper aims to study how the concept of green marketing and
green product development and how it influences the purchasing approach of
consumers. This research paper is important because the earth is now faced with
environmental devastation and pollution levels are getting worse day by day,
which will eventually lead to the continued deterioration of human life. Green
marketing is a strategy that addresses the concern of promoting and preserving the
natural environment which can benefit the firms, consumers and environment
while the green product is developed. Most firms have started to practice the
concept of green marketing and green product development in the day to day
business operations to produce eco-friendly products in order to satisfy the
consumers’ wants and needs. Beyond this, there is a shift in consumers’ behavior
towards a greener lifestyle; it is known as the “green consumer”. While the firm
fulfills the demand of consumers, it caused the production of the firm to increase.
The eco-centric image of the firm makes a profound impression of in consumers’
cognition; hence the firm can get the great satisfaction and trust from consumers
easily. In results, the firm which behaves in an environmentally responsible
manner is likely to achieve long-term profitability and environmental
sustainability.

As the environmental issues have worsened, most international firms have started
to use the marketing mix concept in green marketing which can achieve the firm’s
mission and vision in short periods. The firms have to identify the customers’
environmental needs and develop green products which exceed the quality
expectations of customers. Moreover, firms have to ensure that the value of the
green product on the aspect of performance, design, and visual appeal must exceed
the price of the green product. Most firms used green advertisement as a
promotional strategy which can educate consumers about the way of protecting the
environment and it also can establish the eco-centric image of the firm.
Additionally, the location of the stores must be convenient for the consumers to
access. The firms have to reduce the environmental impacts while distributing and
transporting the raw materials or finished goods. Eco-labels has been a particularly
important issue within green product development, it often provides customers
with a reliable indication of a product’s social and ecological credentials. The more
consumers willing to pay for a green product, the more firms are able to observe
the changes in demands and behavior of the consumers.

However, there are firms that implement green marketing and green product
developments inappropriately and it leads to the occurrence of problems that may
burden the firm in the future. For example, the low perceived credibility of
ecological claims in green advertisement may cause the consumers to have
negative attitude towards the firm when they go to purchase a similar product in
the future – if they are not deterred completely in the first instance. Therefore, the
marketers should structure their green marketing strategy with great care and
precision before they implement the product in to their firm. The goal of strategic
planning can keep consumers retention; as well as minimizing environmental
impacts in order to achieve long term profitability and growth.
 Conclusion
In conclusion as the environmental issues continue to rise and affect the human
activities and society we now regard them with much more concern. Most firms
and organizations have started using different sustainable development framework
which is known as green marketing and most of the organizations have
acknowledged green marketing and green products which are environmentally
friendly. It can also be used to gain profits in the market by the marketing
managers. Green marketing can also be used to preserve the environment while
satisfying the needs of the customers. As a result many companies and
organization used green marketing to increase their profits and to increase their
overall competitive advantage as many people are presently very concerned about
the environmental issues. But as the sales and profit increase there are many fake
products that claimed to be environmentally friendly but in truth used the labels to
make profits from it and still in the process of harming the environment.
Consumers want to recognize themselves with companies that claimed to be green
and are willing to pay more for a greener lifestyle. Companies that carry out green
marketing in the right place and on the right people may support the company to
achieve their competitive advantage.
 BIBLIOGRAPHY
 www.wikipedia.com
 www.googlescholar.com
 www.globaljournals.org
 www.journalofbusiness.org