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What is Green Marketing?

Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself, or produced and/or packaged in an environmentally friendly way.

 

Answers.com says: “Environmentally-responsible or “green” marketing is a business practice that takes into account consumer concerns about promoting preservation and conservation of the natural environment. Green marketing campaigns highlight the superior environmental protection characteristics of a company’s products and services, whether those benefits take the form of reduced waste in packaging, increased energy efficiency in product use, or decreased release of toxic emissions and other pollutants in production.

 

As the Encyclopedia of the Environment noted, marketers have responded to growing consumer demand for environment-friendly products in several ways: “by promoting the environmental attributes of their products; by introducing new products; and by redesigning existing products—all components of environmental marketing.” Indeed, marketing campaigns touting the environmental ethics of companies and the environmental advantages of their products have proliferated in recent years.”

 

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