INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue IV, April 2025

www.ijltemas.in Page 750

A study of Green Marketing & its placement in Indian Market

Snehal Masurkar, Amol Ankush

Indira Global School of Business, Pune

DOI: https://doi.org/10.51583/IJLTEMAS.2025.140400088

scope of the products and its usability for the industry along with the consumers.

Keywords: Green Marketing, Eco-friendly, Awareness

I. Introduction:

Nowadays consumers tend to be more vigilant and proactive when it comes to buying and using a certain product. People are well

informed of the products available and also want to know as much as possible about its constituents and its impact on their body.

As compared to the rest of the products they use daily, there mindfulness increases. That is why they decide to purchase goods

which do not harm the environment and nature. There are very many companies nowadays which are increasingly socially

responsible for protecting the environment and which in there turns make sustainable products fully devoid of their scope of

application or hostile to the nature. In this case, these companies are proving that it is green marketing and promotion of any

program, project, initiative, or business activity that uses the color green to signify environmental friendliness.

people all over the globe regarding the preservation of the civilization for the future, people desire the leave a clean world for the

future generation. Different studies regarding the environment prove that nations are changing their behavior and doing less harm

through their actions. It is becoming clear that the majority of consumers, including individual and business, are becoming more

concerned with using products and services that are friendly to the environment.

Green Marketing Issues -

Green products require recyclable and sustainable materials, which can be costly. This calls for a technology that necessitates

significant research and development expenditures.

Water treatment technology, which is too costly

The majority of people are unaware of green products and their uses.

The majority of consumers are unwilling to pay more for environmentally friendly products.

The steps listed below allow us to characterize green products:

1. Grown original products.

2. Materials that are biodegradable, recyclable, and reusable.

3. Products made using natural ingredients.

4. Goods that include non-toxic chemicals and recycled materials.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue IV, April 2025

www.ijltemas.in Page 751

5. Characteristics of chemical products with licenses.

6. Goods that don't pollute or damage the atmosphere.

7. Things which will not be examined on cattle. 8. Products that come in eco-friendly packaging, such as refillable or reusable

containers.

Mix of Green Marketing

Products with ecologically friendly packaging. For example, McDonald's switched from plastic clamshells to paper packaging.

Products with green labels, provided they provide evidence.

A lot of consumers are prepared to spend more for organic products that live up to the quality promise. Organic butchers, for

instance, promote extra qualities like flavor and tenderness.

Price

Pricing is a key component of the marketing mix. The majority of customers are willing to pay more if they believe the product

has additional value. This value can improve efficiency, feature, design, aesthetic appeal, or taste. Environmental advantages are

usually an added benefit, but they can determine if a product is of equal quality and value. Responsible for the climate However,

things like non-hazardous items, water-efficient printers, and cars with low fuel use are also less expensive when product life cycle

costs are considered.

Promotion

Promoting goods and services to target audiences is done through paid advertising, public relations, promotional ads, direct

marketing, and on-site promotions. Astute green marketers could enhance their environmental reputation by utilizing sustainable

marketing and communications tools and techniques. For instance, a lot of companies in the financial industry provide electronic

statements by email. E-marketing is gradually taking the place of more traditional marketing strategies, and printed goods can be

produced with eco-friendly techniques like waterless printing and recyclable materials. For instance, in order to promote their

environmental contribution, merchants recognize the value of forming alliances with other companies, environmental advocacy

groups, and research institutions.

Under the auspices of the Go Green Environment Fund, certain shops provide shopping bags in an effort to reduce the usage of

plastic bags and promote their environmental commitment. Effective green marketing relies on credibility.

Important laws include:

Environment Protection Act (1986): Gives the government the authority to take action to protect the environment and lays the

groundwork for eco-compliance.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue IV, April 2025

www.ijltemas.in Page 752

Plastic Waste Management Regulations (2016, revised in 2022): Encourage brands to promote eco-friendly packaging and

encourage the reduction and recycling of plastic.

E-Waste (Management) Rules (2016): Encourage businesses to install e-waste collection systems, which are frequently advertised

in their advertising.

The Energy Conservation Act of 2001 prompted the labeling of appliances with energy efficiency ratings, which are now utilized

as promotional tools by companies such as Samsung and LG.

Automotive standards (BS-VI): compel automakers to develop cleaner engines, which are promoted as "green" substitutes.

Rewards and Financial Assistance

energy, etc.

GST concessions and tax rebates for environmentally friendly products such as biodegradable goods and electric vehicles.

Public Campaigns & Standards- The Clean Ganga Mission and Swachh Bharat Mission raise public awareness, which in turn

increases demand for environmentally friendly products.

The Bureau of Energy Efficiency (BEE) and ISI certifications offer acknowledged indicators of sustainability and quality that are

frequently emphasized in advertising.

Extended Producer Responsibility (EPR) encourages businesses to demonstrate accountability through their branding (e.g., recycled

packaging).

Promotion of Startups & Green Entrepreneurs - Startup India and Atal Innovation Mission assist green startups, many of which use

sustainability as the foundation of their brand identity.

themselves.

To know the need of green marketing.

To study the issues related green products and sales.

II. Literature Review

From Prothero, A. In the July 1998 issue of the 'Journal of Marketing Imperial Journal of Management' concentrating on green

marketing, (1998) introduced several papers addressed. This included a reference to the need to review current literature on green

marketing, an observational analysis of marketing managers from the United States and Australia, an overview of what a green

alliance in practice looks like in Great Britain ecotourism and Green Marketing Definitions.

From Prothero, A. & Fitchett's, J.A. (2000) believed that by using the features of commodity culture to further advance

environmental goals, greater ecological enlightenment can be secured by capitalism. Not only does marketing have the ability to

contribute to the development of more productive forms of society, but as a central agent in the activity and proliferation of the

Karna, J., Hansen and E. & Juslin, H. and H. In voluntarily adopting environmental marketing and finding competitive advantage

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue IV, April 2025

www.ijltemas.in Page 753

proposed to assess the perception of environmental justice among customers and their ability to bear the costs associated with it.

Green marketing refers to the marketing of products and services that are presumed to be environmentally safe. Green marketing is

different from traditional marketing, as green marketing focuses on promoting environmental friendly products. These activities

are rapidly growing across the globe and have an important role in creating awareness among the consumers regarding the eco-

Concept Proposed

Ways to Go Green

1. Switch to fluorescent light bulbs that are lightweight.

4. Drive less, which will save fuel.

5. Recycle more.

6. Switching to green electricity, using non-conventional resources such as solar, etc.

III. Conclusion

In the Indian market, consumers are also prepared to pay a premium for eco-friendly products. One issue that keeps coming up is

that current levels of consumption are unsustainable and excessive. Therefore, there is a need for green marketing as well as a shift

in consumer behavior and mindset toward more ecologically friendly lifestyles. Customers must ultimately decide whether they

are willing to pay for a healthy society through green marketing, which is probably achieved through more expensive goods, altered

personal habits, or perhaps government intervention.

Since green marketing involves an environmental and social component, it must be implemented with much more vigor than other

marketing strategies.

Helping consumers understand the value of green products and their advantages over non-green ones is another duty of advertisers.