Meaning of green marketing
The negative impact of human activities on the environment is a matter of concern today. Governments all over the world are making efforts to minimize human impact on the environment. Today our society is more concerned with the natural environment. Understanding society’s new concerns, businesses have begun to modify their behavior and have integrated environmental issues into organizational activities. Governments all over the world have become so concerned about green marketing that they have attempted to regulate them.
Green marketing is the marketing of products that are presumed to be environmentally preferable to others. Thus green marketing incorporates a broad range of activities including product modification, changes to the production process, sustainable packaging as well as modifying advertising.
Definitions of green marketing
Green marketing is the marketing of products that are presumed to be environmentally safe. American Marketing Association
Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with a minimal detrimental impact on the natural environment. Polonsky
Green marketing is integrating business practices and products that are friendly to the environment while also meeting the needs of the consumers. Pearson