Green Marketing: A Tool for Competitive Advantage

Abstract

There is a growing concern for environmental conservation all over the globe. Environmental issues influence all human activities. Few academic disciplines have already integrated green issues into their literature. The new challenges we face are environmental degradation. Environmental degradation, which was not much a concern until recently, has started to accelerate. Particularly the urban areas have to tackle this issue in a holistic manner in order to ensure sustainable solution, both economically and environmentally. The concept has a crucial importance for the sustainable development of an organization, the country and the whole globe.

In this connection, green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Companies all over the world are striving to reduce the impact of products and services on the climate and other environmental parameters. Marketers are taking the cue and are going green.In this research paper authors have endeavor to acknowledge certain areas of green marketing and environment protection and the problems to be faced with. The objective of the study is to identify the essentials that motivates for businesses to opt for green marketing. Is also makes an attempt to find out whether green marketing perspective can lead a Company to above average performance vis-à-vis competitors? Questionnaire method used as primary sources and secondary sources are used to reveal important insights with broad conceptual framework of green marketing, some case studies of the companies worldwide as well as of India with green perspective. The approach of this study is descriptive type, Percentile method and hypothesis testing with Chi-Square Test has been used for the data analysis purpose. Survey conducted is of 80 respondents to find the awareness regarding the green products in general and for the battery operated vehicles in particular.