Jagale, Chetan N.; Dalvi, Sharad D.
January 2013
Researchers World: Journal of Arts, Science & Commerce;Jan2013, Vol. 4 Issue 1, p122
Academic Journal
Since time immemorial, human beings are using natural resources for their own benefits. But with this selfish and unsystematic use, it seems that we forget, some of these resources are nonrenewable. We know that if we don't use them properly, our next generation will suffer for the scarcity of such resources which may hamper their development and after a period of time; also affect their survival. Marketing is related with all the processes; right from production to Consumption. So knowingly or unknowingly, marketing is also one of the contributors for this detrimental human act. Green or Environmental marketing is a marketing where human needs are satisfied with minimal detrimental impact on the natural environment. Green marketing includes consumer goods, Industrial Goods and services sector as well. So manufacturing and distribution of such products and services creates ecological imbalance. Innovating and developing of such manufacturing and distribution process having least threat to the environments is a big challenge in front of today's business houses. Ultimately Green marketing incurs extra cost to the manufacturer or service providers, but all the stakeholders should be ready to bear that cost. Business firms have already started to respond to Green marketing concept by adopting and practicing new strategies. The most important advantage of Green marketing is competitive advantage by having eco-friendly product. At the same time, it should be accepted by all that it is everyone's responsibility towards society. Thinking by this way, we are putting a small step towards our future betterment and that of next generation.


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