Environmental Marketing: A Strategy towards Sustainability

Environmental Marketing has recently emerged as one of the most important marketing techniques in the present Global Business Environment. It is a holistic marketing concept and is perceived as a promotional tool in order to build the trust of the customers. The planet is facing a severe threat of sustainability due to increasing environmental pollution and degradation, and global warming as a result of energy crisis and greenhouse gas emissions. This phenomenon is being realized by everyone with the frequent occurrence of natural disasters. The society is more concerned with natural environment and hence the organizations have begun to modify their businesses to address the societies these new concerns. Marketing, being the major concern in business, should catch such a phenomenon as an opportunity and use environmental marketing campaign to address the environmental issues. If the firm wants to be in green business and green marketing, the first and the foremost thing is to make sure that the consumer is aware about environmental issues that the product (green product) attempts to address. It should also make sure that customers are delighted with the product and its value added benefits.