Green marketing Mrs. Shafaat Fati*, Sultan Arif** *Sr. Lecturer, Technical Education & Research Institute (TERI), P.G. College, Ghazipur **Lecturer, Technical Education & Research Institute (TERI), P.G. College, Ghazipur Abstract Today there is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers’ minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers’ efforts to do so in real life have remained sketchy at best. One of green marketing’s challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensus—by consumers, marketers, activists, regulators, and influential people—has slowed the growth of green products, says Makower, because companies are often reluctant to promote their green attributes, and consumers are often skeptical about claims. The popularity of such marketing approach and its effectiveness is hotly debated. Supporter’s claim that environmental appeals are actually growing in number–the Energy Star label, for example, now appears on 11,000 different companies’ models in 38 product categories, from washing machines and light bulbs to skyscrapers and homes. The difference is, however, that green—rightfully so—is on the wane as the primary sales pitch for products. As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization’s objective. So green marketing is inevitable. This paper will cover all the aspects regarding green marketing, its issues, benefits, and practices by different companies. Top Keywords Social Marketing, Green Marketing, Socially responsible Products & Companies, Green Products. Top |