International Journal of Managment, IT and Engineering
Year : 2012, Volume : 2, Issue : 3
First page : ( 123) Last page : ( 130)
Online ISSN : 2249-0558.

Strategic green marketing need of the hour

Dr. Muthusamy A.

Department of International Business and Commerce, Assistant professor, Alagappa University, Karaikudi, Tamilnadu

Online published on 26 June, 2013.

Abstract

Now-a-days Corporate Houses are becoming more concern about their social responsibilities. They have taken social responsibilities as a good strategic move to build up an image in the heart of consumers. Now marketers utilize the resources efficiently without waste as well as to achieve the organization's objectives. Green marketing should not neglect the economic aspect of marketing. Marketers and consumers need to understand the implications of green marketing. This is an opportunity to enhance the product's performance and strengthen the customer's loyalty and command a higher price. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. There is growing interest among the manufacturers and consumers all over the world regarding protection of environment through green products. Worldwide evidence indicates that people are concerned about the environment protection and are changing their buying behavior. Green marketing is a strategy to build up its image rather than inculcate it as a part of policy and work silence. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment. This paper attempt to highlights concept of green-marketing, importance of green marketing; examine some reasons that make the Corporate Houses interested to adopt green marketing; it also highlights some problems that organization may face to implement green marketing.

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