Environmental technology or green technology or clean technology (abbreviated as cleantech ) is the application of the environmental science to conserve the natural environment and resources, and to curb the negative impacts of human involvement. Sustainable development is the core of environmental technologies . When applying sustainable development as a solution for environmental issues , the solutions need to be socially equitable, economically viable, and environmentally sound. The technologies include, but are not limited to, the following areas:
However this optimistic start to the 1990s was not sustained (Peattie and Crane 2005).
A 2001 survey conducted by Roper indicates that during the 1990’s approximately 2/3 of all consumers believed that environmental protection and economic development can go hand in hand. While perception is important, actual behavior is crucial to market success.
. A report (conducted by Mintel 1995) showed only a very slight increase in green consumer since 1990 and a significant gap between concern and actual purchasing.
Green Marketing is an art of creating an awareness among consumers about carefully planned and developed eco compliance products and services using competitive pricing, promotion and distribution strategies that leads to increased uptake of product and services, increase in ROI and finally consumer satisfaction.
Green Marketing in India: Bundling Awareness and Technology to address Green Myopia
India is the world's sixth largest and second fastest growing producer of greenhouse gases.
Delhi, Mumbai and Chennai are three of the world's ten most populated cities.
Two-thirds of city dwellers lack sewerage, one-third lack potable water.
India grows equivalent of another New York City every year in its urban population.
In 15 years, more than half of Indians will be urban dwellers; one third will be slum dwellers and squatters
Across India, concern is mounting over an ever growing list of environmental problems and the need to find solutions becomes more urgent every day.
According to a survey conducted by BT-AC Nielsen ORG-MARG, Oil and petroleum sector is considered the greenest sector in India. ONGC is the greenest company followed by Reliance Industries.
India is a world leader in green IT potential. According to Global enterprise survey Indian respondents scored over respondents from 10 other countries in expecting to pay 5% or more for green technology if its benefits for the environment and return on investment (ROI) is proven.
Clearly the companies are focused on being more greener in their procedure but little has been done to spread the awareness among Indian consumers to adapt green products.
These are some of the success stories but if you look at it from Indian consumers (or consumption pattern) perspective-
There is very less uptake of solar batteries and equipments (cooker etc) though the products are present in Indian market from last 15 years.
Recently launched Samsung solar mobile Guru is not finding foot in market due to inconvenience in solar charging.
Very less consumption of CFL bulbs due to high cost.
Drive has been launched by Mararashtra government to ban plastic in Mumbai still the consumption of plastic bags is very high in both rural and urban sector etc.
(Data gathered from discussion with various dealers, consumers and manufacturers)
These are some of the examples that show low penetration of green products in Indian market. The various factors contributing to this consumer behavior are:
India is a cost driven market. Since development of green product involves huge investment in R&D activities which in turn increases the cost of product.
Green products require renewable and recyclable material, which is costly
Water treatment technology, which is too costly
Majority of the people are not aware of green products and their uses
Majority of the consumers are not willing to pay a premium for green products
Degree of acceptance for new product is very low among Indian consumers.
Less developed means of communication. Most of the new technologies require different mode of communications to penetrate new areas but due to less developed means of communication in India awareness remains low for new technologies.
Language barriers. India is a country of many languages and cultures. Due to language barrier many parts of India hardly get information.
Use of redundant technologies in most of the companies in India.
Use of solar energy. India gets plenty of sunlight due to its proximity to the equator. It receives an annual average of 4-7KWh per day for every square meter, meaning the country receives a lot more sunlight than what it can use in a year, making it an abundant source of power.
India has the best opportunity to be in the forefront of the sustainable world with our Fair Trade certifications & organic cotton certifications. Developing an organic agricultural business we can improve our food chain, agricultural programs & health issues.
Handicraft and handmade papers, huge market for paper bags to replace plastic bags