This paper tries to provide an overview of green marketing from marketing mix point
of view. The aim of green marketing is to include environmental issues in the
marketing efforts. The idea is that marketers provide consumers with better
information about the green properties of the products offered and then they will
include this information in their purchasing decisions. This will consequently push
companies to produce products that are better from an environmental point of view.
Consequently companies have executed various green marketing strategies to meet
the demands of environmentally sensible customers as they are very much aware of
what they are consuming. For this reason they demand such products that are
environment friendly and organizations are bound to meet the requirements for their
survival in today’s competitive market. Companies that use the extreme green strategy
fully incorporate environmental issues and responsibility into their business strategies
and address issues related to marketing mix for the environment. Strategic greening
in one area may or may not be leveraged effectively in others. So, organizations must
ensure that green marketing activities are assimilated holistically, especially if they
are used in positioning or promotional activities.
