GREEN MARKETING AND CSR (PDF Download Available)

IJRFM

Volume 1, Issue 6 (October, 2011)

(ISSN 2231-5985)

GREEN MARKETING AND CSR Dr. Bhuvnender Chaudhary* Saurabh Tripathi** Nikhil Monga***

ABSTRACT Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. Main Thrust: - The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively. It was 2007 when “green” went main stream; it has captured the public consciousness. There were 2,400 trademark applications for terms and phrases with “green” in them and 900 more with “eco.” The number increased in 2008; there were 32 per cent more applications for trademarks containing “green” and 98 per cent more containing “eco.” International Journal of Research in Finance & Marketing http://www.mairec org

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There are many industries who are now become more conscious about to be environmentally safe and eco friendly with respect to their products and products utility (in case of technically sound products) and the reason for going to be green of the industries are, by doing this they are helping to make the world more Greener and safer for future and up to some extent they are delivering their CSR (Corporate Social Responsibility) by producing Green products for welfare of the environment and the for the customers as a whole. The best example of green marketing issues that helping to make environment safe and eco friendly can be drawn from “PRINTING MACHINES INDUSTRIES” that are trying to be more Greener by reducing emissions of VOCs (Volatile Organic Compounds), handling of contaminated water and toxic waste as well as tracking of inks, solvents and other chemicals. Key words: - Green marketing, CSR, Business environment.

* Dean, Department of Management Studies, Phonics Group of Institutions, Roorkee, Uttarakhand ** Lecturer (Department of Management Studies), Dev Bhoomi Group of Institutions, Dehradun, Uttrakhand *** Assistant Professor (Department of Management Studies), Phonics Group of Institutions, Roorkee, Uttarakhand International Journal of Research in Finance & Marketing http://www.mairec org

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INTRODUCTION These days’ consumers become more aware about to make their surroundings more safer and healthier to live in. So they become more conscious about their purchasing in respect with all the products that they are use in their day to day life. That is why they prefer that type of products that are eco friendly and not harmful for global environment any way. There are many industries who are now become more conscious about to be environmentally safe and eco friendly with respect to their products and products utility (in case of technically sound products) and the reason for going to be green of the industries are, by doing this they are helping to make the world more Greener and safer for future and up to some extent they are delivering their CSR (Corporate Social Responsibility) by producing Green products for welfare of the environment and the for the customers as a whole. The best example of green marketing issues that helping to make environment safe and eco friendly can be drawn from “PRINTING MACHINES INDUSTRIES” that are trying to be more Greener by reducing emissions of VOCs (Volatile Organic Compounds), handling of contaminated water and toxic waste as well as tracking of inks, solvents and other chemicals. So what exactly are the ways you can help your company capitalize on the Green Printing Movement? Here are some of the many ways listed below, but off-course, depending on the nature of your business you could find many other ways to help your business take advantage of green printing: 1) Print all your office documents and photocopies on eco-CERTIFIED recycled paper or at least on eco-CERTIFIED (papers that are certified by FSC or PPFC and Reainforest Alliance amongst other internationally recognized certifying organizations). 2) Print all your brochures, flyers and company stationary are printed on eco-CERTIFIED RECYCLED paper through an eco-certified printing company. Make sure that the logo of the certifying body and the certification number of your printing company is printed somewhere on all your printed material so that the recipients can easily spot them. International Journal of Research in Finance & Marketing http://www.mairec org

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3) Ensure that your printing company is not only an eco-certified company but also has a company-wide implementation of eco-conscience and environmentally-friendly program that they adhere to and are audited for. If your printing company truly has such programs, they have published it on their literature and on their web site such that they can be held accountable for such claims and can be audited randomly. Enquire and ask to see their certification numbers and go through a check-lit of their eco-friendly in-house program. Once you are satisfied with the soundness of their green claims, you can also publish some of those data on your site. 4) Ask you’re printed if they can provide you with a monthly eco-savings that you have achieved by printing through their printing company. A properly set-up eco-printing program can provide you with such reports so that you can include your green contributions in your customer newsletters, on your web site or even broadcast it online as part of your PR campaigns. These types of PR campaigns can generate a lot of BUZ about your company and many publications (both online and printed ones) like to report on such green initiatives and achievements. Based on the amount of printing you have done in a month, 6-month or a 12-month period, these reports usually include such important facts as the number of trees saved (because of the recycled paper), how many litters of water saved, how many tons of toxic gas emissions eliminated, etc. You can then scan and display this auditable report on your site, in your PR publications or even print them on the back of the invoices you send to your customers. 5) Hire an eco-expert print management consultant or printing company so that they can offer you ways to reduce your printing costs. One of the ways that we at Green Dot Litho save a great deal of money on printing costs and yet save the environment is by running multiple printing projects for your company together. We examine your printing projects to find common elements in them then group them together and finally print and finish them together. How and when you can do this is dependent on your company’s needs and usually we can answer that question after asking you a set of questions. When applicable, the savings could be from a few hundred dollars to a few thousand dollars per year. These days wherever you look, there’s talk about environmentally friendly services or products. Every company has either “Green” certified at least one of their products or their entire product International Journal of Research in Finance & Marketing http://www.mairec org

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line. There are numerous “Green” services or “green” initiatives. There are even seminars, conferences, e-Newsletters, and publications as well as on-going webinars on How to become a “green” company or community. School kids have environmentally related projects at schools or eco-friendly programs that they are implementing at home or in their communities. There are even school courses and whole curriculum dedicated to “Green” programs and even talks college level diplomas and certificates related to environmental studies. There are companies that don’t offer a services or product that can be made environmentally friendly but they have implemented Green practice throughout their company by printing on Eco-certified papers, using Green-certified printing companies and reducing paper wastage as well as unnecessary energy consumption. All these movements and change in the public mindset about being more earth-friendly has created tremendous number of opportunities in many fields including the printing industry. Large corporations, most of which are publicly traded national and international conglomerates that have recognized these opportunities and not only want to make their contributions to the environment but cease the opportunity to gain public’s favor through Green PR campaigns. Many have already switched to using electricity sources to power their factories and offices that are generated through renewable eco-friendly sources. A good example is companies that have switched over to eco-friendly power Distribution Company’s such as Bullfrog Power Thus it is the challenge of all the companies to make eco friendly products. That is why most of the companies these days are practicing ‘Green Marketing’ in their products and doing the same, they are doing their SCR (Social Corporate Responsibility), for example •

Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.

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Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coal-ash that has been a major source of air and water pollution.

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Barauni refinery of IOC is taken steps for restricting air and water pollutants. International Journal of Research in Finance & Marketing http://www.mairec org

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McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion [Gifford 1991, Hume 1991].

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Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins [Advertising Age 1991].

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Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products.

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Metropolitan Fine Printers has built a successful company based on the triple bottom line of concern for the environment, focus on profitability and community service. The company operates its plant with the highest environmental standards and supports a number of charitable organizations. For example, Metropolitan was the founding sponsor of Constructions Vancouver, which has collected more than 925,000 cans of food for donation to local food banks.

WHAT IS GREEN MARKETING? Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. As society becomes more concerned with the natural International Journal of Research in Finance & Marketing http://www.mairec org

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environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them. Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. For example, around the world there are resorts that are beginning to promote themselves as "eco tourist "facilities, i.e., facilities that "specialize" in experiencing nature or operating in a fashion that minimizes their environmental impact

Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively. While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars/rupees, it can be dangerous. The International Journal of Research in Finance & Marketing http://www.mairec org

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public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices. Presenting a product or service as green when it's not is called green washing. IMPORTANT QUOTES ABOUT GREEN MARKETING According to the American Marketing Association, “Green Marketing” is defined as the development and marketing of products designed to minimize negative effects on the physical environment or to enhance its quality. However, applying a concrete definition to such a slippery concept, which has taken many forms and shapes over the years, has proven to be anything but simple or manageable. And, as you have seen on our Source and Resource site thus far, green marketing can include a variety of activities in diverse areas. As per Mr. J. Polonsky, green marketing can be defined as, "All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment." Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. [Polonsky 1994b, 2]

These definitions incorporate much of the traditional components of the marketing definition, that is "All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants" [Stanton and Futrell 1987]. Therefore it ensures that the interests of the organization and all its consumers are protected, as voluntary exchange will not take place unless both the buyer and seller mutually benefit.The above definition also includes the protection of the natural environment, by attempting to minimize the detrimental impact this exchange has on the environment. This second point is important, for human consumption by its very nature is destructive to the natural environment. (To be accurate products making green claims should International Journal of Research in Finance & Marketing http://www.mairec org

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state they are "less environmentally harmful" rather than "Environmentally Friendly.") Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Why Is Green Marketing Important? Green marketing offers business bottom line incentives and top line growth possibilities. While modification of business or production processes may involve start-up costs, it will save money in the long term. For example the cost of installing solar energy is an investment in future energy cost savings. Companies that develop new and improved products and services with environmental impacts in mind give themselves access to new markets, substantially increase profits and enjoy competitive advantages over those marketing non-environmentally responsible alternatives. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment.

RELATION BETWEEN GREEN MARKETING AND CSR Ever since Corporate Social Responsibility (CSR) reports first emerged in the late 1980s alongside a company’s annual financial reports, firms’ environmental considerations have manifested in various (some may say ‘nebulous’) commitments, promises, and proclamations. Some half-hearted, some gracefully fulfilled. Such actions have ranged from recycling waste in industrial processes to a company exclusively using recycled paper; from a firm’s increased efficiency in the utilization of energy and materials, to improved logistics management for cutting down transportation emissions; and, even from transforming plastic waste into pencils, to donating employees’ used eyeglasses to a program called Vision Aid Overseas. As we have all witnessed, consumer and corporate environmental consciousness has dramatically elevated in recent years. Related news, events, and proposed legislation seem to emerge and change at warp speed. More apparent causes and effects of global climate change, depleting fisheries, deforestation, and the current energy and impending water crises have all caused International Journal of Research in Finance & Marketing http://www.mairec org

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people to reassess what they put in their cupboards, dishwashers, and gas tanks, along with what they do with such things once they’ve been used. Because of this intensified environmental awareness, it has become increasingly important how a firm deals with such global challenges. Or, one might argue, it may be even more crucial how a firm is viewed in approaching such issues. In this manner, CSR environmental behavior and “cleantech” investments have become essential to a company’s core operations, regardless of the sector in which the company operates. That is, companies are not only sensing the rising accountability demands of shareholders, the public, and governmental bodies, but also the opportunities involved in a “green products” market estimated at US$209 billion. Along the years, many corporate executives acquired newfound headaches attempting to navigate through the ever-shifting Green landscape. Sometimes, it would seem as if all good deeds went punished, or, at best, unrecognized, and all “regular” activities were hyperscrutinized. Yet, nearly all will tell you that such experiences were tremendous learning opportunities and that it is quite important for companies to stay active, involved and persist in the green marketplace. Unlike the first environmental movements of the 1970s and 1980s, this Green Marketing movement is a core business paradigm that is here to stay. And, as executives are quickly learning, businesses not only need patience, but also much guidance along the way. ADOPTION OF GREEN MARKETING There are basically five reasons for which a marketer should go for the adoption of green marketing. They are •

Opportunities or competitive advantage

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Corporate social responsibilities (CSR)

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Government pressure

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Competitive pressure

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Cost or profit issues

(A) Opportunities or competitive advantagesInternational Journal of Research in Finance & Marketing http://www.mairec org

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It appears that all types of consumers, both individual and industrial are becoming more concerned and aware about the natural environment. Nowadays, firms marketing goods with environmental characteristics have realized a competitive advantage over firms marketing non-environmentally responsible alternatives. There are numerous examples of firms who have strived to become more environmentally responsible, in an attempt to better satisfy their consumer needs. •

McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion

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Tuna manufacturers modified their fishing techniques because of the increased concern over driftnet fishing, and the resulting death of dolphins

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Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products.

This does not mean that all firms who have undertaken environmental marketing activities actually improve their behavior. In some cases, firms have misled consumers in an attempt to gain market share. In many other cases firms have jumped on the green bandwagon without considering the accuracy of their behavior, their claims, or the effectiveness of their products. This lack of consideration of the true "greenness" of activities may result in firms making false or misleading green marketing claims.

(B) Social ResponsibilityMany firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm's corporate culture. Firms in this situation can take two perspectives: 1) they can use the fact that they are environmentally responsible as a marketing tool; or 2) they can become responsible without promoting this fact.

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There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible. While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. This philosophy directly ties itself to the overall corporate culture, rather than simply being a competitive tool. An example of a firm that does not promote its environmental initiatives is Coca-Cola. They have invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact. While being concerned about the environment, Coke has not used this concern as a marketing tool. Thus many consumers may not realize that Coke is a very environmentally committed organization. Another firm who is very environmentally responsible but does not promote this fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities. (C) Governmental PressureGovernmental regulations relating to environmental marketing are designed to protect consumers in several ways: 1) reduce production of harmful goods or by-products; 2) modify consumer and industry's use and/or consumption of harmful goods; or 3) ensure that all types of consumers have the ability to evaluate the environmental composition of goods. These governmental regulations are designed to control the amount of hazardous wastes produced by firms. Many by-products of production are controlled through the issuing of various environmental licenses, thus modifying organizational behavior. In some cases governments try to "induce" final consumers to become more responsible. For example, some governments have introduced voluntary curb-side recycling programs, making it easier for consumers to act responsibly. In other cases governments tax individuals who act in an irresponsible fashion. For example in Australia there is a higher gas tax associated with leaded petrol.


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One of the recent publicized environmental regulations undertaken by governments has been the establishment of guidelines designed to "control" green marketing claims. These regulations include the Australian Trade Practices Commission's (TPC) "Environmental Claims in Marketing - A Guideline, the US Federal Trade Commission's (FTC) "Guides for the Use of Environmental Marketing Claims" and the regulations suggested by the National Association of Attorneys-General. All these regulations were designed to ensure appropriate information to consumers so that they could evaluate firm's environmental claims. Thus, governmental attempts to protect consumers from false or misleading claims theoretically provide consumers with the ability to make more informed decisions. (D) Competitive PressureAnother major force in the environmental marketing area has been a firm’s desire to maintain its competitive position. In many cases, firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. It is only in some instances that this competitive pressure causes an entire industry to modify and thus reduce its detrimental environmental behavior. For example, it could be argued that Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers. In another example when one tuna manufacture stopped using driftnets, the others followed suit.

(E) Cost / Profit IssuesCertain firms use green marketing to address cost/profit related issues. Disposing of environmentally harmful by-products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore, when attempting to minimize waste, firms are often forced to re-examine their production processes. In these cases, they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced.


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In many other cases, it has been found that firms find end-of-pipe solutions, instead of minimizing waste. In these situations firms try to find markets or uses for their waste materials, where one firm's waste becomes another firm's input of production.

GREEN MARKETING MIX Every company has its own favorite marketing mix. Some have 4 P's and some have 7 P's of marketing mix. The 4 P's of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P's in an innovative manner.

ProductEntrepreneurs wanting to exploit emerging green market either: •

identify customers’ environmental needs and develop products to address these needs; or

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Develop environmentally responsible products to have less impact than competitors.

The increasingly wide varieties of products on the market that support sustainable development and are good for the triple bottom line include: •

Products made from recycled goods, such as quick’s Tuff housing materials made from recycled broccoli boxes.

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Products that can be recycled or reused.

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Efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Queensland’s only waterless printer, Print point, reduces operating costs by using less water than conventional printers and is able to pass the savings on to customers.

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Products with environmentally responsible packaging. McDonalds, for example, changed their packaging from polystyrene clamshells to paper

Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectations of customers and are thoroughly tested. 2. PriceInternational Journal of Research in Finance & Marketing http://www.mairec org

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Pricing is a critical element of the marketing mix. Most customers are prepared to pay a premium if there is a perception of additional product value. This value may be improved performance, function, design, visual appeal or taste. Environmental benefits are usually an added bonus but will often be the deciding factor between products of equal value and quality. Environmentally responsible products, however, are often less expensive when product life cycle costs are taken into consideration. For example fuel-efficient vehicles, water-efficient printing and non-hazardous products. 3. PlaceThe choice of where and when to make a product available has a significant impact on the customers being attracted.

Very few customers go out of their way to buy green products merely for the sake of it. Marketers looking to successfully introduce new green products should, in most cases, position them broadly in the market place so they are not just appealing to a small green niche market. The location must also be consistent with the image which a company wants to project. The location must differentiate a company from its competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. 4. PromotionPromoting products and services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communications tools and practices. For example, many companies in the financial industry are providing electronic statements by email, e-marketing is rapidly replacing more traditional marketing methods, and printed materials can be produced using recycled materials and efficient processes, such as waterless printing. International Journal of Research in Finance & Marketing http://www.mairec org

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Retailers, for example, are recognizing the value of alliances with other companies, environmental groups and research organizations when promoting their environmental commitment. To reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags, under the banner of the Go Green Environment Fund. The key to successful green marketing is credibility. Never overstate environmental claims or establish unrealistic expectations, and communicate simply and through sources that people trust REASONS- WHY FIRMS EMPHASIZING ON GREEN MARKETING? When looking through the literature, there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are: 1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives 2. Organizations believe they have a moral obligation to be more socially responsible 3. Governmental bodies are forcing firms to become more responsible 4. Competitors' environmental activities pressure firms to change their environmental marketing activities 5. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior

SOME PROBLEMS WITH GOING GREEN Although a large number of firms are using green marketing, there are a number of potential problems which need to be addressed. One of the main problem is that firms using green marketing must ensure that their activities are not misleading to the consumers or the industry, and do not breach any of the regulations or laws dealing with environmental marketing. In short, green marketing claims of a firm must: •

Clearly state environmental benefits;

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Explain environmental characteristics; International Journal of Research in Finance & Marketing http://www.mairec org

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Explain how benefits are achieved;

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Ensure comparative differences are justified;

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Ensure negative factors are taken into consideration; and

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Only use meaningful terms and pictures.

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CONCLUSION Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If you think customers are not concerned about environmental issues or will not pay a premium for products that are more eco-responsible, think again and if You must find an opportunity to enhance you product's performance and strengthen your customer's loyalty and command a higher price. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. In a nutshell: •

Green product development is more than just creating products that are environmentally friendly, it is about systemic change in society that includes consumers, producers and the general commercial structure within which they negotiate

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By widening & deepening the meaning of green, relevant actors will have an economic incentive to pursue green product development.

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Harnessing the market forces that favor green product development will lead to mainstream green.

REFERENCES •

www.rbs.edu.in/delhi/articles/greenmarketing01.doc

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http://sourceandresource.com/%E2%80%9Cgreen-marketing%E2%80%9D-anintroduction-to-the-challenges-and-opportunities-involved/

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http://www.articlesbase.com/marketing-articles/green-marketing-opportunitieschallenges-1146893.html


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