A STUDY ON GREEN MARKETING IN PRIVATE ORGANISATIONS

A STUDY ON GREEN MARKETING IN PRIVATE ORGANISATIONS

Aman Ekbal

Dr. Prince Kumar (Associate Professor)

Master of Business Administration (MBA)

INTRODUCTION

Although environmental issues affect all human activities, few academic disciplines have integrated green issues into their literature. This is especially true in marketing. As society has become more concerned about the natural environment, companies have begun to change their behavior to address society's "new" concerns. Some companies have quickly accepted concepts such as environmental management systems and waste reduction, and have integrated environmental issues into all organizational activities. Evidence of this is development. Past research has shown that consumers are aware and willing to 'go green." Green products refer to products that incorporate recycling strategies or are made from recycled or recyclable materials and/or use less toxic materials to reduce environmental impact. Globally, awareness of unnatural weather change and unfriendly atmospheric conditions has grown, and as a result, there is an enthusiasm for natural safety and practical measures. This issue is changing the buying behavior of the customers, and this adjustment in the buying behavior of the customers will determine the enduring patterns in the Indian and universal advertising field. A true advertiser needs to understand these changing patterns in the public and responds vigorously to this adjustment to survive in the serious market. In India, there are few companies like Video-con International and ITC that are responding to this changing behavior by including green themes in their correspondence with customers. Green theme does not have to be limited in advertising, but the idea will be veiled by the organization and its workers trying to become zero nursery emanation or contribute to the reduction of these gasses. One type of environmentally conscious behavior is natural marketing (green purchasing), which means buying and consuming products that are good for the earth. The increasing number of customers who like to buy environmentally friendly products opens the door for companies that use "environmentally friendly "" or "ecologically compatible" as a segment of their offering.

A global temperature change and the emission of ozone-depleting substances is the main problem everyone is facing today. Both governments and companies are concerned about this problem. Everyone is investing a lot of energy and progress to curb this pollution. This prompted advertisers to label and re-label their products according to their interests in this global problem. As a result, enthusiasm for green insurance and addressing climate change is skyrocketing. Numerous Indian companies have changed their brand logos to reflect their zeal and responsibility in fighting this problem. One type of environmentally conscious behavior is natural industrialism (green shopping)- - buying and spending on products that are friendly to the earth. The increasing number of customers, who willingly and with great zeal