Go Green! Green Marketing- An Innovative Approach to Success

Abstract

Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment Currently, there is escalating awareness among consumers all over the world concerning the protection of the environment. The growing awareness among the consumers regarding environmental protection had inculcated the interest among people to bestow a clean earth to their progeny. Various studies by environmentalists indicate that people are more concerned about the environment and are changing their behavior pattern to be less hostile towards it. Now we can see that most of the consumers, both individual and industrial, are becoming more concerned about environmentally friendly products. Most of them believe that environmentally friendly products are safe to use. Now is the era of recyclable, non-toxic and environment-friendly goods. As a result, green marketing has emerged, which aims at marketing sustainable and socially responsible products and services in society. This has become the new mantra for marketers to satisfy the needs of consumers and earn better profits.