Green Marketing is a Panacea to Protect the Environment

Green marketing is a way of promoting different goods and services with a view to saving the environment. The concept of Green Marketing has slowly made its way to the market and is seeping into multinational companies and firms, to both small and large enterprises. As the name suggests, it is also a method to market eco-friendly and environmentally safe products. This method is also called ecological and environmental marketing. This article highlights how companies can spread green marketing awareness. 

What is Green Marketing?

Green marketing refers to the operations meant to generate and enable any exchanges that can help satisfy human needs and likes, by creating little or no impact on the environment.  Sustainability is the main idea behind green marketing. 

As defined by the American Marketing Association, Green marketing is promoting goods and commodities made using clean and green materials. Green marketing utilises various methods that make products eco friendly. This can be done through modifications to the manufacturing process, packaging improvements, and advertising products in a ‘green’ way to also promote the environment. 

Ecological marketing and Environmental marketing is also used to address cost and production challenges. To make any product successful and eco-friendly, everyone has to take part in it, including consumers, manufacturers, business owners and government organisations. Green marketing is all about promoting the environment and its principles’ core values. If a company promotes different brands and products via green marketing, then its users would be able to associate with the product or brand. They can also advertise sustainable development. Many marketers acknowledge that goods and services should be environmentally friendly in green marketing. But the packaging, production and distribution should be kept in mind.

The Four Ps of Green Marketing

Green marketing incorporates the following four P’s of marketing: 

• Product: Any product that is marketed should make a greater impact on consumers. The impact should be more than its competitors. Any business should look after the product to check that it is eco friendly. It must do so by identifying users’ needs and developing products to meet the environmental factors.
• Price: Any product that is eco friendly plus the prices are affordable for users is a plus point. The environment is one of the most important things that makes or breaks the product. Buyers only pay a higher price once they consider that the product is of higher value.
• Place: Eco-friendly items are widely available in most markets. But only a few users go out of their way to purchase them simply because they are environmentally friendly. In-store marketing and visually appealing displays, and the use of recycled materials can help underline the environmental and other advantages.
• Promotion: Different examples of marketing can be on-site promotions, public relations, paid advertising, sales promotions, and direct marketing. Companies that are using sustainable marketing techniques and practices will strengthen their environmental reputation.

Some Examples of Green Marketing

Green marketing is coming to be increasingly famous around the globe, especially in India. Several companies, businesses and other enterprises are actively creating awareness about this concept. There are several examples, like the State Bank of India introducing the ‘Green Channel Counter’ to protect the environment by facilitating paperless banking and deals. Indian companies such as Wipro, Tata, State Bank of India, and Nerolac incorporate green marketing into their corporate culture and are the favourite among users. 

Currently, the State Bank of India promotes and creates awareness about green marketing. All the services of this bank are paperless. Services like ‘no withdrawal form’, ‘no security slip’, and ‘no receipt for ATM agreements’ are performed virtually, as no paper is used for these services. Many people have known these services and are very happy that this concept will help in promoting eco-friendly products and help in keeping the environment safe. People in the nation have been made conscious of these services to motivate them to utilise less paper while administering banking agreements.

The second example is Kansai Nerolac Paints, better known as Nerolac. This company is committed to encouraging sustainable development. The firm has developed endless projects keeping the environment in mind. They have encouraged eco-friendly paints to keep the environment safe and created awareness about the same. 

In addition, Nerolac’s products are safe for the environment. Dangerous heavy metals such as mercury, lead, and chromium, which have adverse consequences on humans, have been eliminated from Nerolac’s commodities. Lead-based paints from buildings and other structures have been found to slowly leach into the soil and water bodies such as lakes, rivers, and streams, as per research. And to eradicate such circumstances, nerolac and other companies are taking care of all the Ps of green marketing. 

Conclusion 

In this article, we learnt about green marketing, the concept that is becoming popular nowadays. To save the environment, each company and enterprise have to improve their product so that it does not lead to environmental harm. They should ideally create awareness about the products and services.