2024, Vol. 5, Issue 2, Part E
The systematic study on merits and demerits of green marketing
Author(s): Likhitha S
Abstract: This study examines the merits and demerits of green marketing, an approach that integrates environmental sustainability into marketing strategies. As consumers become increasingly aware of environmental issues, businesses are adopting green marketing practices to enhance brand image, meet regulatory requirements, and cater to eco-conscious consumers. The merits of green marketing include improved customer loyalty, differentiation in a competitive market, and potential cost savings through sustainable practices. However, the demerits encompass challenges such as higher costs of green products, potential skepticism from consumers regarding green claims, and the risk of green washing, where companies misrepresent their environmental efforts. This research aims to provide a balanced perspective on the impact of green marketing on businesses and consumers, highlighting the importance of genuine commitment to sustainability for achieving long-term success. Through a comprehensive analysis of literature review and case studies, this study contributes to a deeper understanding of the implications of green marketing in today's eco-conscious marketplace.
Pages: 415-417 | Views: 288 | Downloads: 107
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How to cite this article:
Likhitha S. The systematic study on merits and demerits of green marketing. Asian J Manage Commerce 2024;5(2):415-417.