Evaluation of Green Marketing Strategies in FMCG Segment

Going green, green economy or the green
movement has gained massive popularity globally
over the past several years and its influence has
spread across just about FMCG industry. Being
“green” helps preserve and sustain society’s
resources. In FMCG sector, 1
India remained the
leader among all nations in the global consumer
confidence index with a score of 131 points for
the quarter ending December 2015, followed by
the Philippines (117), Indonesia (115) and
Thailand (114). Consumer confidence in India has
remained high for nine consecutive quarters.
Normally, the green industry focuses on making a
profit while having a negligible (or even a
beneficial) impact on the environment. Leaders
within the industry make sustainability a key
consideration in decision-making throughout the
organization. They work to minimize both use and
production of harmful chemicals, excess
materials, and waste byproducts in the delivery of
their goods and services. Recognizing the
importance of our planet’s dwindling natural
resources - or perhaps the economic opportunity
that that creates - the green industry seeks to meet
the demands of today without compromising the
needs of tomorrow. This study focus on analyzing
the green marketing strategies in terms of product,
price, place and promotion