The Impact of Green Marketing Practices on Consumer Buying Decision

Abstract

Green Marketing becomes the new trend orientation of companies in the world, especially in the developed countries, where it represents one of the new faces of modern marketing. Concept of green marketing concerns with protection of ecological environment. Modern marketing has created a lot of problems. Growth in marketing activities resulted into rapid economic growth, mass production with the use of advanced technology, comfortable and luxurious life, style, severe competition, use of unhealthy marketing tactics and techniques to attract customers, exaggeration in advertising, liberalization and globalization, creation of multinational companies, retailing and distribution by giant MNCs, etc., created many problems. Green Marketing is also known as environmental marketing or sustainable marketing. It refers to all activities that facilitate any exchange intended to satisfy human needs and wants in such a way that the satisfaction of the said needs and wants occurs with the minimum detrimental impact on the natural environment. As Human desire and its nature extends beyond are limitless, which has given spike increase and have been augmented the interest among customer worldwide concerning protection of environment. Growing concern towards ecological imbalance has provided greater environmental attention towards choice of customer handpicking products and there is a need of paradigm shift within this manner have resulted business corporation to rethink on their societal concern and their function in reaching sustainable improvement with green products being marketed as a self-sustained marketing eco-products is a brand new concept is catching up business eco-requirements. In this paper, several approaches of green marketing which helps protecting the environment are described and discussed. Its other aspects like profitability, cost effectiveness, etc. are also discussed.