INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT & HUMANITIES
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Title:Green Marketing, A new Trend to Promote the Green Consumerism
Abstract:Now a days meaning of the term “marketing” is moving towards “consumer satisfaction along with environment protection” through the promotional campaigns of almost every big business houses across the globe. Green Marketing is a phenomenon which has developed particular importance in the modern market. Green marketing is a way to use the environmental benefits of a product or service to promote sales. Many consumers will choose products that do not damage the environment, even if they cost more. With green marketing, advertisers focus on environmental benefits to sell products such as recyclable diapers, energy-efficient light bulbs, and environmentally safe detergents. As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable. In today's market, the choice for consumers has increased manifold with increased in the range of models. Under such circumstances, choosing an appropriate product that fits one's value propositions has become all the more important. There is no denying the fact that choice making has become very important task for a buyer, but it often does not end with that. There are additional things that they want to know before / after they buy a product. Today's marketplace is driven by the emergence of the "Green Consumer" or "Environmentalism" and will become even more responsive to products and services promising environmental responsibility well into the 21st Century. Key Words : Green Marketing, Green Consumer, Environmentalism, environmental marketing and ecological marketing.