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DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.21

Abstract

The purpose of this article is to understand Green Marketing Myopia and the various principles that can be followed by organisations to tackle Green Marketing Myopia.Green marketing is considered as the marketing of products and services which are safe to the environment. When organisations focus on green requirements of products and fail to understand the requirements of the customer, it leads to Green Marketing Myopia. As a result of Green marketing myopia, consumers lose faith towards the company’s products. Consumer Value Positioning, Calibration of Consumer knowledge, and Credibility of Product Claims are the 3 important principles that organisations have taken in order to tackle Green Marketing Myopia. Credibility in communication and delivery of consumer desired value have to be practiced by companies to attain product dematerialisation and more sustainable service which shall help to avoid Green Marketing Myopia.

 

Keywords : Green Marketing Myopia; Principles of Green Marketing; Credible Communication; Delivery of Consumer Desired Value; Product Dematerialisation; Sustainable Service.

Corresponding Author : Ranjit Thomas, Part-time Research Scholar, Loyola College of Social Sciences, Thiruvananthapuram, Kerala 695017, India and Assistant Professor, Department of Management Studies, Lourdes Matha College of Science and Technology, Thiruvananthapuram, Kerala 6