Public Policy and Managerial Implications of Green Marketing - Need of the Hour

Abstract

This paper examines issues in understanding the relationship between the marketing discipline, the public policy process and the natural environment. Many terms describe this relationship, although the notion of marketing is more expansive, this paper employs the term green marketing to refer to the public policy and managerial implications to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Along with manipulating the traditional marketing mix, it requires an understanding of public policy processes. Green marketing also ties closely with issues of industrial ecology and environmental sustainability such as extended producers' liability, life-cycle analysis, material use and resource flows, and eco-efficiency. Thus, the subject of green marketing is vast, having important implications for public policy.