GREEN MARKETING AND ITS IMPACT

Abstract

Green marketing, also known as Environmental marketing or Ecological marketing, includes all the marketing activities of the firm, starting from conceiving the product idea to the actual sale of the product, which are designed with the objective to either create a positive impact or reduce the negative impact of its products on the environment. This is done in order to cash in on growing customers’ concern about environmental degradation. Simply stated, green marketing sells the idea of relatively superior environmental characteristics of a company’s product and service offerings.