When Companies Adapted Green Marketing to be Ecologically Responsible
It is a common human tendency that once we are comfortable in a particular pattern of life, we prefer staying that way unless we are given an urgent reminder that change is necessary. However cliché
it might sound, but change is necessary in order to maintain an equilibrium in life. A more extravagant version of the everyday change is a revolution. History has witnessed numerous revolutions that took place whenever an individual or group of people decided that change was necessary for the smooth functioning
of mankind. The nature of these revolutions varies on the basis of the problems of that particular time span and the needs of the people. Presently, there is a great need to curb the problems related to global warming and pollution. For this, environmentalists came up with the Green Revolution.
The Green Revolution originally began in the late 20th century but one can find remnants of this revolution even now as the environmental problems have not subsided yet. Global warming has become such a widespread issue that countries across the globe are taking it seriously. In fact, not only environmentalists but also entrepreneurs are looking for alternate ways to cut down on the harmful effects of their business on the environment. This inspired a school of thought called Green Marketing.
Origin of this concept
This school of thought first came up during the late 1980s and the early 1990s. Through this, we can get an idea that this concept is quite recent in comparison to the theory of green revolution. It can be said that green marketing is the business perspective for this revolution. As the world is dominated by new innovations and productions which are then made available in the market, people became aware that certain alterations in this industry might positively affect the environment to a great extent. Also, this term concentrates on the high quality of the products in order to make sure that the efficiency is not compromised upon in the name of an environmentfriendly initiative.
As already mentioned, the term Green Marketing was first used more than three decades ago by the American Marketing Association (AMA). This organization held its first workshop based on the topic of “Ecological Marketing” in the year of 1975. As the discussion of this workshop proceeded, it resulted in the drafting of the first book which addressed the topic of green marketing.