Green Marketing: Leads to Product Innovation
Green Marketing: Leads to Product Innovation
By:
Prof. Manjusha Kadam, Faculty of marketing
Novel Institute of Management Studies
Affiliated to AICTE approved by university of pune
Mail id : manjukadam@gmail.com
Ph : 9226787839
Abstract:
All of mankind has limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. In market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry. The paper clearly states the tremendous opportunities and challenges in the product innovation through the green marketing concept.
Introduction
Yet defining green marketing is not a simple task. Other similar terms used are Environmental Marketing and Ecological Marketing. The term green marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing"
According to American Marketing Association Green Marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Green marketing is such a hot topic now a day. The market for green products are estimated approximated $209 billion. Rising energy prices, concern over climate change and water shortages, health concern and economic factors are all driving consumers to reassess
By:
Prof. Manjusha Kadam, Faculty of marketing
Novel Institute of Management Studies
Affiliated to AICTE approved by university of pune
Mail id : manjukadam@gmail.com
Ph : 9226787839
Abstract:
All of mankind has limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. In market societies where there is "freedom of choice", it has generally been accepted that individuals and organizations have the right to attempt to have their wants satisfied. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green marketing looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry. The paper clearly states the tremendous opportunities and challenges in the product innovation through the green marketing concept.
Introduction
Yet defining green marketing is not a simple task. Other similar terms used are Environmental Marketing and Ecological Marketing. The term green marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing"
According to American Marketing Association Green Marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Green marketing is such a hot topic now a day. The market for green products are estimated approximated $209 billion. Rising energy prices, concern over climate change and water shortages, health concern and economic factors are all driving consumers to reassess