ASHA PRIYA GOUDGITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY.

WHAT IS GREEN MARKETING?

• green marketing is the marketing of products that are presumed to be environmentally safe.

A SIMPLE DEFINTION

• In simple terms it refers to the process of selling products and/or services based on their environmental benefits.

• Such a product may be environmentally friendly in itself or produced and/ or packaged in this way.

In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment.

The implications of the destruction of the forests , the appearance of ‘ holes ‘ in the ozone layer etc were widely published and created a wave concern about the destruction of our natural environment.

Therefore many consumers are in favour of eco-friendly products .This has created some impact on marketing .

Mutual benefit A competitive edge Rising green demands of

customers Higher profit margin

• Many manufacturers have recognized environmental concerns as a source of competitive advantage and have developed products with a green image

Eco label is an environmental claim that appears on the packaging of a product .It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels.

The government of India launched an Eco-mark Scheme in 1991 to increase consumer awareness in respect of environment friendly products. The aim of the scheme is to encourage the customers to purchase those products which have less harmful environmental impact.

ECO LABELLING

• Improvement of image and sales of products

• Manufacturer’s being more accountable to environmental impacts.

• Consumer’s awareness that their choice of product do affect the environment as some products are less damaging to environmental than others

Eco labeling leads to

OPERATON OF ECO-MARK SCHEME OF GOVERNMENT OF INDIA

• 3 stages led to award of eco-mark in India

The Steering Committee of the MEF determines the product categories for coverage under the scheme and to formulate strategies for implementation and future developments of the scheme.

The second stage is the identification of specific products to be selected and the individual criteria to be adopted by the Technical Committee of CPCB.

In the third stage the Bureau of Indian Standards (BIS) is to certify the product and formulae contract with the manufacturer allowing the use of eco-mark.

The product to display the list of critical ingredients in descending order of quantity present.

The packaging to display the criteria based on which the product has been labelled environment friendly.

The material used for packaging to be recyclable./ reusable /biodegradable.

The products to be accompanied by detailed instructions for proper use.

CRITERIA FOR

ECO-MARK

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STATUS FOR ECO-MARKET DEVELOPMENT

1. Soaps and detergents2. Paper3. Food items4. Lubricating oils5. Packaging materials6. Paints and powder

coatings7. Batteries8. Electrical / electronic

goods9. Food addition10.Wood substitutes11.Cosmetics12.Aerosol propellants13.Plastic product14.Textiles15.Fire extinguisher16.Leather

THE DARK SIDE OF GREEN

ONE BIG GREEN LIEFord Motor Company

In 2004 one print ad read, "Green vehicles. Cleaner factories. It's the right road for our company, and we're well underway."

But it only planned on producing 20,000 of its Hybrid SUVs per year, while continuing to produce almost 80,000 F-series trucks per month

CONSEQUENCES

Greenwashing is misleading

Could result in consumer and regulator complacency

May also engender cynicism