Over the past few decades there have been increasing environmental concerns which push organizations to consider environmental issues. The significance of Green Environment Campaign is increasing due to increasing concerns about environmental degradation and climate change. Hence, there is an urgent need to undertake diverse actions to reduce the adverse impact of businesses, households, and whole societies on the environment, and stop its degradation.

1. Responsibility of
Organization towards
Green Environment
Campaign

2. Contents

3. INTRODUCTION

4. Over the past few decades there have been
increasing environmental concerns which push
organizations to consider environmental issues.
The significance of Green Environment Campaign
is increasing due to increasing concerns about
environmental degradation and climate
change. Hence, there is an urgent need to
undertake diverse actions to reduce the
adverse impact of businesses, households, and
whole societies on the environment, and stop
its degradation.
Sooner or later, we will
have to recognize that the
Earth has rights, too.

5. Variety of legal types of organizations contribute to the
Green Environment Campaign by exposing the environmental
issues to the public and at the same time inculcate the
awareness of green behaviour on the environment.
Governments and Intergovernmental organizations like the
United Nations play moderating roles to encourage
environmental sustainability and green marketing. For
example, the Earth summit held in Brazil in 1992, provided a
platform for developing a plan of action to tackle and
overcome the most pressing environmental health.
Furthermore, the Sustainable Development Goals (SDGs) that
were agreed in 2015 includes a global commitment towards
environmental sustainability which pushes firms to operate
more sustainably.

6. Organizations with business
ventures carry out Green
Marketing Operations, which
addresses various
environmental issues. On the
other hand, non profitable
organizations implement these
campaigns for the sole
purpose of minimizing
environmental destruction.
.
Green Marketing Operations
It is the practice of developing and advertising products based on their
environmental stability which simultaneously satisfies customer‘s
needs and business objectives while minimizing negative impact to the
natural environment. Green marketing thus seeks to develop ways to run
businesses in a manner that maximizes both customers and business
objectives while fulfils the responsibility of an organization of minimizing
negative consequences to the environment.

7. When the South Korean
car manufacturer
Hyundai produced the
world’s first electronic
SUV, they sent a clear
message to one of their
competitors. “Elon”
refers to the CEO of
Tesla, Elon Musk. This
statement clearly shows
that Hyundai is doing an
awful lot within green
innovation.

8. Starbucks is
committed to shaping
a greener strategy for
the long term. It plans
to reduce gas
emissions to landfills
by 50% during the
next 10 years. It also
unveiled a program
aimed at replenishing
50% of the water used
for their coffee
production by 2030.

9. WWF(World Wildlife
Fund) has more or less
only one “business
model”: to make sure
that people care
about the
environment and all
animals. Due to the
nature of that business
model, they are
forced to use eco-
friendly messaging in
their advertisement.

10. Made
from sustainably-
sourced wood fiber,
these bottles are fully
recyclable and have
an inner barrier to
allow the bottles to
contain beer.
This brilliant
innovation by
Carlsberg aims at
reducing their
environmental
footprint.

11. This marketing
strategy was used by
Toyota to
demonstrate how
the cars they are
manufacturing have
negligible carbon
footprint.

12. There are many
endangered animals in
the world. Lacoste
wanted to give them
some extra attention.
– As the shirts were of
a limited edition, that
also translated into a
message of “there are
not many shirts
available, but there are
definitely not many sea
turtles left either...”.

13. Just like WWF, Sea
Shepherd is a non-
profit organization
that works towards a
pollution-free nature.
This campaign quoted
that “Please don’t
choke the marine
animals to death.

14. As one of the biggest
eco friendly
companies in the
fashion industry, H&M
focuses on its
“Conscious
Collection” which is
50% percent of the
clothes in the line are
made of sustainable
materials.

15. The initial cost of going green is high. Then also, why do
profit-seeking organizations Go Green?

16. In addition to preserving the environment,
green marketing is associated with a number of
advantages and opportunities for the business.
Green marketing presents lucrative business
opportunities which may lead to cost
efficiencies and product differentiation
possibilities. It helps firms to come up with
innovative technologies and differentiated eco-
friendly products.
Green marketing is increasingly becoming the
means to provide competitive advantage and
enhancing corporate image of firms globally. It is
also generally observed that integrating marketing
strategies with environmental aspects leads to
society‘s well being and improved quality of life.

17. FRAMEWORK

18. This section contains concepts and theories
which serve as the theoretical framework for
the benefaction of organization towards the
Green Environment Campaign.

19. It is the ability to maintain elements or qualities
that are of value in the physical environment.
The man induced changes in the environment
have culminated to a series of environmental
degradation of global magnitude, comprising
of population explosion and exploitation of raw
materials and environmental pollution. This
environmental degradation has become a
serious issue as it threatens the serenity of
people‘s existence as well as their health, this
has led to substantial attempt by policy makers,
NGO‘s, companies and consumers to
enhance environmental sustainability.
ENVIRONMENTAL SUSTAINABILITY

20. NRBV THEORY
The NRBV (Natural Resource Based View Theory) is the
theory of competitive advantage which centers on a
firm‘s relationship to the natural environment. Given
the ever increasing, multi-dimensional magnitude of
ecological problems, The NRBV serves as an answer to
how businesses could integrate the natural
environment to its processes leading to a firm‘s
sustained competitive advantage and higher levels of
environmental sustainability.
The NRBV consists of 4
interconnected strategies :-

21. Enhancement of
implementation of
Green Marketing
GREEN MARKETING MIX
Implementation of Green Marketing is enhanced through restructuring of the four-marketing mix; product, promotion, place and price to incorporate
environmental agenda . Firms that promote green marketing seek to restructure the fundamental elements of the marketing mix to focus on
sustainability pillars of reduce, reuse, recycle and a circular economy. Thus, it can be defined as the approach to reconceptualize the fundamental
marketing mix of product, price, promotion and place in a way that integrate environmental sustainability.
Green Products Green Promotion Green
Pricing
Green Place
Green Product
advocates the need
to reconsider
product designs,
models and
production
processes to create
environmentally
friendly products.
Green Promotion
includes ways firm
communicate with
customers on its
efforts,
commitments and
performances
regarding
environmental
preservation.
Green Pricing seeks
to incorporate both
economic and
environmental costs
to offer value to
customers and
allowing the
business to earn
profits.
Green Place and
place involves all
aspect of
transportation,
warehousing,
logistics and energy
sources.

22. GREEN MARKETING AND ORGANIZATIONAL CULTURE
Organizational culture plays significant role
in influencing green business behavior
and approaches as affirmed by several
scholars. Employees' green values
supports effective implementation of eco-
friendly approaches. Management and
employees' values can enhance social
accountability, environmental stewardship,
sustainability and green marketing
approaches. Environmental values for both
top management and employees plays
important role in implementation of eco-
friendly strategies.

23. CASE STUDY

24. This section audits a qualitative research
done on seven companies in Sweden
and Nigeria exploring the viewpoint of
employees on their organizations’
ecological efforts for the purpose of
fulfilling the responsibility towards
Green Environment Campaign and the
organization’s attempts to disseminate
environmental values in its culture and
employees.

25. Operationalization of interview questions

26. ORGANIZATIONAL CULTURE
Organizational culture serves as a driving
force, philosophy, ideology, and values of
people in an organization, it
communicates what they represent.
Under this research we concluded that
respondents from both Sweden and Nigeria
focused on describing their experiences
of their unique organizational culture in
relationship to green marketing.

27. One of the key components that distinguish
one organization from the other are logos
that in a way informs the behavior of
organization members in a way, which is a key
aspect of its culture. In the research,
respondents described various visual identities
appearing on their website displays, logos and
business names which demonstrate that the
company adopts eco-friendly business
processes.
ARTIFACTS AND LOGOS
one of the most vital elements of
the brand is our logotype. It
consists of a symbol and the
company name, and we always
use them together, in full. We
created the symbol from three
elements: the Crown – is the
forest, our heart and soul that
has given us success….
…. Eh the name itself is
…… and it means
renewable…
These inform the prevailing green
culture, which could be communicated
through logos and which encourages
employees to voluntarily participate in
pro- environmental behavior and
commitment to support the green
objective and strategies of the
organization.

28. Espoused values and beliefs have to do with top
management‘s role in ensuring its proposed
beliefs and values are followed through by
organizational members. All groups or
organizational learning ultimately reflect
someone‘s original belief and values.
ESPOUSED VALUES AND BELIEFS
….Yes, of course we have code of
conduct and so on, but we also
educate everyone that starts to
works with us and let them know
and be aware of the not maybe long
history that we have but we
established the company 7 years
ago, so they need to know the
history about the company and what
we have done so far…
Thus, it is clearly identified by
respondents who were founders, co-
owner, or partners in their various
organizations, they in one way or
another influenced the beliefs and values
of organizational members through the
implementation of green values,
standards and rituals, leading to its
formalization.

29. Management of organizations deliberately
emphasize certain beliefs to its employees in
order to achieve unconscious conformity by the
people overtime. Under these components
employees' actions becomes patterned due to
repetitions of a given behavior.
UNDERLYING ASSUMPTIONS
…. for example, waste, there is a team
in charge of waste and maintenance of
the entire facility their job of course is
to ensure, 1. Cleanliness of the press,
ensuring waste removed, ensuring
these practices in terms of what
people should adhere to, so in the way
we’ve done it was simply to say, if
you throw a piece of paper on where
is not meant to be right, for us , it is
you spoiling the chain of production
flow…………….
It indicated that communications from
management aided in influencing
employees’ behavior with regards to
environmental sustainability. Most
respondents tagged such
communications as green values within
the organization.

30. IMPLEMENTATION OF GREEN MARKETING AND ITS BENEFITS
Organizations are known via the products,
services or approach it undertakes for its
sustenance, profitability and competitive
advantage. Under this research, the targeted
organizations, had in their own unique way
implemented green marketing, and it was
approached using the green marketing mix which
are the green product, green promotion, green pricing
and green place.
Respondents, mostly those who extensively
demonstrated green marketing mentioned that they
consider it as an important aspect that depicts their core
of existence. They also mention that green marketing
helps in building trust with customers and provide
competitive advantage. They view green marketing to
achieve the overall growth of the business.
From these findings, green marketing is depicted as a
distinguisher among organizations and in business
parlance competitive advantage.

31. CUSTOMER AWARENESS
The research revealed the low level of
customer awareness on the presence and
benefits of green products or initiatives.
Most respondents mentioned this concern
as a setback for them. This was mentioned
by respondents from both Nigeria and
Sweden. Respondents proposed that more
efforts are needed to increase the level of
awareness among customers about the
presence of eco-friendly products in the
market. It was discussed that the level of
awareness would enhance behavioral
changes among them which will help
effective implementation of green
marketing.

32. CONCLUSION

33. Green
Marketing
NRBV Theory
Environmental
Sustainability
Customer awareness
on green marketing
Organizational
Culture
Green Marketing Mix
Underlying
Assumptions
Espoused
Values
Artifacts
Green
Products
Green
Promotion Green
Pricing
Green
Place
Critical organizational culture and
green marketing construct

34. Although, every business is meant to generate positive
financial results and multiply values in order to ensure
profitability, in the long run, excessive or irresponsible use of
natural resources cannot be morally justified. A perspective of
short-term profits should not compromise the well-being of
future generations. The case study systematically showed that
an organization, accountable and concerned about
environmental preservation incorporates certain values in its
routine values that promote environmental sustainability. It
also reflects such values in its internal documentations such as
mission statements, strategic plans, policies, code of conducts
and other procedural documents. As demonstrated, green
marketing not only focus on meeting business objectives, but
also on maximizing customers‘ needs while preserving the
biodiversity. The society, being the ultimate consumer and
benefactor of green marketing has a big part to play in
supporting the execution of the pillars of sustainability such as
reduce, reuse and recycling systems. It is also deduced that
customer awareness is required as this could act as a catalyst
to encourage firms to invest their resources on green
marketing.