Significance Of Green Marketing And Behavioural Marketing

The world of marketing has evolved through a long course of time so far according to the changes and availability of resources all across the globe. The way it has redefined the arena and perspectives of marketing is quite noteworthy. However, the availability of resources has been one of the significant approaches towards how ideal marketing should be done. In the same thread, a new approach has crept into the world of marketing, namely, ‘green marketing’. The main question is why it is getting popular among various marketers and why it is considered an ideal mode of marketing. Here is a brief overview of green marketing stating why it is significant for one and all. 

Green Marketing: An Introduction

As a matter of fact, green marketing refers to the process of providing goods and services to the target customers which is based on environmental benefits. In other words, it can be perceived that the marketing of such a particular product or service, which is environment-friendly in nature. Even from the perspectives of the consumers of those products, there is no harm associated with services they are availing of, deals with the ‘greenness’. Adding more to this they also have an approach that they might have to pay more for the environment-friendly products as compared to the alternatives that they might purchase. However, this ideology of the target customers has not been proved as a conclusion. 

Types Of Products That Are Considered As ‘Green’

There are certain definitions of the ‘green’ products, in case it follows the following criteria:

• A product or service can be considered green if it focuses on conserving water and energy.
• If it proves out to be successful in preventing its contribution to air, land, and water pollution.
• If it is safe for the indoor quality of air.
• In case, there is the use of renewable, responsible, and sustainable material for the production of the products or services.
• If there is a comparatively less adverse impact on the environment. 
• In case, the product is manufactured in an environment-friendly manner. 

Core Skills Required For The Green Marketing

In the case of green marketing, there are mainly three core skills required that marketers have to focus on. These are as follows:

• Marketers need to be genuine in their products, customers, and campaigning. 
• It is the responsibility of marketers to educate their customers.
• It is also mandatory for marketers to let their customers participate in the eco-friendly approach of their marketing.

Why Is Green Marketing Opted By Marketers?

Following are some of the reasons why marketers are choosing green marketing for selling their products and services to their target customers. These are as follows:

• It is highly opportunistic marketing.
• There is a social responsibility associated with this type of marketing.
• There is some kind of governmental pressure of various countries over the marketers.
• The bar of the competition is raised to a new level.
• There is much cost reduction with the help of green marketing.

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