Marketing of Greener Products: Trends and Practices

Marketing of Greener Products: Trends and Practices

Subhasis Sen (Symbiosis International University (Deemed), India), Kannan Rajagopal (Symbiosis International University (Deemed), India), and Kinkini Bhattacharjee (Katwa College, India)
DOI: 10.4018/978-1-5225-8547-3.ch017
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The objective of the chapter is to discuss different aspects of marketing of greener products with some secondary source information. The theoretical analysis and the data reveal that there have been increasing implications of different generations towards greener or ecological products. More specifically, the younger generations prefer the greener products more as compared to older population.
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Why Is Green Marketing Important?

The question of why green marketing has increased in importance is quite simple and relies on the basic definition of Economics: Economics is the study of how people use their limited resources to try to satisfy unlimited wants.

Key Terms in this Chapter

FMCG: Fast-moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost. Examples include non-durable goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.

Green Marketing: It is related to buying and selling of environment friendly products.

Environmental Product: The products which are environment friendly.

Millennial: This is the range of population lying in the young generations.

Green Consumer: It refers to the consumers who opt for greener products.

Sustainability: It refers to the process of production and consumption maintaining the health of environment.

Ecolabels: It establishes a means for customers to make a choice which has less environmental consequences.

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