Current practice in Green marketing does not equate with the demands of the theoretical perspective. G marketing has focused on marketing green products and addressing the environmental concerns of consumers. It has failed to relate to the theory of G marketing which perceives the dominant social paradigm of industrial societies, rather than particular behaviours, to be the agent of environmental crisis. G marketing strategies with this perspective would consider holistic issues and sustainability and would be aware of the limitations of the prevailing dominant social paradigm.
Generally people focused on attitudes and behaviour of the environmentally-conscious consumer. G marketing is an initiative process of delivering products and services that are based on environmental benefits. The main idea that revolves around the concept of G marketing is that, most of the products are environmentally or ecologically friendly.
The green products that are sustainable should be more durable, cheaper, healthier, and thoughtful as it brought to the social communities. The green business, together with its products and services should make the future in a creative and thrilling way.
A leader who is concerned with the environment and thinks of other strategy must face the environmental problems and challenges that the business will meet. The involvement of redesigning in completing the task and responsibility for the environment is emphasized, and in return the business will gain great opportunity to spare the environmental resources in various good reasons.
In order to achieve the overall competency, the business should improve the resource productivity to meet the efficiency expectation. The business will face many environmental risks and costs but still they have to acquire the knowledge in managing and controlling these aspects. As the marketing concept and perspective, the business should definitely meet the customers various environmental needs, for that they can build loyalty towards the customers and can promote value innovation and a chance to develop a breakthrough product. With this mindset, it would be interesting then to investigate environment as its driving theme.