Abstract
Tropical Agricultural Research and Extension is a peer-reviewed international scientific journal covering a wide range of subject areas in tropical and subtropical agriculture published quarterly by the Faculty of Agriculture, University of Ruhuna, Sri Lanka. The journal is also available on the Faculty of Agriculture, University of Ruhuna website https://www.agri.ruh.ac.lk/tare/index.htm .
Highlights
With globalization, the whole world has to tackle environmental pollution and the vast destruction of natural resources due to industrialization, rapid technological development and diversification of human needs
The green marketing concept has become a revolution in the world of marketing and it describes the strategies used by a company to advertise the environmental sustainability of their products and consists of product modification, manufacturing, packaging, pricing, advertising and creating demand by utilizing eco-labelling, eco -branding and eco-packaging as green marketing tools
The 4 P's of green marketing have an innovative style by developing products through an ecological manner, charging a premium price for improved performance, design and function etc., promoting the green concept, addressing a relationship with the biophysical environment and advertising the present corporate image of environmental responsibility and ensuring the green products are accessible to the customers (Roy 2013)
Summary
The whole world has to tackle environmental pollution and the vast destruction of natural resources due to industrialization, rapid technological development and diversification of human needs. Due to the higher perception of consumers towards the green concept, green marketing has SANDEEPANI DMM AND SAMARAWEERA GC:GREEN MARKETING TOOLS emerged as a competitive strategy within the respective industry Even though it has a high initial investment, it ensures long-term growth and profitability increases employee morale by working in a profitable and environmentally responsible organization (Saini 2013). The green marketing concept has become a revolution in the world of marketing and it describes the strategies used by a company to advertise the environmental sustainability of their products and consists of product modification, manufacturing, packaging, pricing, advertising and creating demand by utilizing eco-labelling, eco -branding and eco-packaging as green marketing tools It focuses to accomplish customers’ needs in a way that has the least harmful impacts on the environment (Farzin et al 2020). The 4 P's of green marketing have an innovative style by developing products through an ecological manner, charging a premium price for improved performance, design and function etc., promoting the green concept, addressing a relationship with the biophysical environment and advertising the present corporate image of environmental responsibility and ensuring the green products are accessible to the customers (Roy 2013)
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