Open Access Subscription Access
Green Marketing: Initiatives in the Indian Context
Protection of the environment is an issue of key concern which has permeated into all spheres of life. Consumers are increasingly becoming concerned about the environment and various issues related to it at the global level. This change has encouraged a couple of organizations and has also compelled many organizations to respond with 'environmentally' friendly products. Green marketing is perceived as an opportunity by many organizations to achieve their long term goals. Green marketing incorporates a broad range of activities, including product modifications, changes to the production processes, packaging changes, as well as modifying advertising. This paper attempts to examine the concept of green marketing, the various challenges and opportunities associated with it, as well as study the various initiatives taken in the Indian context by various organizations as well as by the Government. The discussion reveals that green marketing is gaining importance in India for various issues concerning sustainable development.
Green Marketing, Opportunities, Challenges, Initiatives, Eco-Friendly Practices
- American Marketing Association (Resource Library) (n.d.). Dictionary. Retrieved from http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=G.
- Chowdhary, S., & Dasani, L. (2013). Green marketing - A new corporate social responsibility. INCON-VIII International Conference on Ongoing Research and IT, Pune, India, January, 11- 13, 2013.
- Department of Financial Services, Ministry of Finance, Government of India (2012, July 20). Master circular on green initiatives of the government. Retrieved from http://financialservices.gov.in/banking/circulars/2012/Green%20Initiative%20%20Master%20Circular.pdf
- Dey, D. (2007). Energy efficiency initiatives: Indian experience. ICFAI Business School, Kolkata, Retrieved from http://ebookbrowse.com/dey-paper-pdf-d173493648
- Government of Andhra Pradesh (2010, June 29). New Industrial Policy of Andhra Pradesh 2010-2015. Retrieved from http://www.aponline.gov.in/Quick%20Links/Departments/Industries%20and%20Commerce/RTI%20Act/New%20Industrial%20Policy%20of%20AP%202010-15%20GO.pdf
- Grunert, S. C. (1993). “Everybody seems concerned about the environment: But is this concern reflected in Danish consumers' food choice? In W. F. V. Raaij, & G. J. Bamossy (Eds.), European Advances in Consumer Research (Vol. 1, pp. 428-433). Provo, UT: Association for Consumer Research.
- iGovernment (2011, February 28). India approves Rs. 600 crore for green initiatives. Retrieved from http://www.igovernment.in/site/india-approves-rs-600-cr-green-initiatives-39365
- Ishawini, & Datta, S.K. (2011). Pro-environmental concern influencing green buying: A study of Indian consumers. International Journal of Business and Management, 6 (6), 126-133.
- Lindner, M. (2008, April 12). How to go green and stay competitive. Forbes. Retrieved from http://www.forbes.com/2008/12/04/small-business-green-ent-manage-cx_ml_1204gogreencheap.html
- Mannarswamy, B. (2011). A study on the environmental awareness and changing attitude of the students and public in Coimbatore towards green products. The International Journal's Research Journal of Social Science and Management, 1 (7), 75-84.
- Ministry of Environment and Forest, Government of India. (2010). Indian initiatives on green trade, investment and climate policy towards a low carbon economy [power point presentation]. Regional Symposium on Low Carbon Economy: Trade, Investment and Climate Change, Bali, Indonesia, 13-14 October, 2010, Retrieved from www.unescap.org/tid/projects/lowcarbon_s3_india.pdf
- Mirza, H. (2012). Coke, Fritos and Walmart green washing: Are the products you buy really green? Policymic. Retrieved from http://www.policymic.com/articles/6781/coke-fritos-and-walmart-greenwashing-are-the-products-you-buy-really-green
- Mohanasundaram, V. (2012). Green marketing: Challenges and opportunities. International Journal of Multidisciplinary Research, 2 (4), 66-73.
- Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31 (4), 404-409. DOI: 10.1111/j.1470-6431.2007.00586.x
- Octane Research (2013, January). Go green initiatives in corporate governance. Retrieved from http://www.octane.in/research/pdf-report/Go_Green_Initiative_In_Corporate_Governance_2013.pdf
- Ottman, J. (2008). The 5 simple rules of green marketing. Design Management Review, 19 (4), 65-69.
- P & G (2013). Environmental sustainability initiatives in India. Retrieved from http://www.pg.com/en_IN/sustainability/environmental_sustainability/environmental-sustainability-initiatives-in-india.shtml
- Pandurangarao, D., Basha, S.C., & Satyakumar, K.V.R. (2011). Consumer's perception and purchase intention towards green products. International Journal of Research in Commerce, I.T & Management, 1 (7), 63-66.
- Paranjape, A., Bhakare, S., & Mathur, N. (2012). A study of consumer behaviour with reference to environmental awareness and buying preferences of environment friendly products. Proceedings of International Conference on Advances in Computing and Management, Pune, India, 06-08 January, 2012. Retrieved from http://www.dypimca.org/downloads/MKTG/MKTG007.pdf
- Patankar, S. (2012, October, 2). Green IT to double to $70bn by 2015: Gartner. The Times of India. Retrieved from http://timesofindia.indiatimes.com/
- Peattie, K. (1995). Environmental marketing management: Meeting the green challenge (p. 309). London: Pitman.
- Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, 2 (2), 129-146.
- Pillai, R.P. (2013). It's time to green with pride: A conceptual study of green marketing. Indian Journal of Marketing, 43 (4), 30-34.
- Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1 (2), 1-10.
- Pride, W.M., & Ferrell, O.C. (1993). Marketing: Concept and strategies. Boston: Houghton Mifflin.
- Rediff.com (2011, June 3). Here are some of India's leading 'green' companies. Retrieved from http://www.rediff.com/business/slide-show/slide-show-1-world-environment-day-some-of-indias-leading-green-companies/20110603.html.
- Sheikh, J.A. (2011). Green marketing as a tool of social responsibilities. IndianMBA.com. Retrieved from http://www.indianmba.com/Faculty_Column/FC1303/fc1303.html.
- SBI opens green banking branch (2012, Nov 4). The Times of India. Retrieved from http://timesofindia.indiatimes.com/
- Shrivastava, P. (1995). Environmental technologies and competitive advantage. Strategic Management Journal, 16 (S1), 183-200.
- Thakar, G., Joshi, N. M., & Chitale, A.K. (2009). An investigation of customer awareness with reference to green marketing of automobiles: An empirical study conducted at Indore, Madhya Pradesh. Indian Journal of Marketing, 39 (9), 11-21.
- Verneker, S. S., & Wadhwa, P. (2011). Green consumption: An empirical study of consumer attitude and perception regarding eco-friendly FMCG products with special reference to Delhi and NCR region. Opinion, 1 (1), 64-74.
- Welling, M.N., & Chavan, S.A. (2010). Analyzing the feasibility of green marketing in small & medium scale manufacturers. Asia Pacific Journal of Research in Business Management, 1 (2), 1- 15.
- Xiao-di, Z., & Tie-jun, Z. (2000). Green marketing: A noticeable new trend of international business. Journal of Zhejiang University, 1 (1), 99-104.
- Yap, J. (2012, October 3). India's green IT, sustainability spend to hit $45B in 2012. ZDNet. Retrieved from http://www.zdnet.com/in/indias-green-it-sustainability-spend-to-hit-45b-in-2012-7000005150/
Abstract Views: 1594