Green Marketing: The New Strategic Imperative by Firms in India
DOI:
https://doi.org/10.17010/ijom/2015/v45/i7/79926Keywords:
Green Marketing
, Economy, Social, Environment, Opportunities, Challenges, Sustainable DevelopmentPaper Submission Date
, May 5, 2014, Paper sent back for Revision, November 3, Paper Acceptance Date, February 23, 2015.Abstract
The world has now become a single stage, and we are now moving forward with a common goal of protecting the environment and attaining sustainable development. The green marketing philosophy is getting stronger among the masses, and this attitude of the consumers has forced the business fraternity to rethink and plan their strategies to do their businesses in a more innovative and environmentally friendly way. This has forced the industries to adopt ways and means to sell out their products by way of attracting customers by putting eco-labels and making products more of environmentally friendly in nature. This paper attempted to review green marketing in the Indian context and covered a comprehensive review of literature. Through some examples, it goes on to unearth Indian experiences of green marketing so far. This paper also highlighted future prospects of green marketing in India, and the benefits&stability that it can provide to the society.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Agartala Aspires for Green City Status. (2012, December 26). HP Hill Post. Retrieved from http://hillpost.in/2012/12/agartala-aspires-for-green-city-status/57881/
Bradley, N. (1989, December 8-9). The green marketing mix. Industrial Marketing Research Association News. Retrieved from http://home.wmin.ac.uk/marketingresearch/Marketing/greenmix.htm
Charter, M. (1992). Greener marketing: A responsible approach to business. Sheffield, England: Greenleaf Publishing.
Chauhan, V. (2011, November 16). Green marketing. Retrieved from http://philipkotler2013.blogspot.in/2011/11/green-marketing.html
Clinton Foundation to set up five solar parks in Gujarat. (2009, September 8). Business Standard. Retrieved from http://www.business-standard.com/article/companies/clinton-foundation-to-set-up-five-solar-parks-in-gujarat-109090800037_1.html
Davis & Gilbert LLP. (2010, October). Federal Trade Commission (FTC) : Advertising, marketing and promotions alert. Retrieved from http://www.gala-marketlaw.com.previewdns.com/joomla4/pdfs/Urbach_Smith_FTC_Green_Guides_Oct10.pdf
Delhi Metro to go green - Looks at production of solar power in DMRC stations (2013, September 18). Rail News. Retrieved from http://www.railnews.co.in/delhi-metro-to-take-up-solar-power-projects/
Delhi Metro to introduce eco-friendly e-rickshaws. (2012, September 13). First Post. Retrieved from http://www.firstpost.com/delhi/delhi-metro-to-introduce-eco-friendly-rickshaws-454617.html
Delhi Transport Corporation, Govt. of NCT of Delhi. (n.d.). Citizen charter. Retrieved from http://www.delhi.gov.in/wps/wcm/connect/doit_dtc/DTC/Home/Citizen+Charter
Department of Financial Services, Ministry of Finance, Government of India (2012, July 20). Master circular on green initiatives of the Government. Retrieved from http://financialservices.gov.in/banking/circulars/2012/Green%20Initiative%20%20Master%20Circular.pdf
Ghosh, M. (2010). Green marketing – A changing concept in changing time. BVIMR Management Edge, 4 (1), 82-92.
Goyal, S. (2014, March 27). Climate change policy in india, and the National Solar Mission [blog post]. Retrieved from http://shreygoyal.com/climate-change-policy-india-national-solar-mission/
Green Channel Counter (n.d.). Retrieved From http://www.sbi.co.in/webfiles/uploads/files/1277989404216_WEBSITE_GREEN_CHANNEL_COUNTER_NEW.pdf
Green Rankings - A comparative score card of the Top 500 green companies. The World's greenest companies. (2012, November, 1). Newsweek. Retrieved from http://www.larsentoubro.com/lntcorporate/LnT_NWS/PDF/NewsweekGreenRankings2012f1.pdf
Gupta, J. P. (2011, February 28). India approves Rs. 600 crore for green initiatives. iGovernment. Retrieved from http://www.igovernment.in/site/india-approves-rs-600-cr-green-initiatives-39365
Hamilton, J. T. (1995). Pollution as news: Media and stock market reactions to the toxic release inventory data. Journal of Environmental Economics and Management, 28 (1), 98-113. doi:10.1006/jeem.1995.1007
IDEA introduces innovative 'Use Mobile, Save Paper' Campaign. (2010, January 8). Retrieved from http://www.knowyourmobile.in/idea/369/idea-introduces-innovative-use-mobile-save-paper-campaign
India and sustainable development. (n.d.). Focus Global Reporter. Retrieved from http://focusglobalreporter.com/article7.asp
India's 5 Most Eco-Friendly Companies. (2013, June, 24). [blog post]. Retrieved from http://blog.officeyes.com/indias-5-most-eco-friendly-companies/
Infosys. (2012). Infosys – sustainability report. (2011-12). Retrieved from http://www.infosys.com/sustainability/Documents/infosys-sustainability-report-2011-12.pdf
Jamge, D. L. (2012). Turning towards the green marketing: A need of the hour in Indian corporate sector. Indian Streams Research Journal, 2 (8), 1-5.
Kumar, R., & Kumar R. (2013). Green marketing: Reality or green washing. Asian Journal of Multidisciplinary Studies, 1 (5), 47-53.
Larson & Toubro. (n.d.) L&T sustainability report (2011). Retrieved from http://www.larsentoubro.com/lntcorporate/common/UI_Templates/L_T_Sustainability_Report_2011_final.pdf
Lead Free Paints from Kansai Nerolac. (2009, August 28). SpecialChem. Retrieved from http://www.specialchem4coatings.com/news-trends/displaynews.aspx?id=11940
Manjunath, G., & Manjunath, G. (2013). Green marketing and its implementation in Indian business organizations. Asia Pacific Journal of Marketing and Management Review, 2 (7), 75-86.
McDaniel, S., & Rylander, D. (1993). Strategic green marketing. The Journal of Consumer Marketing, 10 (3), 4-10.
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61 (1), 51- 67.
Ministry of Environment, Forest, and Climate Change , Government of India. (n.d.). National Green Tribunal (NGT). Retrieved from http://envfor.nic.in/rules-regulations/national-green-tribunal-ngt
Mishra, P. & Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering Science and Management Education, 3, 9-14.
Mohapatra, A. P. (2012, May). Green Champions in Corporate India. Manage India. Issue 2. Retrieved from http://www.pmi.org.in/manageindia/volume4/issue02/cover.story.html
Mondal, B. N. (n.d.). SOLECKSHAW – The green solution to urban transport system. Retrieved from http://www.cmeri.res.in/oth/files/soleck.pdf
ONGC among select few global oil majors in green rankings. (2013, December 26). Steel Guru. Retrieved from http://www.steelguru.com/indian_news/ONGC_among_select_few_Global_Oil_majors_in_Green_Rankings/299396.html
ONGC receives 'Greenies Eco Award' for green initiatives and practicing best policies for environment protection amongst PSUs: Business by bids. (2010, December 14). The Times of India, Delhi, p.16.
ONGC. (2013). GRI G3.0 Complaint A+ level report. ONGC-sustainability report. (2012-2013). Retrieved from http://www.ongcindia.com/wps/wcm/connect/23a4b0d0-50b6-423f-b48d-8cb0300d1590/SustainabilityReport_13.pdf?MOD=AJPERES&CACHEID=23a4b0d0-50b6-423f-b48d-8cb0300d1590
Onlinecarbonfinance.com. (n.d.). India and carbon credits. Retrieved from http://www.onlinecarbonfinance.com/india-and-carbon-credits.htm
Ottman, J. (2008). The 5 simple rules of green marketing. Design Management Review. Fall 2008. Retrieved from http://www.greenmarketing.com/articles/complete/the-5-simple-rules-of-green-marketing1/
Paliwal, A. (2011, December 22). Infosys to switch to renewable energy, go carbon neutral. DownToEarth. Retrieved from http://www.downtoearth.org.in/content/infosys-switch-renewable-energy-go-carbon-neutral
Peattie, K. (1995). Environmental marketing management - Meeting the green challenge. London: Pitman Publishing.
Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7 (2), 131-148. DOI:10.1080/096525499346486
Philips. (n.d.). Philips: Our environmental approach : Green products. Retrieved from www.philips.com/about/sustainability/ourenvironmentalapproach/greenproducts/index.page
Planning Commission, Government of India. (2013). Twelfth five year plan (2012 - 2017). Faster, more inclusive and sustainable growth. Vol. I. Retrieved from http://planningcommission.gov.in/plans/planrel/12thplan/pdf/12fyp_vol1.pdf
Polonsky, J. (1994). An introduction to green marketing. Electronic Green Journal, 1 (2), 1-10.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44 (5), 21-30. doi:10.1016/S0007-6813(01)80057-4
Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 11 (5), 285-297. DOI: 10.1002/bse.338
Prasade, K. S. (2011). Green marketing in India. Retrieved from http://www.projectguru.in/publications/green-marketing-in-india/
Pride, W. M., & Ferrell, O. C. (1993). Marketing concepts and strategies. Boston, MA : Houghton Mifflin.
Raghavendra, B. N., & Usha, C. (2013). Green marketing: It's strategies for sustainable development. Asia Pacific Journal of Research, 2 (4), 1-10.
Rao, C. S. D. (2013). Green marketing: Conceptual developments of green marketing in India. International Journal of Innovative Research and Practices, 1(10), 37-44.
Reliance Communications initiates “go greenâ€. (2010, November, 9). CIOL. Retrieved from http://www.ciol.com/ciol/news/50434/reliance-communications-initiates-go-green
Saxena, R., & Khandelwal, P. K. (2010). Can green marketing be used as a tool for sustainable growth ? : A study performed on consumers in India- An emerging economy. The International Journal of Environmental, Cultural, Economic and Social Sustainability, 6 (2), 277-291.
SBI launches its 'Green Channel Counter' facility today. (2010, July 1). Business Standard. Retrieved from http://www.business-standard.com/article/press-releases/sbi-launches-its-green-channel-counter-facility-today-110070100115_1.html
SBI to introduce green-channel banking at more branches. (2011, May 11). The Hindu. Retrieved from http://www.thehindu.com/business/Industry/sbi-to-introduce-greenchannel-banking-at-more-branches/article2008949.ece
Solar power plant at Delhi Metro station. (2014, February 25). EFY Times.com. Retrieved from http://efytimes.com/e1/fullnews.asp?edid=131179
Sreevatsan, S. (2012, September 2). India's first solar powered ATM from IndusInd Bank, Mumbai. Retrieved from https://www.eai.in/green-corporates/2012/09/02/indias-first-solar-powered-atm-indusindbank/
Srikanth, R., & Raju, D. S. N. (2012). Contemporary green marketing-Brief reference to Indian scenario. International Journal of Social Sciences & Interdisciplinary Research, 1(1), 26-39.
Suzlon. (n.d.). Suzlon corporate brochure. Retrieved from http://www.suzlon.com/pdf/suzlon-corporate-brochure.pdf
Suzlon Foundation. (n.d. - a.). Environment - Suzlon Foundation. Retrieved from http://www.suzlonfoundation.org/environment.html
Suzlon Foundation. (n.d. - b.). Environment projects - Suzlon Foundation. Retrieved from http://www.suzlonfoundation.org/pdf/environment_projects.pdf
Suzlon Global Headquarters 'One Earth' receives 'LEED Platinum' certification. (2010, April 29). CSR News. Retrieved from http://www.csrwire.com/press_releases/29506-Suzlon-global-headquarters-One-Earth-receives-LEED-Platinum-certification
Suzlon powers a new brand initiative : P.A.L.S. (2011, September 5). IBN Live. Retrieved from http://www.ibnlive.com/news/india/suzlon-powers-a-new-brand-initiative-p-a-l-s-398009.html
Suzlon. (2010, April 23). SBI banking on green energy with Suzlon. Retrieved from http://www.suzlon.com/images/Media_Center_news/163_SBI%20-%20Suzlon-%20Press%20Release%2023.04.10.pdf
Suzlon's 'One Earth' campus bags LEED Platinum award. (2010, May 05). Industry 2.0. Retrieved from http://www.industry20.com/detail/news/Suzlon-s-One-Earth-Campus-Bags-LEED-Platinum-Award/2230
Taj Exotica : Resort and Spa - Maldives. (n.d.). Eco initiatives. Retrieved from http://www.tajhotels.com/Luxury/Exotica-Resort-and-Spa/Taj-Exotica-Resort-and-Spa-Maldives/Eco-Initiatives.html
Tata. (2010, April). Green practices (an Indian Hotels initiative). Retrieved from http://www.tata.in/company/articlesinside/vzAtfIWNGNo=/TLYVr3YPkMU=
Tata. (2013). TCS – sustainability report. (2012-13). Retrieved from http://www.tcs.com/SiteCollectionDocuments/About%20TCS/TCS-Corporate-Sustainability-Report-2012-13.pdf
Thambi, V. (2010). Top 10 companies that paint India green. Retrieved from http://www.chillibreeze.com/articles_various/top-10-indian-green-companies-green-business-practices.asp
The World Bank. (2015, February 4). India-capacity building for industrial pollution management. Retrieved from http://www.worldbank.org/projects/P091031/india-capacity-buildng-industrial-pollution- management?lang=en
Union Budget. (2010-2011). Speech of Pranab Mukherjee, Minister of Finance (2010, February 26). Retrieved from http://www.thehindu.com/multimedia/archive/00034/Union_Budget_Speech__34366a.pdf
United Nations. (1987). Report of the world commission on environment and development : Our common future. Retrieved from http://www.un-documents.net/our-common-future.pdf
Welford, R. (1997). Hijacking environmentalism: Corporate responses to sustainable development. London : Earthscan.
Wipro (2015, January). Wipro's sustainability initiatives 2014. Retrieved from http://www.wipro.org/resource/Wipro_Sustainability_Initiatives_Presentation.pdf
World Bank. (2011). India, World Bank to deepen cooperation on India's green agenda [Press Release No:2011/289/SAR]. Retrieved from http://web.worldbank.org/WBSITE/EXTERNAL/NEWS/0,,contentMDK:22807601~pagePK:34370~piPK:34424~theSitePK:4607,00.html
