Green Marketing is environment-friendly, sustainable and socially responsible. But Green Marketing has its own challenges. Elaborate on the statement. (12)
Answers
As society becomes more concerned with the natural environment, businesses have begun to modify their behaviours in an attempt to address society’s new concerns. Some businesses have been quick to accept concepts such as environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities.
Green marketing is environment friendly, sustainable and socially responsible. According to the American Marketing Association, ‘green marketing is the marketing of products that are presumed to be environmentally safe’.
Challenges of Green Marketing:
1. Green products require renewable and recyclable material, which is costly.
2. Problems of deceptive advertising and false claims.
3. Requires a technology, which requires huge investments in research and development.
4. Majority of the people are not aware of green products and their uses.
5. Majority of the consumers are not willing to pay a premium for green products.
6. Educating customers about the advantages of green marketing.
Companies such as Tata Motors, Maruti Suzuki, Canon, Toyota, Philips, NTPC and McDonald’s follow green marketing. Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing.
Green marketing should not be considered as one more approach to marketing. It has to be pursued with much greater vigour as it has environmental and social impact. With global warming looking largely, it is important that green marketing becomes the norm rather an exception, or just a fad.
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