Green Marketing is a holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfills stakeholder needs for a reasonable reward that does not adversely affect human or natural environment well being. 

Other definitions and concepts of Green Marketing:

  • Usually cover the political aspects, fair trade, conservation, non-profit, humanitarian, ecological, equality, social justice, neo-consumerism and CSR.
  • Green product – safety, satisfaction, sustainability, social acceptability.
  • Process of selling products and/or services based on their environmental benefits. 
  • Such a product/service may be environmentally friendly in itself or produced and marketed in an environmentally friendly way such as:
    • Being manufactured in a sustainable fashion
    • Not containing toxic materials or ozone depleting substances
    • Able to be recycled or is produced from recycled materials
    • Being made from renewable materials
    • Not making use of excessive packaging
    • Being designed to be repairable and not ‘throwaway’
    • Ethical sourcing of raw materials
  • Practiced by companies that are committed to sustainable development and corporate social responsibility. 
  • Transparency, connectivity and increased awareness of sustainability – add to the value of marketing messages
  • Respect for the community and environment 

This type of marketing can be more expensive, but it can also be profitable due to the increasing demand. 

Aspects of Green Marketing

  1. Promotion of production and consumption of quality products
  2. Fair and just dealing with customers and society
  3. Protection of ecological environment

Goals of green marketing

  1. Implementing sustainable business practices
  2. Demonstrating social responsibility
  3. Reducing expenses – packaging, transportation, energy/water usage etc. 
  4. Safe and mindful products and services


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