Green Marketing - Eco-friendly Concept | MBA Courses in Bangalore

Posted by Prof. Dr. G. N. Nagaraja On 23/05/2023 07:25:44

Green marketing is a popular concept brands leverage to cater to more eco-conscious consumers. It has become an important driver for purchase decisions, as consumers also do not want to contribute to increasing their carbon footprint. mba cost in bangalore

Green marketing is a strategy that involves promoting products or services that are safe for the environment. Some alternative terms that brand today use is ‘eco-friendly’, ‘organic’, ‘recyclable’, or similar in advertisements to emphasise, they are environmentally conscious. 

Generally, in ads, brands show how they source or use raw materials or in packaging that has minimal impact on carbon emissions. As part of CSR activities, some businesses donate a certain amount to green NGOs or similar by selling their products. These activities may also be a part of a company’s business strategy that follows the environmental, social, and governance (ESG) standards. Overall, this term can also equate to ethical and transparent business practices for the well-being of both consumers, employees, and society at large. 

Objectives of Green Marketing

The common objectives of green marketing can be summed up by the following. 

  • Adherence to corporate social responsibility
  • Reducing expenses
  • Highlighting eco-friendly offerings of a company
  • Communicating the brand message
  • Implementing sustainable business practices

Green Marketing in the Marketing Mix

From a strategic point of view, many brands are now incorporating green marketing in the traditional marketing mix. 

Green Products – Brands manufacture green products using eco-friendly raw materials. These products are required to have environmental benefits when consumers use them, too. For instance, the product saves electricity or does not emit harmful gases into the environment. mba admission 2023 in bangalore

Green Prices – The cost of green products is usually higher than traditional ones. Here, brands can offer transparency in the costs involved to make consumers aware of what they are buying and why they should contribute. best mba courses in bangalore 

Green Place of Distribution – This refers to where and how the products are offered to customers. Here, packaging plays a big role. Many brands today do not use packaging made of plastic. Instead, they offer packaging that is biodegradable. Even the packaging plant is a concern, which is expected to have a low carbon footprint. mba in business analytics bangalore

Green Promotion – This refers to marketing tactics that promote the brand’s sustainable policies, environment-friendly operations, and so on. 

Benefits of Green Marketing 

Before exploring the importance of green marketing, let’s have a look at some recent facts and figures. 

  • According to a recent Deloitte report, 34% of consumers stopped purchasing from brands because they had ethical or sustainability concerns
  • Global Green Technology and Sustainability Market size is expected to reach USD 44.4 Billion by the year 2028 (Vantage Market Research)
  • More than 200 companies such as Twitter, Salesforce, and others have signed a climate pledge to reduce carbon emissions by 2040 (CNN)
  • 81% of millennial consumers look for ‘clean products, and 76% of them prefer natural/organic ingredients in their products (IBM)
  • 70% of consumers are more interested to know about the impact of sustainability of products they purchase (Futura)

The total greenhouse gas emission (production, use, and disposal) of an electric vehicle is 30% lower than a Petrol car and 23% lower than a diesel vehicle. This study was done by the Federal Ministry for the Environment, Nature Conservation, and Nuclear Safety of Germany. 

Trends and Examples of Green Marketing

There are quite a few green initiatives in India that need mention. 

  • Sustainable India (Sanatan Bharat) – This initiative is India’s response to climate change. Under it, the country has provided 100% electricity to its villages, decreasing 38 million tonnes of annual CO2 emissions. By 2030, the government plans to create 450GW of renewable energy and restore 26 million hectares of degraded land by 2030. 
  • Prosperous and Vibrant India (Samriddh Bharat) – India is one of the fastest-growing economies in the world. It is striving to hit the mark of being a USD 5 trillion economy by 2025.  According to the Division for Sustainable Development Goals of the United Nations, the country is pursuing an ‘inclusive and sustainable growth trajectory by stimulating manufacturing, building infrastructure, spurring investments, fostering technological innovation, and boosting entrepreneurship.’
  • Ban on Plastic – The Ministry of Environment, Forest and Climate Change, Government of India mentions this in the recent Plastic Waste Management Amendment Rules, 2021. It prohibits the manufacture, import, stocking, distribution, sale, and use of single-use plastic. 

Following such initiatives, many FMCG (fast-moving consumer goods) brands are now focussing on following environment-friendly practices. Some examples of brands in India are. mba in business analytics in bangalore

  • Colgate-Palmolive – Offering recyclable toothpaste tubes
  • Amazon India – Remove single-use plastic usage in packaging and replace it with paper cushions
  • Tata Metaliks Limited – Increase greenery in areas where mining and metal industries are, through natural fertilisers, water-neutral operations, etc. mba institutes in bangalore


From this it can be concluded that Green Marketing is still infancy and a lot of research is to be done on green marketing to fully explore its potential. It is the right time to adopt green marketing globally. It will come with drastic changes in the world of business. All nations should make stringent rules in this direction as it is very essential to save the earth from pollution and for sustainable development.  

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