期刊名称：International Journal of Innovative Research in Science, Engineering and Technology
印刷版ISSN：2347-6710
电子版ISSN：2319-8753
出版年度：2014
卷号：3
期号：8
页码：15130
DOI：10.15680/IJIRSET.2014.0308093
出版社：S&S Publications
摘要：Environmentally safe products is the concept of Green marketing. It is the marketing of products that arepresumed to be environment friendly and safe. This incorporates a huge range of activities including product modification,change to the production process, packaging changes as well as modifying advertising.Green marketing is a part of new marketing approach which doesn't just refocus , adjust or enhance existing marketingthinking and practice, but seeks to challenge those approaches and provide a substantially different perspective. The legalimplications of marketing claims 'call for caution' as they address the lack of fit between marketing as it is currentlypracticed and the ecological and social realities of the wider marketing environment.It is a misconcept unfortunately majority of the people believe that green marketing refers loosely to the promotion andadvertising of products with environmental-characteristic terms like phosphate free, recyclable, refillable, ozone friendlyand environmental friendly are some of the phrases that consumers often associate with green marketing but it is applied inmuch broader concept to consumer goods, industrial goods and even services.The emerging green house gas reductionmarket can potentially catalyse projects with important local, environmental, economic and quality of life benefits. TheKyoto Protocol's Clean Development Mechanism(CDM) for example, enables trading between industrial and developingnations, providing capital flows to the environmentally friendly development activities.Green washing has become a central feature of debates about marketing, communications and sustainability, with 'awards'established for green washing and numerous campaigns, law and advices developed in an attempt to reduce or curb it . 'Ecolabels' has become a controversial issue. an individual's belief that an environmental claim lacks honesty, can have anegative effect on attitude towards a brand. If on the other side the individual grants credibility to the claim, the individualwill behave more respectfully towards the environment.
