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Thank you very much for your answers and it was pleasure for me to receive answers from experienced persons. Cheers
Which industry do you think most dangerous for the society if we talk about green marketing concept? How you would suggest them to overcome the negative affect?
in green marketing the main goal is sustainability which help the investment to save the cost and resources and that return on environment
Green Marketing is all about awareness, literacy and policies of an organization. In current global environment scenario companies are slowly adapting to the global environmental norms. It is not only the most desirable way of marketing today as it is to adapt such policies, actually.
Green, enviropreneurial, sustainable and allied form of marketing are all cause related and if done holistically, in the true sense (there are lot of cynicism due to greenwashing, PR - Public Relation spin motives, over-claims or outright "economising with the truth", lobbying and worse, going on too), can make an enduring change as far as buying behavior is concerned - in existing and potential customer as well.
After a trial, an existing customer may get the value - tangible as well as intangible, from the greening effort, s/he might get satisfied/delighted or also can have a post purchase dissonance - plain old nasty shock of taking for granted. So s/he can get hooked as repeat customer or chuck it for once and all, if the effort is not genuine.
Potential customers - me too, late adapters, laggards and indifferent ones keep watching from the fence and once they get feedback from the existing customers make up mind to join the green bandwagon or not.
Green movement - be it marketing, production, accounting, supply chain or beyond, has the potential to create a differentiating effect, brand pull, good PR or at least an insurance against negative fallout and activisms, across the value chain.
If the organizations crack the complex matrix of value (cost benefit of end of the pipe saving from pollution and carbon foot print, resource optimization and long term trade offs of loyalty, price premium, if any) Greening of business (I prefer this terms than a restricted one - green marketing only) can create a positive long term effect on customers - existing and prospects.
The trick is in being plain old fashioned - stay hungry, stay foolish as Jobs said, and add to it stay honest, stay long term, there ain't no short cuts in Going Green.
