Green Marketing: A Need of The Hour

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 minimal detrimental impact on the natural environment. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure that all organizations minimize the detrimental environmental impact of their activities. An environmentally committed organization may not only produce goods that have reduced their detrimental impact on the environment, these may also be able to pressurize their suppliers to behave in a more environmentally “responsible” fashion. Certain reasons are suggested for firms to promote increased use of Green Marketing, which are presented in this paper.