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