Green Advertising: An Effective Tool for Sustainable Communication
Author(s): Shilpi Pal, M.S.Khan
Abstract: Green Advertising is an essential tool in an era of globalization where â€œgo greenâ€ is the natural phenomenon for the sustainable development along with environmental safety. Taking the opportunity of this trend many organizations are adopting green advertising strategy to grab the attention of consumers easily and in an effective way. Green Advertising is a process by which a company can advertise their product in terms of environmental preference and acceptance according to the safety of environment by highlighting their green features. Green advertising is a part of new marketing approaches which focus on re-marketing of existing product along with different approaches to provide substantially different perspective. Consumers prefer to have those products which are eco-friendly and help to make environment â€œcleanâ€ and â€œgreenâ€ for the sustainable development. Consumers are aware that eco-friendly products are not just for environmental protection but also for healthy and fit lifestyle. This paper highlights the facts about the importance of green advertising and its benefit to the consumer. Green marketing is the tool for re-enter in the market in an innovative way with the help of modification of an existing product or packaging which is safe for the environment and acceptable by the consumers.