Contemporary Green Marketing - Green Initiatives & Practices adopted by Indian Organizations
Author - Prof. Mr. Apoorva Pakdhane
Brahma Valley College of Engineering & Research Institute (B.V.C.O.E& R.I) Address- 27, Adwaitshilp, Narayan Bapu Nagar Villas,
opp. Narayan Bapu Water tank, Jail Rd, Nasik Rd,Nashik-422101 9823025822
Environmental deterioration, pollution & conservation are buzz words in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental deterioration. Green marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development .A “Green” business activity can be defined as any business activity that is performed in a way so that it has either limited negative ecological impact or it directly benefits the natural environment in some way The issue of environmental protection has brought the consumers, the industry and the government to a common platform where each has to play its own role. In present scenario govt. regulations and consumers concern for the environment create opportunities for green marketing and forced business to adopt green business strategy. Corporate entities worldwide in general and Indian corporate in particular are now focusing on green marketing as strategy to beat competition, attract customers, become closer to public and society. Corporate entities are taking up green initiatives as a part of corporate social responsibility which is mandatory in India. Major players in the industry have taken various initiatives to prove themselves as environmental friendly. This paper will attempt to introduce the term and concept of green initiatives, green business strategy, and green marketing activities ,analyze reasons that make the organizations interested in adopting green marketing , need & applications of green marketing and benefits to organizations and how all this has changed the face , scope and potential of green marketing , making it most contemporary and essential modern marketing approach.
Keywords - Green Marketing, green marketing practices, green initiatives, green marketing applications, green business, green organizations, "going green" etc
The term green marketing is often used loosely and in the wrong context. Green marketing is the marketing of products which are considered not to be harmful for environment. The terms like phosphate free, recyclable, refillable, ozone friendly and environmentally friendly are some of the things consumers most often associate with green marketing. But green marketing incorporates a broad range of activities such as the product modification, changes to the production process, packaging changes, as well as modifying advertising which can be applied to consumer goods, industrial goods and even services (Welling and Chavan 2010). According to American Marketing Association “Green Marketing is the marketing of products that are presumed to be environmentally safe”. Hence being a very broad concept green marketing incorporates all activities designed to generate and facilitate any exchanges intended to satisfy human needs and wants, such that the satisfaction of such needs and wants occurs with minimum detrimental effect on the natural resources. One of the biggest problems with the green marketing area is that there has been little attempt to academically examine environmental or green marketing. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Conceptual Discussion - "Green Marketing" refers to holistic marketing...
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