Page 1 of 11
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 05
May 2018
Available online:https://ejbss.org/ P a g e | 90
Emerging Concept Of Green Marketing In India
SANJANA
Assistant Professor, Department of Management Studies
Shaheed Rajguru College of Applied Sciences for Women
University of Delhi
ABSTRACT
Green marketing is environment friendly, sustainable and socially responsible. Green marketing
covers the overall brand of marketing activities undertaken by companies in a manner that they
promote manufacture of products which have a positive impact on environment or alternatively
reduce negative impact on the environment. Today green marketing is a vital component of
marketing research which began due to increasing media exposure and pressure on firms to
present eco-friendly behaviour. The growth in green marketing over the years has been promoted
by adoption of product packaging and presenting to the public these improvements.
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 research paper describes the concept of green marketing as an
overview and major emphasis is laid down on the opportunities and problems in growing need of
this emerging concept of green revolution. Data has been collected from various sources in
addition to the books, journals, newspapers and websites. This paper outlines the needs and
issues arise in way of green revolution.
Key Words: Green Product, Green Marketing, Scope, Opportunities, Challenges.
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European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 05
May 2018
Available online:https://ejbss.org/ P a g e | 91
1. INTRODUCTION
Technology has shown a drastic impact on the environment and no doubt, it is increasing with
every passing year and causing irreparable damage to the earth. Today in the era of advanced
technology and fast moving life, where people do not even have enough time and space for
themselves, the degree of concern for environmental issues are really disappointing. The matter
of concern is that though the advancement in the technology has made our life easier and
comfortable, but on the other hand, it has shown a drastic detrimental impact on the environment.
So for the purpose of diminishing this life-threatening impact, government and many
communities are focusing on such practices that can prevent the future hazards. One of such
practice is “Green Marketing”.
While being responsible some of the business has shown their keen interest to accept the concept
of environmental management and waste minimization. Basically, Green Marketing is a
business practice that takes into account customer concern, about promoting preservation and
conservation of the natural environment. To implicate green marketing business firm are focused
on reducing waste and chemicals, increased energy efficiency of their product. While practicing
Green marketing, business firms are not only concentrated on promoting the products which are
environmentally safe but, also they have incorporated changes in the production process,
advertisement and packaging. So fundamentally the business firm focuses on optimally utilizing
the available resources while accomplishing the organizational goal and customer satisfaction.
2. LITERATURE REVIEW
Prothero, A. (1998) introduced numerous papers discussed in the July 1998 issue of 'Journal of
Marketing Management' focusing on green promotion. This incorporated a quotation of the need
to review presented text on green marketing, an experimental study of United States and
Australian advertising managers, an explanation of what a green association look similar to in
practice in Great Britain, ecotourism and definitions of green promotion.
Page 3 of 11
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 05
May 2018
Available online:https://ejbss.org/ P a g e | 92
Prothero, A. & Fitchett, J.A. (2000) argued that greater environmental explanation can be
protected during entrepreneurship by using the uniqueness of product culture to more growth
ecological goals. Marketing not only has the possible to supply to the establishment of extra
sustainable forms of civilization but, as a principle manager in the process and explosion of
product discourse, also has a significant liability to do so.
Oyewole, P. (2001) in his manuscript presented a theoretical link between green marketing,
environmental fairness, and engineering ecology. It argues for greater awareness of ecological
justice in the practice for green promotion. A study agenda is finally optional to determine clients
consciousness of ecological justice, and their enthusiasm to bear the expenditure connected with
it.
Karna, J., Hansen, E. & Juslin, H. (2003) interpreted that practical marketers are the majority
real group in implementing environmental selling willingly and in search of cutthroat advantage
through ecological openness. The consequences also give proof that green standards, ecological
marketing strategies, structures and functions are rationally linked to each other as hypothesized
according to the model of ecological marketing used to direct this study.
Sanjay K. Jain & Gurmeet Kaur (2004) in their study of environmentalism which had quick
emerged as a worldwide occurrence discussed business firms too have risen to the occurrence
and have ongoing responding to ecological challenges by involving green marketing strategies.
Green consumerism has played a catalytic task in ushering business environmentalism and
making business firms green advertising oriented. Based on the statistics together through a field
survey, the paper made an evaluation of the degree of ecological consciousness, attitudes and
performance prevalent between clients in India.
Donaldson (2005) in his research realized in the Britain that in common the ecological approach
of customers changed optimistically. This study reported the strong trust of customers in the
recognized commercial brands and in the weak performance referring to the "green" claims,
which was the major cause behind the intense failure to understand their concerns beyond the
atmosphere in their performance.
Alsmadi (2007) while investigating the ecological behaviour of Jordanian clients reveals a high
stage of ecological conscience. Regrettably however this optimistic tendency and first choice in
