A Study on Impact of Green Marketing in the Society with reference to Coimbatore City

ICIMP-2018 | SPECIAL ISSUE | SEP-2018 | Published Online: 03 October 2018    PDF ( 256 KB )
Author(s)
Dr. S.Kalavathi 1; Mrs. S.Rukshana Begum 2

1Assistant Professor, Department of Commerce Government Arts College Coimbatore (India)

2Assistant Professor, Department of B.Com(CS&IT) VLB Janakiammal College of Arts and Science, Coimbatore (India)

Abstract

Environmental issues have gained importance in business as well as in public life throughout the world. It is not like that a few leaders of different countries or few big renowned business houses are concerned about the day to day deterioration of oxygen level in our atmosphere but every common citizen of our country and the world is concerned about this common threat of global warming. So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their Attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel of overall corporate strategy; along with manipulating the traditional marketing mix(product, price, promotion and place) , it require an understanding of public policy process. So we can say green marketing covers a broad range of activities.

Keywords
Green Marketing, Environment, Marketing, Consumer
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