Environment-Friendly Products—Adapt Green Now

About the Book

Excessive pollution has provoked the nature, and the nature starts behaving in unnatural ways (in form of global warming versus global cooling, heavy rains versus draught, and other natural calamities like frequent earthquakes and tsunami, cyclones, epidemics, and so forth). Economic growth via production and consumption threatens peaceful life of human beings on the earth. Environment-friendly eco-green marketing is an attempt to protect consumer welfare and environment (the nature) through production, consumption, and disposal of eco-friendly products. Basically, green marketing is concerned with three aspects: 1. promotion of production and consummation of pure/quality products, 2. fair and just dealing with customers and society, and 3. protection of ecological environment. Thus, green marketing is a marketing philosophy that promotes production and selling of pure (eco-friendly) products with protection of ecological balance. Green marketing involves multiple activities. Green marketing encourages production of pure products by pure technology, conservation of energy, preservation of environment, minimum use of natural resources, and more use of natural foods instead of processed foods. Efforts of people, social organizations, firms, and governments in this regard can be said as green marketing efforts. Green marketing raises the voice against production, consumption, and/or disposal of such products that harm consumers, the society, and the environment anyway. It is necessary that businessmen and users should refrain from harmful products.

About the Author

Dr. Aparna is Associate Professor at Amity Business School, Amity University, India, with a rich corporate & academic experience of twenty years. Beginning from her late teens, the author has been known to practice and voice her concern towards the acts leading to creating any amount of environment pollution. She studied Environment Sciences in her B.Sc., and opted for M.Sc. in Organic Chemistry for the same reason. She started teaching voluntarily on pollution and mother earth during this time and completed her Bachelor’s in Education, followed by Masters in Business Administration (P.G.D.M.). During this time she remained associated with NGO’s off and on. Later, she started her career in well-known textile industry and learnt how colors can be obtained from plants, instead of using synthetic chemical dyes. She had been writing since 2001 and majority of her research work/ publishing is on Environment Protection, from raw material to finished goods. She completed her first doctoral thesis in the same area and even her second Ph.D. is on advanced green marketing and its linkage with sensory marketing. Her exclusive contribution has been an amalgamation of Marketing Strategies, Consumer Behavior, Product & Brand Management – keeping the Green Ecological Substance in mind. She has many international researches, projects, conferences to her credit till date. She is dedicated to the social cause and this book is one of her attempts to help understand the sensitivity people need to nurture to protect the mother earth.