AIBS marketing 1 semester

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Amity School of Business




Module- 5


Dr. Deepa Kapoor
Amity School of Business

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Amity School of Business




Green Marketing




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The Greening of Management
• The recognition of the close link between an organization’s
decision and activities and its impact on the natural
environment.

– Global environmental problems facing managers:

• Air, water, and soil pollution from toxic wastes

• Global warming from greenhouse gas emissions

• Natural resource depletion
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How Organizations Go Green
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• Legal (Light Green) Approach
– Firms simply do what is legally required by obeying laws,
rules, and regulations willingly and without legal challenge.
• Market Approach
– Firms respond to the preferences of their customers for
environmentally friendly products.
• Stakeholder Approach
– Firms work to meet the environmental demands of multiple
stakeholders—employees, suppliers, and the community.
• Activist Approach
– Firms look for ways to respect and preserve environment
and be actively socially responsible.

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