GENERATIONS OF GREEN MARKETING

GENERATIONS OF GREEN MARKETING

Dr. P. Jeyabharathy

Assistant Professor,

School of Youth Empowerment

Madurai Kamaraj University

Co-author

D.GIDEON ABISHEK RAJ

Research Scholar,

Business Administration

Madurai Kamaraj University

Abstract

Marketers were sales oriented and employed short-term profit maximization techniques. However, with the progress of globalization, privatization and liberalization, we are witnessing rapid economic growth through the free drive of goods and services and increased consumption around the world. To meet the needs and requirements of consumers, manufacturers must create new products or make changes to existing products. The industrial revolution has led to rapid urbanization and increased consumer expectations for products. On the one hand, the advancement of new technology leads to consumer expectations for the fulfillment of necessities, but on the other hand, the manufacturing process of products leads to environmental degradation leading to pollution of rivers, water bodies, global warming, non-renewable End of energy source. As the environment deteriorates, this becomes a cause for considerable concern. Understanding consumer needs without violating environmental laws or revenue has become a major problem for marketers. It is therefore the responsibility of every company/organization to contribute to the quality of their services rather than engaging in green spinning.

Keywords: Green marketing, Marketing, Generations of Green marketing.