Your SlideShare is downloading. ×
Strategic Role of Green Marketing: An Exploratory Study
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Strategic Role of Green Marketing: An Exploratory Study

716

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
716
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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

×