DR UMA K “A study on Green Marketing Strategies – A tool to achieve sustainability”, in the Journal of “Emerging Perspectives on HR, Marketing & Finance”, in 1 day national seminar, Organized by Maharani’s women’s commerce and Management College, Paduvarahalli, Mysore. Published in ISBN: 978-93-5351-746-5, held on 16th March 2019, pp.159-164.
Green Marketing incorporates greening products and greening firms. The increasing exposure of global market products and environmental issues like global warming, impact of environmental pollution in turn has raised the green sensitivity of consumers for being eco-friendly and green marketing oriented. However in recent past green consumerism also has been gaining its lime light, Green consumerism has started playing a substance role in ushering corporate environmentalism and constructing business firms green marketing oriented. However, this is not widespread and is still evolving.
This study sought to ascertain the green business best practices for enterprise sustainability in SouthSouth
Nigeria.. The population for the study was 23,985 managers of registered enterprises in the six states of
South-South Nigeria. Multistage sampling technique was adopted in this study.
The Role of Green Marketing and Green Brand Image in Enhancing Purchase Inten...ijtsrd
People are starting to become aware by starting to buy products that do not add to the environmental damage. People also switch to buying products that use basic ingredients that do not damage the environment or in other words environmentally friendly materials. This article will discuss Green Marketing, Green Brand Image, and Green Perceive Value which are topics relevant to the current situation, where changing market trends created by consumers are very influential for the sustainability of the companys operations. Furthermore, this will affect the image of environmentally friendly and also the value obtained in making purchasing decisions. The thing that needs to be considered is how to convince consumers that what they are buying is an environmentally friendly product. Green marketing has several advantages, and because of these advantages, green marketing has good prospects for enhancing brand image as a choice of marketing strategy to enhance a companys brand image. Companies that implement green marketing certainly have some more value than conventional strategies. Lena Ellitan "The Role of Green Marketing and Green Brand Image in Enhancing Purchase Intention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47599.pdf Paper URL : https://www.ijtsrd.com/management/marketing/47599/the-role-of-green-marketing-and-green-brand-image-in-enhancing-purchase-intention/lena-ellitan
“Green Environment” relates to the concerns for environmental conservation and improved health of the environment. This includes supporting practices like informed consumption, conservation practices and investment in renewable energy.Why is green environment important?
Going green reduces air pollution and environmental toxins that could affect our body's immune system that fights infections, and that could expose us to diseases and fatal illnesses
THE THREE P’S OF GREEN MARKETING - PEOPLE, PLANT AND PROFIT IAEME Publication
At present in the Global Competition the organizations are showing greater interest towards Sustainable or “Green” marketing strategies. Sustainable or Green Marketing strategies is attributable to consumer sensitivity to environmental issues brought a bout by rising fuel prices, evidence of extensive ecological changes, and the tacit assumption that current consumption patterns place the planet’s prolonged existence at risk. Traditional Green Marketing Strategies research investigates how industrial activities affect three key factors: The planet, people, and profits. Research has also found that consumers claim to be willing to pay more for sustainable goods and services and however green product failures abound in the marketplace. Research has found contradictory effects for demographic and psychographic variables on environmentally
-friendly consumption behaviors
Green Marketing incorporates greening products and greening firms. The increasing exposure of global market products and environmental issues like global warming, impact of environmental pollution in turn has raised the green sensitivity of consumers for being eco-friendly and green marketing oriented. However in recent past green consumerism also has been gaining its lime light, Green consumerism has started playing a substance role in ushering corporate environmentalism and constructing business firms green marketing oriented. However, this is not widespread and is still evolving.
This study sought to ascertain the green business best practices for enterprise sustainability in SouthSouth
Nigeria.. The population for the study was 23,985 managers of registered enterprises in the six states of
South-South Nigeria. Multistage sampling technique was adopted in this study.
The Role of Green Marketing and Green Brand Image in Enhancing Purchase Inten...ijtsrd
People are starting to become aware by starting to buy products that do not add to the environmental damage. People also switch to buying products that use basic ingredients that do not damage the environment or in other words environmentally friendly materials. This article will discuss Green Marketing, Green Brand Image, and Green Perceive Value which are topics relevant to the current situation, where changing market trends created by consumers are very influential for the sustainability of the companys operations. Furthermore, this will affect the image of environmentally friendly and also the value obtained in making purchasing decisions. The thing that needs to be considered is how to convince consumers that what they are buying is an environmentally friendly product. Green marketing has several advantages, and because of these advantages, green marketing has good prospects for enhancing brand image as a choice of marketing strategy to enhance a companys brand image. Companies that implement green marketing certainly have some more value than conventional strategies. Lena Ellitan "The Role of Green Marketing and Green Brand Image in Enhancing Purchase Intention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47599.pdf Paper URL : https://www.ijtsrd.com/management/marketing/47599/the-role-of-green-marketing-and-green-brand-image-in-enhancing-purchase-intention/lena-ellitan
“Green Environment” relates to the concerns for environmental conservation and improved health of the environment. This includes supporting practices like informed consumption, conservation practices and investment in renewable energy.Why is green environment important?
Going green reduces air pollution and environmental toxins that could affect our body's immune system that fights infections, and that could expose us to diseases and fatal illnesses
THE THREE P’S OF GREEN MARKETING - PEOPLE, PLANT AND PROFIT IAEME Publication
At present in the Global Competition the organizations are showing greater interest towards Sustainable or “Green” marketing strategies. Sustainable or Green Marketing strategies is attributable to consumer sensitivity to environmental issues brought a bout by rising fuel prices, evidence of extensive ecological changes, and the tacit assumption that current consumption patterns place the planet’s prolonged existence at risk. Traditional Green Marketing Strategies research investigates how industrial activities affect three key factors: The planet, people, and profits. Research has also found that consumers claim to be willing to pay more for sustainable goods and services and however green product failures abound in the marketplace. Research has found contradictory effects for demographic and psychographic variables on environmentally
-friendly consumption behaviors
Green Marketing Practices: A Retailer's Perspectiveijtsrd
The main interest all over the global is to protect environment. International evidence indicates humans are worried about the surroundings and are changing their behavior. Due to this, green advertising has emerged which speaks for growing marketplace for sustainable and socially accountable services and products. The main objective is to find the factors influencing the attitude of retailers towards green marketing practices. Factors identified may be inter-related but not independent. Hence, the objective is also to group these factors based on the commonalities and name it accordingly. Second objective is to measure the attitude of retailers towards green marketing practices by using Cluster analysis technique which is justified using ANOVA. Survey was conducted and the retailers are asked to opine about the factors influencing their attitude towards green marketing practices. The opinion is obtained for twenty-two statements which are related to the factors influencing the attitude of retailers towards green marketing practices by adopting scaling technique, namely, Likert Five Point Scale. A multi-variant statistical technique called factor analysis is applied. In this Principle factor method with orthogonal varimax rotation is used to group the related factors and also other relevant statistical methods are used for data analysis. From the results it is observed that 5 factors were identified. Viz., Awareness creation on green practices and waste reduction, Make employees and customers familiar with green products, Application of Energy Saving Products, Adoption of Green Technology, Recycling of Waste and 3 clusters were formed such as Energy Savers, Awareness Creators, and Green Motivators. Ashok. M. V | Dr. Richa Bhalla"Green Marketing Practices: A Retailers Perspective" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-3 , April 2018, URL: http://www.ijtsrd.com/papers/ijtsrd10878.pdf http://www.ijtsrd.com/management/marketing-management/10878/green-marketing-practices-a-retailers-perspective/ashok-m-v
go green - green marketing its rise for an eco friendly processes in indiaKumar Goud
Abstract: Green marketing is a phenomenon which has developed particular important in the contemporary market. This concept has enabled for the re-marketing and packaging of accessible products which already adhere to such guidelines. Moreover, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.
Keywords - Green Marketing, Green Product, Recyclable, Environmentally safe, Eco Friendly.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study on Customers Perception towards Green Marketing and Products with Spe...paperpublications3
Abstract: The paper aims to understanding the benefits of green products and its marketing in the present scenario. The motivation behind this study was the uncomfortable life situation of people day by day. The products like unhealthy foods, cosmetics, other needy things would lead to harmful health problems including life style diseases. Emerging trends in the industrialisation do not notice such things. Commonly industry does not keep the business ethics as whole. The relevance of green marketing comes in to the existence of such areas where the products are deal without any caution about the use of customers. This study focus on the present customers perception towards new trends known as green marketing and products. The main areas in this paper covered by the uses, importance and the preference of customers in connection with green products and it's services.
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...IAEME Publication
Background: In recent decades the concept of marketing environmental friendly products, in the aspects ranging from production to packing is getting attention to protect our environment as well as the life of human beings. Specifically the focus and awareness about organic products is increased day by day. Objectives: Hence the researcher made an attempt find out the consumer behavior towards marketing of organic products and impact of green marketing on the purchasing behavior of organic products Tiruchirappalli district. Methodology: To resolve the objective the researcher has collected 175 primary data with the support of structured questionnaire. And the collected data were analyzed with support descriptive analysis, simple regression and of chi squire test. Findings: The outcome of analysis shows that awareness on green products market has gained momentum and people are very much aware on the impact of inorganic products. The green marketing has notable impact on the purchasing behavior of organic products. Specifically the focus of female respondent and graduate respondents were giving more preference to organic products.
Essay On Green Marketing
Green Marketing
Green Marketing Essay example
Green Marketing
Green Marketing
Thesis On Green Marketing
The Benefits of Greening a City Essay
Green Marketing
Green Marketing and CSR Essay
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
: Increasing environmental awareness among societies is motivating consumers to use green
cosmetic products. Green skincare products are the fastest growing sector in the worldwide market
compared with other green cosmetic products. However, compared with general cosmetic products,
the market share of green cosmetic products in Indonesia is relatively low. The present research
investigated consumers’ purchasing intentions toward green skincare products in Indonesia using
the pro-environmental reasoned action (PERA) model.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
In recent years, concern about the environment has been highlighted in many areas of life. People are trying to reduce their impact on environment. It has been seen that the people are shifting more towards eco-friendly product. Organizations and company have seen this change in consumer attitude and are trying to gain an edge in the competitive market by exploring the concept of Green marketing. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our environment safe. Most of the companies avoid environment aspect while achieving consumer folds. But if a company wants to sustain in market it has to keep in mind the importance of environment and its safety. In this research paper, main focus is on concept, need and importance of green marketing. Data has been collected from websites, books; journals etc. The paper describes the concept of green marketing, current scenario of green marketing in India and challenges in implementing green marketing concept.
Processed Food Companies are Implementing Green Marketing Strategies Can CSR ...ijtsrd
The four Ps of the marketing mix is integrated with the environment as part of green marketing. This idea is extensively explored at various levels and in a variety of places. The message of environmental protection is spread among members of society and the community as it is addressed more frequently. This in turn motivates people to adopt the practice of protecting the environment in their daily activities and consumption. Marketers and producers must be aware of changes in consumer consumption patterns and adapt their marketing strategies accordingly. It is essential that marketers include the idea of being green in their marketing campaigns. The researchers objectives are to analyze the strategies, policies, and practices of green marketing, evaluate its application, and investigate the impact of the idea on processed food companies in the Indian market. Seven well known processed food firms that promote community, society, and environmental protection through CSR and SD activities were the subject of an exploratory study. The results show that processed food manufacturers sell their goods based on features including taste, quality, and price. Based on Ginsberg and Blooms Green Marketing Strategy Matrix and Porters Generic Competitive Strategy, an analysis was done. It can be said that all seven of the processed food businesses examined in the study are Shaded Green, employing unique business models and taking part in sustainable and CSR initiatives. These actions are not, however, included in the marketing plans that aim to influence consumers. By integrating SD and CSR initiatives and creating strong product brands, green marketing strategies must be put into practice. Praveen Kumar "Processed Food Companies are Implementing Green Marketing Strategies Can CSR & Sustainable Development be used in Marketing?" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-4, August 2023, URL: https://www.ijtsrd.com/papers/ijtsrd58613.pdf Paper Url:https://www.ijtsrd.com/management/marketing/58613/processed-food-companies-are-implementing-green-marketing-strategies-can-csr-and-sustainable-development-be-used-in-marketing/praveen-kumar
The purpose of this study is to describe the various initiatives introduced by the Indian companies namely HCL, LG India and Wipro InfoTech for promoting Green Marketing along with the reasons behind these companies adopted this great Initiative.
ISSN-Abstract-2-A study on Hydroponic farming in Indian Scenario by Dr UMA KDr UMA K
DR UMA K “Green finance for sustainable development: challenges and opportunities”, paper entitled “A study on Hydroponic farming in Indian Scenario”, in ISSN: 978-93-5351-746-5, in 3-day 12th National Women Science Congress Conference on “Vijnana Nele- Souvenir”, Organized by Matruvedike (Women Scientists Forum), (SwadeshiVijnanaAndolana –Karnataka and SBRR Mahajana First Grade College (Autonomous), Jayalakshmi Puram, Mysuru-570012,held on 7th to 9th November 2019, published in Souvenir pp. 42.
ISSN-Abstract-1A study on women empowerment through sustainable organic farmingDr UMA K
DR UMA K 1. Published a paper entitled “A study on women empowerment through sustainable organic farming”, in the Journal of “Green finance for sustainable development: challenges and opportunities”, ISSN: 978-93-5351-746-5, in 3-day 12th National Women Science Congress Conference on “Vijnana Nele- Souvenir”, Organized by Matruvedike (Women Scientists Forum), (SwadeshiVijnanaAndolana –Karnataka, and SBRR Mahajana First Grade College (Autonomous), Jayalakshmi Puram, Mysuru-570012, held on 7th to 9th November 2019, published in Souvenir, pp. 40.
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The main interest all over the global is to protect environment. International evidence indicates humans are worried about the surroundings and are changing their behavior. Due to this, green advertising has emerged which speaks for growing marketplace for sustainable and socially accountable services and products. The main objective is to find the factors influencing the attitude of retailers towards green marketing practices. Factors identified may be inter-related but not independent. Hence, the objective is also to group these factors based on the commonalities and name it accordingly. Second objective is to measure the attitude of retailers towards green marketing practices by using Cluster analysis technique which is justified using ANOVA. Survey was conducted and the retailers are asked to opine about the factors influencing their attitude towards green marketing practices. The opinion is obtained for twenty-two statements which are related to the factors influencing the attitude of retailers towards green marketing practices by adopting scaling technique, namely, Likert Five Point Scale. A multi-variant statistical technique called factor analysis is applied. In this Principle factor method with orthogonal varimax rotation is used to group the related factors and also other relevant statistical methods are used for data analysis. From the results it is observed that 5 factors were identified. Viz., Awareness creation on green practices and waste reduction, Make employees and customers familiar with green products, Application of Energy Saving Products, Adoption of Green Technology, Recycling of Waste and 3 clusters were formed such as Energy Savers, Awareness Creators, and Green Motivators. Ashok. M. V | Dr. Richa Bhalla"Green Marketing Practices: A Retailers Perspective" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-3 , April 2018, URL: http://www.ijtsrd.com/papers/ijtsrd10878.pdf http://www.ijtsrd.com/management/marketing-management/10878/green-marketing-practices-a-retailers-perspective/ashok-m-v
go green - green marketing its rise for an eco friendly processes in indiaKumar Goud
Abstract: Green marketing is a phenomenon which has developed particular important in the contemporary market. This concept has enabled for the re-marketing and packaging of accessible products which already adhere to such guidelines. Moreover, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.
Keywords - Green Marketing, Green Product, Recyclable, Environmentally safe, Eco Friendly.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study on Customers Perception towards Green Marketing and Products with Spe...paperpublications3
Abstract: The paper aims to understanding the benefits of green products and its marketing in the present scenario. The motivation behind this study was the uncomfortable life situation of people day by day. The products like unhealthy foods, cosmetics, other needy things would lead to harmful health problems including life style diseases. Emerging trends in the industrialisation do not notice such things. Commonly industry does not keep the business ethics as whole. The relevance of green marketing comes in to the existence of such areas where the products are deal without any caution about the use of customers. This study focus on the present customers perception towards new trends known as green marketing and products. The main areas in this paper covered by the uses, importance and the preference of customers in connection with green products and it's services.
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Background: In recent decades the concept of marketing environmental friendly products, in the aspects ranging from production to packing is getting attention to protect our environment as well as the life of human beings. Specifically the focus and awareness about organic products is increased day by day. Objectives: Hence the researcher made an attempt find out the consumer behavior towards marketing of organic products and impact of green marketing on the purchasing behavior of organic products Tiruchirappalli district. Methodology: To resolve the objective the researcher has collected 175 primary data with the support of structured questionnaire. And the collected data were analyzed with support descriptive analysis, simple regression and of chi squire test. Findings: The outcome of analysis shows that awareness on green products market has gained momentum and people are very much aware on the impact of inorganic products. The green marketing has notable impact on the purchasing behavior of organic products. Specifically the focus of female respondent and graduate respondents were giving more preference to organic products.
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This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
: Increasing environmental awareness among societies is motivating consumers to use green
cosmetic products. Green skincare products are the fastest growing sector in the worldwide market
compared with other green cosmetic products. However, compared with general cosmetic products,
the market share of green cosmetic products in Indonesia is relatively low. The present research
investigated consumers’ purchasing intentions toward green skincare products in Indonesia using
the pro-environmental reasoned action (PERA) model.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
In recent years, concern about the environment has been highlighted in many areas of life. People are trying to reduce their impact on environment. It has been seen that the people are shifting more towards eco-friendly product. Organizations and company have seen this change in consumer attitude and are trying to gain an edge in the competitive market by exploring the concept of Green marketing. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our environment safe. Most of the companies avoid environment aspect while achieving consumer folds. But if a company wants to sustain in market it has to keep in mind the importance of environment and its safety. In this research paper, main focus is on concept, need and importance of green marketing. Data has been collected from websites, books; journals etc. The paper describes the concept of green marketing, current scenario of green marketing in India and challenges in implementing green marketing concept.
Processed Food Companies are Implementing Green Marketing Strategies Can CSR ...ijtsrd
The four Ps of the marketing mix is integrated with the environment as part of green marketing. This idea is extensively explored at various levels and in a variety of places. The message of environmental protection is spread among members of society and the community as it is addressed more frequently. This in turn motivates people to adopt the practice of protecting the environment in their daily activities and consumption. Marketers and producers must be aware of changes in consumer consumption patterns and adapt their marketing strategies accordingly. It is essential that marketers include the idea of being green in their marketing campaigns. The researchers objectives are to analyze the strategies, policies, and practices of green marketing, evaluate its application, and investigate the impact of the idea on processed food companies in the Indian market. Seven well known processed food firms that promote community, society, and environmental protection through CSR and SD activities were the subject of an exploratory study. The results show that processed food manufacturers sell their goods based on features including taste, quality, and price. Based on Ginsberg and Blooms Green Marketing Strategy Matrix and Porters Generic Competitive Strategy, an analysis was done. It can be said that all seven of the processed food businesses examined in the study are Shaded Green, employing unique business models and taking part in sustainable and CSR initiatives. These actions are not, however, included in the marketing plans that aim to influence consumers. By integrating SD and CSR initiatives and creating strong product brands, green marketing strategies must be put into practice. Praveen Kumar "Processed Food Companies are Implementing Green Marketing Strategies Can CSR & Sustainable Development be used in Marketing?" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-4, August 2023, URL: https://www.ijtsrd.com/papers/ijtsrd58613.pdf Paper Url:https://www.ijtsrd.com/management/marketing/58613/processed-food-companies-are-implementing-green-marketing-strategies-can-csr-and-sustainable-development-be-used-in-marketing/praveen-kumar
The purpose of this study is to describe the various initiatives introduced by the Indian companies namely HCL, LG India and Wipro InfoTech for promoting Green Marketing along with the reasons behind these companies adopted this great Initiative.
ISSN-Abstract-2-A study on Hydroponic farming in Indian Scenario by Dr UMA KDr UMA K
DR UMA K “Green finance for sustainable development: challenges and opportunities”, paper entitled “A study on Hydroponic farming in Indian Scenario”, in ISSN: 978-93-5351-746-5, in 3-day 12th National Women Science Congress Conference on “Vijnana Nele- Souvenir”, Organized by Matruvedike (Women Scientists Forum), (SwadeshiVijnanaAndolana –Karnataka and SBRR Mahajana First Grade College (Autonomous), Jayalakshmi Puram, Mysuru-570012,held on 7th to 9th November 2019, published in Souvenir pp. 42.
ISSN-Abstract-1A study on women empowerment through sustainable organic farmingDr UMA K
DR UMA K 1. Published a paper entitled “A study on women empowerment through sustainable organic farming”, in the Journal of “Green finance for sustainable development: challenges and opportunities”, ISSN: 978-93-5351-746-5, in 3-day 12th National Women Science Congress Conference on “Vijnana Nele- Souvenir”, Organized by Matruvedike (Women Scientists Forum), (SwadeshiVijnanaAndolana –Karnataka, and SBRR Mahajana First Grade College (Autonomous), Jayalakshmi Puram, Mysuru-570012, held on 7th to 9th November 2019, published in Souvenir, pp. 40.
Book edited 1. Crisis in the Indian banking Sector- Issues and Concerns by Dr...Dr UMA K
Dr UMA K 1. Edited a Book for one-day National Seminar on “Crisis in the Indian banking Sector- Issues and Concerns”, Published by Mahajana Research Foundation, Pooja Bhagavat Memorial Mahajana Education Centre, SBRR Mahajana First Grade College PG-Wing, Mysuru-570016. Published in ISBN: 978-81-931150-6-0, held on 28th September 2018, Page -1-161.
ISBN 6 A study on Issues and Government support for the development of women ...Dr UMA K
Dr. UMA K “A study on Issues and Government support for the development of women entrepreneurs”, in the Journal of “Gender Sensitization: Equality and opportunities”, in one day national level seminar organized by Maharani’s women commerce and Management College, Mysuru-570012, ISBN: 978-81-940092-2-1, held on 27th February 2020, pp.1-122.
ISBN publication 4 ORGANIC FARMING- A WAY TOWARDS SUSTAINABILITY by Dr UMA KDr UMA K
Dr. UMA K “Organic farming – A way towards sustainability”, in the Journal of “Green finance for sustainable development: challenges and opportunities”, in the 1-day national seminar organized by Vidyavardhaka First Grade College PG Centre, Mysuru-570001, in ISBN: 978-81-940092-2-1, held on 9th February 2019. pp.159-164.
ISBN Publication 3 A Conceptual Study on Marketing Practices, Issues, Chall...Dr UMA K
Dr. UMA K “A Conceptual Study on Marketing Practices, Issues, Challenges and Future Prospectus of Organic Products”, in the Journal of “Infrastructure and Sustainable Development: Issues & Challenges”, in One Day National Conference, organized by Basudev Somani College, Mysuru, in ISBN: 978-81-927970-9-0, held on 19th January, 2018, pp. 97-103.
ISBN publication 2 A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION ...Dr UMA K
Dr.UMA K “An Empirical study on consumer awareness and consumption intention towards organic products”, in the Journal of “Managing Evolving trends of Indian economy – A new outlook”, in 2-days National conference, in ISBN: 978-81-935319-2-1, organized by Tumkur University, Tumkur, held on 27th and 28th Nov 2017, pp.159-164.
ISBN publication 1 India's Pride top ten infrastructure by Dr. UMA KDr UMA K
Dr.UMA K “India’s pride top Ten Outstanding Transport Infrastructures”, in the journal of “National Level Journal “Infrastructure Development in India” on 27th Sep 2013 at Vijaya First Grade College, Pandavapura, Mysore, and published in ISBN: 978-81-925763-1-2, pp. 55-63.
Article 6 A study on perception of consumers towards marketing of organic p...Dr UMA K
Dr. UMA K (2020) “Studies in Indian Place Names” paper entitled “A study on perception of consumers towards marketing of organic products in the digital platform”, in one day International National Conference, organized by the Department of Commerce, school of commerce, Jain (Deemed –to –be University) JGI knowledge campus, Bengaluru, Impact Factor–6.3, ISSN: 2394-3114, published on UGC and ISSN approved Journal in care listed on March 2020, Vol 40, Issue 60, Page. No 3031- 3044.
Article 8 A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE D...Dr UMA K
Dr. UMA.K
Assistant Professor in Commerce
7. UMA. K (2020) “A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY”, Wesleyan Journal of Research, Vol.13 No4 (VI), Page No 109-115.
Article 7 A STUDY ON WOMEN EMPOWERMENTTHROUGH SUSTAINABLE ORGANIC FARMING D...Dr UMA K
UMA .K
Assistant professor in commerce
Reference: 6. UMA. K & Dr. RECHANNA (2020) “A STUDY ON WOMEN EMPOWERMENT THROUGH SUSTAINABLE ORGANIC FARMING”, AEGAEUM JOURNAL, ISSN NO: 0776-3808, http://aegaeum.com/, Volume 8, Issue 8, 2020, Page No 1474- 1486.
Article 5 A STUDY ON MARKETING OF ORGANIC PRODUCTS THROUGH SOCIAL MEDIA PLATF...Dr UMA K
Dr. UMA K
Assistant Professor in Commerce
Reference: 5. UMA. K (2018) “A STUDY ON MARKETING OF ORGANIC PRODUCTS THROUGH SOCIAL MEDIA PLATFORM”, Journal of Emerging Technologies and Innovative Research (JETIR), JETIRO006001, www.jetir.org (ISSN-2349-5162), Volume 5, Issue 12, Page No 1- 13.
Article 4 IMPACT OF INDIAN BANKING CRISIS IN AGRICULTURE SECTOR – WITH REFERE...Dr UMA K
UMA .K
Assistatn Professor in Commerce
Reference: UMA. K & Dr. RECHANNA (2018) “IMPACT OF INDIAN BANKING CRISIS IN AGRICULTURE SECTOR - WITH REFERENCE TO ORGANIC FARMING”, Journal of Emerging Technologies and Innovative Research (JETIR), JETIRG006025, www.jetir.org (ISSN-2349-5162), Volume 5, Issue 10, Page No 202-213.
Article 3 An Analysis of Socio Economic Background of Organic Farmers A Study...Dr UMA K
Reference: Dr. Uma. K (2018) “An Analysis of Socio-Economic Background of Organic Farmers: A Study with Special References to Mandya District”, Online International Interdisciplinary Research Journal, (OIIRJ), {Bi-Monthly}, ISSN 2249-9598, Volume-08, Issue-04, Page No 358-368.
Article 2 A STUDY ON PERCEPTION OF ORGANIC FARMERS TOWARDS ORGANIC FARMING IN...Dr UMA K
UMA. K (2018) “A STUDY ON PERCEPTION OF ORGANIC FARMERS TOWARDS ORGANIC FARMING IN MANDYA DISTRICT”, Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org (ISSN-2349-5162), JETIR1806403, Volume 5, Issue 6, Page No 113-124.
Article 9 A STUDY ON GREEN FINANCING PATTERN IN THE BANKING SECTOR ACASE STUD...Dr UMA K
Reference: Dr. Uma. K (2021) “A STUDY ON GREEN FINANCING PATTERN IN THE BANKING SECTOR: A CASE STUDY OF ORGANIC FARMERS IN MANDYA DISTRICT”, International Journal of Advance and Innovative Research (Conference Special), (IJAIR), www.iaraedu.com, ISSN: 2394-7780, Impact factor 7.363, Volume 8, Issue 3 (II), Page No 19 – 26.
Article 1 A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS Dr...Dr UMA K
Dr. UMA. K
Assistant Professor in Commerce
Reference: UMA K (2017) “A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS”, (IJMSRR) International Journal of Management and Social Science Research Review, Peer Reviewed & Indexed Journal, Impact Factor: 4. 695, E- ISSN - 2349-6746, ISSN -2349-6738, Vol-1, Issue – 37, Page No 112-118.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
ISBN publication 5 A study on Green Marketing Strategies – A tool to achieve sustainability by Dr UMA K
1. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
Page 1
A STUDY ON GREEN MARKETING STRATEGIES – A TOOL TO ACHIEVE
SUSTAINABILITY
Mrs. UMA. K
Assistant Professor and Research Scholar
chanduma25@gmail.com
Mobile: 9916262474
Pooja Bhagavat Memorial Mahajana Education Centre, Mysuru
ABSTRACT:
Nowadays the concern for environmental topics and sustainable development has
been increasing. Environmental issues have come to the forefront. Unrestrained use of fossil
oil has caused climate changes, global resource limitations slow down the progress to sustain
the current economic growth strategy. Therefore efforts are being made in order to achieve
sustainable development, which consists of social sustainability, economic sustainability, and
environmental sustainability in order to reach the well-being of present and future
generations. Sustainable development is the development that meets the needs of the present
without compromising the ability of future generations to meet their need' (UNDP, 1987).
Hence for sustaining success marketers have to intend towards sustainable consumption and
tries to protect the environment. We can classify the sustainable development into three
constituent parts; environmental sustainability, economic sustainability, and socio political
sustainability. Sustainability is the most common word nowadays in the environmental and
economic world. This paper explains the way for achieving sustainable development through
green marketing strategy.
Keywords:Green marketing strategy, Green products, Sustainable development, Green
marketing Mix, Green consumers.
2. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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1. INTRODUCTION
The global warming, the high level of pollution and global climate change has
affected the behavior of consumers and companies. Due to the environmental concerns
companies and consumer has started to rise inters for the eco-friendly products, products that
do not pollute the environment. Companies demonstrate their environmental concern in
different ways; Green marketing is one of the tools used by companies for achieving
sustainable development. The companies do not have to satisfy costumer only, but they have
to take into account the interests of society overall. They have to take into consideration the
long- term prosperity not the temporary. Consumers demonstrate their environmental concern
by means of buying products that are friendly to the environment (e.g., Green products) or by
boycotting products that harm the environment. The companies need to know consumers'
attitude and to adapt new marketing solutions with the focus on determining the expectations
and satisfying their needs.
The conceptual model of the green policies illustrates that external forces (e.g.,
customer needs, public concern, and stakeholders) and internal forces (e.g., management
priorities, need for competitive advantage, corporate culture) and is the basic motives to start
with the green policies that might be various level. The level of the greenness (corporate,
business, tactical, functional) impacts on the green strategies’ implementation activities
(targeting, positioning, pricing, design, logistics, alliances, and on the company’s green
marketing mix 7P (product/service, place, price, promotion, procedures, processes, people
and physical surroundings), and it will result in a particular consequences, such as
competitive advantage through crating value and adding value, through enhanced social
image, through reduced prices and higher return on investments (ROI), through greening the
whole B2B supply chain and greening the entire service/product life-cycle. Besides, the
macro environmental conditions also affect the level of corporate environmentalism. Eco-
labeling of products and services is one of the most vital tool helping in implementing green
polices and supporting in increasing of consumers loyalty and trust in the long-run.
Marketers observed this phenomenon as offering business opportunities, and a
number of organisations developed and implemented short-term orientated sensitive or long-
term orientated positive environmental strategies at the same time companies launched
environmentally friendly products. Regardless of the evidence that society is increasingly
sympathetic towards the products, green companies have not achieved the level of market
success that would have been expected. Many of them have been develop short-period
3. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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environmental friendly tactics and have not been planning any innovation within the green
marketing strategies At the same time there have happened quite few cases where the
companies were accused of using green-washing strategy and promoting their products as
green even they have not been green at all.
2. LITERATURE REVIEW
Vinod Kumar & et al., (2013)1: This paper presents the extant literature available on the
emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be
a springboard for the future research. Tracing the origin of the concept of SMS, a detailed
discussion on historic developments in the field is taken up. Finally, the author after
analyzing current status of research in the field of SMS, a probable agenda for future research
has been formulated, which may serve as a useful recommendation for the upcoming
investigators, as significant contribution need to be made in the area of SMS.
Teo Yee Voon&RashadYazdanifard(2014)2: This paper highlights the marketing responses
to environmental concerns facing the world today through green marketing intervention
strategies to achieve sustainable development.They suggest individuals and organizations can
benefit from green marketing strategies and at the same time protect the environment to
achieve sustainable development. The faults and the future of green marketing as a discipline
and future directions for researchers are also reviewed.
Ajike& et al., (2015)3: This study investigated the role green marketing plays on sustaining
the development of the Nation. In their findings discovered a very high positive relationship
exists between Green marketing customer's satisfaction, customer loyalty and the
organizations profitability. So the study recommended that organisation must be conscious of
her customer's environment in order to promote sustainable development in the Nation.
Anita &Klodiana (2015) 4 : This paper they try to examine the attitude of Albanian
consumers toward eco-friendly products. The purpose of the survey is to collect information
from a consumer standpoint. They apply various statistical analyses to investigate the
demographic variable of consumers who are willing to pay an extra price for eco-friendly
1
Vinod Kumar & et al., (2013): “Sustainability Marketing Strategy:-An Analysis of Recent Literature”, Global
Business Review 14(4) 601–625, SAGE Publications, DOI: 10.1177/0972150913501598, Page no- 601–625.
2
Teo Yee Voon&RashadYazdanifard ( 2014): “Green marketing strategies, sustainable development, benefits
and challenges /Constraints”, www.researchgate.net/publication/264992117, Page no- 3-10.
3
Ajike& et al., (2015): “Green Marketing: A Tool For Achieving Sustainable Development In Nigeria”,
International Journal of Advanced Research in Statistics, Management and Finance, ISSN Hard Print: 2315-
8409, ISSN Online: 2354-1644 Vol. 3. No. 1, Page no: 1-15.
4
Anita &Klodiana (2015): “Green marketing as a key strategy for sustainable development: A case study of
Albanian consumers”, Euro Economica, Vol 33, No 1, Issue 1(33)ISSN: 1582-8859,
4. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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products. They find that the profile of consumers with a positive attitude towards eco-friendly
products was more likely to be young educated women.
Peera Kumar &Venkatasubbaiah (2017)5: This paper explains the way for achieving
sustainable development though green marketing. They suggest that the business will survive
and be sustainable only when marketers understand the changes in the market which are
greening and leads to sustainable development. They conclude that Green marketing is a tool
for protecting the environment for the future generation. It has a positive impact on
environmental safety.
3. STATEMENT OF THE PROBLEM:
Most of the firms seek to maximize profits at whatever cost even at the expense of the
consumer’s wellbeing. The globe must be developed according to the needs of the people, but
with the obligation of sustainable development as a complete process. The ecological
development is about making models in a qualitative way to meet the socio-economic needs
and interests of citizens while eliminating or significantly reducing the impacts that threaten
or harm the environment and natural resources.The elected businesses have been quick to
accept the newer challenges or changes like environmental management, minimization of the
waste aligning with organizational activities.
4. SIGNIFICANCE OF THE STUDY
Global warming, the high level of pollution and global climate change has affected
the behavior of consumers and companies. Due to the environmental concerns, companies
and consumer has started to raise interest in the eco-friendly products, products that do not
pollute the environment. Companies demonstrate their environmental concern in different
ways; Green marketing is one of the tools used by companies for achieving sustainable
development. Companies do not have to gratify customer only, but they have to take into
account the interests of society overall.So, these days' concepts of green marketing are taking
shape as one of the key business strategies of the companies for gaining the competitive
advantage, ensuring sustainable consumption of products in the market and enjoying
sustainable development in the future.
5. OBJECTIVES OF THE STUDY
This study on green marketing strategies hasthe following specificobjectives:
1. To study the concept of green marketing strategies and sustainable development.
5
Peera Kumar &Venkatasubbaiah (2017): “Green Marketing and Sustainable Development”, National
Conference on Marketing and Sustainable Development, ISBN 978-1-943295-10-4, Page no-36-47.
5. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
Page 5
2. To understand Green marketing Mix and green marketing strategies.
3. To Analyze the Opportunities and challenges of green marketing strategies.
4. To know the Indian and global scenario of green marketing
6. RESEARCH METHODOLOGY
This is a theoretical research paper, where secondary information produced by
different authors and researchers has been used. For locating necessary information, various
books, journals as well as websites have been explored by the researcher which has been
mentioned in the reference section.
1. To study the concept of green marketing strategies and sustainable development.
As green marketing strategies know a day’s become increasing more important to
Producers sellers & consumers to a triple bottom line performance evaluation. This study
seeks to better understand the role of green as a green marketing strategy. Through it’s an
integration of the marketing management, operation literature, & an investigative frame
work is generated to identifies the stakeholders like Producers, dealers, consumers
Government, Banks & farmers, potentially impacted through the eco-friendly efforts.
The sustainable development: which consists of social sustainability, economic
sustainability and environmental sustainability in order to reach well-being of present and
future generations.Thus companies are trying to design new strategies for gaining competitive
advantage in the marketplace. The green marketing is one of such strategies used by
marketers for reaching sustainable development. The companies need to know consumers'
attitude and to adapt new marketing solutions with the focus on determining the expectations
and satisfying their needs.
Green Marketing Evolution
Stage Decade Green marketing history
1st stage 1980s Introduction of ecological products; ecological was equivalent to green
products; green consumption was very low
2nd stage Early-1990s High concern about green issues; still low consumption of green
products; companies involve themselves in using less raw material,
wasting less; corporate efforts in recycling, energy efficiency, corporate
responsibility
3rd stage Late-1990s Changes in production processes, technology and resourcing;
sustainability marketing; Total quality management involves
environmental issues
6. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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4th stage 2000s Green products and services making a comeback; Eco friendliness
/going-green become more and more popular between companies and
consumers; the term of ‘sustainable green marketing’ is introduced
Green marketing Strategies: includes a wide range of activities related to: product design,
the manufacturing process, service delivery processes, packaging, construction and
renovation of buildings, recycling, and other areas such as marketing communications
(Kilbourne, 1998).
Green product is “-green”, if it
• It creates minimum natural effect.
• It is produced in a way that is environmentally conscious.
• It avoids water pollution, area contamination and air pollution as well.
• It preserves natural resources such as energy and water.
• It utilizes recyclable sourced materials.
• It is not utilizing plastic bags, but instead someone's own bag.
• It is locally manufactured.
• Its products those are originally grown.
• These products are recyclable, reusable and biodegradable.
• These Products with natural ingredients.
• These products containing nontoxic chemical.
• These products contents under approved chemicals.
• These products that do not harm or pollute the environment.
• These products that will not be tested on animals.
• These products that have Eco-friendly packaging i.e. reusable, refillable containers
etc.
Objectives of Green Marketing Strategies:
• To make environmentalism profitable.
7. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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• To bring out the green marketing strategies.
• To eliminate the concept of waste.
• To identify the opportunities and challenges of green marketing.
• To Bringing out product modification.
• To Changing in production processes.
• To reinvent the concept of product.
• To know the level of awareness regarding green marketing among consumers.
• To realize the buying behaviour of consumers related to green marketing.
• To knowin what way green marketing helps company to build its image.
• To Initiative taken by government towards green marketing.
• To reinvent the concept of product modification.
Green Consumer: Elkington (1997) and Anirban (2012) defines green consumer as one who
avoids products that are likely to endanger the health of the consumer or others, cause
significant damage to the environment during manufacture, use or disposal.The consumers
had a disproportionate amount of energy cause unnecessary waste, use materials derived from
threatened species or environments, involve unnecessary use of or cruelty to animals,
adversely affect other countries.A green consumer was generally distinct from those who
adopt environmentally friendly behaviours and/or who purchases green products over the
standard alternatives.
Types of Green Consumers:
True Blue Green Buyers (9%): True Blues have strong environmental values and take it
upon themselves to try to effect positive change. They are more likely to avoid products made
by companies that are not environmentally conscious.
Greenback buyers (6%): Greenbacks are differing from True Blues in that they do not take
the time to be politically active. But they are more willing than the average consumer to
purchase green products.
Green Sprouts (31%): Sprouts believe in environmental causes in theory but not in practice.
The sprouts will rarely buy agreen product if it means spending more, but they are capable of
going either way and can be persuaded to buy green if appealed to appropriately.
Green Grousers (19%): Grousers tend to be uneducated about environmental issues and
cynical about their ability to effect change. They believe that Green products cost too much
and do not perform as well as the competition.
8. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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Basic Browns (33%): The basic browns are caught up with day-to-day concerns and do not
care about environmental and social issues.
This indicates that near about 46% of the consumer marker buy repetitively the green
products. And the factors like social, cultural and economic trends may cause the size of the
target market to grow.
2. To understand Green marketing Mix and green marketing strategies.
Greening of Marketing Mix
Green marketing strategy can be implemented through the process called the Greening of
Marketing Mix, including External Green 7P, Internal Green 7P, and Green 4S for Success
(Peattie, 2001).
Green product:The ecological objectives in planning products are to reduce resource
consumption and pollution and to increase conservation of scarce resources.
Green Price: ThePrice is a critical and important factor of a green marketing mix. Most of
the consumers will only be prepared to pay additional value if there is a perception of extra
product value. The value mayimprove performance, function, design, visual appeal, or taste.
The green marketing has to take all these facts into consideration while charging a premium
price.
Green Place: The choice of where and when to make a product available will have a
significant impact on the customers. A very few customers will go out of their way to buy
green products.
Green Promotion: The Ads that address a relationship between a product/service and the
biophysical environment. Those promote a green lifestyle by highlighting a product or
service. Ads present a corporate image of environmental responsibility.
3. Green Marketing Strategies: As consumers become more environmentally conscious,
businesses must adopt a green strategy. The small businesses seeking to leverage the power
of ‘going green’ should carefully coordinate genuine actions and marketing strategies.
STRATEGIES OF GREEN MARKETING & SUSTAINABLE DEVELOPMENT
9. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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1. Applying Green Promotion Successful promotion depends on choosing the right strategy
and media for promotion of green products. Any kind of green promotion becomes neutral
unless it supported by corresponding corporate activities.
2. Changing the Attitude towards Waste generated always does not necessarily have to be
an unhelpful result of production processes. A newer understanding of the idea of waste has
given birth to a new market of recycled products. Also, it may be so that which is deemed
waste for a company may be a raw material for another.
3. Successful Market Segmentation and Concentration on Selected Market Segment A
Company needs to focus on the market comprising of the green consumers. The company can
run an advertisement for its products in green-focused media. It can also innovate anew green
product along with its existing products. Further, it can altogether launch a new strategic
business unit aimed at the green.
4. Developing a New Generation of Green Product insufficient production processes and
poor designing of products can be very harmful to the environment that is why the companies
should consider possible negative effects on the environment and minimize them at the
beginning of New Product Development.
5. Green Positioning Companies interested in positioning themselves as green should make
sure that all the activities that it is involved in support its projected image, so as not to cheat
the consumers as well the media.
6. Deciding about Green Prices Consumers today are willing to pay only a small premium
or no premium at all for the green products. Pricing may become a cause of concern when it
comes to selling the product in the market, as its manufacturing may be expensive due to new
technology involved. It, therefore, becomes the responsibility of the manufacturer to decide
upon the pricing of the product.
7. Green Packaging a business that manufactures and packages products can convert to eco-
friendly packaging. To converting to biodegradable packaging provides customers with a
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visible symbol of the company's commitment to ‘going green’. It can also leverage the eco-
friendly packaging as part of its advertising program to help draw in new environmentally
conscious customers.
8. Applying ‘Green’ Logistics Distribution of goods can also be designed such that they
leave minimum impact on the environment. Mere reduction in packaging and wrapping can
contribute to a large extent in reducing the waste and saving paper. Efficient inventory
management can also contribute to minimizing wastage in a big way.
9. Educate Your Customers For green marketing to be effective, a company has to use
another strategy as it is not just a matter of telling people about to know whatever the
companies are doing to protect the environment but also a matter of telling them to know why
it matters and its importance.
3. To Analyze the Opportunities and challenges of green marketing.
Opportunities for green marketing: Environmental concerns present both challenges and
opportunities Enlightened Chief Executive Officers have taken advantage of opportunities by
using green marketing strategies which have resulted in various benefits (Ottoman, 1997):
1. Profitability: Green based products create less waste, use fewer raw materials, and saves
energy
2. Competitive advantage: Companies that are first to put their environmental innovation on
the shelve enjoys the competitive advantage
3. Increased market share: Brand loyalty is near the all-time low. Actually, the percentage
of Americans who feel that some brands are worth paying more for is declining. According to
a poll conducted by the Porter, Novelli consumers viewed the company’s record on the
environment as an important determinant of their purchase decision.
4. Better products: Green based products are higher in quality in terms of energy saving,
performance, convenience, safety, etc.
5. Personal Rewards: Green products offer consumers with the benefits of healthier, more
fulfilled lives and power to make the world a better place
6.Better Physical Environment: Well co-ordinated use of all green marketing strategies will
result in a better physical environment in terms of reduced air and water pollution, waste
energy depletion, global warming, deforestation, depletion of natural resources.
7. Sustainable development: meeting the needs of the present without compromising the
ability of future generations to meet their needs. (Ottman, 1997)
Challenges in Green Marketing
11. A Study on Green Marketing Strategies – A Tool to achieve sustainability ISBN - 978-93-5351-746-5
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1. The essential for standardization: It is found that only 5% of the marketing messages
from Green campaigns are entirely true and there is a lack of standardization to authenticate
these claims. There is no standardization to authenticate these claims.
2. It is a new Concept: Indian literate and an urban consumer is getting more aware of the
merits of Green products. The customer needs to be educated and made aware of the
ecologicaldangers. The green movements need to reach the common people and that will take
a lot of time and effort.
3. The need for toleranceand perseverance:The investors and corporate need to view the
environment as a major long-term investment opportunity, the marketers need to look at the
long-term benefits from this new green movement. It requires a lot of patience and no
immediate results. In the meantime it is a new concept and idea; it will have its own
acceptance period.
4. The Need to avoiding green myopia: The first rule of green marketing is focusing on
customer benefits i.e., the primary reason why consumers buy certain products in the first
place. To motivate consumers to switch brands or even pay a premium for the greener
alternative. It is not good going to help if a product is developed which is absolutely green in
various aspects but does not pass the customer satisfaction criteria. This will lead to green
myopia. Also if the green products are priced very high then again it will lose its market
acceptability.
5. Green products require renewable and recyclable material, which is costly
6. Requires a technology, which requires a huge investment in R & D
7. Water treatment technology, which is too costly
8. Majority of the people are not aware of green products and their uses.
9. Majority of the consumers are not willing to pay a premium for green products.
4. To know the Indian and global scenario of green marketing:
Top Ten Green Brands in India: 1. AMUL 2. Dabur India Ltd. 3. Infosys 4. Taj Hotels
5. Britannia Industries Ltd. 6. SuzlonIndia 7. Hindustan Unilever Ltd. 8. Wipro technologies
ltd. 9. MarutiUdyog Ltd. 10. Godrej Consumer Products.
The global scenario in green marketing|: There is a growing need to switch over to green
products and services by both marketers and consumers. Whereas the shift to ‘green’ will be
expensive to both the consumers as well as businesses, it will most definitely pay off in the
long run. Environmental issues are addressed in green marketing efforts. The core idea of
green marketing is to create awareness among people on environmental issues and how
consumers would be helping the environment if they switch over to green products.
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Thereforegreen marketing aims to provide more information to people and also gives those
more choices to switch over to green lifestylea number of businesses have begun committing
themselves to make their entire operation more environmentally friendly. Therefore
corporations are becoming more aware of their responsibilities towards the environment. This
has forced the lawmakers, environmental groups, consumers, financial institution, insurers,
and the organization's own employees to become more aware of environmental aspects and
this, in turn, has led to an increase in the number of policies and schemes and regulations at
both the national and international levels.
7. SUGGESTIONS
• Improve awareness about green products and their effectiveness.
• Green products should be priced according to their quality.
• There should not be more price difference between astandard product and green
product.
• The green product’s quality should be better than standard products.
8. CONCLUSIONS
Nowadays, climate change is worsening because manufacturers continually release
carbon dramatically that causes the greenhouse effect. The companiesnowadays realized the
problem and started using degradable packing, reducing carbon emission and also reducing
energy consumption (Polonsky& Jay, 1994).
The marketers have the responsibility to make the patrons understand the need for and
benefits of green products as compared to non-green ones. That’s why briefly we can suggest
that the business will survive and be sustainable only when marketers understand the changes
in the market which are greening and leads to sustainable development.For instance, it’s our
responsibility to do value addition to our cultural products (green products) by promoting
green marketing. We must find an opportunity to enhance our product's performance and
strengthen your customer's loyalty and command a higher price. The green marketing is still
in the infancystage and a lot of research is to be done on green marketing to fully explore its
potential.This means that organizations should tap into the adoption of green marketing
because it is still a golden goose, and can be a very powerful marketing strategy though when
it's done right. Government is not also left out in this race; the government should ensure
every organization that is out to make a profit or not should adopt green marketing as a
strategy for sustainable development.
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