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    Challenges of Green Marketing

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    Abdul Khalik
    There are several challenges to green marketing. First, there is a lack of standardization and certification for green claims, which means only 5% of claims may be entirely true. Second, building and marketing green products involves huge costs for R&D, new equipment, and certification. This increased cost is passed onto customers. Third, green marketing is a new concept that will take time and effort to educate consumers and gain widespread acceptance. Marketers need patience as results will not be immediate.

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    Challenges of Green Marketing

    Uploaded by

    Abdul Khalik
    204 views2 pages
    There are several challenges to green marketing. First, there is a lack of standardization and certification for green claims, which means only 5% of claims may be entirely true. Second, building and marketing green products involves huge costs for R&D, new equipment, and certification. This increased cost is passed onto customers. Third, green marketing is a new concept that will take time and effort to educate consumers and gain widespread acceptance. Marketers need patience as results will not be immediate.

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    It is regarding the challenges or limitations of green marketing

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    Challenges of green marketing

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    There are several challenges to green marketing. First, there is a lack of standardization and certification for green claims, which means only 5% of claims may be entirely true. Second, building and marketing green products involves huge costs for R&D, new equipment, and certification. This increased cost is passed onto customers. Third, green marketing is a new concept that will take time and effort to educate consumers and gain widespread acceptance. Marketers need patience as results will not be immediate.

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    © All Rights Reserved
    Download as RTF, PDF, TXT or read online from Scribd
    Download as rtf, pdf, or txt
    204 views2 pages

    Challenges of Green Marketing

    Uploaded by

    Abdul Khalik
    There are several challenges to green marketing. First, there is a lack of standardization and certification for green claims, which means only 5% of claims may be entirely true. Second, building and marketing green products involves huge costs for R&D, new equipment, and certification. This increased cost is passed onto customers. Third, green marketing is a new concept that will take time and effort to educate consumers and gain widespread acceptance. Marketers need patience as results will not be immediate.

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    © All Rights Reserved
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    CHALLENGES OF GREEN MARKETING

    A. Need for standardization

    It is found that in green marketing only 5% of the marketing from Green Campaigns are entirely true and
    there is a lack of standardization to authenticate the claims. At current there is no standardization in
    place to certify a product as organic .But some regulatory bodies are involved by providing the specific
    certifications. Also a standard quality control board needs to be in place for such labeling and licensing.

    B. Huge costs involved

    Building and marketing green products is costly, as it involves channeling huge amout in R&D, buying
    new capital assets and attaining green certificate which is a lengthy and costly process. Also, change in
    the marketing strategies results into increased expenses. Consequently, the market price of the product
    increases, which puts the customer in doubt as the normal product is available at a cheaper rate.

    C. Patience and Perseverance

    The investors and corporate need to view the environment as a major long term investment opportunity,
    the marketers need to look at the long term benefits from this new green movement. It requires a lot of
    patience and at the same time it will not give any immediate results. So green marketing is a new
    concept and idea, and it will have its own acceptance period.

    D. New Concept

    Green marketing is entirely a new concept. The consumer needs is to be educated and made aware of
    environmental threats. This new concept need to reach the masses and that will take a lot of time and
    effort. Now a days Indian consumers appreciate the importance of using natural and Ayurveda products.
    This may consider as an impact of green marketing.

    E. Avoiding Green Myopia

    The basic rules of green marketing is focusing on product's environmental benefits along with the
    consumer satisfaction. The primary reason why the consumers buy this certain product is because
    consumers get motivated to switch brands for a greener alternative. They may even get ready to pay a
    premium for it. But that's not enough. The product should have some direct benefit to the customer or it
    may lead to green myopia(Customer's "what's in it for me" behaviour).

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