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Enhancing Global Environment through Green Marketing

R.Balaji

Environmentally safe products is the concept of Green marketing. It is the marketing of products that are presumed to be environment friendly and safe. This incorporates a huge range of activities including product modification, change to the production process, packaging changes as well as modifying advertising. Green marketing is a part of new marketing approach which doesn't just refocus , adjust or enhance existing marketing thinking and practice, but seeks to challenge those approaches and provide a substantially different perspective. The legal implications of marketing claims 'call for caution' as they address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment. It is a misconcept unfortunately majority of the people believe that green marketing refers loosely to the promotion and advertising of products with environmental-characteristic terms like phosphate free, recyclable, refillable, ozone friendly and environmental friendly are some of the phrases that consumers often associate with green marketing but it is applied in much broader concept to consumer goods, industrial goods and even services.The emerging green house gas reduction market can potentially catalyse projects with important local, environmental, economic and quality of life benefits. The Kyoto Protocol's Clean Development Mechanism(CDM) for example, enables trading between industrial and developing nations, providing capital flows to the environmentally friendly development activities. Green washing has become a central feature of debates about marketing, communications and sustainability, with 'awards' established for green washing and numerous campaigns, law and advices developed in an attempt to reduce or curb it . 'Eco labels' has become a controversial issue. an individual's belief that an environmental claim lacks honesty, can have a negative effect on attitude towards a brand. If on the other side the individual grants credibility to the claim, the individual will behave more respectfully towards the environment.