Explain : Green Marketing

Green Marketing is a relatively new concept, which involves the promotion of products and services which are safe for the environment. It involves development, manufacturing, promotion, distribution, consumption, and disposal of the products and services in a sustainable fashion so that least damage is caused to nature.

In this way, the marketing of the company’s offering is done on the basis of its environmental advantages. Activities may include product adjustment, change in the process of production, change in advertising and sustainable packaging of products.

The primary aim is to reduce the adverse effects of the products and its consumption and disposal, on the environment. This means that the products and services are either eco-friendly or produced in an eco-friendly manner, which does not harm the environment.

Objectives of Green Marketing
The objectives of green marketing are boiled down in the points given below:

-To adhere to corporate social responsibility.
-To reduce expenses.
-To showcase how environment-friendly the company’s offerings are.
-To communicate the brand message
-To implement sustainable and socially accountable business practices.

Example
-Whole Foods: An American supermarket chain, owned by Amazon, known for selling organic products, which does not contain hydrogenated fats, flavours, preservatives, sweeteners, flavours and artificial colours.

-Starbucks: Starbucks is the largest coffeehouse chain in the world with a presence in more than 70 countries. It promotes sustainable practices to grow coffee.

-The Body Shop: A British cosmetic and skincare giant, which offers products which are cruelty-free, and use natural ingredients.

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