Professor, School of Management Studies ,Nannaya University Rajahmundry-533105.A.P.
The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively. Green marketing approach is largely used as a gimmick by the gigantic corporate houses in order to make a difference in the consumer’s point of view when it comes to major market decisions.
Green marketing is almost inevitable as the market for socially responsible products is increasing greatly Any green marketing claims should ,clearly state environmental benefits explain environmental characteristics; explain how benefits are achieved; justify any environmental claims; use meaningful terms and pictures, Identify Products with Green Characteristics. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities.
The core of a scientific approach is to understand the market opportunities for rural products along with the country's development priorities and to chalk out a strategy where rural industries have an important role to play. While rural products are forced to increasingly become part of global supply chains, these products need to adapt themselves, not only according to the changing tastes of the national market, but also according to changes in tastes in the international market
Green marketing can be a very powerful marketing strategy though when it's done right.Yes, green marketing is a golden goose. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. This green marketing approach is largely used as a gimmick by the gigantic corporate houses in order to make a difference in the consumer’s point of view when it comes to major market decisions.

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Comment by tom abeles on September 2, 2010 at 6:23am
There are several issues buried in this post. First, there are studies, maybe not globally, as to what consumers, in the pas have been willing to pay for organic foods or green products over conventional products. This may have shifted as more interest has been generated. On the other hand, as green becomes more common, the price differential has started to disappear, becoming, in some cases equal. In other words the "green" has lost its perceived marginal benefit in the eye of consumers especially as more green products enter and compete with each other as well as conventional commodities.

Another issue is the perceived belief that buying green makes it OK to consume or consume more because the product is green, organic or energy efficient. It is a danger to the planet that promoting green makes consumption or increased consumption a valid idea.

Third, rural vs urban for production of goods seems to be a mis-direction. Food stuffs are different from manufactured goods, whether green, organic or conventional. Unfortunately, it is possible to meet fully certified organic products on large as well as small farms, and, perhaps even at lower cost because of scaling. The issue is far more complex in a market economy. As the above post points out, waving a "sustainable", green or other socially derived "flag" can only command an exclusive niche for a time before competitive forces change the nature of the markets.

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