Introduction

Green marketing is a recent phenomenon in the developed world. It is about environmentfriendly products marketing and creating awareness among the customers about the environment
so that they are inclined to use green products. Green products are also known as environmentfriendly, eco-friendly products.
The evolution of green marketing went through three phases. The first phase was called
"ecological" green marketing. During this period, marketing activities were concerned with
providing remedies for environmental problems. The second phase was "environmental" green
marketing, when the focus shifted to clean technology that involved designing of innovative new
products, which take care of pollution and waste issues. The third phase was "sustainable" green
marketing. It came into prominence in the late 1990s and early 2000.

Definition of Green Marketing

Green Marketing is the holistic management process responsible for identifying, anticipating and
satisfying the requirements of customers and society in a profitable and sustainable way. It tries
to balance techno-economic market perspective with a broader socio- environmental approach.
According to the American Marketing Association, green marketing is the marketing of
products that are presumed to be environmentally safe. So, Green Marketing in the sense that
the process of planning, implementing, and controlling the development, pricing, promotion and
distribution of products in a manner that satisfies the customer needs are met, organizational
goods are attained and the process is compatible with ecosystem.

Reasons for Green Marketing

There are many reasons for which a marketer should go for the adoption of green marketing and
these are
Opportunities or competitive advantage
Corporate social responsibilities (CSR)
Government pressure
Competitive pressure

 Cost or profit issues

Consumers Loyalty
Global warm and environmental safety
Quality of product
Environmental awareness

Green Marketing Products

The customers always prefer environmental household products which must benefit them such
as, safe to use around children, no toxic ingredients, no chemical residues, and no strong fumes
commodities. At present most of the daily newspapers are in online and seminars, conferences,
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. Most of the companies
are practicing green marketing in their products and some of them are as follows:
Coca Cola Company of the USA pumped syrup directly from tank instead of plastic which
saved 68 million pound/year.
McDonald's replaced its clam shell packaging with waxed paper because of increased
consumer concern relating to polystyrene production and Ozone depletion.
Tuna manufacturers modified their fishing techniques because of the increased concern over
driftnet fishing, and the resulting death of dolphins.
Xerox introduced a high quality recycled photocopier paper in an attempt to satisfy the
demands of firms for less environmentally harmful products.
In 1994, Philips launched the EarthLight, a super energy-efficient compact fluorescent light
(CFL) bulb designed to be an environmentally preferable substitute for the traditional energyintensive incandescent bulb.
In India, Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coalash that has been a major source of air and water pollution.
In India, Barauni refinery of IOC is taken steps for restricting air and water pollutants.

Green Marketing in Bangladesh

Most of the developed countries around the world have successfully implemented the green
marketing concepts in the business arena. For instances, USA, UK, Japan, Germany,
environment friendly products have good demand and are marked with "energy star" "ecofriendly" labels. In such countries manufacturing and marketing of green products are
satisfactory. Some businesses integrated environmental issues into all organizational activities as
society became more concerned about the natural environment. The concept is also getting
importance in the developing countries now a day.

Bangladesh is a developing and densely populated country in the South Asia. In 2014, its
population is about 160 millions. No doubt Bangladeshi manufacturers and marketers play an
important role in using and diverting the resources in a manner to give maximum satisfaction to
the consumers with minimum efforts and costs. Although companies operating in Bangladesh are
familiar with the concept of green marketing, its practice has not yet started because of many
challenges. But, hopefully, this marketing practice will start in Bangladesh in the near future.
Green marketing is marketing of eco-friendly sustainable products that continue to achieve
steady sales even during adverse conditions, especially among eco-aware customers. Such ecofriendly customers are generally loyal to their companies and brands, and are willing to pay more
for sustainable green products.

Unfortunately, a majority of people believe that green marketing refers solely to the promotion
or advertising of products with environmental characteristics. Consumers most often associate
terms like phosphate free, recyclable, refillable, ozone friendly and environmentally friendly
with green marketing. While these terms are used in green marketing, in general green marketing
is a much broader concept, one that can be applied to consumer goods, industrial goods and even
services.

The issue of green marketing in Bangladesh has no influence at all on either the government or
the marketers. As a result, pollution and creation of environmental hazards are taking place. A
marketer should offer ecological products which not only must not contaminate the environment

but should also protect it, and even repair existing environmental damages. A green product
should not endanger the health of people or animals; damage the environment; consume a
disproportionate amount of energy and other resources during manufacture, use, or disposal;
cause unnecessary waste, either as a result of excessive packaging or a short useful life; involve
the unnecessary use of or cruelty to animals; or use materials derived from threatened species or
environments.

It is need to analyze whether the manufacturers of Bangladesh are aware or not about green
products and eco-labeling, though BSTI and other organizations give licenses for marketing
goods. At the present situation it is very difficult in implementing green marketing in
Bangladesh. Government of Bangladesh and other organizations can advise the small and large
scale manufacturers to practice the habit of green marketing.

Products concerned with Green in Bangladesh

There are few companies practices the Green Marketing concept with few opportunities, limited
scope and competitive advantage and these are as:
Convenience goods: Convenience goods are those which are purchases immediately or
frequently. In Bangladesh, Meena Bazar, Aagora, Nandan followed the Green Marketing
concept such as:
Vegetables

Organic.

Purest possible source of nourishment.

Free of toxic and long lasting pesticides, herbicides or fungicides.

Helps preserve our planets for future generations.

Directly collected from the cultivation field.

Quality assurance in every stage.

Meat

Meat is served through a quality control process.

Selected cattle are directly sourced.

Prescribed medical test are done.

Egg

Return the used packet of egg undamaged and get taka cash back.

Fisheries

100% Formalin free fish.

Transportation service
CNG Transport permitted by government.
Bicycle made by Pran RFL.
Motorized Rickshaw which are used by battery.
Drinks
Tulshi Tea, Green Tea, Ginger Tea made by Kazi & Kazi.
Diet coke which is sugar free made by Coca Cola.
Mum Drinking water.
Electricity
Solar Panel made by Grammen Sokti, Polli Sokti.
Energy bulb made by Nasir Group.
IPS made by Rahim Afroz.
Battery made by Hamko company.
Cosmetics
Fairness cream made by Lota Herbal.
Olive Oil, body lotion, white plus toothpaste, hair gel, lip gel made by
Square Toiletries Ltd.
Education & offices
Student of Cambrian college are used ebook.
Most private firms and few government firms are depend on Computer
Database. As a result, it reduces the use of paper.
Student bags are made by Jute and its materials.
Prothom alo, Amar Desh Online Newspaper.
Tree Plantation Programs taken by AB Bank.

Problems of Practices of Green Marketing In Bangladesh

Bangladeshi manufacturers will find that green marketing is not an easy concept. They can
realize that green marketing in Bangladesh still at its fetus stage. The problems of Green
Marketing areas:
The cost of Green Marketing Products: The costs of making green products are higher
than those of conventional products. So the prices of such products may be a little higher
than those of conventional ones. Distribution logistics is of crucial importance, with the main
focus being on ecological packaging. Marketing local and seasonal products, e.g. vegetables
from regional farms, is easier than marketing imported "green" products. The market should
put stress on environmental aspects. This may be publicized to improve a firm's image.
Furthermore, a company should emphasis environmental protection.
Sales Promotions: Ecological products will probably require special sales promotions.
Perhaps no area of green marketing has received as much attention as promotion. In fact,
green advertising claims grew rapidly during the late 1980s. In spite of being a new
phenomenon, green marketing is practiced by many firms globally now. It offers some
benefits to the organizations, which can expand the business and also be eco-friendly.
Lack of awareness: The awareness level about green marketing is very poor among both the
officials and the consumers.
Standardization: The ISO is not the only entity standardizing green marketing. Several
other organizations have tried to establish similar standards. Even with standardization there
are many questions left in the hearts of consumers. Questions like: how do I know that the
company performed a legal and ethical product life cycle analysis, or can money buy a green
thumbs-up from the government?

Suggestion to develop Green Marketing in Bangladesh

Here are some recommendations for the marketers who are interested in starting green marketing
in Bangladesh:
Customer Perception: a company should judge its customers first. It must find out whether
the customers value the concept of green products and are concerned about the issues its
product tries to address.
Differentiability of a Products: A company should be sure that consumers feel that they can
make a difference, which is the main reason why consumers buy green products.
Product performances: A company should take the initiative to make consumers believe
that its product performs the job it is supposed to do.
Economic scale: Many environmentally preferable products cost more due to economies of
scale and use of higher-quality ingredients. If a company charges a premium for the product,
it should be sure that consumers can afford the premium and feel it's worth it.
Financial assistances: The government of Bangladesh has to encourage and support the
manufacturers who are manufacturing green products by providing subsidies. Financial
assistance should be given in the form of easy loan facility to equip for manufacturing green
products.
Awards: Awards should be given to those who successfully practice green marketing which
becomes a motivating factor for others to implement it.
Social advertising: Social advertising to be carried out on a large scale through various
medias to promote the consumption of green products.
Promotion of Eco-mark: Promotion of Eco-mark or Eco-labeling has to be done to create
awareness not only amongst manufacturers but also among consumers.

Conclusion
Green marketing can be effective and useful, but it must be in tune with customers' needs. If
environmental concerns are not important to customers, green marketing will not be effective.
However, if customers do place high importance on green products and sustainability issues,
green marketing can be a powerful way to positively project the company and its products and
services.