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ABSTRACT

Environmental marketing (popularly known as Green marketing) refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be eco-friendly in it or produced and/or packaged in an environmental friendly way. There were three long phases in the evolution of the much glorified green marketing. The first phase was known as the ecological phase. The second phase was called the environmental phase. The third phase is termed as the sustainable phase. Unfortunately, green marketing approach is largely used as a publicity stunt by the corporate houses in order to make a difference in the consumer‟s point of view. To avoid green marketing short-sightedness, the future success of product dematerialization and more sustainable services will depend on convincingly communicating and delivering consumer-desired worth in the marketplace.

۱٫ INTRODCTION

The term Environmental Marketing (popularly known as Green Marketing) came into prominence in the late 1980s and early 1990s. It began in Europe when specific products were identified as being harmful to the earth‟s atmosphere. As a consequence, new “green” products were introduced that were less damaging to the environment. The American Marketing Association (AMA) held the first workshop on “Ecological Marketing” in 1975.The proceedings of this workshop resulted in one of the first books on green marketing entitled “Ecological Marketing”.