GREEN MARKETING MIX AND PROMOTION OF RESPONSIBLE CONSUMPTION

Abstract

Green marketing is one of the most important business strategies that help in ensuring sustainable development. When we say "responsible" to our consumption, we are adding value to the choice we make every day as consumers between the different goods and services offered to us by the market. It is a conscious choice of products that truly meet our needs and, at the same time, respect the environment. Climate change made many consumers more conscious of their purchases. The aim of green marketing is to include environmental issues in the marketing efforts and promotion of responsible consumption. Due to sustainable development requirements, companies should give up the traditional marketing mix concept and move towards adopting the green marketing mix strategy. Therefore the main objective of this study is to seek a better understanding of 4Ps green marketing mix including: green product, green price, green place and green promotion “as a marketing strategy”and its impact on customer's responsible consumption. The green marketing mix is referred to eco-friendly marketing of products, which considers environmental protection, starting from development and promotion to distribution (place) of products. There are many environmental issues impacted by the production of goods and rendering of services, and therefore there are also many ways a company can market their eco-friendly offerings. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability. They enjoy a competitive advantage over the companies which are not concerned for the environment.When put side by side with the competition, the more environmental marketing claims your product or service can make, the more likely it is the consumer will select it. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. Not only does true green marketing mix allow companies to garner more profit and gain more loyal consumers, it helps the planet. Major change may not happen immediately or smoothly, but the global green movement can achieve greater successes in the future if we all can unite and act wisely and responsibly.