Green Marketing

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The conclusion highlights the lack of reliable policies and a marketing mix is proposed.The marketing field is slowly diversifying with the introduction of the new environment marketing or more popularly known as green marketing. Consumers and producers are becoming more sensitive to the environment and are thus creating more ‘environmentally friendly’ products. Businesses are now modifying themselves to accommodate this new phenomenon. Environmental management systems and waste minimization are now being paid more attention to. Journals such as Business Strategy and the Environment and Greener Management International and other reports are being created to support a more ‘green environment’. Marketing itself is undergoing a new process of evolution. Yet what is green marketing? No standard definition exists that explains this new trend.The American Marketing Association (AMA), in their first workshop on ‘ecological marketing’ held in 1975, defined ecological marketing (which has now evolved into green marketing) as the study of the positive and negative aspects of marketing activities on pollution, energy depletion, and non-energy resource depletion.1 This definition is highly sub-divisional and examines both the process of marketing and the environment as interdependent variables and examines their joint effort and its positive and negative consequences upon society in general. However today, this definition proposed, may be deemed inadequate or insufficient. Whilst green marketing may be the age-old ecological marketing which was first discussed in 1975, over the years this process has undergone noticeable changes.The general lack of consistency in a standard definition of green marketing has led to ambiguity in research. Researchers are unsure of what all may or may not be inclusive in the subject they are researching on. Many individuals and firms have offered their definitions to simplify ‘greenenvironment’.