green marketing


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Presentation Transcript

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In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. The implications of the destruction of the forests , the appearance of ‘ holes ‘ in the ozone layer etc were widely published and created a wave concern about the destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products .This has created some impact on marketing .

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Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way.

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Many manufacturers have recognized environmental concerns as a source of competitive advantage and have developed products with a green image

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Macdonald’s have stopped packaging their hamburgers etc in polystyrene containers and now use cardboards which comes from a renewable resource and is biodegradable or recyclable .

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The production process is compatible with ecosystem It is compatible with goals of the company It satisfies the consumers REQUIREMENTS

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Eco label is an environmental claim that appears on the packaging of a product .It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels. The government of India launched an Eco-mark Scheme in 1991 to increase consumer awareness in respect of environment friendly products.The aim of the scheme is to encourage the customers to purchase those products which have less harmful environmental impact. ECO LABELLING

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Improvement of image and sales of products Manufacturer’s being more accountable to environmental impacts. Consumer’s awareness that their choice of product do affect the environment as some products are less damaging to environmental than others Eco labeling leads to


OPERATON OF ECO-MARK SCHEME OF GOVERNMENT OF INDIA 3 stages led to award of eco-mark in India The Steering Committee of the MEF determines the product categories for coverage under the scheme and to formulate strategies for implementation and future developments of the scheme. The second stage is the identification of specific products to be selected and the individual criteria to be adopted by the Technical Committee of CPCB. In the third stage the Bureau of Indian Standards (BIS) is to certify the product and formulae contract with the manufacturer allowing the use of eco-mark.

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Products to meet the relevant standards of BIS. Manufacturers to produce documentary evidence in regard to compliance of EPA.Water and Air Acts and other rules and regulations such as Prevention of Food Adulteration Act and rules made there under. The product to display the list of critical ingredients in descending order of quantity present. The packaging to display the criteria based on which the product has been labelled environment friendly. The material used for packaging to be recyclable./ reusable /biodegradable. The products to be accompanied by detailed instructions for proper use. CRITERIA FOR ECO-MARK

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STATUS FOR ECO-MARK DEVELOPMENT Soaps and detergents Paper Food items Lubricating oils Packaging materials Paints and powder coatings Batteries Electrical / electronic goods Food addition Wood substitutes Cosmetics Aerosol propellants Plastic product Textiles Fire extinguisher Leather

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