FIIB            White            Paper             2011SDC’s On-going Research ProjectsStrategic Role of Green Marketing: ...
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Strategic Role of Green Marketing: An Exploratory Study

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Strategic Role of Green Marketing: An Exploratory Study

  1. 1. FIIB White Paper 2011SDC’s On-going Research ProjectsStrategic Role of Green Marketing: An Exploratory Study | Prof. KalpanaChauhanAbstractAlthough environmental issues influence all human activities, few academic disciplines haveintegrated green issues into their literature. This is especially true of marketing. Marketingconsists of all activities designed to facilitate any exchanges intended to satisfy human needs orwants. Green marketing, also alternatively known as environmental marketing and sustainablemarketing, is performing these marketing activities in such a way that they have minimaldetrimental impact on the environment. It includes organizations efforts that will not harm theenvironment and incorporates a broad range of activities, including product modification, changesto the production process, packaging changes, as well as modifying advertising. It perceivesholistic and interdependent view of the relationship between the economy, society and theenvironment.The purpose of the study is to examine what are the incentives for companies to go Green wayand whether green marketing can play a strategic role for a firm’s marketing strategy. As the aimof the study is to gain deeper understanding of green marketing, case study based researchwould be appropriate research design. Data would be collected through Interview and analyzedthrough various qualitative data analysis tools. 1

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