Green marketing - An innovative marketing tool

Authors

  • Jatinder Kaur Gabria Research Scholar, Department of Management, Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (deemed to be university), Mullana, Ambala, Haryana, India
  • Meenu Gupta Associate Professor, Department of Management, Maharishi Markandeshwar Institute of Management, Maharishi Markandeshwar (deemed to be university), Mullana, Ambala, Haryana, India

DOI:

https://doi.org/10.37591/ecft.v6i1.2063

Keywords:

Green marketing, green product, eco-friendly, pollutant free, opportunities and challenges

Abstract

The concept of marketing started to dominate all business houses during 1950s and this domination continues till date. In initial phase of marketing the focus area was to produce the efficient goods for customers without analyzing their current need. The aim to do so was to attract more and more customers toward the product, but with passage of time a drastic change has been observed in concept of marketing. According to new marketing philosophy, “a market should make what it can sell, instead of trying to sell what it has made”. In simple words the new marketing concept is customer centered. The customer creating, keeping and satisfying has become the primary objective of every marketer as this help the organization in achieving the aim of persistent growth by attracting more customers.  In order to achieve larger market area a new concept of marking is also introduced known as “Green Marketing”. Green marketing focus on producing eco-friendly product that are pollutant free and safe from ill hazardous effect and because of such trades it has become one of the most popular types of marketing from early 1990s to till date. Green marketing approach has become successful in attracting a lot of customers from various segments of society. This paper tries to explain the new innovative marketing concept known as Green marketing. Moreover, paper also tries to highlight the opportunities and challenges that are associated with Green marketing in current scenario.

Keywords: Green marketing, green product, eco-friendly, pollutant free, opportunities and challenges


Cite this Article

Jatinder Kaur, Meenu Gupta. Green Marketing: An Innovative Marketing Tool. E-Commerce for Future and Trends. 2019; 6(1): 26–30p.

Downloads

Published

2019-05-15

Issue

Vol. 6 No. 1 (2019)

Section

Research Articles

License

Declaration and Copyright Transfer Form

(to be completed by authors)

I/ We, the undersigned author(s) of the submitted manuscript, hereby declare, that the above manuscript which is submitted for publication in the STM Journals(s), is not published already in part or whole (except in the form of abstract) in any journal or magazine for private or public circulation, and, is not under consideration of publication elsewhere.

  • I/We will not withdraw the manuscript after 1 week of submission as I have read the Author Guidelines and will adhere to the guidelines.
  • I/We Author(s ) have niether given nor will give this manuscript elsewhere for publishing after submitting in STM Journal(s).
  • I/ We have read the original version of the manuscript and am/ are responsible for the thought contents embodied in it. The work dealt in the manuscript is my/ our own, and my/ our individual contribution to this work is significant enough to qualify for authorship.
  •  I/We also agree to the authorship of the article in the following order:

Author’s name                                    

 

1. ________________

2. ________________

3. ________________

4. ________________

 

We  Author(s) tick this box and would request you to consider it as our signature as we agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal.